As the last Bank Holiday before Christmas approaches, hospitality and events businesses are gearing up for a busy weekend. For many, this holiday represents a final opportunity to increase revenue before the end of the season. Fact! Happy Customers spend more. To make the most of this crucial period, it is essential to focus on both maximising profits and ensuring customer satisfaction. Here are five strategies you can implement right now to make the most of this opportunity.

1. Prioritise Customer Satisfaction

Customer satisfaction is key to maximising revenue, both in the short and long term. Happy customers are more likely to spend more during their visit and share positive feedback with others. In the age of online reviews, a single negative experience can significantly impact your reputation. No one wants to be the subject of a bad TripAdvisor, but even those who don’t take the time to leave a review will share their poor experiences with others.

Happy Customers Spend More
To ensure high levels of customer satisfaction this weekend, especially with potentially new or temporary staff, conduct a quick pre-shift briefing focusing on the following key points:

• Show That You Care: Encourage staff to be courteous at all times. Simple gestures like making eye contact and smiling at customers waiting can make a significant difference. A quick smile and a “I see you, I’ll be right with you” can turn a potentially negative wait time into a positive experience.
• Use Positive Language: Train your staff to avoid phrases like “I don’t know.” Instead, encourage them to say, “Let me find someone who can help with that” or “I’ll find out for you” – and ensure they do just that.
• Build Rapport: During service, staff should aim to build a rapport with customers. A warm interaction can make customers feel valued and increase their willingness to linger and engage. This includes being friendly to children and patient with older guests.
• Set Clear Expectations: If there are likely to be delays, staff should inform customers at the point of ordering. Managing expectations can help prevent frustration and enhance the overall customer experience.

2. Focus on Upselling and Cross-Selling

Upselling and cross-selling are effective strategies to increase average spend per customer and overall revenue

. They not only enhance customer satisfaction by offering more choices but also drive additional revenue.

• Offer Nibbles: When handing out menus, suggest “nibbles” for the table while customers decide on their main orders. This works well if you have small, shareable items on your menu that are easy to prepare and serve quickly.
• Keep Drinks Flowing: Encourage staff to keep an eye on customers’ drinks. Returning frequently to remove empty glasses and offer refills or additional drinks can significantly boost beverage sales.
• Prompt Dessert Service: After clearing the main course, staff should swiftly offer dessert menus. In many cases, groups might be tempted to order dessert, but a delay in service can lead to lost sales opportunities as the moment passes and they decide to request the bill instead.

3. Maximise Profits Through Smart Stock Management and Promotions

Effective stock management and strategic promotions can help maximise profits during busy periods.

• Avoid Stockouts: Ensure that you have ample stock of your top-selling items to avoid running out. Nothing is more disappointing for a customer than being told their preferred dish or drink is unavailable. Remember – Happy customers Spend More!
• Promote High-Profit Items: Use specials boards to promote your most profitable dishes and drink offers. Highlighting these items can steer customers toward higher-margin options, boosting overall profitability.

4. Encourage Repeat Business with Incentives

Building a loyal customer base is vital for long-term success. One way to encourage repeat business is by offering incentives to customers.

• Offer Return Incentives: Provide customers with a special offer or discount to encourage them to return during quieter months. This could be a discount voucher, a “buy one get one free” offer, or a percentage off their next meal.Another example of ‘Happy Customers Spend more’ think lifetime value of the customer, rather than one off visitor.

5. Request Customer Reviews

Positive online reviews are invaluable for attracting new customers. After providing a great experience, don’t hesitate to ask customers to leave a review on                popular platforms like TripAdvisor or Google.

• Ask for Reviews: Encourage satisfied customers to leave a positive review. You could provide a gentle reminder on their bill, a small card with review instructions, or even a follow-up email thanking them for their visit and requesting feedback.

Conclusion

By focusing on these five strategies—prioritising customer satisfaction, upselling and cross-selling, maximising profits, encouraging repeat business, and requesting reviews—you can make the most of the upcoming Bank Holiday and ensure a profitable end to the season. Remember, a successful weekend not only boosts immediate revenue but also builds a foundation for long-term success through repeat customers and positive word of mouth. Happy Customers spend more!

Prepare your team, streamline your processes, and gear up for a fantastic Bank Holiday weekend that benefits both your business and your customers.

If you would like to learn more join us for ‘The Sales Hour’ on Monday 2nd September 16:00 to 17:00′

And for further reading we highly recommend ‘Setting The Table’ by Danny Meyer