Podcast Title: RESTAURANT STRATEGY
Host: Chip Klose
Episode: Behold the Power of First Approach
Release Date: December 26, 2024

Introduction

In the latest episode of the Restaurant Strategy podcast, host Chip Klose, an industry veteran with 25 years of experience, delves into the critical role that servers and bartenders play in boosting a restaurant's profitability. This episode, titled "Behold the Power of First Approach," focuses on actionable strategies to enhance server performance, ultimately driving higher revenue and achieving consistent, predictable 20% returns.

Leveraging Servers and Bartenders for Increased Revenue

At the outset, Chip emphasizes the importance of utilizing servers and bartenders effectively, as they are the front-line representatives interacting directly with guests. He introduces the concept of the Server Playbooks, a series of 10 free videos designed to empower restaurant staff to maximize their impact on check averages. Chip mentions:

[00:00] Chip Close: "If you're serious about increasing top line revenue in your restaurant, I think you have to get better about leveraging your servers and your bartenders. They have the most direct contact with your guests and so they can make the largest impact on increasing check average."

Introduction to the Server Playbook: First Approach

The focal point of this episode is the first playbook, "First Approach," which outlines the initial interactions between staff and guests that set the tone for the dining experience. Chip articulates that the first approach is not merely about greeting guests promptly but doing so with authority, confidence, and a strategic intent to enhance sales.

Sterling Douglas on Return on Time

Midway through the episode, Chip introduces a segment featuring Sterling Douglas, co-founder and CEO of Chowley, who discusses the concept of Return on Time (ROT). Sterling underscores the significance of optimizing time spent on high-impact activities, particularly for smaller operators managing one to three locations. He states:

[03:24] Sterling Douglas: "Everybody talks about ROI, like return on investment and a lot of restaurants do that when you're a smaller operator... your time is actually your biggest resource. And making sure that you're spending time on the things that are getting maximum impact is critical."

Sterling elaborates on the challenges of maintaining an optimized online presence, particularly with platforms like Google, highlighting the extensive time required to manage metadata and ensure accurate restaurant information. His insights reinforce the episode's overarching theme of efficiency and strategic focus in restaurant operations.

Deep Dive into First Approach

Returning to the main discussion, Chip provides an in-depth exploration of the First Approach playbook. He outlines four primary opportunities in a full-service setting to impact the check average, with the first being the initial interaction with guests.

Key Strategies for Effective First Approach

1. Timely and Authoritative Greeting

   • [01:04] Chip Close: "Building more profitable and sustainable restaurant. I also work with owners and operators all over the world through my P3 mastermind program."
   • Chip stresses the importance of greeting guests within the first two minutes with confidence and authority, setting a professional and inviting tone.

2. Initiating Beverage Orders Early

   • Instead of waiting to provide menus and water, servers should prioritize taking drink orders immediately. This tactic not only starts the revenue stream early but also engages guests in a way that can lead to additional sales.
   • Chip recounts a personal anecdote about Elaine, a seasoned waitress from his past, who effectively bypassed traditional procedures to secure early drink orders, thereby increasing sales and table turnover.

   [04:49] Chip Close: "Every time you come in, you tell them what's going to happen next, and you tell them what you need them to do now."

3. Creating a Sense of Urgency Without Rushing

   • Chip clarifies that bringing urgency to the initial greeting does not mean rushing guests but rather guiding them smoothly through the dining process. This approach ensures efficiency, especially during peak hours, enhancing the restaurant's ability to serve more guests without compromising quality.

4. Psychological Tactics to Encourage Spending

   • By asking guests to choose between options like bottled or tap water, servers can subtly influence purchasing decisions. Chip notes that consumers are more likely to order the first or last item they hear about, leveraging this to drive sales.

   [03:20] Chip Close: "You can make better, faster and more profitable decisions, drive consumer traffic, raise check average and ensure consistent guest experience across all of your locations."

Implementation and Adaptation

Chip provides practical steps for implementing the First Approach strategy, encouraging adaptability to fit the unique dynamics of each restaurant. He emphasizes the necessity of training servers to:

• Greet guests confidently and outline the immediate next steps.
• Prioritize taking drink orders before distributing menus.
• Maintain control over the table's pace, ensuring a smooth and efficient dining experience.

[04:49] Chip Close: "You have to put them at ease. You need to let the guests know that you are in charge, that they are in great hands, that you're going to take care of everything."

Benefits of the First Approach

Adopting the First Approach strategy offers multiple benefits:

• Increased Beverage Sales: Early engagement leads to more drink orders, boosting overall revenue.
• Enhanced Table Turnover: Efficient service allows for quicker table rotations, maximizing seat utilization.
• Improved Guest Experience: Clear communication and confident service create a positive dining atmosphere, encouraging repeat business.

Chip concludes by reiterating that the First Approach is a foundational strategy within the Server Playbook, offering significant opportunities to drive restaurant profitability through strategic service enhancements.

[04:49] Chip Close: "Number one, you should be able to get water sales. Number two, you have to get the first beverage sales because the sooner you get the order, the sooner you can get those drinks on the table."

Conclusion

"Behold the Power of First Approach" serves as a comprehensive guide for restaurant owners and operators aiming to elevate their service standards and financial performance. By leveraging the strategies outlined in the Server Playbook, particularly the First Approach, establishments can optimize their interactions with guests, leading to increased sales, higher check averages, and more efficient operations. Chip Klose effectively combines practical advice with real-world examples, providing listeners with actionable insights to transform their restaurant businesses.

Notable Quotes

• Chip Klose [00:00]: "If you're serious about increasing top line revenue in your restaurant, I think you have to get better about leveraging your servers and your bartenders."
• Sterling Douglas [03:24]: "Your time is actually your biggest resource. And making sure that you're spending time on the things that are getting maximum impact is critical."
• Chip Klose [04:49]: "You have to put them at ease. You need to let the guests know that you are in charge, that they are in great hands, that you're going to take care of everything."

For more insights and access to the Server Playbooks, visit restaurantstrategypodcast.com and check the show notes for additional resources.