A busy restaurant isn't necessarily a profitable one
While dining out with my friend Rory who had come on holiday, he casually remarked that the restaurant we were dining at, “must be doing well”. It was indeed very busy and hence not too much of a stretch to believe that the place might be a successful operation. It was also a Friday. However, I informed him that a busy weekend could be just about keeping it afloat during the week. When asked “why’s that?”, I replied “That’s because, I’ve found that most restaurants including the one we were eating at, had quiet weekdays and any restaurant that looks packed on the weekend doesn’t mean it does not require support during the rest of the week. In reality, those two weekend nights might likely only cover the rent, and 'might' is the key word.”
And that’s the reason for weekday specials or promotions. Mondays, Tuesday and Wednesdays are slower days, so that’s when you can expect to see credit card (digital) discounts such as 2-for-1 deals or reduced prices on specific menu items and other perks to entice people to dine out. Happy hour specials are another restaurant pull, designed to bring in the after-work crowd. Discounted drinks and appetizer deals are common happy hour offerings, and the goal is to entice people to come by after a long day, have some drinks or snacks, and then stay for dinner. It’s a classic promotion. But does running these specials result in an uptick in sales? It does according to data from a Nielsen report that revealed happy hours are the busiest times of day for bars and restaurants that serve alcohol.
To shed light on gaining a deeper appreciation for the craft and dedication required to run a successful restaurant, one has to understand the realities of what happens behind the scenes of a kitchen. What diners ultimately pay for is not just a dish but an entire ecosystem of logistics and expertise, which just about justifies the price one pays.
To begin with, how many of us have looked at what’s on our plate and wondered “Why am I paying so much for the ingredients I see on my plate?” On the surface, it is a fair question. However, the price of your meal includes much more than what's on the plate. Believe me, in the majority of good restaurants, no one’s a villain in any of this. As a guest, yes, you spent real money. The restaurant operator didn’t pocket much of a difference though: because most of what you paid for, went through suppliers, the landlord (rental), energy, water, and gas, insurance and licenses, salaries, and to pay income tax.
The cost of a meal begins long before the food even reaches the kitchen. If one were to map its journey to one’s table, it starts with sourcing and purchasing, followed by receiving deliveries, inspecting product quality, storing everything properly, and finally preparing and executing each dish. I bet you that most diners hardly give any thought as to the efforts that have gone into the neatly plated dish that is served at the table. Diners rarely see the extensive work that happens long before service begins, but it doesn't hurt to know what goes into your order.
No sooner the dinner rush commences, chefs rely on carefully designed ‘building blocks’ to create dishes in a jiffy – all without sacrificing flavour or culinary exactness. Those building blocks refereed to here are created, taking hours or even days under the umbrella of the term ‘Kitchen Prep’. In the culinary world, this preparation practice is known as mise en place (pronounced me-zohn plahs). This French term means “everything in its place.”
Much of the consistency comes from the prep kitchen. Sauces, dressings, bases, and even batch cocktails are prepared in advance according to strict recipes." Dishes usually rely on multiple components before the final meal hits your plate. This could include stock that needs to be simmered overnight, sauces that need careful reduction over time, bread that needs fermentation and proving, fresh pasta dough made earlier in the day, marinades that demand hours to develop their flavor, and garnishes prepped separately.
Local restaurants are a vital part of our communities, providing us with tasty food and drink, and offering a space to gather and connect with others. Unfortunately, many have been hit hard in recent years, with increased competition from chain restaurants, food delivery apps, and a global meltdown. So, if you want to continue enjoying all they have to offer, it’s a good idea to support local restaurants… when you can!
Shafeek Wahab- Editor, Hospitality Sri Lanka, Consultant, Trainer, Motivational Speaker, Mystery Guest Auditor, Ex-Hotelier
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