How to Run a Successful Wine Program

How to Run a Successful Wine Program

by | Nov 11, 2016 | Business Toolkit, Management

There’s nothing quite like a glass–or a bottle–of wine with dinner when you’re out to eat. Unfortunately, all too many restaurants are failing to take advantage of this great source of income. You have a wine list, but you’re not using it to its full potential! Below we offer some suggestions on refining your wine program in attempt to offer your guests as dynamic of an experience possible!

Choose Your Wines Carefully

Ideally, you want to have a rotating selection of wines that reflect the trends your customers will enjoy most. Some customers are eager to check out the new wine that you’ve just added to the menu, others have old favorites and won’t often branch out.

Choose your wines with care, being sure to offer them at a variety of price points to attract as many customers as possible. Always keep in mind the cuisine you offer and ensure that your wine selection can be paired with any dish you serve.

The excuse of, “well we just don’t sell that much wine” is essentially inexcusable.

A great resource for information is your liquor sales representative/consultant. Liquor distribution companies train their staff very well and provide them with a multitude of educational sessions throughout the year.

Don’t get us wrong, they are always trying to make the sale and get you to purchase higher priced bottles or ones they can’t seem to unload out of the warehouse. But they are also very, very knowledgeable of their product and can walk you through the selection process.

Watch Your Prices

Base your glass prices on market value/competitive pricing as this will encourage customers to consider your particular wine options. By pricing your glasses of wine reasonably, you encourage more guests to (at the very least) try a glass. A well-chosen glass can easily lead to a bottle, as well as a satisfied guest with the intent to return!

A well-chosen glass can easily lead to a bottle.

As for bottle pricing, an effective strategy is to offer a reasonable price on bottles of your house red or white; select a price point that makes it cheaper than it would be by the glass. Your house wines are great options to include on happy hour menus as well and are an easy choice for many of your guests who are not picky about their wine.

As for the higher end bottles, charge market price because these should not be discounted and won’t ever have to be as long as they are attractive options.

Educate Your Staff

It’s crucial for your waitstaff to be knowledgeable about your wine selection and be able to properly talk about wine with guests. A waiter who is uncomfortable speaking about wine and/or guiding guests through the selections will be a poor salesperson, and that’s not necessarily their fault!

It’s crucial for your waitstaff to be knowledgeable about your wine selection.

Ideally, you want as much of your staff possible to have tried the wines that you’re offering. Not only that, they should have an idea of the characteristics of the wine, what wine pairs well with the signature dishes on your menu, and how to choose a wine that will fit your customer’s preferences.

Discussing the wines you carry during any type of pre-shift meeting is an ideal time to provide information for your staff. Maybe even consider a bi-annual all-staff meeting to go over your entire beverage campaign and include a wine education portion in those meetings.

Improve the Experience

All waitstaff should be presenting and offering wine service in a professional and proper manner. There are traditionalists out there that will refuse a bottle or ask for a replacement if it is not presented properly.

Wine service takes practice and a first timer is always going to be nervous. It’s a pretty simple process, made easier by following these steps:

  • Always carry a wine key and not a cheap one either, they don’t last and often don’t work all that well.
  • Carry the bottle with the label out with the palm of your hand placed on the bottom of the bottle
  • Ensure that all wine glasses are polished and feel free to carry the glasses on a tray or in your other hand
  • Bring a linen folded and draped neatly across your arm to help with small spills
  • Present the bottle to the guest who ordered it prior to uncorking
  • Always be talking to the guest as you are uncorking the bottle (this avoids awkwardness and allows time to talk menu options)
  • Pour a small sample and present to the guest who ordered the bottle
  • Once an approval is given, pour for each guest (ladies first)

Selection, price, variety, pairings, presentation and education are essential to a restaurant’s wine program.

Selection, price, variety, pairings, presentation and education are essential to a restaurant’s wine program. The excuse of, “well we just don’t sell that much wine” is essentially inexcusable. If you do not have an attractive wine presence on your menu or a staff that is uneducated about wine you are letting money walk out the door as a business owner. Make it a priority and be passionate about an age old beverage selection that will not only attract a certain audience but will also make many of your guests feel that they were provided with an experience and sometimes an education. 

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Hire and Retain Great Line Cooks for Your Restaurant

Hire and Retain Great Line Cooks for Your Restaurant

by | Nov 4, 2016 | Business Toolkit, Management

If you’re worried about hiring line cooks to work for your restaurant, you’re not alone, there’s a serious shortage in the industry. And, because of it, settling for the first person that walks in the door can be tempting. But, it can also be a trap. So, what to do? Here are a few tips that can help you not only hire the right people but also keep them around for the long haul.

Look for Work Ethic, Not Cooking Skills

In most cases, you can teach cooking skills. Chances are, any cook applying for a position at your restaurant has the ability to follow directions and put together a few basic dishes. What you need is a strong work ethic and willingness to give their best to your restaurant.

What you need is a strong work ethic and willingness to give their best.

With this mind, look for the individuals who will go the extra mile. Take the time to talk with candidates even if they may not have as much as experience as you’d like. Get a feel for their expectations of your restaurant, their attitude when they’re working, and their attitude toward previous jobs.

The more you know about a cook’s work ethic, the more you’ll know about whether or not they’ll be a good fit for your restaurant.

Check Work History

Before making any decisions, don’t just look over the provided work history, but contact previous employers to gain any insight they may have. There are plenty of good reasons for leaving a job, ranging from a schedule that didn’t fit the chef’s needs or a work environment that simply wasn’t a good fit.

You won’t know for sure until you get the facts.

Unfortunately, there are also a number of cooks who simply aren’t happy in any workplace. If you see a cook who has bounced from restaurant to restaurant, it could be a red flag that this individual may not be the type you’re looking for. However, you won’t know for sure until you get the facts.

Develop Relationships

From the first time you meet with a new cook to the day they quit, it’s your job to develop a relationship with them. Mutual respect will go a long way in keeping your cooks happy with your restaurant, and that means that they’re less likely to go hunting for another position.

Mutual respect will go a long way in keeping your cooks happy with your restaurant.

Treat your cooks with respect and address them by name. Show your understanding that they are professionals who are deserving of your time and attention. The more respect you give them, the greater the likelihood that they will respect you in turn.

Listen to Their Concerns

What is it that’s making your cooks unhappy? What can you do to change it? As part of the relationship you’re building with them, make it clear that their concerns matter.

Do your best to address those concerns and improve working conditions, whether that means purchasing better tools or providing an additional staff member to help handle specific high-demand times. This will show your cooks that you care about them as people, not just as staff, which can be hard to find in this industry and is a great reason to stick with a job.

This will show your cooks that you care about them as people, not just as staff.

Hiring and retaining talent is a challenge faced by most restaurant owners and managers. However, it can be done! By putting in the effort during the hiring process and continuing to do so afterward, you’ll be able to retain your great employees and keep hiring new ones, too.

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How to Prep Your Restaurant for the Holiday Season

How to Prep Your Restaurant for the Holiday Season

by | Oct 26, 2016 | Business Toolkit, Management

This time of year everybody’s thinking about how to hire restaurant staff in time to be ready for the holiday season. While you are getting your hiring program in gear, there other steps to take now to satisfy holiday demand spikes.

Encourage early bookings

Market your special services early, and provide incentives to clients to get their orders in as soon as possible. Tell everybody that you are ready to take early orders and will offer coupons with serious discounts for comfortably early bookings. If your catering program racks up extra reservations, you have time to staff properly.

Earlier catering orders from your customers will allow strategic moves such as staffing additions, schedule changes and supply sourcing.

Promote early using the social media tools that your community prefers. (Thinking of expanding into another social platform? Do that early, too!) Mention that you offer 10% off on early reservations for holiday party catering on your printed menus and add the pitch to your recorded phone messages, too.

Use annual trends to plan ahead

Yes, you must hire enough people and give them enough time to learn your systems. When restaurant guests wait for long stretches to place an order because you provide only one waiter on a shopping weekend, there’s a possibility that they’ll never come return to your establishment. Understaffed restaurants do significant damage to their brands.

Having those year to year records to compare makes your judgment call much easier. If you know from annual trends that you will need a certain level of help for the holiday season, you can line up quality seasonal staff by starting outreach early.

Understaffed restaurants do significant damage to their brands.

If you have been in business for under a year, or have been open at a particular location for less than a year, be bold and invest in generous holiday season customer service. You can cut back next year, but you may not be able to make up for the diminished reputation that a bad holiday experience can engender.

Start hiring earlier rather than later

Now that you’ve started planning for the holiday season, you should have a better idea of how much additional staff you’ll need and when you’ll need it, so don’t wait until the last minute to actually get the word out.

Also, decide what channels you’ll be using to hire. Online hiring platforms, like Sirvo, are great because they’re easy to use and can increase your reach to potential candidates. Not to mention, having a talent library to search through can help you, the employer, be proactive during the process.

Prevent your staff from getting in the weeds

During heavy demand, your staff will walk a tightrope, having to balance providing great service with turning tables quickly. Conflicting impulses and tired shoppers can create stress and alienation among your servers.

For exceptionally busy times, consider offering a shorter holiday menu to make decisions easier

You can help prevent holiday burnout and even address slowed service during a rush with just a few suggestions to your staff. For example, encourage servers to make compelling verbal suggestions when or even before a menu is presented. For exceptionally busy times, consider offering a shorter holiday menu to make decisions easier.

Keep the kitchen stocked

Running out of advertised dishes is never the mark of a solid restaurant operation, but it is much worse at the time of special splurges and meaningful holiday meals.

Keep a healthy inventory, and don’t run out of your signature dishes. Ordering what you need for increased demand will instill confidence and show that you take the season seriously.

Your employees want to make a good living in a good restaurant. Providing them what they need to keep your holiday diners smiling will help everybody win.

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18 Marketing Ideas to Bring More Customers to Your Restaurant

18 Marketing Ideas to Bring More Customers to Your Restaurant

by | Oct 19, 2016 | Business Toolkit, Management

With sales on the rise, restaurants are expecting to see an influx in business. To make sure some of those customers visit your restaurant, you’ll need to hone your marketing skills. Advertising isn’t always cheap, so here are some inexpensive marketing ideas to use instead.

1. Sponsor a local team

There’s a lot you can do on the local level to get word out about your restaurant. To start, consider sponsoring a local team, whether it’s adult volleyball or kid’s hockey. The team could be named after your business or, if they’re already established, your logo could be added to their uniforms and equipment.

Not only will this increase exposure, but you’ll also be supporting your community. And if you’re really crafty, make sure to offer drink specials or happy hour on the day of the week they play so they’ll celebrate their wins with you after the game.

2. Join the local Chamber of Commerce

Pretty much every community has a chamber of commerce that promotes local businesses. Joining it will expand your network as well as open the doors for catering or hosting chamber events.

If your restaurant has just opened its doors, a grand opening is a great way to generate publicity.

3. Donate to charities

With a little searching, you’ll find local charities that might be willing to team up with your restaurant. You could provide food for the organization’s events or schedule your employees to volunteer. If that’s too big of a commitment, donating to smaller fundraisers accomplishes the same end.

4. Have a grand opening

If your restaurant has just opened its doors, a grand opening is a great way to generate publicity. You might offer some sort of special, like a deal on a sampler dish, to encourage visitors to try several foods.

5. Host a holiday party

Make plans to decorate and host a dinner party during an upcoming holiday or event. You can even create a theme centered on local culture or a popular television show just for the fun of it.

Occasionally bringing in local musical talent is a surefire way to entertain your customers.

6. Hold a customer appreciation dinner

This will get the message across that you appreciate the support of your guests. Again, try offering deals on various foods and drinks.

7. Offer live music

Everyone loves dinner and a show. Occasionally bringing in local musical talent is a surefire way to entertain your customers. Include the community by asking them to vote for the next performer on your social media pages.

8. Twitter

Twitter is a good platform for those who are new to social media advertising. It offers ad options that are simple to understand, and users can select a target audience and budget that works for them.

9. Facebook

Facebook ads also allow users to set a target audience and budget, but they can seem a bit more complicated because there are more options to choose from. So designate someone who understands social media marketing to put together some ads for a particular demographic.

Write up a press release and send it to local media whenever you’re hosting an event or teaming up with another organization.

10. Email marketing

You may feel like you’d be spamming your customers this way, but don’t underestimate its reach. Collect emails wherever you can on a sign-up sheet or through your website. The emails can be discounts on specific items and holiday deals, and they can also include invitations to events where you’ll be catering or hosting.

11. Yelp

This is a popular online directory for restaurants because of its review system. It provides potential customers with business information as well as offer a venue to leave reviews and feedback.

12. Restavista

Restavista is a directory that allows customers to find restaurants in the area based on their specific needs, whether its dietary or they just have a craving for a specific food.

13. Foursquare

This is kind of like the “check-in” option on Facebook. By having an account, your guests can check-in while they eat. This info is shared with their connections and extends exposure to those who otherwise would be unaware of your establishment.

By establishing your social media presence on social media channels, you help your business get a better online exposition and spread the word about your restaurant among users.

14. Whitepages

Yes, these still exist. Having a Whitepages account offers information about your restaurant, but there’s no rating or review option. Think of it as an electronic phone book listing that people can access it from their mobile devices.

15. Write a press release

Write up a press release and send it to local media whenever you’re hosting an event or teaming up with another organization. Make sure it’s sent directly to the reporter or their assignment editor so it doesn’t get lost in the shuffle.

16. Sign up for HARO

“Help a Reporter Out” is a way to get media attention outside your community. Those who sign up receive daily emails on upcoming news stories that need sources. When one pops up that’s relevant to your restaurant, contact the reporter. It may lead to an interview that will increase exposure for your business.

17. Contact reporters with your opinions

Reporters often search for local angles on a story. If, for example, the city is changing liquor license requirements and you have an opinion about its impact on the restaurant sector, reach out to local media and tell them what you think. Who knows – you just might land the lead story.

18. Get found on Google

Last, but not least, make sure your business address is set up correctly on Google. You will need to create or claim your Google for Business Page. Make sure ALL the information is filled out wherever you can, including phone number and website. Test to make sure your restaurant shows up by searching for it in Google Maps or Waze on your phone.

Happy Marketing!

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How to Take Pictures of Food for Your Restaurant Portfolio

How to Take Pictures of Food for Your Restaurant Portfolio

by | Oct 14, 2016 | Business Toolkit, Management

There are four basic elements of a great food photo: lighting, composition, styling, and equipment. Once you’ve got a handle on these basics, drool-worthy food photos are a mere snap away! Let’s talk about how to take pictures of food for your restaurant portfolio.

Lighting 

Lighting will make or break your shot. It is the single most important photography element there is. But don’t worry if you don’t have a studio full of lighting equipment. Natural daylight can make your food look phenomenal when manipulated correctly.

Stay away from direct sunlight! It might seem like a good idea at the time, but it will be harsh, flattening, and can create shadows that distract from the food. Your goal is to shoot in a shady spot on a sunny day. This will allow the bright color to shine and texture will be more discernible in subtle shadows.

The prep work will enable you to find the best time and position to set up your actual food shoot.

Spend a few days looking at different locations in your restaurant throughout the day. Take a plate of food with you and look at it through your camera in different spots at different times of the day. This prep work will enable you to find the best time and position to set up your actual food shoot. Near a window is usually a good bet. (Tip: hang a white sheet over the sun-filled window to diffuse the light and create ‘shade.’)

Composition

As chefs, you know the old adage, “you eat with your eyes.” Never has it been more true than with food photography. These pictures have no heavenly aroma, and the ambiance of your restaurant can’t help you. They have to tell the complete story for you. The composition is not just plating, though that’s a huge part of it. It includes everything in the shot including the backdrop, plate, utensils – everything. Even including just food on a white plate is a stylistic composition choice.

The composition is not just plating – it’s everything in the shot including the backdrop, plates and utensils.

The ‘rule of thirds’ is a helpful one here. Imagine your framed shot is divided into nine squares – like a tic-tac-toe grid or sudoku. Now the main subject of your photo should sit on one of the grid lines, not in the squares themselves. This gives the image a dynamic feel. The main subject could be many things, your chef, the meat on the plate, the cheese bubble on French onion soup, the sugar flower on a cake, or the plate on a tablescape. This works for things big and small. If your shot is Thanksgiving, the turkey would be on a grid line. If your shot is the turkey, the crispiest, most delicious piece of skin would be on the grid line.

Styling

The devil is in the details, but so is the fun! Now’s the time to think about plates, silverware, and tablecloths. Do you wrap sandwiches in wax paper? Serve pie with printed napkins? This is a way to tell the story of your restaurant and chefs along side the story of your food. Colorful food can benefit from simple or highly contrasting props. What fits best with your restaurant’s style? Very brown food (think stew or chili) benefits from patterned props, but be careful not to distract from the subject.

Active moments are a great way to break up a static photo gallery and inspire the viewer to imagine them holding that spoon.

Food sitting flat? Get a model! Maybe a scoop of mac and cheese on a silver spoon held aloft looks more appetizing than the bowl. Take a bit out of a sandwich and photograph a spoon cracking a crème brûlée. Active moments are a great way to break up a static photo gallery and inspire the viewer to imagine them holding that spoon!

Equipment

How much equipment do you really need? With the right lighting, an iPhone or similar phone can absolutely take a fantastic photo. And maybe that works for you right now. There’s nothing wrong with that! But, if you’re ready to step up to some real photography equipment, these are good places to start.

  • Clip Lights – found at most hardware stores. Can act as back-up to a main light source (“fill”) or be the sun for you on a rainy day. Hang up a white sheet to diffuse it or use a big piece of white poster board to reflect the light onto your subject.
  • Tripod – Manfrotto makes great tripods for those starting out. But for an even cheaper option, AmazonBasics offers a couple of different models.
  • Editing Software – Polish up your photos before you send them out in the world! Photoshop is an obvious choice. But there are more options out there. Canva is a great design platform for those who don’t like to spend too much time editing pictures but still want to have pretty images.

Hopefully, this has inspired you to step up your food photo game. Make sure to share them on social media as well as your website to get the most bang for your shot.

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7 Common Mistakes When Hiring and Managing Employees

7 Common Mistakes When Hiring and Managing Employees

by | Oct 5, 2016 | Business Toolkit, Management

Restaurant owners have a lot of responsibilities. Consequently, important aspects of hiring and managing employees often get lost in the shuffle. However, anyone working in hospitality can tell you that their business relies on employees who enjoy their work and provide excellent customer service. In the process of recruiting and directing workers, there are some common mistakes owners make that will sabotage even the most well-managed restaurants.

Unclear job descriptions

When businesses need to hire new employees, it can be difficult to pinpoint the specifics of every role. At the same time, not giving a clear job description will hinder employee success because there’s no way to reach a positive outcome. Every job description needs to clearly state the position, responsibilities, goals, processes, and specific tasks. It also should explain how the role contributes to the overall well-being of the restaurant.

Overpromising

Though rewarding, restaurant work is not always appealing. Owners may be tempted to hype up the role description in order to attract potential workers. But in reality, this does more harm than good. Transparency is needed regarding the physical requirements and difficult hours. Instead of intentionally misleading potential new hires, discuss their concerns during the interview and place an emphasis on career development.

Transparency is needed regarding the physical requirements and difficult hours.

Insufficient compensation

All restaurant employees are hourly or salaried workers, regardless of who relies on tips and who doesn’t. Employers need to offer at least market-rate compensation in order to stay competitive. Failure to do this will result in high turnover when employees leave for better-paying jobs. Investing a little more in worker salaries will decrease that turnover and attract the best hires.

Lack of internal promotions

External candidates are usually considered for management positions instead of regular employees. However, promoting someone from within the business can have unexpected benefits. It gives the employer firsthand knowledge of the person’s job performance before committing to the promotion, and it offers insight on how they will do in the management role. This kind of recognition also encourages loyalty from the staff.

This kind of recognition also encourages loyalty from the staff.

Improper onboarding of new hires

Training is just as important, if not more so, than the hiring and interview processes. Without that training, workers can’t to do their jobs properly and contribute to the success of the restaurant. After the initial training period, it’s important to provide regular feedback on employee performance, set aside additional training days, and require job shadowing for new recruits. This will help improve employee performance as well as decrease worker anxiety.

Inflexible schedules

One of the biggest hurdles faced by restaurant employees is the way scheduling is handled. Inflexible schedules make it tough for employees to achieve a healthy work-life balance, a necessity for any successful staff member. This can lead to employee burnout and dissatisfaction, which may ultimately lead them to find a job with more agreeable hours.

 This can lead to employee burnout and dissatisfaction.

While it will be impossible to accommodate all scheduling needs, it’s important that every employee’s requests are at the very least taken into consideration, and granted when possible.

Lack of staff appreciation

Employee appreciation is a must, regardless of the work environment. The hospitality industry is seeing a rise in turnover rates, so it’s more important than ever that employers show their gratitude towards their staff. A simple thank you can go a long way in decreasing turnover and improving employee morale.

It’s inevitable that as a manager or owner, mistakes will be made. But, by taking into account the hardships faced by employees as well as the benefits that can make a positive impact on their work experiences, these mistakes will be fewer and further between.

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