Running A Restaurant For Profit And Optimal Customer Experience
The food service industry is unlike any other
The food service industry is unlike any other. We work harder, longer hours than most other industries. The pay is potentially lucrative, but free time and holidays are automatically forfeit. The work is tiring and at all times unforgiving. So, why? What about the food service industry keeps us working those long weekends and holidays, wearing our third pair of non-stick shoes this year thin while friends and family work relaxing, desk jobs?
The answer is that we truly enjoy contributing to our customers experience. Its as simple as that really; we work in an industry based on fulfilling experiences. Generally, customers are there to enjoy themselves and (though there is always a bad egg here and there) will pay hand over fist for that experience, making this the lucrative industry mentioned above.
How does a restaurant owner provide the best experience for their customer? It starts from the ground up, and every piece of the restaurant works to a synergetic effect. The restaurant industry is all about timing, customer service, and especially rhythm. From the right talent to the best restaurant equipment, everything is interconnected. Because no one wants to be told how to run their restaurant (and no one should), the following arent really rules so much as they are reminders or talking points to keep in your mind when self-evaluating your business.
Our first tip is that talent goes a long way in the restaurant industry. If youve worked in restaurants for any period of time you know that the business in not for everyone. While larger cities will attract droves of highly trained service and cooks, more micro environments like smaller towns and villages will find recruiting talented professional cooks, servers, and bartenders more of a challenge. Once you recruit a strong team, make sure to treat them well as your reputation as an owner will grow.
Pretty soon you will have more talent at your disposal, and a strong following of regular customers that will stay loyal because of relationships with those talented individuals youve employed. Seek to facilitate those relationships in ways that only an owner can (a free drink, a personal visit to their table, be creative here!).
While this is Restaurant 101 for most owners, it is important to take away that all aspects of restaurants feed into each other; one kink will invariably affect everything else. Do not deal with employees that bring their baggage into work. Their disposition will bleed into their service, or throw the kitchen off timing. Give them time off if you know they have a good reason, but if it becomes a regular issue dont be afraid to let them go. Remember, timing and rhythm are imperative. Do not sacrifice your livelihood and reputation for an employee that isnt meeting you halfway.
Finally, as an owner you must make sure that the environment your staff works in meets the highest standards. Well maintained restaurant equipment will give your employees confidence in the business, which (once again) feeds into their sales and service. Same with the kitchen staff, who does not want to cook using the same, stained fryer and dated commercial kitchen equipment theyve used for years. Invest in
restaurant supplies and equipment. It will pay off as a strong base from which your business can be built upon. However, do extensive research and consultation concerning maintenance or new equipment delivery with any restaurant supply service you enlist. If something breaks down just before a busy Friday, you want to make sure you are covered rather than pushed aside till Monday.
Take our tips into account and remember; above all else you are providing an experience to the customer. To do this at an exceptional level that will stand out from the competition you must invest carefully into all aspects of your business; whether it be letting go of a troublesome bartender despite being friends with them, or investing in a piece of new commercial kitchen equipment to inspire the chef. Ensure that your
millwork is pristine and your floors are spotless. The payoff will be immense and customers will have a great time at your restaurant; and remember, isnt that why youre in the business in the first place?
by: Kevin Prague
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