You are leaving no stone unturned to make your restaurant the talk of the town. But, success in the restaurant business isn’t just about adopting tricks to attract more customers. The true index of your restaurants’ success is the experience that you deliver to your guests the moment they step inside the door. It is the duty of restaurant managers to ensure that the restaurant functions properly. This checklist of Restaurant Manager duties will result in seamless operations in your restaurant while still delivering excellent customer service.
5 Mistakes Restaurant Managers Must Avoid While Running a Restaurant
61% of adults prefer spending more money on a restaurant experience, compared to shopping or any other activity. To ensure positive experiences for your restaurant guests, you need to pursue exquisiteness in terms of food and refinement in terms of service. Fortunately, to create magic with food, you can always trust your grandma’s secret recipe. And for fine-tuning your restaurant service, you need to avoid these trivial mistakes from ballooning into a critical issue while running a restaurant.
1. Trying to Do It All
According to recent studies done by Professor Dr HG Parsa, 59 percent of hospitality businesses fail in 3 years. The level of failure is 26% in the first year, 19% in the second year, and 14% in the third year of business. In the recent past, many restaurant businesses have failed to register sustained growth. What were the loopholes which caused even good restaurant ships to go down?
A lot can be attributed to small but significant mistakes in task management jobs that mushroomed into major issues and led to the closing of restaurant doors. Sometimes, in an effort to lead by example, restaurant owners end up being involved in all restaurant tasks on their own.
While doing so, restaurant managers often forget that they can’t execute everything from the to-do-list on their own. Even if they want to, restaurant’s nitty-gritty often prevents them from taking on every single task. However, with task delegation, managers can share responsibilities and have a better control over restaurant activities. By promoting active engagement of their staff, managers can ensure higher overall productivity and efficiency of their restaurants.
2. Communicating Ineffectively
Incidences of inaccurate or incomplete dishes being served to guests in restaurants are quite common. The reason for this loophole in offering outstanding service to guests can be accredited to a communication gap between staff in a restaurant.
Take for instance the case of a guest who is allergic to peanuts. He conveys this information clearly to the staff who is taking the order. But, the serving staff fails to pass this information to the kitchen staff with clarity. Due to the inadequate information, the kitchen staff end up preparing a dish for the customer with peanut butter topping. In this case, the customer has every right to get irked and walk out of the restaurant door with disappointment.
As a restaurant manager, you can avoid such situations in your restaurant by promoting effective communication between your staff. By holding regular meetings, you can ensure that every employee is on the same page. Further, the feeling of camaraderie can be developed between them by promoting the practice of staff meals. During staff meal sessions, everyone can come together in an informal setting and communicate in a stress-free manner.
3. Ignoring Staff Training
Staff is the face of any restaurant business. They have to interact with guests for table bookings, orders and feedback. If the staff fails to treat customers right, they are most likely to post negative reviews about your restaurant on social media and cause severe damage to the brand reputation.
Restaurant managers need to ensure that the staff is thoroughly trained about the rules of conduct while dealing with customers. Only by being polite and patient, your staff can gauge customer expectations and ensure personalization of services. Also, when you keep your staff abreast of your signature dishes, new cuisines and special offerings, they can put their point across convincingly.
4. Lack of Online Marketing
“Victorian mirrors, white tables, floral cups, ACs, refrigerators, microwaves, at Vintage 31, New Delhi — to be disposed of. If you know of anyone who would like to buy these, please let me know.” Restaurateur Vimi Singh to Economic Times.
Vimi Singh had to shut down her restaurant business in Mehar Chand Market, New Delhi within one and a half years. She started this restaurant project with her husband but failed in garnering enough followers. The couple was spending about one lakh in the restaurant business every month but never made enough profit to sustain for long. She also went ahead to say, “We wouldn’t advise anyone to enter the restaurant business in India.”
On the other hand, Riyaaz Amlani, CEO of the Mumbai-headquartered Impresario Foods is unfailingly setting new trends of success in food and beverages industry. He is revolutionizing the concept of casual dining with his latest venture ‘Social’. The Social’s concept of casual dining cum shared working space is unique, and is garnering much attention on social media platforms from its target audience – Millennials.
The major difference between these two restauranteurs is that Riyaaz dared to think out of the box, and revamped the traditional concept of casual dining with shared working. He is also making the optimized use of social media platforms to publicize the unique concept of Social. From event promotions to sharing of guest pictures on Facebook, Social is socializing with the tech-savvy youth who have a big appetite for eating out.
Similarly, many other players in the food and beverage industry are registering their presence on social media. Around 75 percent of restaurants are presently active on social media to attract their prospective guests with the promise of outstanding experiences.
5. Lack of Tools of The Trade
73 percent of diners believe that restaurant technology helps in enhancing their experience. Popular restaurant technology features that guests prefer are online reservations, online ordering and free Wi-Fi. Servers with hand-held tablets can be more quick and precise in taking orders, leaving a lasting impression on guests.
Considering the impact of technology on improving guest experience, restauranteurs are now looking for POS (Point of Sale) upgrades quite seriously. Best POS software can help restaurant managers in making the billing process quick through online transactions at a guest table itself, and provide many other technological advantages. Restaurant managers can keep track of current stocks at their outlets and get the variance report for the ideal stock to be consumed and the actual physical stock. Thus, managers can have a clear idea about stock consumptions and make data-driven decisions about purchases.
Technology is extremely important in the present time for capturing the entire database of guests across multiple outlets of a restaurant brand. A robust restaurant franchise management software can greatly help you in managing multiple outlets easily. Restaurant managers can use this database to run targeted marketing campaigns and ensure repeat visits at their outlets.