Too frequently the restaurant owner says: "Not too much restaurant marketing. Don't want to be too busy." When the restaurant owner is 10% of the staff and picks up the ball when there are staff members who are sick, late, stupid, selfish or undependable, the restaurant owner in survival mode is not interested in more work.
This is why the owner/operator who does not understand how to put the pieces together to create a motivated team will always fall behind other restaurants.
When the restaurant owner (or manager) thinks it is "harder" when business increases, the goal to slightly improve is more important that doubling sales (and tripling profits).
Over the years I have proved this over and over again:
It gets easier to operate a business when sales increase than when sales are slow. The role of a restaurant owner (or manager) DOES NOT get harder because of the increased sales.... it gets easier.
As sales increase, there are more team members and leaders. The exceptional team members become trainers. The guests rave at the outstanding service of the TEAM not of the restaurant owner.
There is an adjustement period in the transition from dulldrum sales to rock and roll sales in a restaurant as the team is selected and trained. Of course there are changes to the processes and a need for more smallwares. The busier restaurant is more reliant on systems, processes and team thus the restaurant owner becomes a leader vs. a laborer.
It makes sense doesn't it? Grow sales, be depended on less, make a better profit, develop a team of successful managers.
Or be happy with slow sales and act as another staff person and wait in the booth for the next person to walk in the door.
Restaurant marketing makes life easier for the restaurant owner / manager. Press releases, blogs, direct mail, events, collaboration with local ball teams are all part of a summertime restaurant marketing campaign. If your business is not hot and heavy involved now, think to the next phase: school starts and football games.
