As a restaurant owner you will be fully aware that running anything less than a tight ship results in chaos, missed potential and loss of profits.

Clearing the tables and setting them for the next guests, the peeled and chopped ingredients ready to hand to the chef, the speed at which the bill can be calculated at the end of the meal: these are all small details which completed hundreds of times each week can add up to hours of inefficiency and loss of profit.

6 problems: Paper diary vs electronic reservations diary - round one

Taking phone bookings

Another regular task you may not have considered: the time it takes for staff to answer phone bookings. Dealing with phone bookings may only take a minute or two, but consider: how many phone bookings a day does your restaurant take? Five? Ten? Twenty?

Let’s say your restaurant has ten phone bookings a day, it takes 90 seconds for the staff to deal with the booking, and the staff are paid on average $/£/€10 an hour.

The cost per day of taking the booking would be $/£/€ 2.50 per day.

If you take the same amount of bookings every day for a month, the cost would be $/£/€ 75 per month and $/£/€800 per year.

Hundreds of dollars loss per month

Of course these costs are assumptions. It may take your staff less time to take phone bookings. You may take fewer phone bookings than this per day.

But then again, it may take your staff longer than 90 seconds to take a phone booking. And you may take even more than 10 phone bookings.

If so, it is possible that phone bookings could be costing your restaurant$/£/€1000s, or even more, in time per year.

Not only is this cost inefficient, it is also hours of time that is taken away from being spent on your customer’s dining experience.

Online restaurant booking

Before phoning a restaurant to book, most diners will check first to see if there’s an online booking option.

Setting up online booking may seem daunting, or cost time you can’t afford to take away from your restaurant, but if you join simpleERB we take care of that for you.

It takes just 30 minutes to get your tables ready to book and we provide you with widgets so your customers can book on your website, Facebook, Twitter and Instagram.

Of course, there will always be customers who will prefer to phone their bookings in. But providing them with the option to book online takes away the number who will need to do so.

So your staff can spend their time away from the phone and on the customer’s dining experience.



Here on the simpleERB blog, we never stop stressing the importance of restaurant reviews to your business. We have discussed how negative restaurant reviews can help your business, how negative reviews can hurt your restaurant’s valuation, how to get a good review of your restaurant published on Yelp, and the benefits of publishing negative reviews of your own restaurant. The reason we dedicate so much space on this blog to reviews is because they are integral to your bottom line – as all the evidence in the articles above prove.

Responding to restaurant reviews

And now we have two other pieces of evidence to share. An article from Street Fight this week highlights two academic studies which provide fascination insights into the power of online reviews. The first is from Davide Proserpio of USC and Giorgos Zervas of Boston University in 2016 and is titled “Online Reputation Management: Estimating the Impact of Management Responses on Consumer Reviews.”

The study analysed tens of thousands of TripAdvisor reviews and found that when hotels respond to consumer reviews, on average their review volume increases by 12% and their star rating goes up by 0.12 stars. This might not seem like a lot, but TripAdvisor’s average ratings are rounded to the nearest half star, so if your mathematical average goes from just 4.14 to 4.26, consumers will see a 4.5 rating where a business used to have a 4.

In a summary of the study published earlier this year in Harvard Business Review, the authors offer the following conclusion: “While negative reviews are unavoidable, our work shows that managers can actively participate in shaping their firms’ online reputations. By monitoring and responding to reviews, a manager can make sure that when negative reviews come in—as they inevitably will—they can respond constructively and maybe even raise their firm’s rating along the way.”

Text analysis of restaurant reviews

The second study is by professors Xun Xu, Xuequn Wang, Yibai Lee, and Mohammad Haghighi. It is entitled “Business intelligence in online customer textual reviews: Understanding consumer perceptions and influential factors,” and appeared in the International Journal of Information Management in 2017. The study analysed thousands of hotel reviews on booking.com and instead of looking at ratings, studied the textual content of the reviews, including language and sentiment. The study found the following:

“Online textual reviews can provide a way for businesses to understand customer needs and improve their products and services. Compared with customer ratings, online textual reviews can show more details about customers’ consumption experiences and customer perceptions because of their open structure. Thus, managers can obtain more insights regarding customers’ expectations and needs and their perceived quality of product and services.”

How simpleERB can help

So how to do these findings relate to simpleERB? Well, simpleERB allows you to add a link to the customer confirmation email which allows the customer to submit feedback to you after their meal.

When you get a good review you can tick a box on the email copy which sends them a request to share their review, along with links to your restaurant Facebook and Trip Advisor profiles.

You can then keep an eye on your profiles on these sites to wait for the relevant reviews and respond to them accordingly.

The feature also allows you to deal with negative reviews in house, before they are splashed over the review websites.

Having direct, timely feedback from customers who have just dined at your newsletter is a goldmine of insights you can use to improve your restaurant’s experience.



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