Negative Sales = Restaurant Marketing + Change in Leadership
Bad boss equals bad restaurant business. Poor leadership means no direction. Spiraling sales indicates more than just poor economics in a community.
A restaurant business may float and be "OK" during times that thrive. A good restaurant owner or manager knows that you keep your foot on the gas pedal regardless. To coast because things are easier wastes not only current resources; it risks the future of all interested in the business.
Negative sales happen because of craziness, war, floods, and disasters. It can be temporary but not if there is leadership in place who can describe what is happening but take little or no action to change the future.
No amount of social media, my personal style of magic marketing, guerrilla marketing, TV, post cards, mailings, door hangers, and radio ads will make up for bad leadership.
The saddest part about a scenario with a poor decision maker in place at the top is that "The emperor Has No Clothes" symptom is bound to happen. Since there is a chance of slight success in the very robust times when all is good, the bad decision making and leadership fool themselves into thinking, "I am so great, I do such a great job, I am making the right decisions."
Why can I make this claim? Because time after time I naively volunteered (or was recruited) to take over operations which had bad economics, were on the wrong side of the tracks, or were ready to close their doors. While leadership in the restaurants was not the only piece of the puzzle, it was one of the five essentials for business success. Without the right person in place, the rest is just noise. A leader must be in place to inspire, motivate, direct, teach, recruit, analyze, respond, execute, you get the idea. The restaurant manager is an on the field quarterback who is not only involved in every play, they are also the focul point of success.
The last couple of years have been tough to say the least. If you are a restaurant owner who has multiple locations and sales are down, please look again at the trends and patterns. If you are down two years back to back: Big trouble. It is time to start interviewing. You can advertise for free on the Internet to recruit with free classifieds.
It could be that the leadership in place has been too reactionary by cutting costs and as the costs are slashed, sales continue to slide because there has not been an action plan developed for the team to change fate.
There are offensive and defensive approaches and to find the right balance of offense (sales building activities every day) and defense (keeping the profit with high efficiency and low waste). Creating an action plan to grow a restaurant business AND keep the profits is a necessary skill or you will get caught in the never ending see-saw of more sales... now cut costs... now more sales.
If you are a restaurant manager and sales are down but you are working hard and long hours, reach out and find assistance. If you are a restaurant owner, how long do you accept marginal results? Wait too long and you will not have a business. Then you will say, "If only I had more mystery shoppers, more awareness of what was said on the Internet, and better restaurant information. If only I had listened to Mike and been firm, fair, and consistent and started the hiring process." The next best step is to make an evaluation. Is it a skill issue or a will issue? Skill means more people development and will means make the choices and consequences more clear. Either way? Start interviewing.
retaining talent, different styles of leadership, employable, effective supervision, independent contractor, difficult bosses.
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