It is a constant challenge for all restaurants to create awareness and relevance to drive guest traffic and grow sales.
Awareness can come in many forms; sponsored ads, posting on social platforms, guest on-line reviews/word of mouth, third-party aggregators, and networking within the local community, etc. All these marketing tactics should be consistent as the competition is always looking to capture the customer.
But the most critical task is to convert the customer into a loyal guest.
They say you only have one chance to make a good first impression, so exceptional service is essential. We all have experienced the good, the bad and the ugly when it comes to service, so ensuring that the proper hiring process is in place, detailed training is completed, and constant staff engagement are all vital steps as every employee is an integral component of the marketing strategy.
Like loyal guests, management should treat the staff in the same manor, particularly when quality staffing is in such short supply. In my experience engaging the staff at all positions will be rewarding not only for the employee, but the guest as well as it will help lead to an overall sales growth and loyalty from both sides of the plate.
Constant communication and gratification are the key motivators and the mechanics to developing a core staff that truly care about the business and the guest. These can come in many forms.
• Endorse an open-door policy as the server is on the front-line and can provide critical and instant feedback.
• Empower the employees to suggest improvements to the menu and steps of service.
• Execute regular staff incentive programs for both the FOH and BOH against specific menu item[s], a slow dining period or a seasonal promotion.
• Engage key suppliers to teach and train the staff about specific products and recipe development/enhancement.
• Extend an invite to monthly meetings for all staff to discuss upcoming changes to menu/operations, share the many successes and a forum for open feedback.
So, as on-going tactics and advertising generates awareness and traffic, it’s an engaged employee that will not only convert the customer into a long-term loyal guest but will be a proud and appreciated ambassador.
Scott Moore, President of Stir Creative Communication Inc., has been helping foodservice and hospitality suppliers and operators increase sales for over 30 years. For innovative and revenue-increasing programs, marketing and promotional campaigns and much more, contact Scott at 905-484-3094, scott@stircommunications.ca, or visit www.stircommunications.ca.