How To Get More Sales From Existing Customers

This post is in reponse to a question posed on Linkedin on the Independent Restaurant Owners Group News board by Tim Johnson.  It is in regards to an article in which he addressed the same question on Small Biz With Kids.com website.  See How to Get More Sales From Existing Customers

The formula for increasing sales amongst existing customers includes all the above: increase the frequency of visits through consistently excellent service and rewards programs; upselling; and suggestive selling.

The level and consistency of service that your customers receive will largely dictate the frequency of visits.  Quite frankly, customers are not too forgiven of inconsistent service.  Hence, every repeat customer is a testament to your service index.  Customers will, generally, tend to forgive poor service once or twice at best – truly, three strikes and you are out! 

While customers are generally inundated with reward programs; yet, the true of the matter is that reward programs work.  I can recall customers that frequently visited in the name of “American Express Delta Miles.”  Moreover, offering customers rewards for patronizing your establishment is always a good idea – we love to be rewarded for our good deeds (ask B.F. Skinner). 

Remember, the key to the success of any reward program lies in the theory of reciprocity.  The theory of reciprocity, as defined by Reference.com, refers to “responding to a positive action with another positive action….”  Thus, customers become loyal to your establishment because you first become loyal to them.  Hence, in a matter of time, they develop a sense of “obligation” to aid in your success.

In regards to upselling and suggestive selling, the success of any program used to persuade customers to spend more per visit largely depends on your staff and how well you train them to carry out these inducements.  Just to be clear, upselling is to suggest a larger portion of a serving or item, or a more costly serving or item than a customer originally intended on buying. 

On the other hand, suggestive selling is to suggest a complimentary item that is not already included with the ordered meal or item (i.e. a dessert, an appetizer, a drink, etc.).  Regardless, for all practical intents and purposes, the best way to carry out these types of customer inducements are through inside promotions and server contest of some sort.  Irrespective of how you may decide to execute upselling and suggestive selling contest; in the end, you and the server and the customer all win. 

Richard Blais’ Flip Burger Fails Health Inspection

http://whatnowatlanta.com/2011/04/12/richard-blais-flip-burger-fails-health-inspection/comment-page-1/#comment-18428


This post is in response to a failed health inspection by a popular local burger boutique, Flip Burger Boutique Buckhead, on April 8, 2011.  Due to the mix responses, I felt compelled to respond to this article that was originally reported by Richard Blais. 

While Flip (Buckhead) may have a stellar history of high scoring health inspections; nonetheless, on this day they did not.  This score is the result of a day in the life of a restaurant gone awry.  In reality, it only takes one bad day to wreak havoc in the life of an innocent and unsuspecting patron.  Therefore, the county health department and the restaurant are a common firewall to prevent this bad day from ever coming to fruition. 

The truth of the matter is that on this day Flip (Buckhead) was derelict in its part to meet this rather public obligation.  Therefore, we should neither understate nor excuse its score on the basis that the failed items are unimportant or irrelevant.  In fact, upon closer inspection, one will discover that 25 points of the 69 points lost were related to Foodborne Illness Risk Factors and Public Health Interventions.  This should never be taken lightly by neither the health department, nor the restaurant, nor the public.     

There are two proactive measures that a restaurant can take in order to prevent this day from happening.  First, management and employees must pay attention to the details – daily.  Things like employee cups in the wrong place, chemicals placed near food and supplies, coolers and freezers without thermostats, etc. are all indicative of inattention to details.  In the context of a busy restaurant, it is the managers’ responsibility to set the tone.  I have been in the restaurant busy for more than 17 years; therefore, I know that this is not always an easy task to do.  Nonetheless, it is always a good idea to constantly teach and train employees and crew members on how to assist in discharging this responsibility.

Secondly, it is also a good idea to routinely hold mock inspections on a regular basis in order to train and “condition” employees on the inspection process and expectations.  This is done by making a copy of a Health Inspection Report and scoring your restaurant from the eyes of the health inspector.  In the end, this goes a long way in taking the “routine” out of routine health inspections.

The Restaurantist™

The Restaurant·ist™ Manifesto

Restaurant·ism™ is the adherence to the principles that are commonly shared by successful restaurants.  These principles have come out of years of real-world practice and extensive scholarly research that is available today.  Hence, the information that is shared will come from two primary sources: research and practice. 

This is important because it is my belief that researchers and practitioners of the restaurant/hospitality industry are equal stakeholders in its successes and failures; therefore, they both play a role in improving the industry’s operational deficiencies and challenges.  In fact, absent one or the other, the chances of a restaurant’s success diminish quite substantially.  Herein lies the purpose and mission of The Restaurant·ist™ – the Blog: 

The purpose of The Restaurant·ist™ – the Blog is to submerge its readers in these principles; thus, giving them the greatest opportunity for the greatest success.  Therefore, all of your restaurant operations’ related questions are welcomed.  Swoosh – you are about to be Restaurantized™.

Johnny Washington, The Restaurantist™