Secret Sauce - The Restaurant Marketing Podcast
About This Show
We discover the ingredients of your Restaurant's secret sauce.
SEO, Facebook, Twitter, emails, coupons, yield utilization, USPs, Menu engineering, direct mail, partnerships - there are many ingredients for creating your Secret Sauce and with the right Secret Sauce you can find more customers and turn them into repeat customers. We deconstruct the recipes, so you can increase increase turnover, increase profit and maybe decrease the amount of time you spend working in your Restaurant.
Most Recent Episode
46 - 7 ways to increase online orders for your Restaurant Part I
5 days ago
Online ordering is a really important part of the revenue mix for some restaurants. This is the first part of a 2 part podcast on the economics of online ordering and how small restaurants are dramatically increasing profitability with a few simple tweaks. Menulog, Just Eat, Grub Hub and Delivery Hero are charging 13% commission and not giving the restaurants the email addresses, so it is very difficult to build a sustainable take out business with those platforms. We look at why restaurants do take out. Often the bottle neck for a restaurant is the number of tables in a restaurant and the number of times you turn those tables. Take out moves spare capacity in your kitchen past the bottleneck of the tables that you have, allowing for significantly higher revenue if you have a big mismatch between kitchen capability and in house consumption. We discuss the profitability of take out orders. There is very little front of house costs associated and Restaurants used to offer a 10% discount for take out orders to reflect the decreased costs associated with take out, but increased commissions from Online Ordering companies have seen these offers all but disappear. (They are starting to come back as restaurants move to commission free platforms.) What problem do you solve with in your restaurant? Take out offers convenience, the ability to have a few drinks without worrying about an Uber home. For us, take out allows us to Netflix and Chill, rather than the issues associated with going out. It offers flexibility and convenience, and it dramatically opens up your target market when you offer take out. One of the big things that Uber has done is that they have increased the calibre of restaurants that are now offering take out, with customers now increasing the amount of take out that they are eating, which goes hand in hand with the increasing number of customers who are time poor. What are the problems with Take Out? For delivery, the synchronisation of getting meals out of the kitchen becomes a lot more complicated because rather than relying on front of house to get the meal to the table, now a delivery driver needs to be organised and synchronised with the food coming out of the kitchen to get it to the customer in a reasonable time. Using UberEATS removes some of the logistics issues, but it also means that you are losing 35% of revenue as well as not getting the customers email addres