Top Management Story

Writen by T.J. Schier

Do you know when your "Prime Time" is? Many restaurants do 50 percent or more of its business around 15 hours per week. Though yours may be more or less, follow the logic here to maximize the return on your time and efforts.

If your restaurant does 50 percent of its business in the following hours: Monday thru Friday from 11:30–1:30, Friday 5–8, and Saturday 12–2, then logic would follow that:

• You have your absolute best employees working these shifts

• You have your absolute best managers work these shifts

• You and your managers gear up and focus extra hard for these short bursts of big business

• Supplies are stocked and ready

• An extra dose of hospitality for the guest is delivered

If you nail the Prime Time business hours, over 50 percent of your customers will leave saying wow! Following the example above, the question you have to answer is this: Is it easier to wow 50 percent of your customers in 15 hours or the other 50 percent in the remaining hours of operation?

Obviously, we want to have all of our customers receiving a great experience. However, if you are not there yet, the logical place to maximize the efforts is during Prime Time. Once you move the staff to a new level here, focus on the next 15-hour block (it may be an additional 20 percent of your business) and so on.

A few hints for success:

• Prepare the staff mentally—Pre-shift huddle, role play, pick a key item to sell/prepare during this time slot, get them psyched for the big game.

• Prepare physically—Ensure you are ready to hit this time slot with momentum— proper staffing, stocked items, cashiers have change and all supplies, clean restrooms and kitchen floors, and so on.

• YOU lead the charge out front—Get the team pumped, constantly communicate each 15 minutes on the status of your sales, service times, etc. Set goals to achieve.

• Reward the employees who work these shifts—Why should an employee get $7 an hour to work an $800 hour and get the same $7 an hour to work a $200 shift?

You have a chance to make or lose the most money during this short 15-hour Prime Time window. Take the steps to ensure you put your best show on during these time slots. Take a page from TV—pull out all the stops during these hours and reap the benefits!