Restaurants are just like any other business: The bottom line ultimately determines success or failure. While a relentless focus on growing sales is crucial, it’s easy to get distracted by all the other aspects of running a restaurant that don’t relate to sales.
Whether you’re running a brand-new venue, a long-standing establishment, or experiencing a slow period, these 10 innovative strategies will help you drive revenue and get focused on your financial success in 2025.
1. Engineer the menu
If you’re wondering how to boost restaurant sales, start by looking at the menu. Menu engineering is an approach to menu design that helps restaurants increase sales. Consider:
- Highlighting top sellers: Identify your most profitable dishes and position them prominently—place them at the top of your menu or within a highlighted section.
- Enhancing descriptions: Use enticing and detailed descriptions that capture attention and make the dishes irresistible.
- Maintaining guest satisfaction: Ensure that the focus on profitability does not compromise the dining experience, keeping guests happy and returning for more.
This balanced approach helps steer customers toward the best offerings while driving overall restaurant revenue.
2. Offer Experiences
Elevate your restaurant’s appeal by curating unique dining experiences that give people a compelling reason to visit. Whether you’re hosting a casual pop-up dinner with a celebrated local chef or offering an upscale 5-course prix fixe tasting menu, these events can help transform your restaurant into a destination. Consider these benefits:
- Increased excitement: Special events create buzz and attract attention, drawing new and returning guests through your doors.
Upfront revenue: By offering prepaid experiences, you secure revenue in advance and reduce the risk of no-shows.
3. Double down on social media
Investing in your social media presence can help convert online browsers into real-world reservations and foster a loyal customer base.
- First impressions matter: In today’s digital landscape, many diners discover restaurants online, usually on social media channels. In fact, most consumers (87%) have visited a new restaurant after finding it online, according to an OpenTable survey.
- Consistent engagement: Regular posting and actively engaging with your community not only helps attract new guests but also reminds customers to come back.
Enhanced visibility: A strong social media presence can translate into increased reservations and overall sales.
4. Polish your profile and business listings
Ensure your online presence is as polished as your restaurant. If it’s been a while since you reviewed your Google Business listing or OpenTable profile for completeness and accuracy, it’s time for an update. Keeping your online information fresh can help attract new guests. Consider these updates:
- Refresh visuals: Upload high-quality photos that showcase your venue and signature dishes.
- Respond to reviews: Reply to customer feedback—positive or negative—across all platforms, like OpenTable and Google. A proactive approach builds trust and shows that you value guest experiences.
Update key details: Ensure that your business hours, contact information, and menus are current. Highlight any new offerings or seasonal specials to entice diners.
5. Branch out into retail
One way to drive restaurant sales is to think beyond your core dining experience by selling retail products, allowing guests to take a piece of your restaurant home (beyond leftovers!). Consider these ideas:
- Signature food products: Package popular items—like your famous granola, homemade sauces, or baked goods—so customers can enjoy them even after they leave.
- Branded merch: Introduce apparel and accessories, such as T-shirts, aprons, or hats. These items let fans rep their favorite restaurants and make excellent gifts.
Diversifying into retail not only creates an additional income source but also serves as a moving billboard, keeping your restaurant top of mind long after the meal is over.
6. Embrace delivery (if it works for you)
The era of delivery is upon us. Revenue in the online food delivery market is projected to reach US$1.40tn by the end of the year. Still, third-party services can boost order volumes, but their fees can impact profit margins—it’s essential to weigh these factors carefully. You’ll need to crunch the numbers and analyze your local market to decide if embracing delivery is worth it for your restaurant.
7. Tweak turn times
Sometimes, restaurants unintentionally limit their sales potential by setting longer turn times than necessary. To help maximise revenue, restaurants can:
- Analyze dining duration: Review your data to understand the actual time guests spend at your tables.
- Evaluate key variables: Look at turn times across different party sizes, weekdays, and shifts to spot trends.
- Optimize scheduling: Adjust your table turnover expectations to better reflect real guest behavior, allowing you to accommodate more diners and boost sales.
By fine-tuning your turn times, you can increase turnover and drive more revenue without compromising the guest experience.
8. Upsell and add on
Elevate the dining experience—and your revenue—by mastering the art of upselling and offering thoughtful add-ons. Train your team to make personalized suggestions that enhance each guest’s meal rather than come off as pushy. Here are some key strategies:
- Data-driven recommendations: Encourage servers to use guest data to tailor their suggestions based on a guest preferences or past experience. For example, remind a guest of the Burgundy they savored with their steak last month and suggest similar pairings or complementary dishes.
- Highlight luxurious add-ons: Offer optional extras like fresh truffles for pasta that guests are likely to embrace.
Invest in training: Ensure your team is well-trained in upselling, so every recommendation feels natural and enhances the overall dining experience.
9. Send targeted emails
Guests can tell when they’re not the only one you’re speaking to. Try personalized, automated marketing messages that speak directly to your guests. Make sure to
Personalized emails are more likely to resonate with your customers, encouraging repeat visits and strengthening guest loyalty.
- Personalize your approach: Craft messages that are tailored to individual preferences instead of taking a one-size-fits-all approach.
- Segment your audience: Identify guests who haven’t dined recently and launch a “We Miss You” campaign, or target those celebrating milestones like anniversaries with a special invitation.
- Personalized emails are more likely to resonate with your customers, encouraging repeat visits and strengthening guest loyalty.
10. Rethink private dining
Don’t let underused private dining spaces cost you revenue. Maximizing these areas can unlock a valuable income stream for your restaurant. Make sure you’re listed on OpenTable’s Private Dining marketplace so guests in your area can easily discover, learn about, and inquire about your exclusive event spaces. Our marketplace connects you with diners looking for unique private dining options, helping you secure more reservations and fill your spaces. And don’t forget to integrate with Tripleseat to streamline private dining planning.
How to boost restaurant sales is a question every restaurant owner asks from time to time. Luckily, restaurateurs aren’t powerless over market forces. There are plenty of actions that boost business. Try starting with one of these 10 ideas to increase restaurant sales.
