Let's get it right.
The average check is a concept that is used to assess the profitability of the institution, is the main indicator of sales.
Measured as revenue during the day, divided by the number of checks in pieces per one working day.
Example: daily revenue is 50,000 rubles, 200 checks have been broken, average check = 50,000 / 200 = 250 rubles.
To increase the size of the average check, it is necessary to carry out complex, rather complicated work. And for this it is important to understand what factors have a direct impact on this indicator in the direction of increase and, conversely, decrease:
- discounts and special promotional offers;
- assortment prices;
- range;
- communication with the restaurant staff;
the ability to pay by credit card (the average check on the card in most cases differs from the average check paid in cash in a big way).
In the restaurant sector, there are two sales techniques that business owners can use to increase the size of an average check.
1.Upselling - a technique aimed at increasing the cost of dishes. That is, your employees offer the guest a more expensive version of the dish.
For example, pizza is offered with a larger diameter, or a double portion of the dish. Another example is the inclusion in the menu of an author’s recipe from a chef, a signature dish at a price higher than similar ones.
2. Crosselling - the technique is aimed at increasing positions in the menu. This is the sale of additional ingredients, sauces, syrups. In this case, it is recommended to invite the guest to offer snacks if the main dish ordered takes some time to cook.
Next, you need to deal with the quality indicators of the check:
Occupancy - the number of purchases (in pieces) should be divided by the number of guests (or, more precisely, the number of broken checks). Any movement of the average check filling upwards leads to an increase in the volume of sales and profits of the institution. The occupancy rate of the average check indicates how actively and assertively the seller / cashier works in his place.
Composition - directly the monetary content of the check. As practice shows, most cashiers seek to offer something that is easier to sell, i.e. what is "cheaper." To increase sales, an important tool is, on the contrary, to offer a more expensive position with cheaper purchases.
Repeatability is not quite a financial indicator, but its analysis will help to understand the cashier’s working style and orientation. Thus, the high repeatability of the same items may indirectly indicate that the cashier makes offers “on the knurled”, jaggedly offering 2-3 items from the menu, which are sold in 99%. If at the same time the sales plan grows - perhaps there is nothing to worry about. But if this does not greatly increase revenue - this employee does not develop his sales, a uniform check can become an indicator of problems (ignorance of the menu, poor motivation, etc.)
In addition, do not forget to regularly conduct marketing campaigns and stimulate interest among your guests. Indeed, the more visitors you have, the higher the amount of your revenue, and, accordingly, profit.