Top tips on maximizing the profits from your menu
Before you delve into this article there is one major over-riding human factor that you need to realize. By and large, people are generally bored. Stuck in a habit pattern or rut and looking for something new or different to spice up their otherwise mundane day-to-day existence.
That said, the most overlooked area of profits in many ,if not most restaurants is the add-on sale. Or to put it another way... Your best possible customer is the one you already have sitting in front of you. Many restaurants spend big bucks on advertising and promotions to get people in the door and then drop the ball. By adding more service and satisfaction for every customer by giving them more interesting options to spend their money on.
Well thought out dishes created specifically to enhance the customer's experience and create that all important add on sale is also magic in increasing profits for any food establishment.
There are four areas that warrant the most focus. First contact: As soon as the guest is seated the wait staff makes the first contact. Drinks are the first order of the day (or night) How much creativity has your establishment put into developing the drink choices and presenting the drink options? Do you have a "feature-for-fame" in the drink area? If not, it is time to create one or more unique and unusual drinks that will get people talking.
It can be as simple as creating a new concoction... Say, have you tried our Perrier Blueberry Buzz Iced Tea? (Half Ice tea, half Perrier water with a few frozen blueberries in the bottom preferably served in a unique or classy glass with a raw sugar dipped rim.) Not something you see everyday. Good presentation is the frosting on the cake. Give it an "oh wow!" effect.
Anything worth talking about will give your establishment a distinction not found elsewhere. And, of course, the key to more sales and profits. An alcoholic version gives you two selling or service opportunities in one.
(A shot of Drambuie, anyone?)You get the point. Let your imagination run wild. (Don't forget to add seasonal variations to keep things lively.) More importantly, make sure your staff practices the best possible presentation techniques. And that NO customer goes by without the same bright upbeat greeting and offer. This simple policy will guarantee more sales and profits if you have structured your pricing in a scientific manner.
OK. The drinks are coming. It's time for Contact Two: The warm-up. Snacks.
Notice I did not say Appetizers. (Unless you are totally upper crust)
Same scenario. Good Evening folks, now that your are settled in how about starting with a very special shared snack... (The key word is shared) Or call it an d'oeuvre if you must. But it must be a unique created "specialty of the house" It can even be on "special", remember it is all add on sales at this point. Your goal is to get as close to 100% of your tables to participate in all four contact points as possible. Sometimes, it is good to bring one or two dishes to the table instead of a appetizer menu. Which is better? Words on a page or sizzling sight, sound and aroma? (This is of coarse, when you drop the main menu and brief them on the special of the day.)
Dinner is winding down but not over. Your key wait person stops by with a special dessert menu. (Dessert is listed on the main menu but this is in addition to the main menu.) Again, it is time to verbally highlight your dessert feature for fame. Be it deep fried Macadamia Must ice cream or mile high Passion Fruit Chiffon pie. It goes like this... Has anyone here tried our Amazing mile-high Passion Fruit Chiffon Pie? Or how about our totally unique Deep Fried Macadamia Nut Ice Cream? Both are not to be missed! (If there is resistance, add that both are big enough to share. The goal is to get the sale.) This really works folks. Not only are you creating sales but your are giving your customers what they want. Oh, yes. Contact four: Liqueurs. You know the drill!