Maximize Sales

Process

Maximize Sales
without spending a dime in advertising

 

There are only 5 Ways to Increase Sales
Keep the Customers You Have
Bring in New Customers
Increase the Average Check
Increase Customer Visits
Fire Bad Customers

There are two main type of Marketing:

The Air Campaign - creates an image and makes a promise. It gets the customer to the door.

The Ground Game - refers to the SELLING that should be happening inside your restaurant.
Your servers, bartenders, hosts and managers are your sales force.
The ground game makes the sale and keeps the customer coming back for more. 
The first step in the ground game is to deliver the customer promise and create WOW Experiences

Every employee and manager is responsible for execution of the Ground Game
The Ground Game is one of the most important and under managed aspects of our business.
When used effectively the ground game can transform your restaurant overnight.
Do you know what your average check is?
Do you know who your top sales person is?

Ground Game Happens at the Table:
Increase Average Check  - through up-selling, bumps and ad ons. Sell the second drink or bottle of wine. Sell appetizers, side dishes and desserts

Open the Top End - if all your menu items are priced around $10-$15 than that is the most your customers can spend. You should add a few more expensive, $20+ items that have a higher profit margin to your menu which will give your customers an opportunity to spend their money.  

Start a Restaurant Club - so you know who your customers are. This will allow you to reward them for spending money with you and allow you to market directly to them without the need for traditional advertising. 

Referrals – reward your customers for bringing their friends and associates!

An effective ground game can eliminate your need for advertising, which will allow you to use your advertising dollars to reward your club members with comps and promos. This will create customer advocates and massive profits. Rewarding your loyal customers is much better than giving your money to a radio station and the newspaper publishers.

The most effective form of marketing is positive word of mouth from customer advocates.
If you deliver the Customer Promise and create WOW Experiences, word will spread. The restaurant will be packed and your sales will grow through the roof!

If you would like help improving your ground game, I would love to help

Peter Harman
The Food Guru
foodguru@foodguru.com