subject: How Special Are Your Features [print this page] How Special Are Your Features How Special Are Your Features
This applies to us all because it communicates the mentality we should have whenever putting specials, menus or events together.
Some guidelines on specials/features:
Let's make sure they are "Special"
Let's not discount when it comes to specials/features. We do not compete on cost it is about a "Memorable Dining Experience"
Do not just take an item and discount it and call it a special
Use specials to drive your check average and reduce food cost
Cost every special Know Your Numbers
Don't price on cost Price on what the market will bear. Price on what you can get.
If you had to price it on cost use 20% Food Cost as a rule of thumb (example: plate cost on a steak is $4.29 you should get 21.45 or more Can you get that? I sure can and so can you)
Sell it in writing; make them want to buy it no matter what the price. Work on the story (example: Steak, potatoes and veg $17 or Our Hand Trimmed Angus Sirloin served atop Fluffy Whipped Hand Selected Idaho #1 Potatoes with Farm Fresh Baby Asparagus for only $21.99 Which would you order? Would you care about the price?)
Let your staff taste it and teach them how to really sell it. "Oh my word, our chef has lost his mind. He has created the best steak I have ever tasted. Our Hand Trimmed Angus Sirloin served atop Fluffy Whipped Hand Selected Idaho #1 Potatoes with Farm Fresh Baby Asparagus. They do not have to say the price; actually they should not say the price unless they ask.
Monday thru Friday Have a $5 Meal Deal. It doesn't mean take a menu item and discount it; it means come up with something that you can sell that way. (Example Where can you get a Healthy Lunch for $5? BakeHouse Bistro. Come try our featured Mediterranean Wrap This Wrap Rocks! Our low carb tortilla wrap stuffed with Lettuce, Tomato, Cucumber, Red Onion, Kalamata Olives, Capers and Our House Made Humus with Our Very Own Greek Vinaigrette we will even through in a fountain drink for $5. Add chicken for only 2.49) Now you have a mouthwatering profitable item at $5 and you will sell a lot of it for 7.49 with chicken
Run a Lunch Special Everyday and 2 Specials at Dinner (either two entrees or App & Entre)
Make sure you have a Fresh Catch Daily (Ideally you should get it in on Friday and Run it for a week). If you have several restaurants in the area, keep it the same if and when possible. Be sure it is researched for seasonality and cost.
Share all your specials. Share the costing sheets. Build a special book based on ingredients that you stock and have on hand.
Have fun with it. Get your employees involved, put their name on it if that is something they would enjoy.
