Restaurant Management

6 Steps You Must Take To Survive a Restaurant Recession

An empty restaurant.

If you’ve watched the news or read anything about the restaurant industry lately, then you’ve probably heard about the restaurant slowdown, dare we say recession, that all of the pundits are predicting.  Whether those recession fears are overblown or not, one can’t ignore the negative commentary coming from some of the industry’s biggest corporations talking about slowing sales and lower traffic year over year.

2016 has seen the separation of definite winners and losers in the hospitality industry.  Some restaurants like Panera, Papa John’s, and Texas Roadhouse are still killing it, while others like Yum! Brands, Ruby Tuesday’s, and Smokey Bones have taken a beating.  Some have even gone out of business.   The year 2016 has seen numerous restaurant bankruptcies from once successful concepts like Cosi, Quaker Steak & Lube, HomeTown Buffet, and Johnny Carinos.

 

What is causing the restaurant downturn?

The Natural Business Cycle

The restaurant industry has seen tremendous growth since the turn of the century.  Over the past 16 years, restaurant food and drink sales have more than doubled from $379 billion in 2000 to an estimated $782 billion in 2016, which represents an approximate 6.5% annual growth rate.  The growth is even more impressive when you realize that in 1970, restaurant sales were only $42.8 billion.  This success has prompted more and more competitors to enter the marketplace.  In fact, according to the National Restaurant Association, there are more than one million restaurant locations in the United States, or 1 restaurant for every 319 people.

While the growth trend may continue, every industry is subject to the ups and downs of the business cycle, so it is normal to have some years of negative growth.

Falling Grocery Prices

As of September 2016, the price of groceries had dropped for 9 straight months, a phenomenon that almost never happens without a general economic recession.  In some places, grocery prices have dropped as much as 5% over the past year.

When grocery prices decline, more consumers see the value in cooking at home vs. eating out; this is particularly true when restaurant menu prices don’t keep up with the decline.  In this cycle, as grocery prices have declined, restaurant menu prices have stayed steady, or even increased, prompting more people to cook at home.

Changing Demographics

According to the Wall Street Journal consumers aged 18-35 make fewer than 50 trips to restaurants each year.  Compare this to the 75-80+ times per year that the average American eats out (stats do not include pickup or fast food), and you can see that the demographics are definitely not in favor of continued growth.

Innovative Grocery Startups

New innovators in the grocery delivery space like Blue Apron and Hello Fresh are making it easier for consumers to cook restaurant quality meals at home, at a reasonable price.  For example, meals at Blue Apron cost between $8.75 and $9.99 per meal compared to an average cost of $39.40 per meal at a restaurant.

Politics

It’s hard to quantify how much consumer spending lags in an election year, however many corporate restaurant CEO’s have come out in the past few months and blamed election uncertainty for slowing same store sales growth.  Whether the election is being used as a scapegoat or not is hard to tell, but now that it is behind us, politics should be less of a factor in 2017.

Rising Costs

As if all the factors affecting growth in the industry aren’t bad enough, many restaurants also have to deal with rising labor costs in the form of wage pressure and healthcare costs under the Affordable Care Act.

 

6 Keys to Survival?

Have a hook

The days of offering “ok” food at an “ok” price and succeeding are over; there’s simply too much competition to operate a middle of the road establishment.  Sure, good food is a must, you can’t survive long without it; but, in this day and age, you’ve also got to have a hook.  In business, a hook is known as a competitive advantage: something that you do better than any of your competitors.    If your food is the best around for your genre, then that IS the hook.  However, if your food is just mediocre, then you better start looking for something else to bring customers through your door.  The hook doesn’t have to be complicated or expensive; it could be as simple as an innovative sandwich (Primanti Brothers), a large menu (Cheesecake Factory), top notch customer service (Chick-fil-A), or a focus on your local neighborhood (Applebees).

Ideally, your competitive advantage will be something that is not easily replicable by competitors.  For example, while something as simple as free Wi-Fi can give you a short term competitive advantage in an area where it is not widely available, it’s not likely to last long once your competitors catch on and start to offer the same thing.

Be proactive about your finances

One of the key takeaways from this year’s NRA Show Keynote Session between Jon Taffer and Robert Irvine was that far too many restaurant owners are totally unaware of their finances.  They let a book keeper focus on the accounting, while they focus on the food, staff, and atmosphere.  That may work ok in times of fast growth and easy money, but it can really hurt your restaurant when the going gets tough.

The problem with not knowing your finances is that you can’t see potential trouble coming until it’s too late; you are forced to react to bad situations instead of being proactive and taking action to avoid them altogether.  For example, if you don’t look at your food costs on a regular basis, then you might not realize that certain foods are rising in price, and you will be serving dishes that are no longer as profitable as they once were.

While we’re on the topic of being proactive with your finances, there are two other things that you need to do before the next recession.  First, make sure that you stock away some extra “rainy day” capital when times are good.  Second, build a relationship with your banks commercial lending officer and open a line of credit as a backup source of funding should you ever need it.  If your profitability ever falls off a cliff for a couple of months, these should provide quick access to cash if you need it.

Maximize your free advertising

What is the first budgetary item to take a hit when business is slow or your restaurant is losing money?  If you’re like most restaurant owners, then the answer is probably advertising and marketing.  It makes sense that this is where many owners choose to cut; if the choice comes down to firing staff or not running that 30 second TV spot next month, then many small business owners would choose the latter.  Nevertheless, advertising during a recession is precisely what a restaurant must do to stay at the top of consumers’ minds and try to steal market share away from competitors.  Fortunately, thanks to the internet and social media, there are ways to promote your business that cost next to nothing, at least in terms of dollars.

We are lucky to live in a time in modern history where creativity and ingenuity can actually outperform advertising dollars.  So put on your thinking cap, and figure out a way to get your name out there.  If you have a great story to tell, call up your local papers and ask them to write about it.  If you are offering something special, make sure that all of your social media followers (I’m assuming you utilize social media at this point) know about it.  Take that 30 second TV spot that you were planning and plaster it on YouTube, Instagram, and Twitter.  Whatever it takes to get your name out there, do it.  A downturn is the perfect time for a little Guerilla Marketing.   Unleash your inner PT Barnum and market the hell out of your business, because it may be the thing that keeps the lights on until business picks back up.

Try to renegotiate your lease when the time is right

This one is tricky.  Landlords obviously don’t want to renegotiate a lease contract lower because they have you locked in (and may have you personally on the hook).  But, it isn’t impossible.  The one thing that landlords hate more than renegotiating lease space is vacancy.  If there isn’t a lot of competition in your area, or if the number of commercial real estate vacancies are rising, then you have some power to renegotiate, particularly if the alternative is going out of business and/or filing for bankruptcy.  Ask your landlord for a temporary rent reduction first.  If that doesn’t work, try to negotiate a reduction or partial deferral in exchange for a longer lease term.

Offer loyalty programs

One of the most important things you can do to survive a recession is to retain your current customers.  Did you know that it costs 500% more to acquire a new customer than to retain a current one?  How about that 81% of consumers surveyed said that they are more likely to continue doing business with brands that offer a loyalty program.  Knowing this, offering a loyalty program becomes almost a no-brainer.  If you can’t keep your current customers coming in the door, then it is going to cost you 5 times as much to acquire new customers.  Start a program that lets customers get something for free, or at least a percentage off, for every x number of times that they dine at your restaurant.  Sure, it’s going to impact your bottom line, so make sure that your margins are robust enough to handle the hit and make it up in increased volume.  It could be the difference between customers choosing your restaurant or the place down the street.

Stay positive

If you’ve been in management for any length of time, then you know that employees tend to mimic the attitudes of their bosses.  If you, as an owner or general manager are constantly showing worry, then employees will feed off of that attitude, which can create a negative customer experiences.  Likewise, if you let your worries make you irritable or moody, then employees will pick up that and will start to act in kind.

The hardest thing in the world to do is to keep a smile on your face when you don’t know if you’re going to make next month’s payroll, but it is necessary to keep your culture positive and keep employees motivated.  By no means are we advocating that you lie or hide the truth from them.  Let them know where the business stands, and give them all of the facts.  But, attitude is everything, and as the captain of the ship, yours is the most important in the whole organization.  Approach every downturn as an opportunity to innovate and improve your restaurant in anticipation of better times.  Get employees involved and make them feel ownership.  You might be surprised when the best idea to lower costs or retain customers comes from them.

Every business has its ups and downs, and the restaurant industry is no different.  We have enjoyed a long stretch of growth and good times, where the rising tide of demographics and changing social norms has lifted all boats.  Hopefully, that trend will continue, and this short lived down trend will end as quickly as it began.  If it doesn’t, however, following the tips above can help you to weather the storm and emerge from the other side in a better position than ever.

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Popular Restaurant Trends Throughout the Years

Popular Restaurant Trends

How many times a day do you see blog articles pop up on social media titled “25 Most Embarrassing Food Clichés of (insert year here)”? And once your curiosity has gotten the best of you and you’ve clicked on these articles, you see a list teeming with negativity about food and restaurant trends from years gone by. While these articles can be entertaining, hindsight is always 20/20.

It’s safe to say that the restaurant industry has had plenty of changes occur from its inception, some of them better than others. “New” trends are difficult to come by in the restaurant industry, with many ideas being perfected over the years. But as restauranteurs, it’s necessary to look back on restaurant history to see what’s coming in the future.

The 1950’s

The 1950’s easily became the golden era for American restaurants. The Great Depression and war were a thing of the past and left the economy booming. This time of prosperity made it simple for other industries to flourish as well. Due to improvements in the nation’s highway system, the need for stops along interstates grew. With more and more travelers on the road, franchise restaurants became more in demand.

McDonald's in 1954

Photo from allday.com

Many of these franchised restaurants are still popular today. In 1954, the McDonald’s restaurant we know today was bought from the original McDonald brothers and transformed into franchise gold by Ray Kroc. McDonald’s was not the first fast food restaurant, but the assembly-line system was revolutionary for fast food restaurants to come. Kroc was able to turn this humble hot dog stand into a quick and efficient franchising opportunity. McDonald’s franchise model became a beacon of success for other restaurants, like Kentucky Fried Chicken and Dairy Queen, to follow in suit.

Highway System

Photo from nesbittrealty.com

With the highway system improvements also came advancements in the automotive industry. The 1950’s was filled with car culture; so why would restaurants be any different? While the first drive-in was opened along the Dallas-Fort Worth Highway in 1921, the 1950’s were the true heyday of drive-in diners. Serving up burgers and shakes, sometimes on skates, these diners became social hangouts for teens and families alike. The drive-in trend continued through the 1960’s and then declined with the increasing number of drive-through options in restaurants.

The 1960’s

Steak and Ale Menu

Photo from cravedfw.com

Although processed and junk food captured much of the baby boomers’ attention, it wasn’t the only trend happening in America at the time. Steak and Ale (casual dining) began offering a salad bar buffet to guests, keeping them occupied while waiting for their dinners. Soon enough, salad bars were popping up in steakhouses all over the country as a way to customize a guest’s appetizer.

Dining in the 60's

Photo from petermoruzzi.com

This decade was also defined by the meats served in restaurants. Most entrees at this time were focused around beef of some sort. Beef wellington, steak Diane, and Swedish meatballs were all popular beef dishes of 1960’s. In middle class restaurants, beef and lobster (or surf n’ turf) dinners were commonly seen on the menu.

Howard Johnson's

Photo from slate.com

At this point in history, there was an increasing emphasis on family time outside the home (vacations, a meal out, etc.). Popular restaurants of the time, Japanese steakhouse Benihana and Howard Johnson’s were often patronized by these families looking to spend quality time together and bond over dinner. In the 1960’s, dinner became more than just food and more focused on the emotions associated with it as a family.

The 1970’s

The 1970’s marked the beginning of environmentalism as the newest social cause, affecting the food and restaurant industry. Changing their tune from the 1960’s, customers wanted healthier options that were unprocessed and uncomplicated. This shift led to a rise in vegetarianism and health food stores.

At this point in time, there was a shift in gender roles. With a larger number of women in the workforce, restaurants were used as experiences with the family or a chance to get away from the preparations and cleaning up required of cooking at home. More casual-dining chains began spreading across the nation like the Cheesecake Factory and Ruby Tuesday, both opening their doors in 1972. For a quick bite, the 1970’s marked Subway’s start into franchising. Much like the fame of the McDonald’s assembly line from the 1950’s, the Subway assembly line was just as important for future restaurants in similar niches.

In finer dining, Le Cirque (New York City) opened its doors in 1974 by Sirio Maccioni and became a landmark in the city. One of the most infamous dishes to come out of Le Cirque was pasta primavera. This entrée soon became one of the most ordered items at restaurants across the country, its popularity spilling over into the 1980’s as well.

Le Cirque, New York City

Photo from insatiable-critic.com

The 1980’s

Innovation ran rampant in 1980’s restaurants. Chefs were taking creative license to create new combinations and dishes, making restaurants trendy and modern. While there were many traditionalists who argued against these new methods, it was certainly an exciting time to be in the restaurant business.

Nouvelle Cuisine

Photo from caraandco.com

Nouvelle cuisine was popular especially in finer dining establishments. Chefs worked hard to create elaborate presentations with their dishes, using the plate as a canvas. Popular New York City restaurants like Odeon and Quilted Giraffe used this style quite fervently throughout the 1980’s. Championed by chef Michel Guerard and food critics Henri Gault and Christian Millau, nouvelle cuisine allowed young chefs to be more artistic and not held to the restrictions of traditional French cooking.

Although this cooking style allowed chefs to be more creative in their practice, it ended abruptly with the stock market crash of 1987. With the largest one-day drop of the Dow Jones in history, customers expected more out of their restaurant helpings than the smaller, artistic portions of the time.

Chef Paul Prudhomme

Photo from investors.com

Another popular trend in the 1980’s was Cajun cooking. While other American chefs looked to other countries to inspire their dishes, chef Paul Prudhomme looked to his Louisiana roots. Prudhomme used classic Louisiana ingredients like blackened beef, crawfish, and shrimp to create exciting menu items such as Chicken and Andouille Gumbo and Cajun Jambalaya. The blackening technique became very popular in the 1980’s, being used in fish and other meat entrees.

The 1990’s

Fusion cooking was on the rise in the 1990’s. A trend, fusion cooking is the combination of different cultural dishes to create something new. Laying the ground work for this new trend, celebrity chef Wolfgang Puck served dishes that combined French and Asian influences for an interesting mixture. Items on Puck’s Chinois on Main menu included foie gras with pineapple and catfish with fried ginger.

Wolfgang Puck

Photo from minnpost.com

While these dishes could be highly creative and delicious (like this Thai-inspired pizza), some chefs took it a step too far and created “con-fusion” which were unexpected flavor hybrids that didn’t complement each other well. The “con-fusion” was a result of the chefs trying to jump on the bandwagon and allow their restaurant to have the next big thing, which doesn’t always coincide with a customer’s palate. It is very difficult to specifically label certain “con-fusion” recipes as a failure because taste is extremely subjective. But something tells us that a recipe for spicy Asian green beans with blue cheese isn’t going to be our new favorite food either.

Fusion Cooking

Photo from guyeatsfood.com

Many chefs are not a fan of the term “fusion cooking”, claiming negative connotations from the 1990’s. Even though it is still a popular cooking style in the modern world, the term fusion cooking is not normally used.

The 2000’s

At the turn of the century, America became much more conscientious about their foods. Consumers were more concerned about where their food came from, how it was processed, and what was in it. This kind of curiosity led to many consumer-driven changes that effected food suppliers, distributors, and restaurants.

Super Size Me documentary

Photo from netflixlife.com

One of the most revolutionary food documentaries to ever hit the small screen was Morgan Spurlock’s Super Size Me, which premiered in 2004 to a shocked America. It was common knowledge at this point that fast food was not the ideal meal for a healthy diet, but this documentary took just how unhealthy fast food could be and made it a living nightmare. After this documentary, many fast food chains began to evaluate their menu offerings.

Fresh food

Many consumers demanded more health-conscious options from all of their eateries. Even big-box retailers like Walmart were starting to offer organic options to their customers. So why wouldn’t restaurants as well? More restaurants began creating and marking healthier choices on their menus while others provided more detailed information about where the food came from. This kind of communication with the customer makes them feel more in charge and able to make more educated decisions based on the information that is provided to them.

Because consumers were aimed to obtain healthier foods (for the most part) they frequented businesses like Subway, Jamba Juice, and casual dining establishments like Applebee’s and Olive Garden. Some of the most popular foods of this decade included sushi, bacon, super fruits (blueberries, acai berries), and cupcakes. Many restaurants assimilated these flavors as a part of their core offerings.

The 2010’s

While we are 60% of the way through the 2010’s, there are still prominent restaurant trends that will have sticking power throughout the remainder of this decade.

Chipotle Assembly Line

Photo from qz.com

Restaurants that offer assembly line-like service allow for customers to choose how they want their food prepared are huge right now. The customer is able to tailor their experience from station to station to have their food made exactly the way they want it. This customization ability can be seen in restaurants like Chipotle, Blaze Pizza, and even Starbucks.

Coffee craze

Speaking of Starbucks, the 2010’s are drink-crazed. Whether it is coffeehouses or microbreweries, the interest in mixology has skyrocketed. Many restaurants are not limited to regular or decaf coffee offerings anymore. Similarly, restaurants are also producing their own type of craft beer or wine. There is a certain fascination with making these concoctions because it is all about creativity, and is great for expanding your profit margins.

In urban areas where rent is astronomical and constantly changing, the newest restaurant trend isn’t to become a physical building; it’s to have a food truck. This trend has roots starting in Los Angeles with Kogi BBQ truck and chef Roy Choi. With the help of Twitter and the combination of Korean and Mexican cuisine, the Kogi BBQ truck became a success that inspired restauranteurs to take an alternative route for restaurant ownership.

If you’re looking to create something new in your restaurant, it is always helpful to look to the past for inspiration to create your future. These popular trends from the 1950’s all the way to today have their time and place in history. The restaurant industry has a cyclical nature; trends are bound to find their way around again. While the subject matter of the trends may not be your restaurant’s cup of tea, at the very least, you can get a theme night out of it!

What are some trends (modern or older) your restaurant has tried? Let us know in the comments below!

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How to Make Your Restaurant Successful on Yelp

Find Us on YelpFaced with large amounts of competition, businesses are constantly fighting for their customers’ attention. Word-of-mouth marketing is a powerful driving force in today’s society and has the ability to sway decisions like what to buy and where to eat. This type of marketing may seem difficult to harness, but with programs like Yelp, businesses have a way to engage with customers and help mold their opinions.

Yelp is a great way for small businesses to compete with larger chains by showcasing what they have to offer. In Q2 of 2016, Yelp had a monthly average of 23 million unique visitors who went through Yelp’s mobile app and another 69 million unique visitors who visited Yelp via the web. A Nielsen study reports that 78 % of users rely on Yelp to find restaurants (out of all categories), capturing the highest percentage of the categories. Needless to say, Yelp is a well-used resource for restaurant-goers whose importance is often under-estimated by restaurant owners.

How It Works

Imagine you’re on vacation and it’s your first time at a destination. Up and down your hotel’s strip, there is dinner option after dinner option. As a consumer, the choices are overwhelming. How do you even begin to choose? You could just waltz into the first place you come to and take your chances.  Or, you could leverage the experience of thousands of Yelpers that have visited before you and have left reviews of just about every restaurant in town.  Without the uncertainty and risk of visiting an untested spot, you and your family can get down to the business of enjoying your vacation.

According to their website, Yelp’s purpose is to “connect people with great local businesses”. Their automated software program scours the top reviews that are written by users (“Yelpers”) based on quality and helpfulness, and it ranks businesses according to a proprietary algorithm. So how does your restaurant get the highest ranking? Typically, a larger number of reviews lead to a higher ranking in Yelp search and many other search engines.  The strategy then with Yelp is to get your restaurant as many good reviews as possible.  In this article, we are going to show you how to get started.


Yelp Ads
Claim Your Business

Claiming your business is the starting point for all businesses on Yelp. To be proactive with a Yelp strategy, you must claim your business to have control of that page. After you claim your page, you can then personalize it to help distinguish it among other pages. The goal of this page is to drive traffic to your own site. Optimizing this page will help your restaurant appear, not only in yelp searches, but also in search engine queries like Google.

It is interesting to note that according to a Boston Consulting Group study, businesses that simply claimed their Yelp profile generated incremental revenues of $8,000 annually just from being on Yelp.  Wouldn’t it be nice if your business could bring in an additional $8,000 per year by spending a small amount of time setting up you page and managing your reviews?  By the way, according to the same study, those who claimed their profile AND advertised on Yelp through PPC campaigns (more on that later) generated additional revenue of $23,000.

Rack Up the Reviews

Although it is the core function of Yelp, many businesses may wonder how customers will know to leave a review. Be cautious of how you approach this topic.  Yelp prefers “organic” review, which means reviews that have not been solicited or, worse, paid for.  It’s understandable if you think about it.  Most businesses only ask for reviews from their happiest customers, not those who have had a bad experience.  That might be great for the restaurant, but it damages the overall credibility of the review system. Yelp wants your restaurant to earn great reviews through exemplary business practices, not through solicitation and/or reward.

Even though Yelp discourages direct solicitation, they do leave the door open for more subtle ways of generating reviews.  The first, and most obvious, is to make sure that your customers know you actually have a Yelp account. You may have a customer that comes to your restaurant every single day for their morning coffee, but if they don’t know you’re on Yelp, how will the world know that you have nurtured and cared for this customer, so much so they visit your business every day? Make customers aware that you use Yelp by using this form to receive a window cling for your business. Also, remind customers to visit your Yelp page with a link in your email signature and/or a badge on your website.

To attract customers that are in the decision stage, use a Check-In Offer to entice them. A Check-In Offer is a reward a customer receives when they check into a business on Yelp. This reward is redeemed by mobile device at the place of business. After a checking in from a mobile device at a restaurant, the user is later asked to write a review of where they checked in at. Be careful not to offer incentives to customers who give better reviews, which is against Yelp’s policiesCheck In Offer

While the tactics above are handy with a new restaurant or during a slow time to jazz up reviews, you should always try and go above and beyond for customers. Have the mindset of what kind of experience you want your customers to walk away with, and then double it. What sets your business apart from the competition? Is your atmosphere, food, staff, or price point? Find what makes your restaurant original and makes for a memorable experience for your guests. Inspire people to choose your restaurant, enjoy themselves, and then right a smashing review because their experience was just that good.

Take a look at this improvement calculator to see how many reviews it will take to attain a certain rating for your restaurant.

Interact with Customers

You’ve put the work into claiming your business, spruced up your Yelp page, and the reviews are pouring in. All of a sudden, your first bad review comes in: a piece of coal in your carefully cultivated glittering diamond mine of positive reviews. Your first instinct might be to ignore the review, hoping it gets lost in the sea positive reviews. Maybe no one will see it?  That is a big mistake.  You should always respond to a negative review, even if the response is private.  The last thing that you want is an already upset customer feeling like you’re ignoring them.  You’ll definitely want to reach out to that Yelper in a way that lets them know that their concerns have been heard and you will take their input into consideration when shaping future decisions.

Whether you handle bad reviews publicly or privately is up to you, but maintain consistency – don’t respond publicly to the reviews where you feel like a customer is wrong, and privately to the reviews where you know you messed up. The flow chart below outlines Yelps best practices for responding to reviews publicly or privately.

Review Flow ChartFinally, remember that your public responses will be seen by existing and potential customers so always be courteous and understanding. Practice up on your PR skills and don’t isolate customers. You don’t want jeopardize your future business with a poorly worded response.

Free Assets for Business Owners

Yelp has many free resources for business owners to use, making it effective and easy on a budget.

Yelp for Business Owners app is the most comprehensive of these resources. With the app (available in the App Store for iOS and Google Play Store for Android), businesses track engagement, leads, and clicks to their site from Yelp. The app also has the capability to track the number of check-ins to a business, calls (from clicking the phone number), and the reservations made off of Yelp. Not only do these factors help you gauge your success on Yelp, but could justify an increase of foot traffic in your restaurant. Through the app you also have the capability to respond (publicly or privately) to messages, upload photos, and report reviews or messages. For a busy, on-the-go restaurant owner, the Yelp app is extremely valuable in managing your presence on the site.

Again, you don’t want to come right out and ask for reviews. But if you want another, more discrete way to remind customers about giving you a review, place a Yelp review badge on your website. By placing a review badge on your site, your customers can see that people have a reviewed your restaurant and prompt them to check out your Yelp page. Potential customers will be more inclined to visit a restaurant with many positive reviews, which the badge helps them see at a glance. Every time your business is reviewed, the counter clicks up and/or reflects in the stars. Per Yelp’s brand guidelines, there are only two badges allowed on a business’ site that shows their association with Yelp.

Web Review Badges

It is important for business owners to stay up to date on ways to effectively use Yelp. Yelp offers free 30 minute webinars that improve upon your existing Yelp knowledge. Topics range from how to respond to reviews to becoming a 5-star brand. These webinars help clarify how your restaurant can use Yelp as a sustainable, effective strategy for the long term.

Yelp Ads

While Yelp has plenty of free resources for businesses, there are also advertising packages to enhance your profile even further.

Yelp’s advertising packages operate on a cost per click (CPC) basis and could be beneficial for your particular niche. There is no pre-determined set cost because the cost depends on the competition and relevance of your advertisement to the user’s search. Yelp Ads can help your business with targeted local advertising and a more prominent placement on search and competitor pages.

If you want to upgrade your Yelp experience by paying for advertising, the Call to Action button may be one you want to take advantage of.

Whenever potential customers have searched and found your business on Yelp, what is the next steps you want them to take? The best way to provide a specific direction for these customers is to have a Call to Action button. When set up, this button appears towards to the top of your business’ page, underneath the location and uploaded photos.
When narrowing down what your Call to Action should be, think of what your desired end goal is. The button will take customers to more information in the form of a specific page of your website or coupon.

Call to Action
In the example above, Olive or Twist’s Call to Action button promotes their happy hour and links to their specials section on their website. Make sure your button is labeled with a broad, but relevant statement. You don’t want to give away all the information on your Yelp page, because then there is no need to click. This button provides a next-steps for potential customers to take part in.

Compare the different products that Yelp Ads has to offer with this chart.

Please note that just because a business advertises on Yelp does not mean they automatically get better ratings. A business could be rated two stars and advertise, leading to more people seeing that rating. On the other hand, a business that does not pay to advertise can have a five-star rating. For more information on Yelp’s advertising policy, feel free to check out their FAQ page.

If you own a restaurant that has never used Yelp or only as a consumer, go claim your business. Doing a simple Google search will leave you with endless results on how to optimize Yelp and best practices. But the best way to use Yelp is to jump right in! There are so many free resources and options for a business getting started on Yelp. Don’t think the only way to be successful on Yelp is to shell out a portion of your advertising budget. Let your customers know that you have a Yelp presence, respond thoughtfully to their reviews, and keep providing excellent experiences to make Yelp work for your business.

Does your restaurant or business currently use Yelp as a strategy? If so, what’s your experience with having a page? If not, what are your reservations about it? Let us know!

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How to Market Your Restaurant to Millennials: Getting Social

Millennials

United States millennials span the ages of 18-35 and are a force to be reckoned with. This generation, also known as Generation Y, has surpassed the baby boomers (1946-1965) and now number 75.4 million.

Even with millennial numbers increasing, they don’t have control of the market at this point. Baby boomers still hold the buying power in today’s market; almost 50% of retail sales can be traced back to this group. But, millennials’ spending power will only continue to increase as they begin to earn more.

The true difference lies in how these generations communicate with businesses and brands. Generation Y is made up of extremely vocal consumers that are inter-connected and are not afraid to let others know what kind of experience they had at a business.

The millennial generation is often described negatively by their predecessors, but millennials are socially conscious and creative individuals that are becoming an increasing power in the market. This group’s craving for their peers’ opinions can often dictate many buying decisions, including where they choose to eat or drink.

Learning how to market to this rising group should be a priority for restaurant owners. By understanding the mind of a millennial, restaurateurs can uniquely tailor their marketing communications for this generation. Some call them self-oriented or naive, but millennials are changing best practices of the restaurant industry.

Social Media

Social media is an essential tool for restaurant owners to use when marketing to millennials. Restaurants that don’t use some form of technology platform to reach out and interact with customers seem out of date in today’s constantly changing society. Social media can give your business validity to those searching on the internet.

Celebrate what your business has to offer with your social media. Food is a visual commodity. Those who love to eat don’t only want flavorful bites; they want an aesthetically-pleasing experience they can share with others. Tailoring social media to your restaurant, guests, and mission can further brand your restaurant among many. For example, the “food and drink” category on Pinterest is the most pinned and browsed of all the categories and 90% of pinners are saving food and drink recipes on their mobile devices. This is a great indicator that these are items that people have interest in, so cater to it and get guests inspired by your selection.

You can promote events, menu additions, and even new staff on social media to give your business a face. Encourage your guests to check-in, tweet, post, and pin about your restaurant. Restaurants and bars that take the time to create quality content in their social media interactions can increase top of mind awareness and brand recognition. According to the State of Inbound Marketing, social media has a 100% higher lead-to-close rate than traditional outbound marketing. Use that to your advantage!

Although it is on a larger scale, Chipotle does this very well and it is a brand that millennials want to follow on social media to see what they will post next.

Chipotle

Think of your business as a lifestyle brand that you need to promote. Consumers want to learn more about you and your company’s background and be able to relate on a personal level. Whether it’s about the latest rules on food safety or what your lunch specials will be, creative content about your business and its industry makes you an authority on the topic. Millennials appreciate the diverse but relevant subject matter and your business becomes a reliable resource your niche.

Do's and Don'ts of Social Media

Social Experience

Millennials are constantly branding themselves. By sharing their organic mango and black bean salad on social media, this generation expresses more than just what they’re having for dinner. When looked at closely, these actions say this consumer supports the story behind their food and that this is the type of restaurant they frequent.  Millennials brands themselves to coincide with the identity of the business. They are proud of their decision to eat out, and they want to share their experience with others. Of course, an Instagram feed is often a very skewed perception of reality but still presents a rose-colored lens for the rest of the world to take a peek.

Because of this show-all, tell-all way of thinking, millennials are buying experiences at restaurants instead of just food. Restaurants and bars take on a form of escapism where they can get away and have a gastronomic adventure. Going out to eat is seen as an event by millennials, so always try and exceed their expectations with your restaurant practices. For example, Jimmy Buffet’s Margaritaville has risen far above the standards of just being a restaurant chain; it’s now a lifestyle choice. This may seem like an overwhelming feat for a small business but it is possible! Rosarito’s Fish Shack (Williamsburg, New York) does a great job as a single location restaurant that brands themselves as a lifestyle. From its tasty Instagram pictures to the nautical exterior, Rosarito’s Fish Shack transports guests straight to the New England coast for a seaworthy experience.

Be proactive with your customer’s experience by training and communicating with your staff appropriately. A restaurant’s staff can make or break whether customers enjoy their stay. Take the time to show them the over-arching goal of the restaurant and your expectations of the team. How you train and communicate with your staff can be the difference between a good and bad experience for your customers. It is these little things that seem insignificant that truly add up in a consumer’s decision to visit a restaurant again.

Do's and Don'ts of Social Experience

Social Responsibility

Consumers can evoke change in the way that restaurants do business, especially consumers that are as vocal as the millennial generation. This generation is extremely cause-driven and wants to see their patronage to a restaurant have a deeper meaning.

Generation Y customers feel the need for a greater value proposition in purchases; they want to know they are making a difference in the world. As science and communication have improved, sustainable movements have been center on the world’s stage for the lifetime of millennials.

Eco-friendly activities strike a chord with this generation quicker than their predecessors. Millennials want the food and restaurant industry to share these same values.

To narrow down what works the best for your restaurant, you have to know your situation. What’s best for your theme, customer, and price point could be completely different than the restaurant next door to yours. This being said there are lots of ways to improve sustainable practices in your establishment. Use local meat sources, beef up recycling efforts, take steps to reduce food waste, find ways to reduce energy output, and visit farmer’s markets for produce.

Millennials are willing to spend more to support businesses that have these values in mind. Whether this way of thinking is selfish or not, Generation Y makes decisions that will increase self-esteem, which, in this case, works to the benefit of the environment. There are multiple ways for you to get involved in your community while also using it as an edge to market it to millennials. It’s not only social responsible for you to consider local and organic options for your restaurant, it could be lucrative as well.

Do's and Don'ts of Social Responsibility

Social Cause

The millennial generation is a melting pot of beliefs and cultural traditions. The widespread effects of social media have made them more aware of the world around them. This drives millennials to search for a greater purpose of community, which restaurants can get in on as well.

More and more restaurants and businesses are using cause marketing as a strategy instead of just an added bonus when you buy that certain product. This technique is attractive for both business owners to increase patronage and also millennial consumers that have deep interests in bettering the community around them. Cause marketing can inspire people to eat at your restaurant because you stand for something, especially if it is a cause already near and dear to that particular community.

For example, Rosa’s Fresh Pizza in Philadelphia started a movement where for a $1 you can prepay for a pizza slice for a homeless person. Rosa’s has championed single location cause marketing that has reached national recognition, with over 10,000 slices pre-purchased for others. This helped grow and aid the Philadelphia community to be more aware of others.

Another example of restaurants doing good (and through pizza) is the mission behind Malawi’s Pizza. This pizzeria’s “Pizza with a Purpose” tagline promotes the restaurant’s buy one, give one strategy. For each meal purchased here, another is given to a child in Malawi.

Pizza

Both of the restaurants are great cases for the success of what combining cause marketing and community can do. Championing a cause is a great way to actively earn free advertising but also allows customers to feel good about eating or drinking at your place of business.

Cause marketing campaigns can help your restaurant differentiate from your competition and do good deeds at the same time.

Do's and Don'ts of Social Cause

As they grow older and acquire more disposable income, millennials are becoming more of an influence in the restaurant industry. Restaurants need to know how to incorporate this demographic when making decisions. The connection that Generation Y feels for the world around them is unique, and it presents a great opportunity for restaurants to appeal to them. As these millennials become bigger consumers, it will be crucial for restaurateurs to craft their businesses to what is important to this generation.

Mobile Wallet Basics for Restaurants

Mobile Wallet Basics

Your smartphone is again evolving in usefulness.  At a point when you likely can’t imagine not having this device which serves as your phone, computer, planner, and social connection, it can now be your wallet.  In the restaurant industry, this concept poses a new adventure for owners because as with any new technology, the increased appeal to customers creates a massive adoption of the latest fad and convenience.  Your best bet is to become familiar with this concept and decide if you want to jump on the bandwagon to offer this new convenience to your customers.

What is a “mobile wallet”?

Termed “mobile wallet” or “digital wallet”, your smartphone, tablet, or smartwatch becomes the digital equivalent to that bulky wallet you carry around in your purse or back pocket.  Instead of pulling out a credit card to make a purchase, you just pull out your smartphone and pay with it.  This concept offers consumers two main benefits: convenience and security.  These benefits, as explained in a great article called Contactless Payments are Here. Are You Ready? by Brant Schelhaas from Vantiv Integrated Payments, are detailed as follows:

  • Convenience
    • No longer digging through a purse or bulky wallet to find cash or a credit card. Just grab your smartphone for payment.  Smartphones are more readily accessible these days than a card.
  • Security
    • More secure due to the fact that the technology uses encryption to help securely transmit data. Encryption is the process of encoding messages or information in such a way that only authorized parties can read it.
    • The customer never has to hand over a physical card therefore less likely to leave their card behind
    • Many contactless payment methods offer advanced identification technologies, like fingerprint readers
    • Payment networks that process contactless payments have the ability to detect attempts to use the same transaction information more than once
    • Contactless payments do not require the cardholder’s name to be passed between the card and the terminal
    • Many contactless payments do not use the customer’s actual account number when processing a payment

In addition to these customer benefits, Brant Schelhaas discusses the benefits to business owners.

  • Due to the benefits that are offered to customers, there has been and will continue to be a large increase in customer use. For those businesses that accept this new technology that customers are embracing, they will have a competitive edge over those who do not.
  • Contactless payments process faster than traditional payment methods. This means shorter lines and better customer service especially through peak times.
  • Contactless payments make business owners less vulnerable since they do not transmit the customer’s card information to the POS system.
  • Other benefits not listed in the article include:
    • Less wear and tear on your equipment due to no contact
    • Paper receipts are not required (unless requested) so there is less expense for you
    • More focus on selling versus handling cash or a card which can lead to more unplanned purchases
    • Less cash flow through your business

How do mobile wallets work?

A wallet begins with the download of a smartphone app that holds and stores debit, credit, and even loyalty card information for purchases in-store and through any virtual avenue.  Some smartphones already come with a wallet for your convenience but other apps can be downloaded if you prefer to not use the one on your phone. Below is a chart listing and offering basic information about some, but not all, of the best mobile wallets for 2016 ranked from bestcompany.com, an online company who reports real, unbiased reviews based only on consumer ratings, opinions, and experiences.  We have included the top seven of nineteen wallets listed in the article for your review in addition to some other apps on the list that are quite popular and frequently used:

Samsung Pay
  • Payment using a compatible Samsung Galaxy device
  • Swipe up to launch the app, secure with your fingerprint, and hover over the card reader to pay
  • Ability to add membership and loyalty cards
  • High-quality security
Apple Pay
  • Payment using an iPhone, Apple Watch, or iPad
  • Setup is easy with Wallet, preloaded on several apple devices
  • High-quality security with Touch ID
  • If your device is lost or stolen, use Find My iPhone or iCloud to stop the ability to use your phone for purchases
Android Pay
  • Payment using Android devices
  • Ability to add membership and loyalty cards
  • Setup is easy as it comes preloaded on some Android devices
  • High-quality security
  • If your device is lost or stolen, use Android Device Manager to instantly lock your device and secure it with a new password
Moven
  • Available on iOS and Android devices
  • Moven provides a digital bank account paired with an app to help you track your finances in real time and manage your spending
  • Can pair with your current Moven bank account and cards or you can link to your current bank account and cards
Level Up
  • Payment using iPhone, Android or Windows Phone
  • Get an instant digital receipt
  • Offers rewards for use so you can save money when you try new places and upon return
  • Engineered for security
PayPal
  • Pioneer of mobile payments
  • Send and receive payments using your desktop or iOS, Android, or Blackberry device
  • Compatible with lots of apps to make fast payments
  • Send a request for money with an e-mail or phone number
  • High-quality security
  • Free sign up, link bank info, debit and credit cards

 

Other popular apps that are frequently used:

Google Wallet
  • Send and receive money using select Android and iOS devices as well as on your desktop
  • Linked to your debit card or bank account
  • Google Wallet Fraud Protection and a PIN number for protection; high-quality security
  • If your device is lost or stolen, you can instantly remove access to your account at myaccount.google.com
Capital One
  • Payment using select Android or iPhone devices
  • Full access by Capital One credit card customers in good standing.  Capital One Bank and Capital One 360 debit card customers can use the app to receive real-time notifications, digitize gift cards, and view account balances and transactions; Wallet was designed to complement their app.
  • Instant purchase notifications and receipt capture

Once the chosen app is downloaded, the next step is to input personal payment information into the app for future use.  This can easily be done by following the instructions within the app paired with having access to your debit, credit, and/or loyalty card information as well as with your bank account number and routing number.

When loaded up with your personal information, your mobile wallet is ready to use.  Yet, not all stores/restaurants accept contactless payment.  Search on-line or in the app as to find out which establishments accept these types of payments.  Or, ask ahead.  You can also look for the contactless payment symbol within the store or restaurant as shown below.

To complete a mobile wallet transaction, the transaction requires two things:  a smartphone and an industry standard point-of-sale terminal that uses Near-Field Communication (NFC), a wireless connectivity technology that enables devices to communicate.  The smartphone just needs to be placed within 2-4 inches of the terminal and payment is completed.  Most smartphones are now equipped with NFC technology yet not all stores and restaurants have the equipment for this communication.  As time passes, this will most likely change.  With the concept of mobile wallets on the rise, customers are looking for convenience and speed with payments therefore requiring stores and restaurants to conform to these new payment trends.

How can my restaurant start accepting payments with mobile wallets?

With mobile payments on the rise, restaurants are looking to take the steps needed to adopt this new technology.  Here are some steps you can take to get the ball rolling:

Review your average sales traffic, customer base, and demographic area that you serve to determine if contactless payments are right for you.

Contact your payment provider to determine if your current point of sale terminal is already NFC/contactless payment-capable. If it is, ask your provider to enable it so that you can begin accepting contactless payments.  If it is not capable, find out what you need to do and the cost involved in changing out your equipment so that you have the ability to offer contactless payments.

Once the decision is made to offer contactless payments, develop a schedule of implementation and train your employees on how to use the contactless payment equipment and systems. Demonstration is always a great way to train so a mock set up to this process is ideal.  This would also be a great time to test the process to make sure that if any changes need made, they are done before offering it live.

When you are ready to offer contactless payments, it’s time to let your customers know! Send out an e-mail blast, communicate on all of your social media platforms, and order decals for the different payment methods that you are offering to put them up in your establishment’s windows.

These steps may sound simple but the process does take time and effort on your part to adopt.  Your current payment provider will be your biggest asset in this transition so working with them to assist you during your transition is key.

Will you jump on the bandwagon?

Mobile technology has really changed our lives.  Our phones have become more of a need than a desire because of the increased usefulness that it offers to our daily lives.  Because of this, you rarely find anyone without it.  When you add the option of using your phone as a wallet, an even closer attachment to a phone will be found and the benefits that it offers will guarantee it.  As a restaurant owner, will you jump on the bandwagon and accept contactless payments in your restaurant?  It’s a serious option to consider and one that offers benefits all around.

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So You Want To Open a Brewery

Brewery Blog Header

So you’re thinking of starting a brewery. It’ll be simple right? You love beer and you’ve been brewing it at home for a while now, so what could be that different? It turns out quite a bit. We’ve gathered information from interviews and blogs by amateurs turned professional brewers and the things they wish they knew when starting out on their journey.

The Legal Side

One of the most important parts of brewing is realizing that it is a heavily regulated industry and that a brewer needs to be very familiar with the laws regarding brewing and the sale of alcohol. There are national laws as well as local laws that you need to familiarize yourself with before taking the plunge into selling beer. You’ll need to apply for a federal brewing permit with the Alcohol and Tobacco Tax and Trade Bureau. The application does not cost anything but can take an average of four months to process, so it is best to get started quickly, according to Derek Allen who advises several breweries for his legal firm Ward and Smith, P.A.Paper work

Local licensing is also required if you want to serve beer at your brewery; this includes getting a liquor license, which can take about 45 to 60 days if licenses are available. Some states/municipalities limit the number of liquor licenses based on the population of that area. If licenses are not available you could be waiting for an indeterminate amount of time until one becomes available. Considering selling other goods such as clothing or supplies? You’ll need to file for a retailer license as well.

It is also good to consider the corporate structure of your business. You can determine your corporate structure by taking a look at your financial situation and the number of people founding the business. We recommend speaking with your accountant and determining what structure would work best for your business. You’ll also need an operating agreement. An operating agreement says how the business is going to be run, who will control it, how to resolve disputes, and how new investors will be brought in. That way when the time comes you’ll know exactly how to handle any situation.

You’ll also want to consider the types of insurance needed. “Any manufacturer of beer should have property, casualty, and liability insurance.” Says Allen. Most banks won’t lend to you unless you have all three.

To get your federal brewer’s permit, you’ll also be required to get a brewer’s bond, which is a document ensuring you pay your federal taxes. Again it is best to apply for this as early as possible, so that you can get your business started.

Is your head spinning? Don’t worry there are plenty of entities to help you through this process. Organizations such as the Brewers Association have online resources to help those new to the industry get up and running.

Expenses

Brewery, East Coast Chair & BarstoolStarting a brewery is expensive. Michael Kane of Kane Brewing Company told Cnbc.com “Everything is three times as expensive as you think,” Brewing is a capital intensive business, meaning that excess earnings often need to be poured back into the business. “You’re never really done investing in this business,” said Kane. Start with the expense of applying for different licenses and permits. Some of these can be a $100 and some can be in the $1000’s. Then comes the equipment. One barrel which holds 31 gallons, which is about 320 12-ounce beers, can cost around $100,000. A lot of brewers recommend getting more than one barrel. And that’s just the start.

Essential equipment also includes:

  • Kettles
  • Kegs
  • Boilers
  • Bottling and canning lines
  • Conveyors
  • Cooling systems
  • Storage tanks
  • Fermentation tanks
  • Filters and beer-labeling machines
  • Piping and tubing
  • Refrigeration equipment
  • Cleaning equipment
  • Waste treatment systems
  • Tap handles

Keep in mind the government won’t approve your federal brewing permit until all of your equipment is installed and fully operational so these are expenses that will occur almost as soon as you decide to start your own brewery. Then, once you are up and running, different expenses like paying employees and providing them with benefits begin to become a factor.
If you intend to open up an eat-in area in your brewery, that comes with an entirely new set of costs such as commercial furniture and additional equipment, as well as staff to man that part of the business.

A cost that is often overlooked when creating a budget is flooring. Composite flooring that will withstand impact shock, temperature shock, and acid from the beer can cost upward of $10 per square foot. A new brewery owner is also bound to have a few surprise expenses. So it is good to leave at least a 50% cushion for unexpected costs.

Clean Freak

beer, cleaning, breweryAccording to Collin McDonell of HenHouse Brewing, brewing is 90% cleaning and 10% paperwork. Beer requires a lot of sanitary vessels for the fermentation process, which leaves behind a trail of dirty containers, tools, and instruments. Cleaning is an inevitable part of everyday brewery life.

Not cleaning your equipment can lead to a multitude of growths that can affect your beer production as well as your patrons willingness to come back. Small amounts of leftover yeast can be found on surface areas of parts that are exposed to air. Parts such as faucets, keg couplers, and drains need to be checked for growth. It can be recognized by its white or gray color. Mold can be introduced into a beer system by exposure to the air and is usually brown or black in color. Both of these growths can affect the taste of your beer, as well as the health department’s willingness to allow you to stay open.

Often many of the raw materials in brewing contain calcium which can lead to beer stone. Acids or salts present in hops that are created during the process of changing barley into malt can be combined with cold temperatures which results in a calcium deposit known as a beer stone which can affect taste. While not significantly hazardous to human health, bacteria can effect appearance, aroma and taste of the beer. If your beer has a vinegar or rotten egg smell this could be the cause. It is best to throw that batch out and clean your materials. Having a cleaning schedule for your equipment can help reduce the likeliness of having any of these issues.

Record Keeping

It is important to keep good records when brewing. Even when making huge changes to the recipe, the process often stays the same creating little change in the day to day duties of a brewer. The process can be very repetitive so it is incredibly important to have good records. This will allow you to taste a change in your beer and be able to look at your records and determine what could have facilitated that change. Without records it can be difficult to recreate a beer based only on memory.

Workload

Beer, breweryOwning a brewery isn’t only about having a place to brew and hang out with friends; that can be part of it, but it isn’t all of it. Fermentation is a 24/7 activity that isn’t particularly concerned with your weekend plans. At the heart of it a brewery is still a business. An owner needs to be just as devoted to a brewery, or possibly more devoted, than he would be to any other type of business. It is a lot of work but if it is your passion it will be worth all your effort in the end.

A common thread among brewers is the fact that owning a brewery isn’t what they thought it was going to be, but they love it and want it to be the last job they’ll ever have. Getting started can be complicated and expensive process, but there is plenty of room for growth in the industry. We hope that this has given you some insight into what it really is like to own a brewery. With a vision and a bit of elbow grease you head down the path of becoming a master brewer.

A Hard Dose of Reality at NRA 2016

NRA Show Session - Reality Gets Real with Jon Taffer & Chef Robert Irvine

In May, I had the opportunity to attend the NRA Show’s first crowdsourced session Reality Gets Real with Jon Taffer & Chef Robert Irvine, two of the industry’s most recognizable television personalities.  As a huge fan of both of their shows, and as the marketing manager for East Coast Chair & Barstool, the national furniture sponsor of Bar Rescue, Season 4, I had been looking forward to this session since it was announced by the NRA.

As I made my way into the packed Grand Ballroom at McKormick Center in Chicago, IL, I had no idea what to expect, but I was pretty sure that it would be worth the trip – and it didn’t disappoint.  What followed was an hour of candid, rock solid advice from two hospitality pros that have seen and done it all in the industry.  Without any of the showmanship and bravado of their TV personas, these two highly intelligent thought leaders gave insights into everything from evolving to stay ahead of the competition to why they are so hard on the bar and restaurant owners that appear on their respective shows.

Hats off to moderator Phil Kafarakis of the NRA, who did an excellent job of keeping the conversation moving while still allowing for plenty of give-and-take between Jon and Robert.

Below, I’ve summarized some of the key takeaways from the session.   If you would like to watch the recording (which I recommend), you can find it here.

Leadership

  • Leadership, or lack thereof, is the biggest factor in whether a restaurant succeeds or fails. Both Jon and Robert have around a 70% success rate in turning around bars and restaurants on their respective shows; they are able to achieve this level of success by turning failing owners into more effective leaders.
  • Both Jon & Robert said that the biggest failures they’ve had were caused by owners that never really accepted responsibility and refused to acknowledge that they were the reason their business wasn’t working. Both have witnessed owners undo all of the renovations and processes that they have put in place…before their shows have even aired.
  • Jon and Robert use fear as a motivator on their shows to get failing owners to take responsibility for their failure. Both say that nothing gets a failing business owner to take action quicker than appealing to the fear of losing their house and putting their family in serious financial trouble.

 

Marketing

  • A brand isn’t a logo, it’s not a color, and it’s not a marketing material. A brand is what we do.  Brands aren’t created; they’re built one guest at a time.
  • We don’t create food and beverage in this industry, we create human reaction. If a guest doesn’t react to your food, then you are going to be stuck in mediocrity.  Whoever creates the best reactions wins.
  • In Jon’s experience, if somebody comes to your bar/restaurant and has a flawless experience, the likelihood that they will come back is less than 40 percent. If they come back a second time and have a flawless experience, then the likelihood that they will come back is still under 50%.  However, if they come back a 3rd time and have a flawless experience, the likelihood that they will come back for a 4th visit is over 70%.  So, as operators in the hospitality industry, we should be marketing for at least 3 visits.
  • Millennials look at their phones about 260 times per day, so we, as marketers, need to find a way to get on that phone to communicate with them.
  • Jon believes that technology is bothersome when it gets between a server and a guest. He stated that people don’t come to your establishment for food, drink, or to watch sports, all of which they can get at home; rather, they come for the experience…and that is how you compete by giving them a world class experience.  So, don’t let technology get in the way of creating that experience.  Robert, on the other hand, believes that technology, when used effectively, enhances that experience.
  • Cell phones (technology as a whole) can be a killer of business, because they put all of the power in the hands of the consumer. It’s extremely easy now to get on your cell phone and tell a worldwide audience how your meal/server/experience was terrible.

 

Operations

  • About 70% of the restaurateurs that Jon comes into contact with on his show don’t even have data on their food costs, beverage costs, or overhead.
  • Both Jon and Robert believe that it is so important to know your costs and your weekly P&L. Robert gets daily reports on all of his restaurants’ profits & losses so that he knows what he made and what he lost.  “It’s my money, and I want to know where it’s going”.
  • Robert thinks that, as a restaurant, if you aren’t redoing your interior every 3 years, you run the risk of becoming stale and losing to the competition.
  • Robert believes that wallet-less payments will soon take over the industry. The technology is already there, the only thing lacking is consumer acceptance.  He said that servers will have a credit card that wages and end-of-the-night tips will be paid to, and the money will be made available to them immediately: “Uncle Sam will love it, and the servers will hate it”.
  • We are creatures of habit. We love to go to the same restaurants and eat the same food.  Excellence can only be achieved through consistency.  If you aren’t producing a consistently great experience, there will always be somebody newer that is.

One thing was clear from attending this session: Jon and Robert create successful restaurants by taking a top down approach.  If you are a struggling business owner, you don’t have to be on television to change your fortunes; you can learn a lot by watching this session and questioning your leadership, processes, and attitude toward change.  Don’t expect your employees to do it for you: any major changes are going to have to start with you.

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7 Best Practices to Achieve Success in the Restaurant Industry

Why did you decide to open your restaurant?  Has it been a dream of yours that you’ve finally been able to act on, or is it just in your DNA to provide a service to others?  Regardless of your answer or the reason you opened your doors, your intent is to be profitable and successful.  Do you know anyone who owns a business who doesn’t want to succeed?  Probably not.

To provide you with resources that will assist you in achieving this success, we occasionally attend educational sessions at trade shows for the restaurant industry.  In our recent attendance at the International Pizza Expo in Las Vegas, we found a session called the “7 Best Practices of Highly Successful Restaurants” and we knew it was a session we had to attend so that we could pass along this information to you. The presenter for this session was Jim Laube, founder and president of RestaurantOwner.com which is a website that offers restaurant owners membership into an abundance of “resources to turn your good restaurant into a great business.”  Jim began his 30 year career in the restaurant business as a server, moving into positions as a bartender, then manager and even into a controller and CFO for a regional restaurant chain.  Jim now serves as an advisor to thousands of independent restaurants and foodservice professionals providing presentations and training programs to assist with growth and improvement in the restaurant industry.

In your quest to be successful, here are the 7 best practices that Jim recommends you follow:

  1. Focus your marketing on existing customers through the use of a customer database.

Restaurant Customers

According to the National Restaurant Association, over 60% of sales in fine dining restaurants and 80% of sales in casual restaurants come from repeat business.  Knowing this, your marketing plan should be aimed at this audience so you’ll want to know who these customers are.  Building a customer database is the best way to do this so that you can communicate with these individuals regularly.

In order to build a customer database, you’ll want to collect the following information:  name, address, birthday, anniversary, and e-mail address.  You can collect this information through a birthday or anniversary club, VIP club or other loyalty program, comment cards, and/or through staff incentives.  With this customer information, you can send an occasional e-mail to introduce a new menu item, send coupons or special offers, or announce a special event.  Whatever your marketing strategy is, communication with existing customers will encourage more frequent visits in addition to the possibility that those customers will tell their friends or bring them in.

  1. Have a birthday club.

Group of young people celebrate happy birthday with cake and festive hats.

According to Jim, having a birthday club is the most effective marketing practice and he has the statistics from restaurants he works with to prove it.  When sending birthday and half birthday postcards, Jim shared that 78% of these postcards are redeemed on the customer’s birthday and 96% are redeemed on the customer’s half birthday.  He found that even with over a thousand members, birthday clubs provide the restaurant with a 90% redemption rate.   He also shared some important points: everyone enjoys getting a deal especially on their birthday, customers like something better than nothing ($10 versus $0), and the idea that birthday clubs build customer loyalty.  In addition, birthday mailings often get a good response and great customer feedback.

To prove this idea, Jim told the attendees about a success story of a quick service restaurant in a suburb of a major metro area called Golden Chick.  In the first four years of business, marketing was done through newspaper ads, money mailers, Valpak, and a shopper’s guide which totaled $18,000 to $20,000 per year with poor results.  It was documented that although the yearly annual sales improved over those four years, the impact wasn’t as great as the company had hoped.  After implementing a birthday club program which they started with a “cold” list that led to the gradual building of a customer database, those results changed.  Over the next four years, Golden Chick’s annual sales increased by 52% from the time that the birthday club was implemented.  In addition, their marketing costs went from over $18,000 per year to around $100 a month.  Sounds like a strategy that could make a huge difference to any restaurant aiming for success.

  1. Have and use systems.

Drawing of a process chart

Think about a situation where you have had consistently extraordinary experiences at a restaurant.  Then, ask yourself this:  what did they do to make your experience extraordinary?  How did they do it?  Likely, it boils down to systems.  Systems are procedures, processes, or a series of actions designed to achieve a desired result.  If you think about it, restaurants are built upon the concept of systems because they are following certain steps repeatedly over and over again.  It’s not just with food, but also with hiring, training, cleaning, purchasing, storage, preparation, ordering, reservations, service, scheduling, payroll…and this list could go on.  With effective systems in place, restaurants are offered consistency and predictability.  There’s often higher productivity and morale, in addition to fewer surprises and less time needed from the owner to manage the daily operations.

In Jim’s presentation, he talked about a system that is easy to create, easy to understand and follow, effective, and helpful in training new employees.  The system he is referring to is a checklist.  Checklists can be formed to confirm that tasks are done or they can be formed to guide tasks that need to be completed.  Either way, any implemented checklist should offer characteristics that Jim stated are necessary in order to be effective.  Checklists should be short, precise, and fit on one page, include key items only, have an ease of use for both busy and non-busy times, and should be viewed as helpful reminders rather than a “how to” guide.  You can either develop these on your own to customize a system in your restaurant or you can find already developed restaurant checklist templates here, all from the RestaurantOwner.com website.  The checklist templates that are offered on the site include but are not limited to a bartender checklist, a cleaning checklist, a manager opening checklist, a manager shift-change checklist, a new employee orientation checklist, a purchasing checklist, a preparation checklist, a service checklist, and a storage checklist.  There may be costs involved in obtaining these checklists but they can offer you a great starting point if you don’t already have a system in place.

  1. Be serious about your mission.

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Let’s jump back to why you decided to open your restaurant.  With that in the forefront of your mind, think about why your restaurant exists, what you want to accomplish, and what your employees would say if you asked them those questions.  These answers can help you create a mission statement that will give meaning and purpose to the everyday activities of your restaurant.  It will become the basis for standards and accountability.  It will help you recruit and retain the right people and pull all of these individuals together as a team.  In addition, it will enhance the effectiveness of your leadership and make it easier to manage and coach your employees.

When you are creating your mission statement, Jim communicated the importance of considering four important elements in a very clear and succinct manner.  They are:

  • What your company does
  • Who you do it for
  • How you want to do it
  • Results you want to achieve

In addition to these elements, Jim stated that every mission statement should include the following components:

  • A performance challenge or goal
  • Who we do it for
  • How the goal is achieved
  • Desired outcome or result

To showcase these elements and components, Jim offered an example of a mission statement that included all of the recommendations above.  Union Square Hospitality Group, a “family of businesses” that opened their first restaurant back in 1985 and now hosts 13 restaurants, a full-scale catering and venue hospitality business, a jazz club, and an organizational consulting business, developed this mission statement:

“Our mission is to thoroughly delight our guests through such unparalleled hospitality, service and culinary experience that they will rave about their experiences and have no choice but to return.”

This statement clearly includes all of the elements and components from above.  You too can have a mission statement that sounds as great as this.  When doing so, remember that you’re not only creating your very own mission statement, but that you also need to communicate it.  Both of these are equally important to the success of your business.  Some avenues to communicate your mission can be through interviews, orientation and training sessions, handbooks, management meetings, pre-shift meetings, decision making discussions, and any other time that an opportunity arises.  With all of this considered, you and your staff will have a clearer vision as your proceed towards obtaining success.

  1. Track and monitor your prime cost weekly, not just monthly.

Tracking weekly costs

If you’re the owner of a restaurant, it’s likely that you know what prime cost is.  If not, this is the sum of the total cost of sales added to the total payroll costs.  The total cost of sales includes the cost of food, beverage, and paper and the total payroll costs include management and hourly employee costs in addition to taxes and benefits.  Jim communicated that the rule of thumb for prime costs should be 65% or less of sales for full service restaurants and 60% or less of sales for quick service restaurants.  He also stated that it is important to calculate prime costs as one number rather than food costs, beverage costs, and labor costs separately.  When figured together, your prime cost will give you a much more meaningful and valid indication of your restaurant’s unit economics, potential for profit, and your management’s effectiveness.  For information to assist you with calculating your prime cost, RestaurantOwner.com has already developed templates that you can use to get your costs organized.  Again, there may be a fee involved but worth it to keep you informed.

In addition to the actual calculation of your prime cost, Jim offered the recommendation to compute it weekly with his reasons why this should be done so frequently.  First and foremost, he stated that this is something that all chain restaurants do.  Second, it brings about greater staff awareness and accountability, and there is faster recognition and response to problems.  Finally, it is a tool that will allow owners to see how well management is managing.  When done on a weekly basis, Jim shared that it is possible for your prime cost to go down 2-5 points.

  1. Keep a running inventory of “key food products.”

Spices are a part of food cost.

Every restaurant has a running supply of food to fill the plates of their customers and some sort of process to keep track of what is in inventory.  But, do you know what your key food products are and how much of them you have in inventory?  Jim recommends identifying your key food products by looking at your food inventory and finding 10-15 items that drive your food cost; the ones that make up 60%-70% of these costs.  Once you identify these items, begin to keep a running inventory of each of these specific items.  You may have an inventory system already in place where this is done but are you doing it daily and keeping a running inventory?  If not, now is a great time to start!  When you keep a running tally of your key food products, you will be able to order more when needed, less likely to run out of something that a customer wants, and you’ll be able to identify when food is being wasted, burnt, or eaten by your employees.  We all know that in our industry food is money, so having a running inventory can help you save money rather than spend it.

  1. Teach your employees “basic restaurant economics.”

Teach employees basic economic concepts of cash flow and expenditures

Here’s a question that any restaurant owner may chuckle at: how much money does your typical employee think you are making?  Likely, you along with many other restaurant owners would answer this question the same way; your employees think you are quite wealthy with instant access to money anytime.  Employees are the front runners of your business and they only see the money that is coming in.  But, do they really know anything about the money that goes out?  In order to educate your employees so that the wrong assumptions aren’t made, Jim states that this calls for what he refers to as “Restaurant Economics 101.”  This is where you educate your staff on where the money that comes into the restaurant goes, so that there is a better understanding of the economics of your restaurant.

A great way to demonstrate the economics of your business is by using the 100 pennies activity in an employee meeting.  Here is what you do:  give each employee 100 pennies and say that this represents all of the money that comes in to the restaurant.  Then, explain where the money goes.  For example, maybe 35% of your sales goes toward purchasing food and beverages so ask your employees to take out 35 pennies for food costs.  Maybe another 30% of your sales are spent on labor costs so ask them to take out another 30 pennies.  Continue doing this with additional costs that your restaurant has to give every employee a visual of where all of the money that they see comes in goes.  When they see this, they are offered a better understanding of the economic status of your restaurant which may lead to better care and upkeep, less waste, and a deeper interest in your business.

Success is defined on the Merriam-Webster dictionary website as “the fact of getting or achieving wealth, respect, or fame.”  Isn’t that what you want as a restaurant owner?  If so, following recommended best practices by professionals who have been in the business for years is in your best interest; an interest that will determine how closely you come to that success.

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The 10 Most Important Restaurant Touch-points to Ensure a Great First Impression

Waitress Setting Tables

Restaurants only have one opportunity to make a good first impression on a new customer.   This impression can be made through different touchpoints, or contact opportunities, and can be the reason why a customer decides to revisit or avoid your establishment. In addition, our socially connected customers want to tell all of their friends about both their good or bad experiences on Yelp, Facebook, Twitter, Instagram, and various other social media avenues.  Knowing this, restaurant owners need to ensure that the impression they are making on each and every customer will guarantee a positive share, encouraging the customer to revisit and their friends to pop in.

We recently had the pleasure of attending the International Pizza Expo in Las Vegas, Nevada where we gained some first-hand knowledge about customer touchpoints from the renowned Micah Soloman.  Micah is a business speaker, consultant, and two-time bestselling business author on customer engagement and loyalty who held two packed room educational sessions called “The 10 Most Important Customer-Service Touchpoints in a Restaurant,” detailed as follows:

Discovery

Discovery is how the customer hears about your restaurant and then forms an impression.  Discovery can be made via a website, a social media account, word of mouth, and through reviews online.  To offer a good impression upon discovery, make sure your website includes your menu and current prices, the correct hours of operation, an appropriate address or GPS location, as well as visual interest through colors, text, and photos.  Mr. Soloman also mentioned the Google Streetview trick.  This trick involves having progressive photos that offer viewers a look in to your establishment.  The recommendation is to have a street view image of your restaurant followed by a closer image of your opened front door, and a final of the interior of the building that a customer would see when walking in.  This allows for a visual representation of you welcoming the customer into your establishment from the street, through the open door, and into your actual building.

The face of your restaurant/the first physical impression

Consider the impression that passersby get when they glance at the exterior of your restaurant.  Is the building clean? Are the windows clean?  Is there enough lighting for people on the street to see your interior?   Is the parking lot free of pot holes?  Is there enough parking with clearly marked spots?  Are there visible accessible routes for individuals with disabilities?  Is the sign visible and easy to read?  These questions could go on and on as there is so much to consider, but focusing on a neat and clean exterior with ample and accessible parking to welcome customers driving by is your best bet.

What happens at the host/hostess station

If your restaurant has a host/hostess, consider the impression customers get from this first interaction with your restaurant.  Is there an immediate acknowledgement of their presence by your host/hostess?  Is the customer greeted with a welcoming attitude?  Does the host/hostess honor special seating requests?  Is the customer rushed to their seat or given a good pace to follow?  If the customer is a regular, does the host/hostess acknowledge that?  Is the terminology he/she uses appropriate and welcoming?  In addition to considering the staff, it’s important to consider the actual hostess/host station.  Is there appropriate signage to communicate a host is on duty or if the customer should seat themselves?  Is the station welcoming and clean?  If the underside of the station is visible, is it also clean? These may seem like little things that you don’t think customers will notice, but they often do.

Seating and at-table greeting

When your customers are seated, consider the impression that they get from the table set up in conjunction with the restaurant atmosphere.  Are the tables clean and free of crumbs?  If there are silverware settings, are the pieces clean?  Are the chairs or booths wiped off and inviting for customers to relax?  Have you sat in your chairs and booths lately?  Try it and have your staff do it as well.  Make sure they are safe and that the tables aren’t wobbly.   When seated, does the hostess ramble off the specials in a way that lends to the customer feeling like they are rehearsed? Is the temperature in the restaurant comfortable?  Is the noise level appropriate?  Taking the time to sit and focus on answering these questions will really help you stop to consider these important aspects of each customer’s experience.

The menu

When it comes to your menu, we’re talking about what really brought your customer in.   Therefore, the way you present your offerings is the key to the impression you will make on your customer.  First off, is your menu clean?  You surely don’t want to offer a menu that is sticky or dirty so be sure that your staff cleans them regularly.  Next, is it easy to read?  Does the font lend to ease of reading without a magnifying glass?  It is easy to navigate?  Are there too many offerings that could create a customer to become overwhelmed?  Finally, consider pricing.  Are the prices clearly identified?  Do the prices reflect the appropriate value of your menu items?  When it comes to menus, you could really consider so much more than what is offered here.  But, these are the most important areas to consider because they make the biggest impression.

The server

The most interaction your customer will have is with their server.  It is important that many considerations are made when hiring, training, and continuing education with these staff members.  In hiring, Marilyn Sherman, a certified speaking professional and author of the popular book Front Row Service, suggests that restaurants hire for attitude and train for skill.  A good attitude and a friendly personality go a long way in the service industry especially when a customer’s impression of your restaurant is so important.  Ask yourself these questions about your servers: Do they have a clean appearance?  Are they smiling and welcoming to every customer?  Are they friendly and offering a pleasant attitude?  Are they attentive to the customer while dining in your restaurant?  Are they reaching over guests to pour drinks, serve guests, or clear the table?  Are they clearing the plates too quickly and/or rushing the customers out?  Are they using positive terminology like “you’re welcome”, “thank you”, and “my pleasure” when responding to needs, special requests, and complaints? Also, consider nonverbal communication.  Servers should be smiling, always facing the guests, and attentive to their needs rather than attending to other distractions that have nothing to do with the customer.  It should be known not to vacuum or mop while guests are eating or to complete tasks that cause a disruption to the dining experience.  Servers have a great effect on your restaurant’s impression so hire and train the best.

Food and drink: appearance, timing, presentation

People eat with their eyes so when they are presented with a dish that is visually pleasing, they’ll be ready to eat!  Plus with the social media craze, restaurant dishes are becoming a popular center point for images shared all over the internet.  It’s best to be prepared for the spotlight.  With regard to appearance, are your chefs paying attention to what each plate looks like when they prepare it? Is the size of plate consistent with the portion of the food?  Are the plates and glasses clean?  Are you providing a garnish to finish it off when appropriate?  Is there a good balance of contrast with colors and textures on the plate?  Are your servers doing a last check on the plate before it is taken to the customer?  Is the food appealing?  In addition, timing is key.  Timing can be the difference between a visually appealing plate with food at the perfect temperature and one that may look good but with cold food.  Are hot foods served on a hot plate and cold foods served on a cold plate?  Are foods taking the expected amount of time, is it too slow, or is it too fast? The way you present your food and the amount of time it takes to reach the customer are both considerations that can serve as a huge impression on each and every customer.

Service recovery: how you handle when something goes wrong

The typical customer service cliché is that the customer is always right.  If your customer has a bad experience and tells you about it, it’s your job to handle it in a manner so that their “story” changes.  Their story about the horrible restaurant with poor service and bad food will turn into a new and better story about how wonderful the manager was and how he/she remedied the situation.  Remember, you aren’t trying to prove anything to your customer and nobody wins an argument with a customer.  So, having plans and policies in place on how to handle when something goes wrong is important.  Consider compensating the customer for a re-make of the items the customer was not happy with.  Act quickly so as to minimize the amount of time that a customer is angry and stressed.  You may even offer a coupon for their next visit, give them a free menu item during their current visit, or come up with a creative way to offer a little something extra.  Your efforts to remedy a situation that goes wrong in your restaurant will create an impression that you care about your customers.

Payment and exit

When a customer makes the decision that it’s time to go, their exit should be easy.  Therefore, if your payment and exit process is timely, difficult, or unclear, the impression you are making is not so good.  Ask yourself these questions regarding your customer’s exit: Is your payment process timely or is it rushed?  Do the servers ask the customers if they are ready for the check?  Is the payment process organized and secure?  If there is a kiosk on the table for ordering and payment, is the server still checking in rather than letting the kiosk be a replacement for them?  Are your servers asking if there is anything else they can get for the customer?  Is there a host/hostess at the door to say goodbye and to welcome them back for a future visit?  Are there any services that you can offer to make a good impression like holding the door upon their exit or holding an umbrella and walking the customer to the car?  The last impression that you have with a customer can be as important as the first in leaving a lasting impression.

Visiting the restroom

Last but certainly not least, is the impression a customer gets when visiting the restroom.   Is the restroom clean…floors, sinks, toilets, etc.?  Is the garbage overflowing?  Is the bathroom stocked with the necessary supplies?  Are there accessible stalls that host bars at the right height for those who need it?  Is there enough room for customers to easily move about in the restroom?   Are there visible checklists to ensure that cleaning is done on a regular basis?  Including the restroom as an important part of your restaurant is something that all restaurants should consider.  Making sure it is clean, stocked, and accessible will ensure only positive first impressions.

Customer satisfaction is the key to any business, particularly in an industry that is so competitive.  Like Mr. Soloman recommends, taking the time to give special attention to the moments that customers remember are of upmost importance if you want those customers to return.  Your attention to these touchpoints will ensure happy customers who only share positive experiences at your restaurant.

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Avoid These 5 Major Pitfalls that Can Destroy Your New Restaurant

The number of failed restaurants can be a little scary when you first look at them. Several years ago, Cornell University paired with Michigan State University to conduct a study of restaurants in three local markets over a 10 year period. Of the establishments studied 27% of restaurant startups failed in the first year. After 3 years 50% of those restaurants were no longer in business; after 5 years 60% had closed their doors. At the end of the 10 year study 70% of restaurants had failed for one reason or another. While these numbers are better than the commonly exaggerated 90% failure rate told by TV personalities, they are still daunting. Restaurants fail at an alarmingly high rate but it is by no means inevitable.  So here are a few tips so you can prevent your dream from becoming a nightmare.

1. Location

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Everyone knows the phrase “Location, Location, Location!” but it doesn’t just apply to home ownership. It is also true in the restaurant industry. Dwellings that offer visibility, sufficient parking, and an abundance of foot traffic are naturally going to attract more customers than places that are missing any or all of these factors. It is easy to become excited and take the first available space within your budget, but this is your dream come true so be sure to be diligent in your search for your dream space. It would be a shame to have a wonderful concept only to have to shut down due to poor location.

2. Inexperience

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Around 61% of American’s wish to own their own business. It is not unreasonable to assume a decent number of them would like to open their own restaurant. While many workers start their careers in the restaurant industry one way or another it doesn’t mean they understand all parts of owning their own establishment. A sure way to fail is not doing your research before opening a restaurant. You can have the best of intentions but without the knowledge to back it up your great idea can quickly take a turn for the worse. Combat this issue by knowing every job in your restaurant. Not only will you become well educated but your staff will respect you more if you are able to jump in and help during busy times. It is important to remember not to be too proud to ask for help. Vincent Petryk the owner of a Boston based ice-cream store J.P. Licks, which has 13 locations, started his career by spending a few years working his way up at a fast food restaurant.

3. Poor Customer Service

The young waiter shows the menu to two girls
In today’s modern era of Yelp and Urbanspoon restaurants don’t usually get a second chance if they don’t perform well the first time a customer visits. Disengaged staff, and unclean restaurant and poor food quality can all contribute to a poor customer service experience. Poor customer service leads to terrible reviews, which can snowball into fewer sales and before you know it you are closing your doors for the final time.

4. Lack of Accounting Knowledge

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With all the other aspects of running a business the back of house can often be forgotten. But it is important to know the proper accounting procedures to institute in your restaurant. Designing and maintaining a system of checks and balances will help to keep your business prosperous for many years to come.

5. Overspending

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Spending too much before even opening is another common problem that new business owners face. It is easy to get excited over the prospect of finally seeing your ideas come to fruition.  Being conscious of cash flow can help ensure your business makes it past the first year. Failing to watch cash flow can cause a restaurant to go under before it truly gets started. Payroll can also grow quickly, and until funds start coming in more regularly it is important to watch how many people you are hiring. Having a good understanding food costs is also very important for cash flow and keeping your business in the black.

 

By avoiding these major pitfalls you can help to ensure the longevity of your establishment. It is best to start your business with a game plan. Be aware of the ins and outs of restaurant ownership. Whether that is knowing the best locations in your area, understanding the ins and outs of the accounting world, or all the jobs it takes to keep the service running smoothly, knowledge is your best friend. With a few precautions and the right tools you can build a solid foundation for your dream business.

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