Maximizing Restaurant Covers: Simple Strategies for Success

In the competitive world of restaurant dining, maximizing restaurant covers is the key to financial success. Simply put, more covers means more revenue, but achieving this goal requires a combination of strategic planning and impeccable service. A "cover" refers to a diner or guest at a table.

So, how can restaurant owners and managers ensure they're making the most of their seating capacity? Here are some essential strategies to help you fill those seats and create a thriving restaurant business.

1 Stellar Online Presence: In today's digital age, a strong online presence is non-negotiable. Ensure your restaurant has an appealing website, optimised SEO, updated menus, and high-quality photos of your dishes.

Leverage your social media platforms to highlight your culinary creations and engage with potential customers.

2. Online Reservations: Implement an online reservation system, the software can help streamline the booking process and reduce no-shows.

Many diners prefer the convenience of booking a table from their smartphones or computers.

An efficient reservation system not only attracts customers enhancing the experience, but crucially helps manage seating arrangements & flow of diners more effectively.

Review your reservations matrix (configuration) regularly, only allow trusted and trained personnel access, this can often be overlooked. Set the turn times, based on table size, whether its lunch or dinner, even the day of week, dwell times will vary and this is an easy win to maximise covers.

Avoid overbooking the key times, like 8pm, everyone wants this slot, however, you will only end up doing one turn, set it up so the slots are staggered every 15 mins and base on how many covers that is conducive for your kitchen to manage.

Allow people to book online up to 15 mins prior - you'd be surprised how many people check if you have a free table last minute to avoid wait lists.

Ensure your table set ups - table joins are configured properly, 2 tops easily joined together to become 4 top, etc, your 5 tops wouldn't allocate x 2 etc, (manual override of course if it’s quiet give people best seat in house?

3. Utilize Social Media Advertising: Targeted social media advertising can reach a broader audience. Consider running campaigns promoting special events, any discounts, or new menu items to pique interest and draw more guests through your doors.

4. Optimize Your Menu: A well-structured menu can significantly impact covers. Offer a variety of options, including vegetarian, vegan, and gluten-free dishes, etc, to cater for the every evolving diverse tastes. Highlight your signature dishes and seasonal specials to entice repeat visits.

5. Efficient Table Management: One of the most effective ways to maximize covers is to optimize table turnaround time. This means reducing the time it takes to clear and reset a table for the next guests.

Train your staff to be efficient in this process without rushing guests out the door. It's a delicate balance that can significantly impact your restaurant's capacity.

Reduce wait times by seating guests promptly and maintaining an organized waiting list during peak hours. The faster you turn tables, the more covers you can accommodate.

Offer a mix of seating options to accommodate different group sizes. While large tables are great for groups, consider adding smaller tables and bar seating for couples or solo diners. This flexibility can help fill gaps and maximize covers during peak and off-peak hours.?

With larger tables, (group bookings) ensure they are dining from a set menu at a premium price, and a pre-order, the dwell time will be longer, so you will not seat as many covers at peak times, potentially costing you revenue. You want to maximise your ASPH, also the table efficiency & the prep kitchens time.

6.? Marketing and Promotions: The use of targeted marketing and promotions to attract diners during specific time slots or days of the week.

Happy hour deals, weekend brunch specials, and themed events can draw in more customers during traditionally slower periods.

In addition, you can create daily or weekly specials to attract diners looking for something unique, early bird discounts for example a pre-fix menus can encourage guests to dine at your restaurant during quieter times or try new dishes.

These offerings can also help speed up the ordering process, increasing table turnover.

7. Monitor & Analyse your Data: Invest in restaurant management software to continuously monitor and analyse your restaurant's performance, help track covers, peak hours, and customer preferences.

Analysing this data can help you make informed decisions about staffing, menu adjustments, and marketing strategies.

Efficient Staff Scheduling to align your staffing levels with the expected guest flow. During peak hours, have more servers on the floor to ensure prompt service. During slower times, reduce staffing accordingly to control costs.

8. Create a Memorable Experience: ?Never underestimate the power of exceptional customer service, this is what keeps customers coming back and encourages word-of-mouth recommendations. Develop your team to be attentive, friendly, and knowledgeable about the menu.

Beyond excellent food, aim to create a memorable dining experience. Ambiance, music, and attention to detail all contribute to customer satisfaction and loyalty encouraging repeat visits which can significantly impact covers over time.

9. Upselling and Turnover Optimization: Train your staff to effectively upsell, suggesting appetisers, drinks, or desserts to boost the average spend.

Also, make sure they are attentive without being intrusive, ensuring that guests have a positive experience and return for future visits.

10. Collaborate with Delivery Services: In addition to dine-in customers, tap into the growing trend of food delivery. Partner with reputable food delivery platforms to reach a broader audience and generate additional revenue. It's not for everyone, but worthy of consideration

Maximising restaurant covers is not a one-size-fits-all endeavour. It requires a combination of marketing savvy, operational efficiency, and a commitment to exceptional customer service.

By implementing these strategies and adapting to changing market conditions you can increase your restaurant's covers, boost revenue, and solidify your position in the competitive culinary landscape.