Alright, grab your coffee and give me 5 minutes, because I’m about to hand you the exact formula that I used for all 6 of my restaurants to increase sales. And I’ve taught this to thousands of restaurants to upsell desserts, drinks, carryout, and more with this pre-shift meeting formula that’ll put more money in your till starting tonight.
If you’re not doing this already, you’re literally leaving thousands on the table every single night.
Stop Calling It a “Lineup” (Your Staff Isn’t Getting Arrested)
First things first – ditch the term “lineup.” Seriously. It sounds like you’re about to interrogate your team to see who stole from the register.
Call it what it really is: a pre-shift SALES meeting.
Because here’s the brutal truth – every single person on your floor is a salesperson. They’re the ones who determine whether you’re counting twenties or counting sheep tonight.
Your Servers Are Killing Your Profits (And They Don’t Even Know It)
Picture this: Your server walks up to a table and goes, “Hey, what do you guys want to drink?”
Cringe.
Or better yet: “Hi, my name is Julie, I’ll be taking care of you tonight, blah, blah, blah…”
Sound familiar? That’s the sound of money walking out your front door.
I see it everywhere – servers who don’t mention appetizers, never suggest wine pairings, and completely forget dessert exists. Meanwhile, you’re scratching your head wondering why your profit margins are thinner than your patience during a Saturday night rush.
The Revenue Rocket: 8 Minutes That’ll Change Everything
Here’s my game-changing formula that takes exactly 8 minutes. Any longer and you’ll lose them (their attention span is shorter than a goldfish, remember?).
Minutes 1-2: Hero Items Only
Don’t overwhelm them with your entire menu. Pick 2-3 specific dishes or drinks you want to move tonight. Maybe it’s that seafood special with killer margins, or those bottles of wine collecting dust.
But here’s the key – don’t just talk about them. SHOW them. Let them taste the food. Pour them a sip of that wine. You can’t sell what you’ve never experienced.
Minutes 3-4: Stories Sell (Features Don’t)
Give your team one compelling reason why guests will love each hero item. But focus on benefits, not features.
Don’t say: “The salmon is fresh.” DO say: “This salmon was caught fresh and pairs perfectly with our house Pinot Noir for the ultimate date night experience.”
See the difference? One’s boring. The other creates an experience.
Minutes 5-6: Natural Transitions (No Sleazy Sales Tactics)
Teach them conversational phrases that feel helpful, not pushy:
“A lot of our guests love starting with our shrimp bake – it’s our number one seller. Have you tried it before?”
Then: “Oh, you’re getting the shrimp bake? That pairs beautifully with our Chardonnay…”
It’s not aggressive. It’s genuinely helpful.
Minutes 7-8: Role Play (This Is Where the Magic Happens)
Pick two servers and have them practice real scenarios. Let them fumble through it now so they nail it on the floor.
And for the love of all that’s holy, make sure they know how to sell desserts!
The Results? Prepare to Be Shocked
Restaurants implementing this formula see:
- Average tickets jump in the first month
- Servers earning bigger tips (happy servers = better service)
- Annual revenues increasing by $40,000-$100,000+
Why? Because you’re not just taking orders anymore. You’re creating experiences. And experiences bring people back.
Here’s the Connection You’re Missing
Now, here’s what most restaurant owners don’t realize – this isn’t just about squeezing more money out of existing customers. When your service improves and your guests have amazing experiences, something magical happens:
They become your best marketing tool.
Happy customers don’t just come back – they bring friends. They post on social media. They become walking, talking advertisements for your restaurant.
That seafood special paired with the perfect wine? That becomes the story they tell their coworkers on Monday morning. That attentive server who made perfect recommendations? That’s why they’re bringing their anniversary dinner party to YOUR place next month.
The Bottom Line
You can keep running your restaurant the same way and hope things improve. Or you can invest 8 minutes in your team tonight and watch your revenue climb month after month.
The restaurants that thrive are the ones that turn every interaction into an opportunity to serve customers better while increasing profits.
But here’s what I know about independent restaurant owners like you – you’re already working your tail off just to keep the doors open. You don’t have time to figure out every marketing strategy, every sales technique, every system that could be bringing in more customers.
Ready to Fill Those Empty Tables?
If you want to discover how to bring in new customers without lifting a finger (while your newly-trained team maximizes every sale), let’s talk.
Book a free strategy session with one of our DFY restaurant marketing experts. We’ll show you exactly how to fill your restaurant with new customers who are ready to spend money – no extra work required on your part.
Because increasing your average ticket is great. But combining that with a steady stream of new customers? That’s how you build a restaurant that actually makes you money instead of just keeping you busy.
Start with tonight’s pre-shift meeting. Then let’s talk about filling those seats with customers who can’t wait to experience what you’ve built.
Michael Thibault
Known as “The Done For You Marketing Guy for Restaurants.” International Speaker on Restaurant Marketing. Published contributing author of 4 Marketing Books. Industry expert on Google Searches and Review Sites. Recovering Independent Restaurant Owner and Caterer of over 21 years. And, all-around good guy.
