I'm in Tucson, Arizona today in one of the most beautiful
settings I've ever been in my life,
and I want to talk to you about the two most important tools you can use
to sell on your menu.
Hey, everybody. This is Ryan Gromfin -
author, speaker, chef, restaurateur, and the founder of TheRestaurantBoss.com.
And I just need to quickly show you around really quick.
I am at an absolutely beautiful resort here in Tucson,
Arizona.
Those are the saguaro cactuses behind me,
the sun's going down, the moon's coming out, stars are coming out.
Just absolutely gorgeous. And I'm here working with a client,
but I'm going to extend the trip a day
or two and do some goal planning and things for the year,
but I had this video planned that I was going to film at the Austin,
I figured I am here so I might as well tell you about it now.
I'm sorry for the cars driving by and the audio.
It's too beautiful of a setting to not share this with you.
So, I want to talk to you about urgency and scarcity.
Urgency and scarcity. Now a couple weeks ago,
I did a video for you about urgent and important,
which is totally different topic.
That's about managing your schedule
and you should go back and check that out,
but today's about selling more stuff on your menu in your restaurant.
Its urgency and scarcity are the two most important things
that most restaurant menus lack,
and it's those two things that create sort of a buzz and a need
for people to buy stuff and
spend more money and enjoy their experience more.
And what I mean by that is, let's take urgency as an example.
One of the bestselling techniques at a table is,
if you go out to a fancy steak restaurant,
the first thing they do after you place your entree order is tell you that,
you know the soufflés take a long time to prepare,
so you should get your order in now.
Well, of course, you're going to order the chocolate soufflé because
it sounds great and you haven't stuffed your mouth
with mashed potatoes and lobster and steak yet.
If they wait until after you eat all that steak and mashed potatoes and lobster,
you're not going to want to order the chocolate soufflé.
Do they need you to order it before the meal? You know,
they're not that hard to make, they don't take that much time,
but it's genius marketing. Another restaurant that I work with
freezes their ice cream per order literally,
they use a machine called a Pacojet.
In a Pacojet, you can spin ice cream,
or I've actually worked with restaurants that literally
make batch ice-cream, single-batch ice cream
with six or seven different flavors, and you have to order it
when you order your entrees,
and it's genius because it's urgency.
If you don't order it now, you can't have it.
So people are going to want to order it.
The second thing is scarcity.
You know, I'm not talking about running out of everything on your menu here,
but a lot of restaurants are totally afraid to run out of stuff, right?
And what I'm telling you to do is run out of stuff.
Do something special, a special that's actually special,
and only have a few of them.
You know, it could be as simple as a beautiful lasagna that you make
for a special one night let's say,
but only make eight portions of it.
And let the servers know and let your customers know.
Hey, we've got this amazing lasagna,
it's got shaved white truffle in it or whatever.
Maybe, it's just regular lasagna and it's just
fresh made and beautiful and delicious,
but let them know. I only have six left, you need to order it now.
Even pre-sell it on some of your reservations.
Call some of your reservations and let them know
that you're going to run out of the lasagna if they don't order it.
A restaurant that I eat at
in my town all the time does Sunday supper
and they only do one entree on Sunday because it's a pizza restaurant.
Really, really great authentic gourmet pizzas,
but they only do one entree on Sunday night.
It's called Sunday supper and they always run out.
And so my wife and I, when we go, we go to dinner at like 4:30 on Sunday.
And the first thing we do when we walk
in no matter how busy the restaurant is to say,
what's the entree tonight? And if they tell us what it is and we like it,
we order it right there at the host and before
we even sit down because we know that they run out.
Now if you can combine urgency and scarcity
into a dish, you've got a winning combination.
So, I hope that gives you some food for thought
about some ways to increase sales on your menu,
to get premium dollars for product and to also enhance
the customer experience.
This has been Ryan Gromfin saying, have a wonderful day.
Hey, everybody Ryan here. I really hope you enjoyed that video.
Would you mind doing me three really quick favors?
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If you're the kind of person who really wants to get ahead in life faster,
I have a 90-day planner here that I'd like to give you.
I use this planner every day in my business and actually,
I think this is one of the reasons why I'm able to get as much done
as quickly and as efficiently as I am able to.
See every year when I sit down to plan out my year,
I sit down and I do 4 of these 90-day planners because
I believe that we can't get as much
done in a month as we think we can,
but we can get a lot more done in 3 months
than we think we can.
And so I've developed a system,
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where you can achieve just about any goal you want in 90 days
if you follow this.
And I'd like to give it to you completely free. Like I say,
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And I'd like for you to have it for free.
All you have to do is head over to
TheRestaurantBoss.com/Goal.
G-O-A-L.
Again, that's TheRestaurantBoss.com/Goal
and then just give me your first name and email address
and I'll send this right over to you, all four pages.
Until the next time I see you, go out every day
and improve the lives of your customers, your employees,
your vendors, and of course, your family.