The typical restaurant owner’s list of daily to-do’s contains an endless number of tasks that won’t fit in a 9-to-5 shift. It’s normal since running a business is often a 24-hour undertaking.
However, you may be so busy looking at the big picture that you overlook minor issues hurting your restaurant. Consider these seven lesser-known factors affecting your establishment’s image and tips to solve them.
1. Zero Unique Selling Proposition
Imitation is a good business strategy, but it has limitations. Copying another’s theme and menu will only set you up for failure. Like how someone stands out from the crowd due to their uniqueness, your restaurant can get noticed by highlighting what makes you different.
Whether it’s the menu descriptions, concept or design, you must show people the one-of-a-kind experience you offer. Some have dog or cat cafes, cellphone bans or a gratuity-free theme. Your unique selling proposition will make marketing your brand easy.
2. Poor Customer Service
A survey found that only 5% of people rated customer service in U.S. restaurants as excellent. Servers are the face of every food business. Their soft skills in dealing with people must be as strong as their hard skills in balancing trays full of food. Train them to treat customers like royalty by greeting them with a smile, being prompt about addressing their needs and answering their questions respectfully.
Misunderstandings with orders can quickly escalate to a conflict that can hurt your business. Although not all customers are always right, they deserve satisfactory service for what they pay for. Coach staff to exceed expectations by providing exceptional customer service.
3. Dirty Restroom
Your restroom can make a big impression on customers — always keep it spotless. A survey showed that 60% of people will immediately leave your business or be less likely to visit again after encountering an unpleasant bathroom.
How would customers feel if they find a clogged, smelly toilet after opening the bathroom door? Your almost five-star feedback will turn into disgruntlement in an instant. A slow-draining toilet is a common problem in public restrooms. It’s often caused by customers flushing unflushables, like feminine products and paper towels, down the drain. The lesson is that you must ensure your amenities are usable to keep customers happy. It’s a small thing that significantly affects your business’s image.
4. Expensive Food Prices
Unless you’re a Michelin-certified establishment, customers will expect reasonable food prices. These people shop for groceries and cook at home, so they know if they’re getting their money’s worth from your menus’ prices. Overpricing can discourage many from visiting you for the second time.
Knowing how to price your food right is important. One critical factor to consider is the cost percentage, which is the ratio of how much you spend on ingredients to create a dish to the revenue it generates. A profitable restaurant ideally has a 28%-35% food cost percentage.
People are drawn to affordable options. Pricing your foods modestly can help you attract repeat customers.
5. Poorly Designed Menu
You may think it’s the least of your concerns, but your menu design and description impact how appetizing your bestsellers appear to customers.
Researchers wanted to determine the connection between a menu’s design and descriptions and brain activities. They found that participants who visualized pleasant dishes after seeing a well-designed menu triggered activity in attention, cognition and reward areas. Those who visualized unpleasant dishes strongly activated regions linked to rejection, inhibition and ambiguity.
A carefully thought-out menu will make customers more receptive to food suggestions, including upsells.
6. Lack of Digital Presence
Today’s consumers have phones in their pockets almost all day. Without an online presence, you miss many opportunities to attract them. You’re hurting your business if you don’t think you need to increase your digital visibility.
Social media has been instrumental in hundreds of restaurant videos that have gone viral. The hashtags people use in their posts can bring your business to a broader audience. Positive reviews on your website provide helpful word-of-mouth marketing.
Build your pages on social networks. Write about how your customers have enjoyed their experience and how they can’t wait to visit again.
7. Messy Staff Appearance
Customers are sensitive to what they’re paying for. Besides the food, they consider service equally important for a satisfying experience. Part of this aspect is how your employees dress, including whether they wear their uniform neatly or crumpled.
Restaurant owners often overlook this minor shortcoming since they focus on ensuring the business operates daily. However, employing servers who don’t look presentable and confident can harm your image.
One study found that wearing formal-style uniforms in fine-dining restaurants can increase employees’ job performance and satisfaction. Neatness across the board is a must for establishments that provide high-end service.
Address These Concerns That Harm Your Restaurant
Issues like rising employee turnover, lack of food supplies and dirty dining areas are all problems that hurt your business — they’re easy to resolve since they’re noticeable. How about those that are minor and hidden from sight?
Your restaurant could be dealing with these seven challenges you’re unaware of. Ensure you find a workaround before they further degrade your brand image.
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