Great article from the Nations Restaurant News
This is a Great article from the Nations Restaurant News - timely given all of the cost increases (ie minimum wage!) looming in the not so distant future....
No question that owners need to be more savvy than ever to maintain profit margins while not discouraging customer visits - Menu engineering (and innovation) is more important than ever - It is absolutely essential to your very survival ! And lets face it - the goal is not to just survive - but to thrive!
A typical first response is often to discount, hopping to drive more traffic - THIS DOES NOT WORK - it is well proven that discounting only devalues your menu - making it more difficult to entice customers to pay fairly for your products....
Instead focus on the basics of great service - great food - a clean and welcoming restaurant - make sure that your marketing is connecting with customers -
Properly monitoring, planning and maintaining food & beverage cost is more important than ever in these challenging times - the difference of only a couple points in cost can make the difference between profitability & failure.... don't leave it too chance! Remember - only operations that are aware of their "variance in cost" are successfully managing cost - and thus profits.... All others are just hoping that all is ok..... .... So... Are you "hoping for success" or "planning it ??
Call or email today for a free consultation & evaluation of your current situation -
613 936 8741
4 alternatives to service charges
Mitigate cost pressures and avoid giving guests sticker shock with these tips
Justin Pridon is vice president of consulting services at Revenue Management Solutions. This article does not necessarily reflect the opinions of the editors or management of Nation’s Restaurant News.
Costs are rising for restaurant operators everywhere. The minimum wage is going up in many places. Commodity costs are always a worry. And for many prime locations, rental rates continue to climb.
What’s a restaurant owner to do? In some cities, especially on the West Coast, some restaurants are taking an extreme approach: experimenting with added service charges to offset costs.
Cost pressures on restaurant owners and operators are certainly intense, and many restaurants need to increase revenue as much as 5 percent to 6 percent this year just to keep profit margins intact.
But, here’s the million-dollar question: How can an operator compensate for these cost challenges without either raising menu prices or introducing a flat service fee? In short, how can you avoid giving your customers sticker shock?
Here’s what I think: A service charge should be your last resort, after all other alternatives have been considered. Instead, focus on promoting positive purchase behavior that will help increase your customer’s check size, and, in turn, your restaurant’s profitability. Here are some tips that can help:
-Consider putting more step-up items on your menu. Let’s say you offer a popular Sauvignon Blanc for $7 a glass. Don’t go crazy with a $14 step-up option, but think about adding an option priced at $9. If the quality is great, customers might try it, without costing them an arm and a leg.
-Use promotions to test new items. Try out a new item and use the promotional period to gauge its impact on customer traffic and profitability. If it’s popular, but isn’t helping your bottom line, you may decide that it isn’t a good long-term fit for the menu.
-Review operations holistically. Match your restaurant’s staffing with customer traffic. Train staff to upsell once customers are in your restaurant. And look through every aspect of your operation, from the lease to advertising, for opportunities to increase revenue and profitability.
As you decide what to do, don’t rush into changes. And as you implement changes, plan communication with customers carefully, so you are always upfront and transparent.
Times are tough for restaurant operators, and introducing service charges can be tempting. But before you resort to that move, which could be a complete turn-off to your customers, try some of these alternative tactics first to increase profitability without shocking guests.
Justin Pridon, vice president of consulting services at Revenue Management Solutions, has been with the company since 2008. Pridon and his team assist more than 20 large dining brands across North America to optimize their gross profits. His clients have combined annual revenue in excess of $100 million in sales.