Time to Start Treating Restaurant Servers Like a Sales Force

Restaurant operators spend countless hours managing food cost, labor cost, inventory and operating expenses. Yet one of the greatest opportunities is operating right in front of them,

In almost every industry, salespeople have sales targets, responsibilities, product knowledge and measurable performance goals. 

Why should restaurant servers be any different? 

A server shouldn’t be just an order taker. A well trained server can become a hospitality professional who can influence decisions, which improves guest experience and increases restaurant profitability. 

This all starts when you treat your servers like a sales force. 

Every Server Should have a Sales Budget

Outside Salespeople have a territory, sales goals and performance expectations. Restaurant servers have a similar situation. They are assigned tables or a section.

Every shift has opportunities to sell appetizers, premium beverages, sides, desserts and after dinner drinks. 

Every server should have a realistic sales budget based on customer count. 

Sample Budget Goals 

Apps 30%

Premium Bev 25%

Additional Sides 20%

Desserts 25%

After Dinner Drinks 10%

These numbers aren't “QUOTAS” that must be hit at no cost. These are measurable goals that can be used to identify opportunities, recognize achievement and show when additional training is needed. 

Measuring sales alone doesn't tell the real story. If a server sells $1500 and a second server sells $1000 who did the better job? We don’t know. Without knowing how many guests and the check average it's impossible to make a comparison. This is where sales analysis becomes important.

                        Product Knowledge is Sales Training

A salesperson is never sent into the field without product knowledge and training. Yet restaurants routinely put servers on the floor who haven't learned or tasted the menu or explain daily specials with confidence. 

This is the missed opportunity.

A server who can describe menu items, explains how they are prepaed and has a huge advantage over the server that asks “Anything else”The difference is that one is an order taker the other is selling.

Recognizing opportunities and making proper recommendations enhances only the dining experience. Which will result in additional sales and larger gratuity. The house and the server both win. 

Managers can reinforce these skills during preshift meetings, offer regular menu tasting and regularly review each individual performance.

What does One Additional Sale Mean ?

If a restaurant is serving 100 guests per day and the servers can generate additional $3.00 per guest the number add up fast.

Daily sales       100 x $3.00          $300.00      Additional tips            $60.00

Monthly sales   30 (days)            $9000.00                                    $1800.00

Yearly sales     365 (days)       $109500.00                                  $21900.00

More Money for Servers 

If a server has 25 guests and sells an additional $3.00 per person that's additional $75.00 in sales. At 20% tip that's an additional $15.00 per shift. Work 5 shifts that's an additional $75.00 pay for the week. Annually $3900.00 additional money. Knowledgeable servers often make more than 20%

First Hospitality then Sales 

The goal isn't to push unnecessary food and beverage. The goal is to help guests discover something they will enjoy and lift the hospitality experience. A knowledgeable server who can make good recommendations will enhance the experience and generate additional revenue for themselves and the house. 

Time to stop thinking of servers as order takers and start developing a sales team. 

Give them goals and product knowledge. Measure their performance. Coach them regularly. 

                          Reward their success !

PDM Hospitality Solutions 

Systems Solutions Training