Maximizing Covers with Smart Reservation Management. Touching Tables Vol.14

Welcome back to "Touching Tables," a newsletter dedicated to operators working within the hospitality industry. Whether you're a newcomer or a seasoned expert in the hospitality sector, we believe in a back-to-basics approach that ensures there's always something valuable for everyone.

Every few weeks, I'll be sharing insights and experiences gleaned from my recent work with independent clients, as well as lessons learned from years of immersion in the hospitality industry. Our focus will be on offering practical advice, drawing parallels, and sharing the occasional anecdote, all designed to enrich your understanding and practice.

The title "Touching Tables" is a nod to what I consider a somewhat forgotten craft: the manager's or owner's table touch. This is the practice where a manager or owner personally engages with guests to ensure their enjoyment and to express gratitude for their patronage, distinct from the routine check-back. This newsletter is our way of 'touching tables' with you, offering guidance and appreciation for your journey in this dynamic industry.

In this edition where we delve deeper into effective strategies for maximising your restaurants "covers". We touched on this in 11 you can read this here https://www.dhirubhai.net/pulse/maximizing-restaurant-covers-simple-strategies-success-andy-dempster/?trackingId=0mDZIlUkS8agq0J9PqpE6g%3D%3D

Advice - Maximising covers

In the bustling world of restaurant management, ensuring every seat is filled is crucial to your success. With key dates like Valentine's Day and Mother's Day on the horizon, it's the perfect time to refine your online reservation system.

Here are some pro tips and additional strategies to help you maximise covers and drive sales!

1. Dynamic Turn Times

• Strategy: Adjust turn times based on factors like the day of the week, meal period (lunch or dinner), and table size.
• Benefits: Longer turn times during peak dinner hours for larger tables can enhance customer experience, while shorter times during off-peak periods increase turnover.

2. Online Booking with Short Notice

• Implementation: Allow customers to book online up to 15 minutes before arrival.
• Advantages: Captures last-minute diners and reduces the likelihood of empty tables.

3. Flexible Table Configuration

• Setup: Ensure tables are adaptable – easy to join smaller tables for larger parties and vice versa.
• Outcome: Efficient space utilisation and accommodation for various group sizes.

4. Strategic Overbooking for Special Events

• Approach: Slightly overbook on days like Valentine's Day, anticipating no-shows and last-minute cancellations which will invariably happen.
• Consideration: Balance overbooking with customer experience to avoid excessive wait times.

5. Smart Allocation for Large Groups

• Plan: Set aside specific times for large parties or limit large group reservations per time slot.
• Result: Smooth service and turnover, without compromising on dining experience.

6. Peak Time Management

• Policy: Avoid overbooking during peak hours (like 8 PM) to ensure quality service.
• Impact: Focusing on quality table turns rather than rushed ones, or worse only filling one session.

7. Smart Allocation & Yield Management

• Tactic: Large Group Strategy: Set specific times for large parties or limit the number of large group reservations per time slot. This ensures smooth service and turnover.
• Prioritise reservations based on profitability – times and table sizes that generate higher revenue, (on peak off peak mentality)
• Gain: Optimise your earnings potential by strategically allocating tables.

8. Cancellation Policy and Reminders

• System: Implement a clear cancellation policy and send confirmation reminders via text or email to reduce no-shows. This not only reaffirms the booking but also enhances customer service.
• Effect: Decreased cancellations and a more reliable reservation count.

9. Special Offers for Off-Peak Times

• Promotion: Provide special deals or menu items during off-peak times.
• Advantage: Spreads out demand, enhancing covers throughout the day.

10. Data Analysis and Continuous Improvement

• Process: Regularly analyse reservation data to identify patterns for improvement.
• Evolution: Continually refine strategies based on data insights.

11. Feedback Collection

• Method: Use the reservation system for post-visit feedback.
• Purpose: Gathers valuable insights for service improvement and personalisation.

Remember, a well-managed reservation system is a key ingredient in the recipe for a successful restaurant!

Understanding the Restaurant Matrix

A "restaurant matrix" is a tool used in the restaurant industry to optimise operations and customer service. It's essentially a strategic plan or a set of parameters & guidelines that helps manage the flow of customers and the kitchen's capacity to ensure smooth operation.

Here's a breakdown of its key components:

1. Seating Capacity (Covers): This refers to the number of guests that can be seated in the restaurant. It's not just about the physical number of seats but also about the comfortable accommodation of guests without overcrowding.
2. Turnover Rate: This is the rate at which tables are vacated and then occupied by new guests. A higher turnover rate means more guests can be served in a given time, but it shouldn't compromise the dining experience.
3. Kitchen Capacity: The ability of the kitchen staff and equipment to prepare and serve food. It’s crucial to match this with the front-of-house service to avoid delays.
4. Ticket Times: This is the time it takes from when an order is placed to when it's served to the customer. Reasonable ticket times are essential for customer satisfaction and table turnover.

Calculating Covers Every 15 Minutes

To calculate how many covers you can seat every 15 minutes while ensuring reasonable ticket times and not overwhelming the kitchen, consider the following:

1. Average Dining Time: Determine the average time a guest spends dining. This varies based on the type of restaurant.
2. Kitchen Output: Assess how many orders your kitchen can comfortably handle in a given time frame without sacrificing quality.
3. Seating Strategy: Plan how you'll seat guests. For instance, staggering arrivals can help manage the flow.
4. Calculating Covers: Here's a basic formula to calculate the number of covers you can seat every 15 minutesCovers?per?15?minutes =15 Average?Dining?/ Time Total?Seating?Capacity
5. Adjust this number based on your kitchen's capacity and desired turnover rate.

Key Considerations

• Customer Experience: Always prioritise the quality of the dining experience. Rushed or poor service can harm your reputation.
• Flexibility: Be prepared to adjust your matrix based on different days of the week, special events, or unexpected situations.
• Staff Coordination: Ensure that both front-of-house and back-of-house staff are synchronised and understand the matrix.
• Feedback and Adjustment: Regularly review and adjust your matrix based on customer feedback and operational efficiency.

By implementing these strategies, you can significantly improve your restaurant’s ability to manage reservations effectively, especially during busy periods and special occasions.

Remember, the goal is to create a seamless dining experience for your guests while maximizing your restaurant's efficiency and profitability.

Anecdote - "Risk it for a biscuit"

As an area manager overseeing multiple restaurants, I always found Valentine's Day to be a particularly interesting challenge. Each year, as the day of love approached, I noticed a recurring pattern among my managers – a tendency to play it safe by not overbooking for the evening.

Their caution was understandable; no one wanted to deal with the chaos of an overcrowded restaurant. However, I had learned from experience that Valentine's Day was unlike any other night.

I would gather my managers and share with them my observations and advice. "Remember," I would say, "Valentine's Day is unique. You'll see many cancellations and no-shows." I explained that it was common for couples to make reservations at multiple places and then forget to cancel the ones they decided against. Additionally, last-minute changes of plans due to domestic disputes or simply deciding to stay in were not uncommon.

Moreover, I highlighted that the turnover time would be much shorter than usual. On Valentine's Day, couples tend to dine for about an hour, eager to continue their romantic evening elsewhere.??

This quicker turnaround meant we could accommodate more diners without sacrificing the quality of their experience.

Every year, as Valentine's Day concluded, my managers were pleasantly surprised. Thanks to the strategy of adjusting for the unique dynamics of the holiday, our restaurants achieved a balance between a bustling, lively atmosphere and efficient service.

This approach not only maximized our bookings but also ensured that those who chose to spend their special evening with us had a memorable and intimate dining experience.

Stay tuned for more insights in our next issue of "Touching Tables and be sure to connect with me Andy Dempster