Tuesday, November 1, 2011

Guide to Groupon Online Couponing for Restaurants

Article Courtesy of rmgtmagazine.com


Tri-State Area's Premier Digital Dining POS Provider

Is the online couponing site really good for your restaurant? Find out.


To Groupon or not Groupon, that is the question many restaurateurs are asking themselves these days. Since the online coupon company offered its first daily deal in November 2008, it has become a bona fide phenomenon. Now operating in over 400 markets in 23 countries, the company boasts over 115 million subscribers worldwide. As of the end of the first quarter of this year, Groupon had 56,781 merchants as customers, who sold 28.1 million Groupons in just that first quarter.


Restaurant Groupons are usually the most popular offers in any given market, so these stats seem to indicate that almost everyone is doing one. But before you sign on the dotted line, you need to know exactly what the service can offer, how to maximize its potential and be aware of the possible downsides.


The Deal
According to Groupon spokesman Chad Nason, the typical Groupon deal involves the merchant taking 50 percent of the revenue and Groupon retaining the other 50 percent. So if a restaurant offers a Groupon for $25, the consumer gets a Groupon for $50 worth of food and the restaurant earns $12.50. However, several restaurateurs we spoke to for this article, who asked to remain anonymous, said that Groupon had offered them higher percentages of the revenue. When asked about the flexibility of Groupon’s profit splitting, Nason would only say, “We’ll always be coming up with different deals and different structures.”


Many restaurateurs are understandably wary about Groupon’s large cut of the pie. Paul Fehribach, the chef-owner of Big Jones, a 70-seat sit-down restaurant in Chicago, hasn’t done a Groupon yet. “To take half the profit just to send an email, write the blurbs and create the videos is ridiculous,” he says. “If I did a Groupon that netted $20,000, I’m going to get $10,000 and Groupon is going to get $10,000, but I have to buy all the food and do all the labor. It just doesn’t make sense to me.”


Though Groupon markets itself as a revenue generator, restaurateurs should treat it like an advertising tool. “You should never go into a Groupon deal thinking it's going to make you any money,” says Neil DuPaul, marketing associate at Speedy Incorporation (Speedy-incorporation.com/blog/). “Restaurants can make money, but most of it will come in the long term.”


Lisa Alvarez, owner of Maya’s Mexican Bistro in Kansas City, Missouri, has offered three Groupons since the company came to her market. She had one goal: “To get new people through the door and get people we haven’t seen in a while back through the door to reintroduce them to our product.” She considers all of her promotions a success, since they brought in many customers from beyond her neighborhood that hadn’t ever frequented her restaurant before. “We had diners in from the whole city,” she says. “And it brought in old customers that moved away, because we gave them a good reason to come back and see us.”



Incentivize It
To ensure that your Groupon generates the most revenue possible – even if it doesn’t generate a profit – you need to design a deal that guarantees diners spend more than just the worth of the coupon. Minty Charupa is the co-owner of three 80-seat Tuk Tuk Thai Restaurants in and around Denver, Colorado. Over the past year, Charupa has done three Groupons for her trio of establishments and has seen a 90 percent redemption rate for her offers. The last two deals have been for $30 Groupons, which cost the consumers $15 each. This amount covered a pair of $12–$13 entrees and two nonalcoholic beverages, but nothing more.
Charupa says that about half her customers only spent as much money as their $30 Groupon allowed, while the other half spent $15–$20 more, usually by buying appetizers and alcoholic beverages. “I make my usual profit margin on that overspend,” she says. “Which helps offset the cost of Groupon’s fee.”
This type of incentivized deal structure makes Groupon a winner for restaurants at any end of the scale, according to Nason. “If you’re a high-end steakhouse, a $40 for $20 Groupon or $60 for $30 Groupon would make sense,” he says. “That won’t cover the full bill, but the customer still gets a great discount. And because of those savings, they’re more apt to buy a full bottle of wine than a glass, or order a dessert.” So, even if you don’t make back the cost of Groupon’s cut, you’ve at least significantly reduced it.

Getting Ready
Restaurateurs have to be ready for the sudden influx of customers that Groupon deals create. The largest numbers of Groupon-generated customers will always happen at two key points over the course of a promotion’s lifetime. “You’re always going to get a rush at the very beginning, because people are excited that they bought it,” Nason says. “And there’s going to be a rush at the end, because they don’t want it to expire.”
Remember the Boy Scouts’ motto: Be Prepared. “You need to prepare your employees; make sure you have extra product on hand and extra cooks in the kitchen,” Nason says. “Everything needs to be running at a smooth, manageable pace before you run the Groupon deal, because it will expose any real fallacies you have in your business model.”
If you’re not ready to handle the increased business, your food and your service may be negatively affected. This leads to bad customer experiences for both first-time diners and longtime patrons, which is often quickly reflected in the reviews posted to sites such as Yelp. Online backlash can quickly damage a business’s reputation. A recently released study by researchers from Harvard and Boston University shows that businesses that offered a Groupon saw their ratings fall by 12 percent on Yelp after the promotion, which averaged out to losing half a star rating.

More Data
Once everything is in its right place at your business and the Groupon goes out, the work has only just begun. Groupons are a great tool for getting customers in the door to try your product, but after that it’s up to you. “You have to always remember that you're looking for repeat customers,” DuPaulsays. “So you want to add names to your email list; you want more fans on your Facebook page and followers on Twitter.” Currently, Groupon does not share any marketing information with merchants, so restaurateurs must gather this data from diners themselves.
One option is to include comment cards or surveys with the check, which could serve as marketing-information harvesting tools and a way for a restaurant to advertise its online presence. Servers should then alert diners to the presence of these forms to ensure a higher participation rate. If you enter respondents into a drawing for a gift certificate or restaurant merchandise, the response rate should be even higher. Another tactic is to offer Groupon customers a second, smaller coupon upon the completion of their meal in exchange for a few small pieces of marketing information.

More Advertising                                         
Restaurateurs have to remember that Groupon users are loyal first to Groupon. “When you get flowers, do you remember the florist or the person giving you the flowers?” asks Bob Phibbs (Retaildoc.com), author of Groupon: You Can’t Afford It – Why Deep Discounts Are Bad For Business and What to Do Instead. “Groupon is the one giving you the flowers; your restaurant is just the florist. You’re not building your brand; Groupon gets the brand building.”
Therefore, owners need to advertise their eatery’s website address and social media presence prominently. By the time they finish, diners should be alerted to all the ways they can find you, follow you and friend you online. There should be tactfully placed signage throughout your establishment, and this information should be printed at the bottom of receipts or on postcards that are given to each dining party.

More Money
Tell your servers to get their game faces on, because they need to upsell, upsell, upsell to Groupon users. Groupon wouldn’t share any figures about what percentage of users overspend on their coupons and by how much, but numerous restaurateurs we spoke with indicated that large numbers of Groupon users only spend the amount of their Groupon. That means it’s the restaurant staff’s job to entice diners to purchase more than they planned. Make sure they’re promoting top-shelf liquors when cocktails are ordered, side dishes and appetizer options when entrĂ©es are ordered, and dessert and post-meal drinks once the main courses are cleared. All the extra purchases add up and help your bottom line.  

A Helping Hand
If merchants run into problems executing their Groupon at any step of the way, the company does want to help out. The main tool the company offers is Grouponworks.com, a website that answers common questions, provides video tutorials on various aspects of the Groupon experience and gives merchants the contact information so they can call a Groupon merchant manager if they need human intervention. “Their whole job is working with merchants to make sure they’re prepared before, during and after the deal,” Nason says. “Our merchant managers and sales reps are constantly working with our Groupon merchants to make sure that they’re handling redemption properly and, if they are having a rush of customers, what we can do to better manage that.”

Groupon on the Go
Groupon has recently expanded its offerings with Groupon Now!, a mobile app that alerts users to deals available in their vicinity in real time. Deals are purchased through the app. Customers just present merchants a unique barcode on their phone, which the merchant scans using the Groupon redemption app. Currently, the service is only available in 25 markets, though Groupon is planning to expand its reach in the near future.
Groupon Now! differs significantly from traditional Groupons, because it can be turned on or off by merchants once they are set up in Groupon’s system. For example, if a restaurant owner arrives at his establishment one day and finds fewer customers than usual at lunch service, he can instantaneously begin offering a special through Groupon Now!, which can be set to expire at a certain time or after a certain number of Groupon Now! deals have been sold (the restaurant operator can also turn off the deal manually at any time).
Nason says that Groupon Now! offers restaurateurs a unique revenue tool. “Those tables are perishable inventory,” he says. “So if they are laying vacant, you want to fill them up.” Merchants can also set up Groupon Now! deals to automatically appear during traditionally slow times at their eateries. To make the new product even more attractive, Groupon takes a lower cut of the proceeds in the transaction, though Nason demurred from giving specific figures.

Looking Forward
Since arriving on the scene three years ago, Groupon has spawned a number of competitors, including LivingSocial, Google Offers and Scoutmob. Despite the competition, Groupon remains the leading daily deal website with the highest revenues and largest customer base. “I don't believe Groupon has much to worry about,” DuPaulsays. “They have the most name recognition by far. If Groupon plays their cards right, there's no reason they shouldn't be the top dog in this space for years to come.”
Groupon’s growth and the rise of various competitors both speak to the public’s growing – and seemingly insatiable – desire for more deals. “People love deals,” DuPaul says. “They always have and always will.” According to new figures from market researchers BIA/Kelsey, it looks like people really, really love them. The firm estimates that Americans will spend $2 billion on daily deals this year and it expects that figure will hit $4.2 billion in 2015. By comparison, the firm estimated only $873 million was spent on such products in 2010.
It looks like digital deals are here to stay, so make sure you use them correctly so you can build your customer base, increase brand awareness and maybe even boost your bottom line.

Wednesday, September 28, 2011

Achieving Menu Pricing Harmony in Restaurants

Article Courtesy of Bret Thorn on Nation's Restaurant News

Tri-State Area's Premier Digital Dining POS Provider

Chief executives from Fazoli’s, Twin Peaks and P.F. Chang’s offer strategies on raising prices without losing customers
Restaurants are under pressure to raise prices as commodity costs climb, but customers, reluctant to spend in these uncertain economic times, are likely to push back if their favorite menu items get more expensive.
Carl Howard, president and chief executive of Fazoli’s; Randy DeWitt, chief executive of Twin Peaks; and P.F. Chang’s chief executive Lane Cardwell shared their strategies for keeping margins in line without irritating their customers in a MUFSO panel moderated by Scott Taylor, chief operating officer of Baton Rouge, La.-based restaurant operator Last In Concepts.
Dazzle Them with Specials
Fazoli’s multi-tiered promotion strategy allows the restaurant to include both value items at the low end and samplers at the high end, Howard said.
Currently, the chain offers “family meals” for group dining at a maximum $4 per person, as well as a special $3.99 pricing of pizza-baked pasta. Customers can also upgrade those baked pastas to a “Supremo” — topped with extra meat, onions, peppers and Parmesan cheese — for $1.49.
Howard said about 25 percent of customers take the upsell. “It’s very profitable,” he said.
Fazoli’s also asks focus group participants what they would pay for various menu items. If they show willingness to spend more than the current price of certain items, they know it’s safe to raise prices on those items.
The quick-service Italian chain focuses on per person expenditures and per person profit — or the amount of money each customer spends and the profit Fazoli’s makes on that, Howard said.
Entertain Them with Costumes
The casual-dining “breastaurant” Twin Peaks, is known for its cold beer and attractive wait staff.
DeWitt said that it has a full-time research and development chef who tweaks a couple of the chain’s 30 menu items every six months.
Instead of limited-time offers, Twin Peaks offers limited-time costumes.
For instance, the week of Valentine’s Day is slow for the restaurant, 90 percent of whose customers are men who use Twin Peaks to “spend leisure time with their buddies,” DeWitt said.
So Twin Peaks notified its e-mail club that their servers would be “wearing something comfortable this week.”
“It turned into one of our busiest weeks,” DeWitt said.
Other outfit changes occur for big football games, Veterans Day and Christmas, he said.
He also said Twin Peaks was having trouble keeping up with demand for a happy hour special: 99-cent 10-ounce mugs of beer.
The chain also offers 22-ounce mugs, which weren’t selling as well during happy hour until his servers were instructed to ask customers, “Will that be a girl size or a man size?”
“Overnight it solved the throughput problem,” DeWitt said.
Change Consumers’ Perception
P.F. Chang’s Cardwell said that any time a restaurant changes its menu format, consumers assume prices are rising, so it makes sense to raise them at that time.
But restaurants should also make sure they get credit for what they do well, he said.
“We’re the largest purchasers of flank steak in the country, but we call it beef,” Cardwell said.
Changing menu wording can make a difference, as P.F. Chang’s did during its most recent menu update. It noted that its salmon was from Norway, its pork was a loin cut, its mahi-mahi was line-caught, and it wasn’t just using sea bass, but Chilean sea bass.
Howard of Fazoli’s agreed, noting that its most successful menu price hike was implemented at the same time it enhanced the service program by upgrading to real plates and silverware.
“We also took a 2.5-percent increase in price and the customers accepted it,” Howard said.

Wednesday, August 31, 2011

13 Best Practices for Restaurants on Facebook


Article Courtesy of Lauren Drell on Mashable.com

Tri-State Area's Premier Digital Dining POS Provider

Everyone has to eat, and 700 million of those people are also on Facebook.

Naturally, there are a lot of restaurants on the world’s largest social network, though there could be a lot more, and many of the ones that do have Facebook Pages could be better.

1. Be Transparent



We never want to delete any negative reviews,” says Ashley Tyson, social media manager at 4Food. In fact, 4Food streams all @-mentions on a 240-square-foot media wall inside the restaurant. “Nobody expects a restaurant to always be perfect, but an honest response and quick offer to resolve the situation is what differentiates a good restaurant from a bad one.” Above, you’ll see that when Judy complained about a wrong order at her local Jimmy John’s, the company showed initiative and replied with an email address and a willingness to work hard to regain trust.

And just like you shouldn’t only pay attention to good reviews, you shouldn’t play favorites to those with a large social network. The average Facebook user has 130 friends. But just because someone has more or less doesn’t mean they’re a more or less valuable customer. Be sure to respond to everyone and address everyone’s concerns — in a timely manner. Chipotle‘s Joe Stupp says it’s company policy to answer every (or almost every) Facebook post, whether it’s positive or negative, typically within an hour or two. And people do appreciate the round-the-clock responses, no matter how “popular” they are on Facebook. “Just because somebody has a high friend count or a high Klout score on social media doesn’t necessarily mean they are important in their community,” says Stupp. “Vice-versa is also true.”

2. You Must Respond



You want to engage your fans on your Facebook Page, but you also want them to know that you are engaged, too. Be sure to answer questions, address concerns, and acknowledge when people take the time to post on your Page.

Even if it’s just a thank you for a nice remark, be sure to respond to your fans. “Never underestimate how far the words ‘thank you’ can go,” says Amanda Spurlock, Zagat’s social media editor.

3. Educate Your Fans



Restaurants have a unique opportunity — they can showcase the food, provide recipes, explain the origin of a dish and shoot videos of the chefs in action. That kind of content never gets old, and it doesn’t even have to be original — there’s so much stuff on YouTube, and all you need to do is unearth it. The Mermaid Inn posted this how-to video on its Facebook Page to show fans how to cook and eat lobster — an item they sell, so it’s related to the restaurant but also adds value.

Tyson says that because 4food receives new shipments of fresh produce and product every day, she likes to “use social media to educate our followers on fresh shipments, how we prepare our food (from scratch, with no artificial ingredients or fillers), where it comes from, etc.” She adds that as the locavore and sustainability movements gain steam, consumers are more interested in this angle than ever before. “People want to know they’re eating the freshest, tastiest and most healthful product possible,” Tyson says.

4. Show Off Your Goods


Food not only tastes and smells delicious — it looks beautiful, too. Post pictures of your dishes like Hill Country does, because those “food porn” pics are sure to make people salivate and get them in the door. There’s a reason things like Foodspotting exist — people like looking at artful food. However, Spurlock has a word of caution before you start uploading pics: “Make sure that the photos are appetizing because not all cellphone photos of food turn out appetizing, even if it does look nice on the plate.”

You don’t even always need a picture — sometimes a sensory description will do the trick. Case in point:Beauty & Essex‘s bacon Bloody Mary:



5. Don’t Just Sell — Be Interesting


Yes, your restaurant is a business, and your goal is to make profit. But you don’t have to do the hard sell on Facebook — oftentimes restaurants are overly promotional. “While consumers love to hear about new menu items and special offers, they don’t want to interact with anyone that appears too self serving,” says Tyson. Think about your brand and then try to find the right mix of promotions and special offers, education, customer service, engagement, etc. Use a diverse set of content to establish and build your brand.

On National Oyster Day (who knew that existed?), Island Creek Oyster Bar posted a YouTube video — it’s a soft sell that doesn’t desperately scream “Come eat here!” yet still plants the seed that could get consumers to crave oysters. Sharing fun facts pertaining to your cuisine or the team is also a fun way to get people excited about your food, and it humanizes the brand.

Another way to promote your brand is to let others do it for you. After all, word of mouth marketing is the most effective (and authentic). Stupp recommends that you motivate your customers to become ambassadors by treating them well, listening to them, talking to them, informing them and being interesting and engaging. Once you do that, your loyal fans will spread the word for you (for free!) online and in real life.

6. Share Your Press


You’ve worked hard to get good reviews and spur people to write blog posts about your food. Go ahead and share it with the world. This goes in tandem with avoiding the hard sell — by being awesome, you’ll motivate people to spread the word. More publicity means more customers, and it will snowball as long as your product is delicious and your customer service remains excellent. Chicago eatery Graham Elliot is great at posting press, which shows that the restaurant gets a lot of press, and also serves to brag about the cool things they do, like hosting a pop-up restaurant at this year’s Lollapalooza music festival.

7. Flaunt Your Social and Digital Savvy



A small percentage of restaurants are on social platforms and seeing success. Jimmy John’s, the Midwest sandwich chain, is one of them. Not only do they have an iPhone app for ordering, but it’s also their Facebook profile picture, which is a great way to increase awareness of said app. At the very least, be active on Twitter and Facebook, and it’s also great to have a blog or an app. And all of these things should be promoted on your Facebook Page, like the Jimmy John’s company blog.

8. Be Consistent Online and Offline


Be sure that your community managers are “as well-versed in your restaurant food and service and intangibles as your best employees in the field,” says Stupp. You don’t want people to get answers on Facebook and hear a different story when they show up for dinner. It can be hard to maintain seamless communication — especially if there are different locations that may have different offerings or hours, but it’s important to stay in the loop and make sure that the information put out by your restaurant is accurate and consistent across all platforms, whether they be social platforms or in-person. Being inconsistent will lead to confusion and frustration for your customers, who may feel like they were promised one thing, only to be told something else upon arrival.

9. Don’t Give Away Too Much


Whereas a bike store or car dealership are typically single-purchase businesses (how many bikes and cars does one person need?), restaurants are in a unique position in that someone could be a customer every single day. And while group deals and offering discounts might be good for a one-time promotion to increase Likes, you don’t want to give too much away.

The NBC Facebook and Chipotle promotion for a buy one, get one free burrito was a huge success that got a lot of people buzzing and in the shops, but the business didn’t have to lose too much money on it, because for every free burrito, there was a paid burrito. Just giving away product or offering steep discounts a la Groupon can have detrimental effect on the perceived value of your product, thereby making customers less likely to want to pay full price once the deal is over.

A once-in-a-while promotion that isn’t too generous — like the Mermaid Inn’s Social Media Monday word of the day for 20% off — keeps people coming back week after week without giving too much away. Plus, you’ll get a sense of your social media influence if you offer a code or buzzword on Facebook for in-store redemption.

Experiment with different times and codes to discover when people are more inclined to be driven to your store by social media, says Tyson. You want to use Facebook to enhance traffic and sales, but to do so most effectively, you have to know when people are paying the most attention to you.

If you’re looking to build loyalty and Likes and keep people coming back, don’t just give away product. The best thing to do is respond to people, talk to them like they’re your friends and show your appreciation for them. To customers, that’s worth more than a free sandwich.

10. Be Charming




Work can be stressful, so when someone sneaks away from the office for lunch or dinner, they want to be delighted. Whether you’re a quick sandwich lunch stop or a white-tablecloth establishment, you can be charming and human. Which Wich, a sandwich chain, literally flirts with its customers on Facebook, presenting a Like-gate that’s modeled after a middle school-esque “Do you like me? Check one. Yes/No” note.

We know there’s a human behind your Facebook Page, so you don’t need to stifle him — let a genuine voice come through.

11. Respect and Appreciate Your Team



A company is nothing without the people who comprise it, and the same can be said for restaurants — it takes many people to run the machine. When a customer posts about a positive experience on Facebook, be sure to pass it on to the team and also thank the customer and tell him you’re doing so — both parties will feel special and appreciated.

However, sometimes people write about not-so-positive experiences, and that can be a trickier situation to manage. “If someone complains about a particular individual or restaurant prior to an objective investigation, take the correspondence off the wall but make sure you let the customer know this and why you are doing it,” says Stupp, adding that your team has a “right to fair treatment” and should not “be guilty in the eyes of the public until proven innocent.” Be sure you resolve any issues, apologize for the perceived wrongdoing and let the customer know what steps have been taken to remedy the situation — follow-through is key if you’re trying to get that customer back in the door.

Also realize that your staff is on social media sites and are essentially ambassadors for your store. Show some appreciation, and they’ll appreciate their job even more.

12. Facebook Is Not Twitter



Sure, it’s easy to automatically syndicate your Twitter posts to Facebook and vice versa, but is it a good idea? No. “You have to think of Facebook as it’s own platform,” says Spurlock. Just consider the 140-character limit on Twitter. That means Twitter-to-Facebook posts will be extremely short (and photos and links won’t show up like they do when you post directly to Facebook), and Facebook-to-Twitter posts will likely get cut off and people may be annoyed that they have to go to Facebook.

“If someone is following you on Twitter, they don’t want to be told to go to Facebook every time for more information on each of your posts,” says Spurlock. “Also it gets rid of any incentive for someone to follow you on both platforms if everything you’re doing on them is the same.”

Variety is the spice of life, and food establishments should know that.

13. Target Consumers With Facebook Ads



A new Facebook feature allows advertisers to target consumers based on zip codes, which means that you can blast an ad to those who live within walking distance of your restaurant. There are some tricks of the trade when exploring the world of Facebook advertising, and it can be an effective way to build your fan base on Facebook.





Tuesday, August 16, 2011

Mobile Tableside POS is a Game Changer


Article Courtesy of FastCasual.com

Tri-State Area's Premier Digital Dining POS Provider


Higher sales, fewer servers, faster table turns, and happier, more loyal customers – Tableside Point-of-Sale offers all this and more. I foresee that it is going to profoundly change the customer experience for the better.
Make POS mobile
Typically, a server spends less than 20 percent of his time interacting with customers. He spends the other 80 percent keying orders into a POS terminal and moving around the kitchen, bar and tables. By moving the POS onto a mobile device such as an iPad, the server can stay on the floor, ensuring that ordering moves faster. For example, the drink order can be put in right from the table. By the time the appetizer order is taken, the drinks are being delivered by a runner. The speed at which this is accomplished could result in a second round of drinks with the appetizers. This could quickly occur with one click on the Reorder button on the mobile POS device.
Keeping your best servers on the floor allows them to serve more tables and provide better service. They have more time to chat with customers and share their passion for the menu, which leads to increase sales.
With a mobile POS that can display full color pictures of every menu item, recommend upsell items and engage the customer in the ordering process, a restaurant could easily see a 10 percent uptick in sales, while reducing the number of servers on each shift.
Tableside payment ROI
Mobile handheld POS systems have big advantages when the customer pays by credit card because the card swipe, located right on the POS device, means credit cards don't leave the table. Also, the card information can be encrypted for transmission to the payment processor via card swipe. With this approach, the restaurant avoids PCI compliance requirements and the restaurant's system no longer holds the credit card information.
Typically, paying the check can be a slow, frustrating customer experience that can color the experience of an otherwise excellent meal. Today, when you ask the server for the check, it has to be printed on the POS and brought to the table. Guests have to wait for the server to come by again to pick up their credit card, go back to the POS to process the payment and return with the payment slip.
Tableside payment enables a customer to pay checks instantly. The check is displayed onscreen, and customers swipe credit cards at the table. They can also add in the tip on the device. The transaction is done in seconds instead of several minutes, making for happier customers and faster table turns.
More than one guest at a table can pay parts of the bill, making for easier split checks. Servers don't have to remember which card belongs to each guest.
Take customer engagement to new heights
Perhaps the biggest promise of tableside POS devices is new opportunities for customer engagement. After paying the check, the server can invite the guest to enter his email address to receive the receipt electronically. A coupon for a future visit can be included in the email to help encourage repeat business. The customer can also rate her service at the tableside or via email. In turn, you can reward servers for receiving the top ratings and highest tips. Finally, the guest can opt-in to receive regular information on specials based on what they ordered last time.
Ultimately, the POS tableside device can help you build customer loyalty.

Friday, July 1, 2011

Leebro POS: Common Restaurant Interior Design and Facilities Mistakes

Article Courtesy of Restaurant Management by Amanda Baltazar


Tri-State Area's Premier Digital Dining POS Provider
The third of RMGT’s series on restaurant mistakes looks at common interior design and facilities errors. We talk to restaurant consultant Aaron Allen who reveals the mistakes restaurants often make and what they can do to correct them.  


http://www.rmgtmagazine.com/content/common-restaurant-mistakes-interior-design-and-facilities


Wednesday, June 22, 2011

Leebro POS: Fifty Ways to Cut Costs in Your Restaurant without Reducing Quality or Guests' Experience

Article Courtesy of Restaurant Startup & Growth Magazine



Tri-State Area's Premier Digital Dining POS Provider


We often talk about the astounding number of ways there are to lose money in the restaurant business whether it's in the kitchen, dining room, bar, storage areas or back office. This being the case, it stands to reason that there are also lots of things that operators can do to stem potential losses by modifying how they do business in these areas.

Here are 50 proven practices that restaurants large and small have found to be effective in reducing losses and as a result put more of their hard earned sales dollars on their bottom line.
You might find it helpful to use these 50 items as a checklist to spot potential problem areas. While some may not have the potential to generate significant savings, it important to remember the cumulative effect that successful implementation of several of these controls could mean to the overall profitability of your business.

1. Lower inventory levels. Obviously, there's a limit to how much you can lower inventory levels; but it's common for many restaurants to have more food on their shelves than they really need. Evaluate your inventory levels product by product and base your reorder levels on how much you think you'll actually use until the next delivery comes in and add in a small, but reasonable safety factor. By reducing excess inventory you'll have less waste and spoilage and you'll likely see your staff do a better job of portioning and handling your expensive products when there is less of it on hand.

2. Daily inventory on key items. This is one of the most basic, yet effective cost controls in the restaurant business and we're constantly amazed at how many independent operators don't' do it. This practice begins with identifying your top 10-15 products that make up the bulk of your food cost. Each day, count and record the beginning or opening quantity on hand for each product. Add to that any purchases during the day. At the end of the closing shift, count the ending inventory and compute the usage for each item by adding the beginning quantity and the purchases, then subtract the ending amount on hand. The result is the amount of each product that was used. Now, compare that figure to the Digital Dining POS product usage report for each product. If actual usage is greater than the Digital Dining POS (theoretical) usage, investigate immediate. Could be a sign of theft, over-portioning or other food-utilization problem.

3. Get rid of trash cans in kitchen. Any restaurant is at risk for losing good, usable food products to their kitchen trash cans. If there's a training gap or people are careless when slicing, dicing or prepping anything in your kitchen, good, usable (and expensive) products can end up in the trash. We know of operators who occasionally remove all the trash cans out of their kitchens and replace them with clear plastic food boxes. Each employee receives a clear plastic food box with their name on it. They are then instructed to place all of their scraps, trimmings and waste into their own food box. At the end of each shift, a manager briefly inspects the contents of each employee's food box. If good, usable product is discovered, it's immediately brought to the employee's attention and, if necessary, they receive some on-the-spot training. As they say, "don't expect what you don't inspect." Ditching your kitchen garbage cans for plastic food boxes, even for a just week or two, will give you the perfect opportunity to find out exactly what's leaving your kitchen and ending up in the dumpster.

4. Check garbage cans in the dish room too. Trash cans are potential profit holes in the dish room too. Smart operators occasionally inspect the contents of dish room trash cans and often find expensive china, glass, silverware and other tableware.

5. Place a video camera in your dumpster area. Dishonest employees will often times steal individual steaks, bottles of liquor or other expensive items by concealing them in purses, backpacks and coats. However, in order for an employee to steal an entire case of product the favored method of operation is to throw it in the trash and come back to retrieve it later. Key item inventory counts help to isolate missing product to a particular shift or day, but knowing how the product was stolen is often elusive. Having a video camera pointed towards your back door and dumpster area allows you to playback the suspicious periods of occurrence.

6. Never allow employees to take trash to the dumpster without manager approval. As described in the previous tip, the easiest method for stealing is to discard the stolen product with the garbage. For this reason, any access in and out of the kitchen door should be controlled. Many restaurants keep the kitchen door locked by installing a panic bar that sounds an alarm if used to exit the building. Any exit is controlled by the kitchen manager or designated supervisor. Specific times are set for removing trash, giving managers the opportunity to visually inspect what is being discarded.

7. Consolidate purchases with a prime vendor arrangement. We've noticed that the practice of buying a large portion of products from one broad-line supplier is much more common in more highly profitable restaurants than it is in marginally successful ones. While one-stop shopping, as it's sometimes referred to, is no panacea, in most cases, consolidating the majority of purchases with one supplier tends to offer the opportunity to lower overall food prices and costs. Prime vendor relationships can be structured in many ways but most operate on a cost plus basis. Suppliers agree to a certain percentage or dollar amount of "mark-up" over their cost for a certain amount of time, often a year. While some operators say they have not found a prime vendor relationship particularly advantageous, many successful independents have and some even claim their close relationship with their prime supplier is one of the main reasons for their success.

8. Audit first and last 15 - 30 minutes of every shift. There's a saying that "Work expands so as to fill the time available for its completion." (C. Northcote Parkinson, Parkinson's Law). This means that when employees are given less time for a task they will work faster and get more work done than they are presently doing. In restaurants, you can often tell if employees have too much time by noticing their pace and sense of urgency during the first and last 15 - 30 minutes of each shift. A casual or slow pace especially during these times, may indicate that they could get the same amount of work done on their shift with fewer hours on your clock.

9. Stop doing a repetitive schedule. Prepare the weekly labor schedule based on anticipated sales and customer counts. As business slows or ramps up, adjust employee hours accordingly.

10. Establish and use detailed specifications for every product you buy. Detailed specs are needed to ensure consistency of your products and to accurately compare bids. You may also discover that a lower grade on some products will still give you results you want.

11. Don't accept deliveries during lunch. During the lunch rush your people are swamped and can't do an accurate job of checking in your products. Have a policy that states "no deliveries between say, 11:00am and 1:30pm.

12. Ensure the maximum usage of your products. Have a plan to utilize usable trim, byproducts and somewhere else on the menu. Soups, garnishes and even sauces can be prime candidates for food that may be going straight to your trash bin.

13. Use a bus tub for plate scraping in the dish landing area. One of the most common places to lose silverware is in the dish landing area. As plates and glassware are returned, waiters, bus boys or dishwashers will scrape the leftovers into an open trash container -- along with the occasional knife, fork or spoon. Although the magnetic liners used by some help to reduce loss, the best method used is to scrape dirty plates into a bus tub placed on the dish landing area. It makes it much easier for staff to see what has been tossed and the dishwasher can separate errant utensils before emptying the scrapings.

14. Buy only what you need. Over-purchasing is one of the most expensive things you can do in this business. It leads to more waste, spoilage and over-portioning.

15. Use purchase orders. Keep a record of what you ordered, the quantity ordered and the quoted price. At check-in, verify that this matches what is physically at the back door and on the vendor's invoice. Mistakes happen and they are usually not in your favor.

16. Don't let drivers into your storage rooms. Don't tempt people, who don't even work for you, with helping themselves to your expensive products. After properly checking in a delivery, have one or more of your employees put it away.

17. Calculate cash over/short with each checkout. When using Digital Dining POS for ringing sales before the menu item can be produced as explained earlier, the obvious expectation is that there will be a receipt of cash or credit card to pay for that sale. This two-step process wherein the revenue (sales) side of the equation is generated at the cash register or POS level, and the settlement (receipts) side is based on actual receipts, provides a check and balance system where sales should equal receipts. When there is a difference between the two it is commonly referred to as cash over and short (Cash O/S). By using a properly designed cashier checkout form you can catch cash discrepancies for each cashier. Typically you'd like to see this figure no higher than $2 - $5 for a given shift.

18. Use a scale. Weigh products that you buy by weight. Drivers know who uses a scale and who doesn't. Protect yourself from being shorted by at least weighing certain products on a spot basis. Many restaurants weigh everything they buy by weight.

19. Calibrate dial scales. Dial scales are inexpensive and handy portioning tools. But scales can get dropped or knocked around which can lead to inaccurate readings and weights. Keep your scales (and portioning) accurate by regularly calibrating them using a separate weight like a roll or two of coins. A roll of dimes weighs 4 ounces. A roll of quarters, 8 ounces.

20. Focus on selling your highest gross profit menu items regardless of food cost. There are times when a higher food cost can mean more profit. Such is the case when you promote and sell more high cost dishes like steak or fresh seafood and sell fewer lower cost items such as spaghetti or grilled chicken. While the steak may have a high food cost it will usually bring in more gross profit dollars resulting in higher food cost but a larger profit too.

21. Calculate and report on your cost of sales and labor cost every week. It's a fact, what get's measured improves and your biggest and most volatile costs are food, beverage and labor costs. These costs added together are referred to as a restaurant's prime cost and the most profitable restaurants in the industry know their prime cost at the end of every week. When there is a problem, they can react quickly and get it resolved instead of not knowing a problem exists when this information is only calculated once a month.

22. Lock up and dispense towels, aprons and napkins. An often overlooked area for cost savings is that of linen and laundry. One method to reduce this cost is to issue towels and aprons at the beginning of each shift rather than allow staff to get them whenever they want. Likewise, you can reduce linen napkin usage by limiting their use for service only. Never allow you staff to use napkins for cleaning.

23. Lock up your liquor, beer and wine. A proven method for reducing theft and unrecorded sales is to keep backup inventory of liquor, beer and wine under lock and key. Establish a fixed par level for all beverage items that will be stocked in your bar. At the end of each shift, bartenders should bring to the manager all empty liquor bottles (do not allow bartenders to throw liquor empties away), and the number of each beer and wine item needed to bring the stock back to par. Never give the employees the key to the liquor room and only allow management to issue the resupply stock. Keep a perpetual inventory log of all items issued and of deliveries from vendors. Properly maintained the perpetual inventory log should always match the physically counted inventory. Keeping a perpetual inventory also simplifies ordering and week-ending physical counts.

24. Clean draft beer lines regularly. Have you ever watched as your bartender is pouring a draft beer and has the glass tilted to the spout while foam flows down the drain until finally getting the glass full? On average, restaurants waste anywhere from 5% - 10% of draft beer purchases by allowing them to simply go down the drain -- along with your profits. Temperature, air pressure and dirty beer lines greatly affect the yield you get from draft beer. Have your vendor clean and service your beer lines regularly. In many states your beer vendor is allowed to clean your lines for free.

25. Use glass racks to store dirty glasses. In the fast pace of turning tables, loose glasses, especially dirty ones, will eventually get broken. You can reduce breakage significantly by having enough and the proper size dishwasher storage racks. Have staff place all soiled glassware in its respective rack until the dishwasher can run them through. Store clean glassware in the racks and place on mobile rack dollies for transport.

26. Use a metal detector to scan soiled linen bags. It's amazing how much silverware gets thrown into soiled linen bags. Several years ago well before 911, when I was the general manager for a very high-volume steak and seafood restaurant, I was determined to reduce the loss of expensive silverware. I went to a local spyware shop and purchased a metal detection wand like those now used at airports. Our managers would periodically check linen bags before allowing them to be taken to the storage area outside. The dishwasher and bussing staff cringed each time the detector sounded because we then had them empty the entire bag and go through each napkin to find the discarded utensil. Fortunately these detectors made it into the supply industry and are readily available and widely used.

27. Cost out your schedules. As we pointed out earlier, schedules should be made to meet the demand of anticipated sales. Additionally, costing out your schedule by multiplying the number of hours times the hourly rate for each employee will provide a daily labor budget target. If sales are lower than expected then labor needs should reduce somewhat as well. Actual labor cost should be compared to sales daily as a measure of efficiency. Over time, managers will become familiar with the ebbs and flow of sales volume and can react by cutting or adding staff accordingly.

28. Have managers carry a shift card with list of scheduled employees and hours. One of the most effective tools I have ever used in managing labor cost is the "manager's shift card". The typical design was an 8.5- x 5.5-inch, preprinted heavy cardstock, with spaces for entering notes and a list of each employee and their scheduled hours for that shift. The shift manager would carry it during the shift and refer to it often to see when employees should begin side work or cleanup or for cutting servers as business slowed down. Employees were required to bring the printed time slips when clocking out for the shift and the manager would note it on the shift card. This not only reduced the number of employees that "forgot to clock out" but also made it easier for management to stick to the budget. The shift card also serves as a handy tool for making notes to be logged in the manager's log book. 

29. Use requisition printers for kitchen and bar; pre-ring orders before service. Regardless of if you have a limited service or full service restaurant, having a Digital Dining POS capable of sending orders to the kitchen or bar will help reduce your cost of sales by at least 5%. By implementing a system where orders must be rung up before the product can be prepared or served, you ensure accountability and reduce the opportunity for theft.

30. Eliminate the open food and open liquor keys from your Digital Dining POS. Every item you sell should have a predetermined selling price, including up charges and add-ons. When you establish selling price you also establish the anticipated profit. Having an unrestricted open key -- doesn't require a manager -- reduces the effectiveness of requisition printers because it allows verbal order overrides.

31. Cost out every menu item and recipe. To be profitable, a restaurant not only needs to achieve specific sales goals but it must also hit certain cost targets as well. However, if you don't know what your target should be then how can you expect to hit it? The first step to projecting a cost target is to create a master inventory list and pricing of every ingredient you purchase. Using the master inventory you can calculate the cost of every recipe and menu item for comparison to the selling price of the menu item. 

32. Calculate your ideal cost regularly. The prerequisite for controlling food cost is to know what your food cost should be -- your food cost target. First, you must go through the exercise of costing out your entire menu (as explained above); next, calculate the ideal cost based on actual menu sales mix from your POS product mix reports. This report should tell you the quantity sold and total sales for each menu item for a given period. Simply list the cost of each menu item and the number of sales for that item. Then, multiply the cost times the number of sales to arrive at the ideal cost for each item. Next, add the ideal cost for all items to arrive at the total ideal food cost for the period. Now compare your targeted cost to the actual cost for the period. The difference is the potential cost savings lost to over-portioning, theft and waste. 

33. Update the surround cost of your menu. Whether it's table condiments, chips and salsa, bread and butter, or frying oil; every restaurant has food products that make it difficult to allocate cost to specific menu items. Often called plate cost or surround cost, this needs to be considered in order to have accurate menu cost expectations. 

34. Pre-portion menu item ingredients. Most restaurant kitchens are fast-paced, high-intensity production lines struggling to serve as many guests as possible in a short time span. Pre-portioning is not only essential to this process but is also necessary to control costs and stick to predetermined recipes.

35. Use recipe quick-reference on the kitchen line. The first thing most cooks learn is to memorize the proper method for cooking a given menu item. However, large menus oftentimes have very similar ingredients and portions and it can be easy for cooks to confuse them. One method for ensuring consistency is to display recipe quick-reference charts at each station. This chart contains a list of the ingredients and portions for each menu item so cooks can quickly verify correct recipe portions. 

36. Use an order guide. An order guide is a set of forms that contain a listing of all the products a restaurant uses. It is usually divided into separate sections such as meat, produce, cleaning supplies, paper, etc. The order guide form is used as a tool for counting and tracking all the products that your restaurant uses and must reorder. The most effective order guides include as much order history as the form will allow. By seeing historical product usage, you can adjust your pars as needed and keep inventory at optimum levels. To learn more visit "How to Avoid Running Out of Product With an Effective Order Guide" at http://www.restaurantowner.com/orderguide

37. Maintain accountability for voids, comps and discounted sales. First and foremost, restrict the void and discount functions to managers only. However, you must also have a system to hold managers accountable for maintain documented reasons for voids and discounts. Holding them accountable helps to reduce the likelihood of them using the void function to pocket cash sales. Unfortunately, manager theft is often never caught because of the control they have over POS totals. The only way combat this is to make them accountable for the number of voids and comps.

38. Reconcile cash on hand every shift. Restaurants not only handle many cash transactions, they also must keep a significant amount of cash on hand for making change, paying tip floats and petty cash expenditures. The constant movement of cash makes it hard to spot when there are losses. A proven method for tracking cash on hand is to first never mix cash received from sales with your cash on hand fund. Another technique is to maintain a constant cash supply on hand total that is large enough to meet the cash demands for making change. Third, reconcile all cash-on-hand funds for each cash drawer, change fund and petty cash fund at the end of every shift and have incoming and outgoing managers sign off on them.

39. Conduct periodic surprise cash audits on cashiers. One of the most common way's for cashiers (and, of course, bartenders) to earn extra money on the side is to "build the till." It's a simple process of placing all the cash they receive from customers exactly where it's supposed to go, in the cash drawer. However, every fifth soft drink or small order of fries isn't rung up or rung up at a lower price. The customer, however, is still charged full price for everything. This means more cash is going into the cash drawer than the amount of sales getting rung up on the register. Every so often during a shift (on a surprise basis) pull a cashier's or bartender's cash drawer (swap it out with a different one) and take a register reading which will tell you how much cash "should" be in the drawer. Count the actual cash in the drawer and if you come up with a cash "overage", you either have a problem with incompetence or someone's cheating. Usually the latter.

40. Establish daily prep level pars. In order to control freshness, waste and spoilage you need to know the amount of food to prepare for each shift based on anticipated sales. Kitchen managers and chefs that shoot from the hip when it comes to deciding how much and what needs to be prepared oftentimes end up shooting you in the foot. Too much product on hand results in nibbling, waste and spoilage. Too little results in running out of needed supply on the line which in turn means the occasional comp to make it up to the guest. By establishing and constantly reevaluating par levels for all prepped items you help to reduce excessive waste. 

41. Track shrink and waste on in-house cut fish and steaks and roasted or smoked meats. Shrinkage, waste and trim are significant factors that can negatively impact your bottom line. If you cut your own steaks, seafood, or poultry, or offer cooked meats such as prime rib, smoked brisket, ribs, roast beef or pulled pork, then it is a certainty that the true cost per pound of the finished product will be significantly greater the original purchase price. 

42. Know the optimum sales and number of customers served per labor hour for each day part. If you are using a Digital Dining POS system to maintain time and attendance of your staff, then you already have a built-in secret weapon for controlling labor costs. Most systems include reports showing the amount of sales generated or customers served for every hour of labor expended. Sales per labor hour (S/LH) or customers served per labor hour (C/LH) are a key indicator of productivity. When sales or customer counts are too low this indicates possible scheduling or shift management problems. Likewise, too many customers or too high of sales per each labor hour expended could reveal understaffing problems resulting in poor customer service. Finding the optimum levels for your unique restaurant and meal periods ensures maximum productivity.

43. Use compulsory cash drawers. One of the most common methods for controlling cash at that cash register is to only allow the opening and closing of the cash drawer by ringing a sale or pressing the No Sale key, both of which provide an audit trail. Digital Dining features compulsory cash drawer functionality, which means the next sale cannot be rang until the cash drawer has been closed. However, you may have noticed that many cash drawers are attached to your POS system via the guest check printer rather than directly through the workstation. While this is not always the case, for many POS systems it is not possible to have drawer compulsion functionality when connected in this manner, meaning that a dishonest cashier or bartender could simply leave the drawer ajar to facilitate unrecorded cash sales.

44. Use a customer display at cash registers. Customer displays are used to show the price of each item being rung and the total of the bill. Many customers will watch this process and ultimately challenge any discrepancies, providing a built-in safeguard for keeping your cashiers honest. One of the easiest ways for bartenders or cashiers to steal from you is to under-ring the sale in the cash register while still charging the customer the full amount. When there is not a visible display showing the amount of the sale, then the customer has no way to challenge the amount being charged, thus making it appealing for dishonest cashiers.

45. Never allow more than one person to access a cash drawer. One of the hardest things to detect is when someone is stealing cash when multiple people have access to a given cash drawer, a common practice in quick-serve and limited service restaurants or bars. Many operators defend this practice by saying they cannot afford or do not have the space to provide a cash register for each cashier needing access.

46. Schedule prep for off-peak meal periods. Controlling minimum staffing levels during off-peak meal periods is difficult because you never know when a busload of tourists or a rush of afternoon diners from a convention pr show decide to pop in. Rather than scheduling prep before you open, consider doing the majority of it during open hours and off-peak times. That way if you do suddenly get an unexpected rush you'll have enough bodies to meet the demand.

47. Cross train kitchen line cooks, bartenders and servers. One of the great mistakes many operators make is to rely on certain skilled staff member as the only one that can do a certain job. By cross-training some of your staff to be able to do multiple jobs it allows you to reduce the number of staff scheduled, especially for the kitchen line. It also allows you to supplement an employee's hours by allowing them to work where needed rather than finding a few extra hours to make them happy.

48. Maintain at least a 1/3 of your staff as part-time employees. Retail businesses, including and in particularly restaurants, simply cannot give every worker a 40-hour work week. Retail businesses rely on the availability of part-time workers so that peak periods can have maximum staffing while allowing for staff levels to be reduced as demand wanes. Having additional staff to take up the slack when fulltime workers are absent or approaching overtime is also a great way to avoid excessive overtime. Most restaurants find that having at least one-third to one-half of their staff as part-timers helps in achieving comfortable yet affordable staffing.

49. Filter frying oil every shift. Change fry oil weekly. For restaurants that serve a lot of fried items such as seafood, French fries or appetizers, keeping oil clean and fresh not only enhances the flavor of the food, but also prolongs the useful life and therefore helps in controlling the cost. Considering the average fryer holds anywhere from 35-50 lbs. of oil, costing anywhere from $20 to $50 to fill each fryer, having a daily filtering routine can save big bucks.

50. Turn off unneeded burners, fryers or ovens during off-peak time. An often overlooked opportunity for cost-savings is utility costs. Unneeded gas or electric burners, exhaust hoods, steamers and ovens can use thousands of dollars in wasted energy each year. Add to that the additional electricity or gas for heating and cooling unused dining rooms. Utility costs typically range anywhere from 2½-4½% of overall sales. Incorporating the temperature setting and use of equipment into opening, shift change and closing procedures can produce significant cost savings.