Boosting sales by Service Magic:

Implementing Sales Techniques in Your Restaurant

Do you think that sales happen by magic? In a sense, you’re right, because you create the magic by giving your customer a positive impression of your restaurant’s food and service.

Management and employees need to drive sales. Your service people are your top salespeople. Kitchen Employees must be motivated to provide quality food to their guests. Management needs to keep both areas on track and ensure that the atmosphere for each customer is a positive experience. There are two key elements that we see as the magic that can keep staff on track and positively motivated: the “WOW Service Steps” and the “Alley Meet Before Shift”.

First, each server must realize that they are sales people and will create more tips and happy guests by selling the menu. This means that each server must know the menu inside and out. This happens through proper server training and motivation of your managers.

How many times have you visited a restaurant and the server was completely ignorant of the knowledge of the menu? Does that create the magic you want in the service? How about the server who was quick to respond to your questions about the menu? That is the magic of WOW service that you must create in your service staff.

WOW service steps

There are many aspects to training your waiters and waitresses. These are basically summarized in the easy to remember format of the WOW Service Steps. Do your servers know and use the WOW service steps? If so, you are ahead of the game. Here is a summary of those commonly used steps:

1. Greeting – Seat: Make sure all guests are greeted as soon as they enter the restaurant. You can even add more flair by opening the door and welcoming them in as guests. Seat your guests as quickly as possible. Customers hate standing in the doorway when there are so many open tables in sight.
2. Tell-Sell: Inform guests about the menu to sell the menu. This is a key factor for all service personnel. Waiters and waitresses must be informed immediately of any changes in the menu and if there are special promotions. They must know the menu completely. They must be able to answer any questions from guests. They should also know what they personally like on the menu and what are the popular items on the menu. They should sell the menu. Plant the thought in the guest’s mind by suggesting a menu item. If the guest says she doesn’t like that item, she should ask if she likes a certain type of food: spicy or mild, fried or grilled, etc. Your questions stimulate thoughts in the guest’s mind and create the feeling that the server sincerely wants to please that guest, which should always be the case.
3. Ring-Bring: Ring in food immediately. Each server must be trained on how to mark orders or place orders in the kitchen. If you have a point of sale (POS) system, everyone should be trained so you know how to mark the order. If you use paper checks, make sure you have developed a system so that the flow from guest to kitchen, back to guest and then to cash register is seamless. The clearer the check and information for the kitchen, the better the kitchen will be able to prepare the food the way it was requested. Children’s food should be prepared and served first, whenever possible. Waiters and waitresses must give special instructions to kitchen staff. Then, as soon as the food is ready, it should be brought to the table: hot food hot, cold food cold. If it settles, the temperature will not be what it should be and this can lead to customer complaints. Who wants a cold steak? Serve it fast. Teamwork is ideal: each person must bring food to the table. If that server is busy and can’t deliver it quickly, someone else should deliver it, then that server checks again as soon as possible to make sure the guest has received everything.
4. Check back – Recharge: After two bites or less than two minutes, the server should check again to make sure the guest is satisfied with the food. Even if the guest says it’s okay, the server should read their body language and expressions and ask questions if in doubt about the guest’s level of satisfaction. Refill drinks when the glass is half full. Don’t wait for an empty glass or a guest to ask for a refill. The server must be proactive and reload before being prompted. They should also check during the meal and remove empty plates or glasses.
5. Say – Sell Desserts: Before the guests finish eating the main course, the server must suggest a dessert. Plant the idea in the guest’s mind by saying, “Save room for one of our delicious desserts.” Servers should not simply ask if the guest wants dessert. The server should say something like, “We have these delicious moist chocolate cakes that are baked at a local bakery. It’s my favorite dessert. Wouldn’t you love to try it?” If the guest says no, he can also ask about the guest’s favorite dessert. If the guest says that he is too full for dessert, the server may suggest a to-go box to have dessert later. If desserts are ordered, they must be brought immediately. If a dessert order is not placed, the server must ensure that the guest’s check is ready.
6. Check-back – Check-down: Within two bites or within two minutes, the server must recheck the dessert with the check already counted. If the guests are happy with the dessert or did not order dessert, then the waiter can leave the check. If you have server verification pads, place them upright. This serves two purposes: it’s easy for the guest to see the check, and it’s also easy for the server to know if the guest has the payment ready when the checkbook is no longer upright. Make sure the server has provided takeout boxes, if requested, or suggest them if there is a lot of food left over. The server must bring those boxes to go immediately.
7. Receive-Reset: The server must receive the payment again. If it is a credit card, they must process it immediately and return it to the guest for signature. The waiter should also invite the diner to return to the restaurant and thank him for his visit. Then, once the guests have left the table, the server must reset the table within two minutes so that the next guests can be seated.

Your staff can easily learn these steps. Different restaurants may vary in their service style, but these steps can be used or adapted for any restaurant. Consistent implementation of these steps will create the right impression on your guests and they will want to come back.

Meeting in the alley before shift

Management is ultimately responsible for driving sales at your restaurant. They must properly motivate their staff and communicate effectively.

Fifteen minutes before any peak period, management should hold a meeting in the alley to keep employees informed. Always make sure the alley rally is upbeat and positive, as negative feedback will only bring the team down and ultimately affect guest service.

• the focus of the day
• The feature or special of the day.
• Suggestively selling a specific item
• Recognize any employee who performed above and beyond their duties
• Uniform Compliance
• Waiter and/or cook contest
• Guest reservations in large scheduled groups

Management needs to project a great and fun environment for the shift.

Reward employees with:

• free meals
• Movie tickets
• lottery tickets
• gift card

Believe it or not, your guests will hear and watch the management and staff. Good interaction between management and staff leaves a positive perception of your restaurant.

Happy employees who love their jobs and really want to come to work will be more competent and project a positive aura in the eyes of the guest. Happy employees make a positive impression on their guests.

No matter what happens, the guests are always right, even if they are wrong. Make sure all the guests leave satisfied. Its atmosphere, the food served and the service staff will leave an impression on the guest. Each customer’s positive impression of your restaurant is ultimately the magic of repeat business to drive sales – happy customers lead to higher sales!