Abstract
This is the fourth and final article in a series on how hospitality managers can make more money, with this one geared specifically to food and beverage managers. This article discusses maximizing the profit from existing guests (for example, by upselling appetizers, desserts, and beverages) and expanding beyond the restaurant premises (catering and food delivery, as well as partnerships with businesses and special-event organizations). To maximize revenue, restaurant managers must track menu-items' contribution margins and identify the sales mix. Managers also must control seating among different-size parties during peak periods, to ensure fastest table turns and maximum revenue per party. Moving diners away from their table when they are finished eating is also important. Seating control requires a menu-mix analysis combined with a turnover-time analysis of different party sizes. The key to controlling the seating is understanding demand patterns, including how many parties of various sizes want to eat during each hour and how many were refused or walked away. The only way to accurately ascertain demand patterns-total diners and diners per table-is to keep track of all reservation requests.
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