5 Ways to Build Sales in Your Restaurant in 2024

What are some of the most effective strategies you can initiate today to build sales in your restaurant?

The restaurant business is a challenging endeavor. One of the biggest obstacles for an operator whether just starting out or an established unit is how to increase sales volume.

Let’s look at a few ways you can begin to build sales in your restaurant today, without stepping foot outside of your building and capitalizing on the guests already coming in the door.

1. First-time guests

Having a first-time guest program can pay huge dividends on a segment of the market you may not even know you’re missing out on.

This tactic is at the top of this list because of its potential to impact your sales volume dramatically. This is one of the most underused strategies simply because many operators aren’t aware of how powerful this method is.

The percentage of first-time guests who walk into your restaurant may vary based on location, concept, and other factors. However, the number of guests that return to your establishment after a first-time visit can translate to huge income potential.

Studies have shown that around 40% of first-time visitors who have a great experience in your restaurant will return for a second visit. If a manager or owner visits the table that number increases even more.

2. Table visits

This method is simple and goes in conjunction with the first item on this list, but is independent of itself because of how you go about managing a shift or service.

As a manager, you must be visible. Guests’ perception is their reality and having visible leadership subconsciously inspires confidence in their perception of your establishment.

Table visits enhance the diner’s experience in several ways.

• It gives them a feeling of importance
• Allows them to talk about themselves/family
• Guests get to know you and put a face to the business
• Guests return to an establishment they trust

Using table visits as a point of contact tool you can gather a multitude of information as well.

• Are the steps of service being followed by staff
• Are upsells taking place on the floor
• Gauge strengths and weaknesses of various staff
• How fast are tables turning
• Condition of the dining room

Incorporating table visits into your shift management strategy is vital for long-term sales building and is an easy implementation. If you’re not introducing yourself to your guests regularly, you’re missing an opportunity to build valuable connections with your guests that pay huge dividends.

3. Upsell Upsell Upsell!

This of course should go without saying. You have to be encouraging your staff to upsell constantly. There are ways to do this without being pushy to staff and guests alike.

Servers can be complacent at times when it comes to upselling. Many cringe at the idea for fear of being pushy and thereby harming their tip. When, in fact, we know a higher check average results in higher tips overall.

Upselling starts at the door. Engaging your hosts to begin the process when seating guests is a great way to set expectations. Some great phrases to use are:

• Our steaks always look so good.
• We are selling a lot of steaks tonight. My mouth has been watering all night.
• Someone ordered the lobster tails earlier, and oh my gosh it smelled so good.

Training hosts to identify high-ticket items on your menu here is key to putting a seed in the guests’ minds about what may be popular or too good not to try.

While many people may have in mind what they are already craving, basic psychology will lead many to order what they believe is going to satisfy their cravings based on what other people have ordered.

The thought is, if others love it, I will too. Basic upselling doesn’t have to be pushy. Most people want suggestions on what you offer. Ongoing training and encouragement of your staff will see your sales numbers climb as good upselling habits become the norm.

4. Social media of course

The right social media strategy can be beneficial in the sales-building process. Doing it correctly goes a long way toward the visibility you achieve from both established customers and new guests alike.

If you have an established strategy in place, then you can take advantage of opportunities when they happen. Things such as:

• If a storm rolls through the area and many are without electricity, provided you still have electricity you could post that you’re open and available to serve people’s needs.
• Local events and activities can be leveraged to generate traffic.
• And of course, holidays like Mother’s Day, Valentine’s Day…

Overall a good social media routine is invaluable these days. Get your staff involved. Everyone is on Social media, getting them to generate excitement and encouraging them to post and tag the restaurant’s page is a win-win.

5. Have an online presence

A good online presence is essential today for effective marketing strategies for your restaurant.

For independent restaurants, a website is a must-have asset. Having a website allows customers to find you locally, and is an easy marketing tool for out-of-town visitors looking for great places to eat.

There is also the explosion of third-party delivery apps. I can remember when this type of marketing was in its infancy. Long before there was even an app, there was call-in delivery service.

Much like today, it was cumbersome, pricey, and value to the operator is subjective. If you choose to embrace this type of marketing it can be effective. I suggest going with a program such as owner.com.

With Owner.com you get several benefits over other third-party apps

• Eliminate High Commissions
• Flat monthly fee
• Works with every POS system
• Get your own mobile app
• Enact a restaurant loyalty program

This is by far the best program I’ve seen in recent years to realistically impact and generate sales without excessive cost to your bottom line.

Wrapping up

Sales Building is a long game. You have to plant seeds today to see the results tomorrow. Now more than ever people are more discerning about where they choose to spend their disposable income. You want them to spend it in your restaurant, build your sales, and further your brand reputation.

With a little bit of planning and effort, you can make that happen! These strategies and ideas will not only produce sales numbers for the long run, but will help you make your next shift your best shift!