5 KEY INGREDIENTS TO HELP KEEP BUSINESS BOOMING

When business hits a slow time, use that time wisely.

No matter how great your menu offerings, how perfect your location, and how much the customers love your staff – a slower business period can be frustrating. Focusing on these 5 key things can help speed up the slowdown, and turn stress into success.

1. Focus on what you do best.
Focus on what makes you better than the competition. A large and varied menu means more inventory, lower product turnover and higher labor costs. A smaller number of dishes prepared extremely well can generate more repeat business than a large selection of mediocre items.

Choose 5 or 6 of your best items and have your servers focus on selling them the most. Having someone tell a friend how your hamburger is the “best on the planet” is worth more than any advertising you can pay for.

2. Focus on quality.
When it comes to gaining and retaining customers, nothing works harder than a quality product. Make your quality standards clear to your suppliers, and never accept a lower quality item because the one you want is out of stock. Stick to your standards – it'll pay off in the long run.

3. Focus on value.
Make sure your customers understand the premium value of your menu items. If your steaks are from a special grade of beef, let them know! They'll appreciate the value you're offering them.

Remember, your servers are also your salespeople and should always communicate the quality of your food. If a dessert is made in-house with a premium brand chocolate, advertise it on the menu and have the server highlight the details.

4. Focus on the customer.
If customers arrive on time for their reservation and a table isn't ready, don't just seat them at the bar. Offer them a complimentary beverage, appetizer or dessert. It shows you value their business.

When approaching tables, always ask open-ended questions. Questions which require more than a one-word answer give customers a chance to reply honestly, and gives you the opportunity to fix any problems.

A small gesture of recognition goes a long way. A complimentary glass of wine or dessert on the third or fourth visit can create a lifelong repeat customer. Try offering a small sample of the daily special, or a new dish you're considering adding to the menu.

5. Focus on selling.
There's a big difference between simply taking an order and selling the menu. When a couple both decline dessert, suggesting they share a single item can make them feel more comfortable about the extra indulgence.

Your servers need to know your menu inside and out, and be able to describe each dish's main ingredients, how it's prepared and what it tastes like. And like anything else, practice makes perfect. Servers who sell with confidence can help you generate larger cheques.