Thanks for signing up for [newsletter name] and joining my little community of restaurant industry professionals. It’s great having you here!

I’m Paulius, and you can expect my name to pop up in your inbox every other [day of the week]. 

I’ve been in the restaurant industry for over [number] years.

[a sentence or two about your experience and expertise in the restaurant industry, explaining how you came to create Tablein software]

By talking to other restaurant industry professionals, I’ve come to a realization: I’m not alone in this!

As it turns out, most restaurant owners are trying to overcome the same hurdles when it comes to increasing their sales and streamlining the restaurant reservation process.

Yes, technology can streamline lots of operations in your restaurant, but that’s just a part of the solution. 

So I wanted to take things a step further and provide a helpful resource for restaurant owners that would answer all the burning questions and deliver actionable tips for successfully boosting restaurant reservations and sales. 

…which brings us to the present day and this very newsletter. 😁

And now that we’ve taken this tri down memory lane, I think it’s time to start looking forward.

Over the course of the next [number] weeks, I’ll be sending you tips and insights that are going to help you bring your restaurant business to a new level.

Think of this newsletter as a mini course.

With each lesson, you’ll find yourself one step closer to the ultimate goal: making your restaurant sales go through the roof!

But before we get started, there’s just one little thing I’d ask you to do: 

👉Please add [email address of the newsletter] to your email contacts. That way, all of my emails will reach your inbox, and you won’t miss out on any tips I want to share with you. 

That’s it for now!

Thank you once again for joining me on this journey, and I’ll see you soon with our first lesson.

Cheers,

Paulius

[name], welcome to the first lesson of our Restaurant Sales Mastery Mini-Course!

I hope that you’ve had a great week so far and that you’re ready to get started. 

I know you’re probably busy, so I’ll keep it simple with these 3 yes or no questions:

❌Do you hate spending lots of time answering the phone and replying to emails about reservations? 

❌Do you struggle with a lot of no-shows? 

❌Would you like to know who your most loyal customers are? 

I can’t hear you over email, but I guess you said: yes, yes, and yes!

Well, if that’s true, this email course is for you.

Those are common problems restaurant owners face, and we’ll tackle all of them through our lessons. 

In fact, our newsletter mini-course is designed to help you with these problems exactly.

But some problems are more important than others, and all concepts are not equally important.

Some things are foundational. For example, many problems stem from one thing: not truly knowing who your customers are. 

And how can you improve your business if you don’t know who your ideal customers are? 

You’ll make different decisions when your clientele is families than when they are mostly upscale career people. 

You need to understand this to make customers happy with your establishment.

Why? Because, without happy customers, you don’t have much else.

No guests, no sales, no revenue. 💰💰💰

And I’ll be honest with you: becoming that one place that your customers adore isn’t that easy. 

But it is possible if you take the right steps.

It all starts with trying to understand your target market. 

For certain, many different personas pass through your restaurant, but by asking yourself the right questions, you can find out who you should deliberately target. 

Ask yourself:

• Who are your most loyal customers? 
• Who spends the most per visit? 
• What are their eating preferences and habits? 
• What is it about your restaurant that keeps bringing them back?

You might find out that your restaurant actually speaks more to families, although you initially wanted to create a hip place for a younger crowd. 

(Remember: McDonald's went through an audience change like that)

If you’re not sure, create some surveys for diners, or check the online reviews that people leave for your restaurant and look for patterns: 

✅Which cohort leaves the most positive feedback?

✅Which group is the least satisfied?

Armed with customer data, you can think about how to cater to your most satisfied guests even better. 

❓Can you add something to the menu that’s really popular among that group that will make them love your establishment even more? 

❓Can you make small tweaks to the interior to reflect the style your best customers prefer? 

For example, younger people like to share their life on Instagram, so if you realize that younger people are your target audience, then you could make meals or even some parts of your restaurant more photogenic, in other words, Instagrammable.  

It could be just a nice entrance where people will stop to take photos. That’s what London’s Mr. Fogg’s did. 

That’s some food for thought. 

The bottom line, making your place more aligned with the habits and requirements of your target audience will undoubtedly make them come more and spend more. 

So take some time to think about your ideal patrons and things you can do to make them happier. 

After that, you’ll have good foundations, and you’ll be ready for the next step. 

So I’ll see you in two weeks' time! 

Paulius

Hi [name], welcome back to our restaurant sales mastery mini-course. 

Ready for more tips that will help you increase your revenue?

So far, we talked about how getting to know your target audience and understanding their needs and desires is the first step toward better sales results.

However, that won’t be enough to make sure your restaurant is always fully booked. In fact, understanding your target market goes hand in hand with the topic of today’s newsletter.

With so much competition, you need to stand out. You need some kind of unique offering that will always make your target customers choose you over anyone else.

That is your unique selling proposition (USP) - something that differentiates your restaurant from others in the market.

And I’m not going to lie to you; that can be super challenging. 

I mean, take fast-food restaurants as an example: they are a dime a dozen!

So, is it even possible to make one of them stand out?

Yes, it is. Chick-fil-A did just that. 

Instead of trying to come up with something like a never-before-seen menu item, they focused on providing exquisite customer service and established this high level of hospitality as their USP.

In fact, they got so good at it that they were recognized as having the best customer service in the USA!

But what about your restaurant?

Now that you have a better sense of who your target audience is, think about what you could use as a USP that aligns with their desires. Because your USP should be all about highlighting what they want rather than what you think they want.

It can be something straightforward, like a signature dish or a fresh culinary concept… but it could also be a unique ambiance, immersive dining, or a special event that you regularly put on.

Let’s say you want to attract more Generation Z clientele (and future-proof your business, as this consumer generation is gradually becoming the largest). 

In that case, you might differentiate your business by leveraging things that matter to them. Here are some ideas: 

💡Showing your authenticity, perhaps with an open kitchen so they can see how their food is being prepared.

💡Creating and promoting a communal setting. Gen Z loves to feel like a part of a community, so creating a cozy atmosphere with long, shared tables should make your place more relatable.  

💡Giving them the ability to take control over their own meal and adapt it to their wants and needs. So, “create your own menu” would be a great option for this audience.   

So, as you can see, your USP can be many things, and it really depends on your target audience. 

Your USP serves a dual purpose: to make you stand out from the competition and to make your customers relate to you more.

Because when you cater to their wants and align that with what makes your restaurant stand out, you’ll be able to offer them a compelling reason to choose you over your competitors.

In that case, they will come to you and choose to spend money at your place. 

And that’s a surefire way to more sales and a more successful business. 

That’s all for this week, [name]!

I hope this week’s lesson inspires you to differentiate your restaurant and make it stand out.

Now, you’re not only ready to sell but also upsell, so make sure you stay tuned for our next lesson! 🙌

Cheers,

Paulius

Hey [name],

I’m so glad you’re here for this week’s edition of the restaurant sales mastery mini-course!

Last time, I shared my best tips to help you differentiate and find your unique selling proposition.

This week, we’re turning it up a notch: it’s time to talk about mastering the art of upselling and cross-selling in your restaurant.

So, if you’re ready to elevate your sales game, keep on reading!

If you’ve never done it before, you may be worried that your attempts to upsell will come off as pushy. 

And I won’t lie to you: that can definitely happen if your sole motivation is to make more money by any means necessary. 

But if you combine that desire to boost your sales with the desire to provide a personalized dining experience for your customers, you can hit the jackpot.

In my experience, the key to successful upselling and cross-selling is thorough product knowledge.

First, you need to make sure your staff knows the menu inside out because that’s the only way they can properly encourage customers to choose higher-priced menu items or add-ons that complement their original order.

In other words: If a customer orders a burger, you don’t want to suggest a side of rice or that they get a more expensive pasta dish instead. 

You want to provide them with a suggestion based on what they already want, such as a premium version of the burger or a side of fries to complement it.

Saying something like, “These chimichangas pair perfectly with pale ale. “Would you like a sample pour of our craft one?” makes your staff appear knowledgeable and uses well-established methods for upselling. 

While the end goal of upselling and cross-selling is to boost your profits, it’s important to approach these strategies from the customer’s perspective.

They came to your restaurant to enjoy their dining experience. So, offer thoughtful suggestions that are going to genuinely elevate their dining experience and not just fill your pockets.

Here are some additional ideas: 

• When someone orders a meal that takes more time to prepare - explain that and suggest an appetizer that is really quickly done and will not fill them up. Be enthusiastic and descriptive - you’re solving a problem and helping them have a more enjoyable experience!
  
  
• When offering a dessert, suggest the one that really compliments the meal, and address the fear of being full after the main course by stating they can take the dessert home. 

By mastering these techniques, you can create a win-win situation where your customers leave satisfied and your restaurant thrives.

I hope this week’s newsletter was insightful and that you’ll give upselling and cross-selling a go at your own restaurant.

And if you want to learn more about how you can drive sales using specials and promos, stay tuned for the next newsletter!

Cheers,

Paulius

Hey [name],

Today, we’re going to be talking all about offering irresistible specials and promos to your customers. 

One of the most important things I’ve learned throughout my career in the restaurant industry is: you can’t let yourself blend in! 

The moment you become just one of the generic restaurants in your area is the moment you stop growing.

So, if you want to keep the interest of your regulars and attract new customers, you have to find a way to keep things fresh.

And no—this doesn’t mean you need to revamp your entire menu. Rather, you need to tweak it by adding in a few specials and offering limited-time promotions.

You’d be surprised how easy it is to create fear of missing out just by adding a few limited edition, unique dishes to your regular menu!

The exclusive nature of specials is a surefire way to entice your customers, new and old, to give in to their curiosity and try them.

This is also an opportunity for your chefs to step out of their routines and showcase their culinary skills by experimenting with new ingredients, flavors, and techniques.

Keep in mind, though, that the specials they come up with still need to be in line with the tastes and preferences of your customers. 

That is the secret ingredient to successful specials.

So, for example, elderly people will appreciate meals that are comforting and easy to understand. 

If you want to cater to them, don’t make your specials sound too special and mysterious. They will not likely be attracted to your “Bubble and Squeak” special, so they will not buy it. 

Now, to make those specials even more irresistible, highlight the fact that they’ll be available for a limited time only. Limited-edition specials are bound to create a sense of urgency and motivate your customers to make a reservation ASAP. 

But what if you currently don’t have the capacity to offer innovative specials regularly?

Don’t worry—you can still create hype around your restaurant and boost your sales by offering other kinds of enticing promotions.

They can include anything from happy hour, and buy one, get one (BOGO) offers to discounts. 

Because let’s be real: who doesn’t love a good deal?

And you can experiment with this a lot. Just BOGO discounts come in many different shapes and sizes: 

• Buy a higher ticket item, get a cheaper item for free (free Caesar salad with your steak)
• Buy X items, get the next item free (buy two XL pizzas, get one L pizza free)
• Buy one item, get the second half off (your second burger half off) 

There are many different promotions you can offer. Your menu will tell you what’s best to combine so you don’t lose too much profit when offering something for free or half the price.  

Any kind of limited-time deal is a great way to generate buzz and quickly double the number of table bookings at your restaurant.

So if you’re hungry for success, don't be afraid to spice things up and keep limited-time deals fresh and exciting!

Stick around for our next lesson. We’ll talk about something very important.  

Cheers,

Paulius

Hey [name],

Welcome to another lesson of the restaurant sales mastery mini-course!

I had so much fun creating it, and I hope you found it useful so far.

The lesson that many restaurateurs learn the hard way is that the food isn’t the only reason why people go to restaurants. 

When they make a reservation at your restaurant, they come for more than just your chef’s culinary masterpieces. They are there for the full experience.

So, if you’re looking to boost your sales and nurture a loyal customer base, it’s your job to make sure that experience is the best possible.

That’s why today, we’re talking about 3 simple things you can do to create a memorable dining experience at your restaurant.

1. Enhance the ambiance.

I would argue that the atmosphere at your restaurant is nearly as important as the delicious food you serve. 

You want to create an environment where your customers feel comfortable and excited about their dining experience.

And don’t worry: enhancing the ambiance doesn’t have to break the bank.

For example, if you have an Italian restaurant, you can enhance the ambiance by playing relaxing Italian music. That would perfectly complement your selection of pasta and arancini. 🤌

Or, say you own a vegan restaurant. 

If we consider that vegans care more about the environment, then embedding more nature into the ambiance, like adding flowers, plants, and trees, would appeal to them.     

These small things can make a huge difference in how your guests feel at your restaurant.

If they feel content, they’re more likely to come back in the future.

2. Provide personalized service.

Your guests need to feel welcome from the moment they walk into your restaurant, so make it a point to go the extra mile for them.

Invest time in training your staff members on the ways they can tailor their approach to each diner's preferences. 

Whether they offer a warm smile, a friendly conversation, or a personalized menu recommendation, you want to make sure that every one of your customers gets treated like a VIP.

Just by being attentive, your staff can create a personalized service. 

There’s nothing worse for diners than when their special requests are being ignored or forgotten. 

So train your staff to simply listen. 

If someone asks for water without ice, they should make sure there’s no ice in that glass. 

Your capability to personalize guests’ experiences builds or breaks their trust. 

Because if the staff can’t remember to omit ice, how could they remember something far more important (and dangerous)? Like removing something from the meal, a person is allergic to? 

You see, being attentive will elevate customers’ dining experience, make them feel you care for them and they can trust you, and make them come back for more of that great experience.

3. Offer the option of online reservations.

Today, technology plays a vital role in the restaurant industry. If you leverage it the right way, you can enhance your customers’ dining experience before they even get to the restaurant.

I’m talking about offering them the option to book their table online. 

I don’t know about you, but I hate having to make phone calls to make reservations only to be put on hold. Or even worse, trying to make a reservation via email and then having to await the response anxiously.

In my experience, most modern customers feel the same way. They love the convenience of being able to secure a table with just a few clicks, followed by a booking confirmation.

Having a smooth and efficient process in place will set the stage for a positive customer experience right from the beginning.

So make sure you enable your guests to book tables at your place online, both from your website and social media channels. 

An online reservation system isn’t only beneficial for them. It’s also a game-changer for you and your staff. 

Knowing exactly how many customers you’ll have each day and when you should expect them will allow you to maximize your capacity, minimize no-shows, and adjust your seating arrangements to accommodate more customers.

Our solution can help you remove the pain of inefficient restaurant management and boost revenue while saving you time that can be spent with your family and friends. 

We invite you to try our solution risk-free for 14 days: TRY TABLEIN

It’s easy to set up, so it won’t waste your time. After you try it, let me know how much time you saved and how many more tables you booked! 

And with that, I’m happy to announce that we’ve successfully wrapped up this mini-course!

It was a pleasure sharing my tips and insights with you over the past few weeks, and thanks again for joining me on this journey!

So, what’s next?

Well, I hope you will use the lessons from this mini-course and apply them to increase your sales. 

But don’t worry, I will not forget about you. 

Keep an eye on your inbox, as I will be sending a newsletter pack with new valuable tips once a month.

Until next time,

Paulius