HotOperator and Laux recently started working with Country House Restaurants in Clarendon Hills and Geneva Illinois. Dean Timson, one of the partners in the restaurants came to us for advice on what Country House Restaurants could do to sell more drinks. At the moment, their business tends to drop off rapidly after the dinner hour. Dean told me that the food to drink ratio was nearing 80/20, and he would prefer to reach closer to 60/40. 

Because HotOperator has started working with Jessie Ott with f n b Innovation, we decided to ask Jessie what she might recommend. She is a renowned expert in the wine and spirit industry, so who better, right? I had expected a couple of comments in an email, but what I got back was way more than I had imagined. Not that I’m surprised, Jessie is intelligent, energetic and extremely knowledgeable when it comes to the wine and spirit industry.

Jessie Ott’s Recommendations on How Country House can Sell More Drinks

Direct from Jessie’s email to me: 

“If you are a restaurant operator like Country House and you want to increase your beverage percentages, follow these crucial steps.”

Have a Great Drink Menu (you can why see I’m already in love with her advice, since we make a lot of menus)

1.) Make sure you have a well designed drink menu printed out and on the tables and easy reach at the bar. And make sure it’s separate. It’s important to have a list ready and available to encourage your customer to go on the journey you want them to experience. Not everyone walks into a restaurant and knows exactly what they want. Guide them to try what’s new as part of your participation in making them happy. It will elevate their experience and help you sell more profitable items.

Say No to QR Codes

2.) If you are using a QR Code, it’s not enough. Offering a QR code just encourages more heads in phones and fewer people engaging with your servers and bartenders. This is not the experience you want for your guests. Plus if they are older, like myself, they can’t read what’s on their little screen. It’s been proven that when you have drink menus or specials on the table you can increase your beverage sales by up to 12%.

Make the Offering Fit the Crowd

3.) If you are a high volume concept, consider a limited cocktail and BTG (by the glass) menu. The key is volume, and getting drinks in front of your guests as quickly as possible. You want your staff to get drinks served quickly instead of your guests reading and waiting. Spending too much time mixing cocktails with too many ingredients, or making them look too fancy will not allow this to happen either. It will take customers longer to order and frustration could set in. Plus, getting drinks in front of consumers quickly can help you get a 2nd or 3rd round order which increases your check average and beverage sales.

Mix and Match with Food

4.) Offer food and beverage pairings to simplify things for your customers. If you can give them a proven experience combining both food and drinks, the experience is elevated and customers will take less time than trying to decide on their own.

Short and Sweet

 5.) Offer short, simple descriptions next to your beverage options. That way it’s not dependent on your waitstaff to relay the same message to every table. It will increase customer satisfaction and streamline your process for both your staff and the consumer. For example, a Chardonnay lists out best this way: Dry, Crisp and no Oak Aging.

Features and Specials Win

6.) Offer something special for your guests either throughout the week or a specific night of the week. This can be in the form of a daily or weekly happy hour, or discounts on beverages such as half priced wine nights. And to draw in crowds during sports seasons, offer beer and snack specials on big sports nights. Cater to your audience and encourage people to come in on your slow nights by offering deals no one can refuse, especially on a big game night.

Ready to Drink

7.) Have alternative beverages available and let guests know you have them! RTD’s (ready to drink) and no and low alcohol options are here to stay. More and more restaurants are offering these alternatives, and while some are not yet onboard, use that as a selling point to bring consumers into your restaurant. It will encourage more people to visit and create a loyal consumer base for years to come. As a bonus, they spend more per outing which increases your check average and beverage sales. Spending money on a non alcoholic beverage costs more than water, soda or juice, and elevates your customer’s experience. You MUST be sure your customers know these offerings are available via your menus and social media.

We took her advice, so should you

In working with Country House Restaurants, we used many of Jessie’s ideas along with some late night Happy Hours and free Jukebox to get people in later and to stay longer. If you’re looking for a great drink menu, or social media and marketing ideas on how to increase your drink business, reach out to HotOperator here, or Jessie Ott here.

Mark@hotoperator.com

jessieo@fnbinnovation.com

The post Recent Advice: How Country House Restaurants can Sell More Drinks appeared first on Laux.

7 Ways To Save Your Restaurant Business

The COVID crisis has been extremely difficult for many independent and chain restaurants. As a marketing company specializing in food service, Laux and HotOperator have worked with countless restaurant operators to help them recover their sales and profits. Here is an article that may help you save your restaurant.

Fall job growth in the restaurant industry remained diminished. Eating and drinking establishments added a net 200,300 jobs in September 2020 on a seasonally-adjusted basis, according to preliminary data from the Bureau of Labor Statistics (BLS).

September’s growth came on the heels of a downward-revised increase of just 104,300 jobs in August. Taken together, the employment gains in August and September were a small fraction of the 3.5 million jobs added during the first three months coming out of the coronavirus lockdowns. As a result, bar and restaurant staffing are still down 2.3 million jobs from February’s peak.

How Coronavirus is Impacting Your Restaurant Business

As a result of consumer changes around the coronavirus, the restaurant industry has been hit hard with restaurant and foodservice sales losses surpassing $185 billion between March and August. Without the expansion of off-premises business in restaurants across all segments, the impact would have been much worse.

To boost off-premises business, some restaurant operators added curbside takeout, added by about 67% of operators since the beginning of the COVID-19 outbreak in March. That’s according to a survey of 3,500 restaurant operators conducted by the National Restaurant Association from August 26 – September 1.

Third Party Restaurant Delivery Is Up, But is it Profitable for Your Restaurant Business?

Twenty-seven percent of operators say they added third-party delivery, while 17% added in-house delivery. Among the restaurant operators that added any of these off-premises options, a majority say they plan to continue offering it after COVID-19 passes. This points to changes in both consumer behavior and how restaurants work.

The $26.8 billion online ordering market is turning out to be the fastest-growing source of restaurant sales in the United States, according to The NPD group. Digital orders, while still accounting for just 5% of all restaurant orders, are growing some 20% each year. Restaurant visits, meanwhile, are remaining mostly flat or declining. Expect the numbers for online and call-in orders to continue to grow.

Here are 8 Marketing Ideas for Your Restaurant Business

Turn Your Kitchen Inside Out
This is a long term idea but worth considering. We generally think of a restaurant as a kitchen attached to a dining room. But imagine it differently. Imagine a kitchen that supports dining experiences through carryout and delivery stations. Rather than just putting your dining room tables and chairs in storage, rethink the layout and add new approaches to your restaurant business.

Pop-Up Brands
In the short term, don’t cling to what you have sold in the past. Instead, start thinking about what you could sell. If you have a steak joint, you can make a pop-up brand that sells wings, sandwiches, or even ethnic foods. At this moment, it’s not at all about what your restaurant brand represented, it’s what your kitchen can support.

All you need is a name, logo, a little merchandise, a menu, a couple of social media pages and a website. Just make sure the new pop-up brand offers products that travel well, and that you can make the food items without any equipment investments.

Virtual Brand
Rethink your brand to be more virtual. This is actually easier than you think. Simply set up a carryout menu to only offer the products that travel well. Then market on social media and your website with exclusive products for carryout, curbside and delivery only. Make sure you test everything you want to sell for carryout and delivery. That means taking it home with you and eating after it has been sitting for half an hour.

If you get your food home and it sucks, your customers will probably agree with you.

Turn Your Restaurant Inside Out
When I first moved into my current home there was a motel down the street. It consisted of a drive up residence and a string of 12 little buildings. In Holbrook Arizona there was a hotel with a cluster of little Wigwams. Fast forward to Chicago, summer of 2020 and there is The Darling Rose Garden that features a similar approach to privacy, 10 greenhouses you can dine in. Maybe this isn’t practical for everyone, but it’s a very cute idea. Imagine a restaurant not as a big, open concept, but instead, something broken up, protected and private.

To make this work, you will need to rethink what it means to go out to eat. That and have a higher value offering so you can charge a little more. Or, make a drive thru and compete with McDonald’s and Taco Bell.

Ghost Kitchen
If you’re thinking about opening up a new restaurant concept, open a ghost kitchen. Consumers, even in smaller cities, are changing their dining habits. They are eating out less often, but they still want a break from home cooking. Plus, if your kitchen needs volume, lease space, staff and equipment to other brands. Or work with a marketing company and develop a new brand. Build a Facebook page, a small website, a logo and some merchandise. Then work out a carryout and delivery menu and start selling.

Ghost Kitchen sounds good, but you need a brand? Hmmm, where can you find a really good marketing company that specializes in restaurant brand development? 

Home Meal Replacement
Some of our most successful clients are offering home meal replacements. These are package dinners that include the main entree, sides, salads, desserts and drinks all for one price. And all of this is for delivery, carryout, or curbside pickup.

But you need a menu and promotions to make this work. Home Meal Replacement will not create itself. It takes skill. It takes creativity. It takes a marketing company that specializes in the restaurant business.

Groceries
Seems like centuries ago, but as recently as April and May, restaurant operators were offering groceries as a way to make extra cash. If you go this route, think about groceries to make meals. If you are going to sell eggs, sell omelets with all the ingredients and the recipes instead. Consumers don’t meal plan groceries at a restaurant. So you will need to do that work for them.

The Mark & Kelly Show
Mark and Kelly Laux are a creative team. They have been working together long enough to be able to answer each other’s sentences. They have experience with every aspect of the foodservice industry. From food manufacturing to distribution to restaurants to consumers, their experience and creativity will help you grow your business. Put simply: if you sell food on planet Earth, they can help. Reach out here. Or through HotOperator here.

The post 7 Ways To Save Your Restaurant Business appeared first on Laux.