How to Conduct a Pre-Shift Briefing

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2 How to Conduct a Pre-Shift Briefing In every segment of today s fast-changing marketplace whether you have a casual family restaurant, a white tablecloth fine dining establishment, a quick service taqueria, or corporate cafeteria the competition is tremendous. This common complaint is a clear sign of the times. Wherever you travel, whatever the market, big or small, it seems everyone is concerned about the Applebee s or Burger King under construction down the street, the new casino being built outside of town, or the takeover of the local B & I and health care facilities by the corporate giants. As an operator, you find yourself in a quandry. How do you successfully fight off the competitive forces that threaten your neighborhood, livelihood and lifestyle? In most, if not all foodservice operations, one area of opportunity is that of increasing sales through improved selling skills at the table. There are virtually hundreds of tactical ideas to assist the waiter or waitress in selling more. But to really make a difference, today s operator must think in strategic terms. That is, simply, to refocus on the selling strategies that unfold within the restaurant's 4 Walls, from the time that a guest crosses the threshold until leaving the building. What s a realistic goal? To improve communication between the management and kitchen team and the server salespeople on the restaurant floor who are actually talking to the patrons and guests. Knowledge is power. The better equipped a waiter or waitress is to explain, promote and merchandise food items whether the core menu or specials the more he or she will sell. Tips will be incrementally higher, add-on sales will be rung up at the cash register, and extra profit will be made in your restaurant. It's as simple as that. And, of course, it also means more sales of those products that drive the strategy in the first place. The approach must be to create an environment conducive to selling, replete with information and data about what is being served. This can be best accomplished by developing a pre-shift briefing strategy. 2

3 Pre-Shift Briefing Date: / / Day: Sign Off 4 Walls Focus Managers Guest Greeting Focus Script Servers/Bar Bar Focus Script Food Server Focus Script Signature Item of the Day Origin (Taste, Smell, Sight) Descriptive # Prepped Bus Preparation Price $ Nightly Special Price $ Soup of the Day Price $ Dessert Special Price $ Host/Hostess Other Special(s) 3

4 Most operators have a five-minute meeting with the waitstaff before breakfast, lunch and dinner to relay the specials and describe the fresh or in-season menu items, etc. No big deal. But it is a big deal. Because, to compete with big corporate operators, you ve got to make a material investment, not in a short meeting to share information, but rather in a strategic selling session. I recommend at least 30 minutes, right before the floor opens. A well-organized daily agenda will include several key areas of concentration. Each category is discussed, with points of emphasis arranged sequentially for the shift supervisor or floor manager to follow, with all of the waiters and waitresses listening attentively. It is imperative that the pre-shift briefing become prioritized as a major area of focus within any foodservice, hospitality, or food and beverage operation. This is not only for the inevitable miscellaneous communication that is so crucial to success, but more importantly to create a strategic selling session that is 100% designed to: increase the average check introduce new menu items inject interest, adventure and excitement into the dining experience By definition, the briefing should be food-, beverage- and service-oriented. The chef, lead line cook or kitchen manager should introduce the specials. Particular attention and emphasis should be focused on the unique selling propositions associated with each special that make that item SPECIAL. What are the unique ingredients, preparation methods and flavor characteristics? Where is the product from? For example, the Nebraska Smokehouse features: A line caught Columbia River Sturgeon fillet, lightly smoked with Alderwood, then pan seared medium rare served with Tule Lake horseradish mashed potatoes and steamed broccoli al dente. Signature Item of the Day Sturgeon Fillet Origin Columbia River, line caught, hand-filleted (Taste, Smell, Sight) Descriptive flaky, tender, & lightly smoked # Prepped 15 Preparation Pan-seared Price $ The point is, be creative and do some basic research. It can be easily converted into higher price points, greater value perception, and, most importantly of all, guest perceptions that your food is different exciting, interesting and even adventurous. 4

5 The pre-shift briefing is the place to celebrate the food and establish enthusiasm and motivation to sell, sell, sell! Scripting And Role Play Essential During the briefing, scripts and role play must be practiced by waiters and waitresses, hosts and hostesses, and even bussers. Here are three good examples from the soon-to-be-world-famous Nebraska Smokehouse: 1. A new host is in training. It is his third night on duty, but his first alone at the front desk in the main entryway. In the training protocols, correct telephone answering scripts must be followed. In this case, the proper telephone response is: Good evening, Nebraska Smokehouse, home of hickory smoked Prime Rib! May I help you? The supervisor should actually observe the host answering the telephone or practice answering it to make sure the host develops a familiarity with how the words flow. One minute (three repetitions) is usually enough. Key thought: If new product introductions are part of your merchandising and marketing plan, think about providing the host/hostess with cut sheet materials and literature that explain and promote the new items. For example, if information introducing a new dessert, like Oregon Blueberry Pie from Plush Pippen, is covered during the pre-shift briefing, it elevates the top of mind awareness for increased pie sales. 2. The bussers are responsible for pouring water at table side. It is late spring in Nebraska, so ice water is being requested more and more frequently. At the pre-shift briefing, the manager reinforces the proper pouring technique, consistent with the training program. For example: don t refill the water glass unless the water level is 50% or below leave one-half inch of space at the top of the glass to avoid spillage whenever possible, pour from the left of the guest Though simple, these three points of service are capable of detracting from the total dining experience if not executed correctly. In virtually 1 2 minutes, each busser can demonstrate his or her water pouring technique 5

6 in front of the floor manager and/or other waiters and waitresses during the pre-shift briefing. Practice does indeed make perfect, and practicing before the guest is present is simple, easy and takes very little time. 3. The servers at the Nebraska Smokehouse want to build a devoted following of guests who ask for them personally. Moreover, the restaurant s marketing plan specifies a significant investment in a frequency program, which builds loyalty buying patterns and a return business focus. As a result, the pre-shift briefing is used as a venue for practicing and role-playing a very effective guest communication discipline. It s simple: Don t just thank the guests when the check is paid and the meal has ended invite them to return. The script should go like this: Thank you very much. Please come back and see us, and ask for me personally. This phrase, or variations on this idea, should be repeated several times aloud until the servers are comfortable with the delivery. Key thought: Successful foodservice operations of all types even noncommercial know that serving the public is a variation on show business in its purest form. Creating a practice selling environment that is analogous to a rehearsal can completely change the servers perception, and make the pre-shift briefing fun Sign Off instead of business. Managers The Logistics The pre-shift briefing is best organized around an 8 1 /2 x 11 typed format, mounted on a clipboard. The vertical signature panel on the right side of the form is essential for two reasons: 1. A higher percentage of retention occurs when the attendees know they must affix their initials on the form to signify that they heard and understood the points and training covered in the pre-shift briefing. They will remember better if they know they can be held accountable. This responsibility should not be taken lightly, and requiring hand written initials will elevate the importance of the pre-shift briefing significantly. 2. Not all waiters and waitresses are present 30 minutes before the shift opens. Many will be scheduled for overlap shifts starting as much as an hour later. By having the pre-shift briefing form on a clipboard and Warren Lee Servers/Bar Erica Jim Brendan Emmett Nick Susan Bus Jose Steve Jack Host/Hostess Denise 6

7 hanging it on the wall in the briefing area, servers can come in 15 minutes early to read and review the important information covered so as to be fully briefed before he or she goes on the floor. Managers should spot check late arrivals with quick questions to verify that the pre-shift briefing has been read and understood. Example to Jack, a late arrival waiter: What is different about the fresh sturgeon we are offering as one of the nightly specials? Of course, Jack should answer: It s line caught, from the Columbia River in Oregon, is a fillet, and is pan seared medium rare. If Jack fails the test, he is put on immediate notice both formally by the floor manager and psychologically in his own mind to read the pre-shift briefing clipboard and to take seriously the selling disciplines outlined. Pre-Shift Briefing Organizing and formalizing selling-skills communication before the shift is an established and well-documented management priority for successful operations, and should become a standard in every operation. 7

8 Pre-Shift Briefing Date: 10/9/96 Day: Wednesday Sign Off 4 Walls Focus Managers Guest Greeting Focus Script Bar Focus Thanks for coming Welcome to the RedRock Cafe Irish Coffee Script Have you tried Irish Coffee ÒShannon AirportÓ style? Food Server Focus Script Appetizer to Share Have you tried our 5-Spice Calamari? Signature Item of the Day Origin Halibut Marsala Alaska, line caught, hand-filleted (Taste, Smell, Sight) Descriptive flaky, tender, & a hint of rosemary # Prepped 15 Preparation Pan-seared Price $ Nightly Special Texas Ribeye Price $ Soup of the Day Tomato Bisque Price $ 2.95 Dessert Special Chocolate Pie Price $ 4.50 Other Special(s) Scallops Sausalito - Jumbo scallops with Garlic Butter Special Events/Banquet Lunch - 11 am, Jaycees (30) Dinner - 6 pm, Miramar College (150) Sequence of Service Tip: ÒTry Means BuyÓ Focus on a group appetizer to share. Warren Lee Servers/Bar Erica Jim Brendan Emmett Nick Susan Bus Jose Steve Jack Host/Hostess Denise 8