The most recent economic plunge has left many United States businesses in extreme distress. Restaurants have been especially hurt by the dramatic drop in customers and the increase in operational expenses. According to a recent survey, 54 percent of people who dine out regularly are doing so less often because of the economy, and three quarters of those are cutting out restaurant dining entirely. Commodity and transportation prices have skyrocketed, and many restaurants are seeing an almost impossible rise in food costs. The restaurant industry saw a loss of more than 67,000 jobs during the months of July through November, 2008. Even Starbucks, the world’s coffee shop monopoly, closed 600 stores in 2008. With the nation’s economy in a slump, restaurant owners and franchisees have had to put their aspirations for growth on the back burner, making survival a priority instead.
The economic downturn has caused restaurant operators to re-evaluate their objectives and their means of moving forward. Although you may not be able to keep your restaurant thriving in a poor economy, keep it from sinking by re-assessing your strategies and re-energizing your workers and your customers. Consider these guidelines:
1. Rethink your business plan.
Your business plan is the overall plan for budgeting and growth that you created when you opened your restaurant. Revisit the business plan and assess every detail to figure out how your strategy will need to change going forward. This likely includes putting growth on hold, anticipating inflation and minimizing any investment in overhead expenses such as drastic redecorating or plans for aggressive hiring or promotions.
2. Examine your profit and loss (P&L) statement.
Next to your business plan, your P&L statement is the best place to look before cutting costs. Go through your P&L sheet line by line to see where you might possibly be able to trim expenses. For instance, assess your smallest or most expendable costs first. You may be able to cut out the cost of repairs to your building, as long as they are not a public danger. After you assess the smaller costs, move on to your biggest expenses to see what you might be able to save. For instance, you might be able to cut some of your marketing or advertising expenses. Every P&L statement is different, and knowing your income and expenses inside and out will put you in a better position to make decisions regarding your business.
3. Scrutinize your food cost.
Across the industry, food cost and labor are restaurants’ chief expenses. Inspect your food costs often.
Consider these suggestions:
Look at how much of your budget is spent on every single item in your inventory. Ask yourself if you are paying too much for these items, and figure out how much food is being wasted.
Cut waste by preparing food in smaller batches and using good-quality scraps for stews and soups.
Vacuum seal pre-portioned foods so they stay fresher longer. Look into Sous Vide cooking…it really extends the shelf life of prepped items
Always stock newly delivered food items behind older items, so that the older items are used before the new. This ensures that old items do not expire on the shelves. This is known as first-in, first-out (FIFO) rotation. Restaurant Coach Tip: set your cooler up according to how people behave. People will usually grab the first item closest to the door, so place your older stock items closer to the door to make it easier for them.
Count inventory meticulously every time.
4. Get the best deal.
Communicate with your vendors frequently and make sure you are getting the best prices on food. Really work on developing a true partnership with your vendor. In most cases if you get better pricing if you can place larger orders with one vendor. Know your market and check pricing every now and then to ensure you are getting a fair deal.
5. Analyze your menu items.
Be sure you are serving appropriate portion sizes to your customers. Check to see that your menu items are actually profitable to your operation by analyzing the gross profit on each item, as well as checking to see how often and how many of the items are sold. Try not to alter any popular plates or signature dishes, since customers may see this as a drop in value. Axe any items that are not delivering profits to your bottom line.
6. Promote your value proposition.
In poor economic times, every restaurant is competing for guests’ attention and revenue. Make your restaurant stand out among the competition with a smart, effective marketing strategy. If your restaurant sells purely vegan foods, make this point one of your unique selling points. If your food comes from local vendors only, include a blurb in your menu detailing your “fresh and local” ingredients. Going green is also a great way to attract customers, so let them know of your efforts to be environmentally-friendly. Simply hiding out and hoping to stay in business is not the way to attract customers. You do not necessarily have to pay a lot, but do something to differentiate your establishment from the rest.
7. Provide an exceptional experience.
Make customer service and quality your top priorities. You need to train your people to put service at the forefront of their minds in order to make your restaurant a special place that stands out in customers’ minds. In a poor economy, restaurants that provide outstanding service have a better chance of sticking around.
8. Be willing to adjust.
If you are able, assess your menu and adjust it to follow current customer market trends. If you believe your market area would prefer more healthful menu items, consider adjusting your menu to keep up with your competition. Similarly, if you find that customers demand WiFi in your restaurant, look into how much it would cost to provide it. Some changes may benefit your restaurant in the long run if they can attract more customers.
9. Invest in your people.
Due to the economic circumstances and the dramatic rise in overall unemployment rates, restaurant turnover rates are shrinking. Thus, it is important to value your workforce and invest in the people you employ as much as possible. If you are able, give them a slight raise, even if only a few cents added to their normal hourly wages. Reward them as much as you can for a job well done. If you show that you are invested in them, your people will stick with you and demonstrate your restaurant’s value to your guests.
10. Stay focused on the future.
Despite the hardships, know that the economy will eventually bounce back, even if that bounce is a sluggish one. The National Restaurant Association shows that 33 percent of adults ideally want to dine out or order take-out more often, but simply feel constrained by the economic situation. Once the country begins to lift away from the slump, the restaurant industry is sure to pick up again. Keep focused on the future, and in the meantime, secure your concept for the road to restoration.