No one ever came to me and said, “I’m excited about starting a restaurant company – I’ve always wanted to be average.”
Still, I see a lot of average companies out there.
In stark contrast to those truly activated operators who always become better, lead the pack, and dominate their segment.
Fearless or Scared?
This year, I’m seeing organizations that have increased revenue and profit, improved their service level and the way they relate to guests, and created a fresh new take on their food and beverage menus. They have a strong sense of accomplishment in 2025.
I’m also seeing other organizations that are doing the same things they’ve always done – either intentionally or because they’re frozen with fear. They tend to be unhappy about 2025.
Now that we’re starting the fourth quarter, it’s time to work on wrapping up the year strong on revenue, cash flow, and retention. Set an example for what it means to be an activated operator.
Nothing will get you ready for 2026 like having a strong finish to 2025.
Three Areas to Focus On
- Holiday business and social spend.
An average operator takes enquiries for catering, parties, and events, and then books them. On the other hand, an activated operator reaches out to their most loyal guests and business contacts and offers their restaurants as go-to places for holiday celebrations or catering. Go beyond just taking calls and enquiries. Have conversations in your dining rooms and contact your lists of loyal customers. People have a habit of holding their end-of-year celebrations at the places they had the most fun during the year.
- Gift cards.
An average operator knows they can run last year’s playbook and do well on gift card sales. The activated operator knows that a gift card income stream has become a steady trend that grows and grows because people identify experiences as more valuable than things. Activated operators update strategy and set new stretch goals for gift card sales. They know the comfort of having that money in the bank before Christmas, adding to their cash reserve as they enter 2026.
- Appreciate your team.
What do you do for your staff at the end of the year? Average operators do the same thing or something similar every year. But at a time when we know improved guest count is connected to employee retention, activated operators think about doing something different and special for their year-end staff celebration. Often, trading parties (and gift cards for prizes) at other restaurants for parties at your restaurant works well and can make for special evenings.
Do you accept being average? Or do you aspire to be activated? How you approach these components goes a long way toward establishing that. I will have more for you on that in the future as we start planning for 2026.
