Achieving success during busy periods

Author: Carmen Mallo (Commercial specialist and Founder of REMS Hospitality)  

This happens in hospitality very often. This time of year is critical for restaurants to capitalise on revenue that will support them through the quieter months, but these issues keep happening year after year. Operational and central teams—reservations, marketing, and sales—are often not aligned, so they clash. The commercial team works hard to generate more demand and reservations, but the restaurant can’t cope, whether due to being understaffed, staff calling in sick, or limitations like kitchen size. They end up blocking reservations.

Solving this is one of the hardest challenges but also one that can make your restaurant thrive.

1. Work Together and Talk to Each Other
   Friction between departments is the root of this. Be honest and share real concerns. Let people experience each other’s work. A reception shift at a busy restaurant is tough, but answering hundreds of reservation calls is draining too. Understanding each other can eliminate these problems.

2. Leave politics at the door and be Transparent
   It’s all about managing expectations and being realistic about the business. If the kitchen and pass are too small for the restaurant’s size, you can’t triple capacity, so don’t waste time pushing for it. Instead, focus on what’s achievable or find ways to address the bottlenecks. Central teams need to know these realities and collaborate.

3. Reward Restaurant Teams
   Running a sprint every day on a busy floor is mentally and physically exhausting. I’ve seen teams that are "brutal" in how they push to turn tables and take risks. But that effort has to come with proper recognition. Otherwise, people will leave for slower-paced jobs with similar pay.

4. Maximise Demand the Right Way
   If you and your team are ready, take full advantage of demand. Answer the phone, even when it’s chaotic. Don’t make it hard for people to book. Avoid high deposits or strict cancellation policies, because they’ll put people off, and they’ll go somewhere else. No-shows will happen, and you won’t charge a fee if they have a good excuse. They’ll cancel if they find a better or cheaper menu.

5. Your Task for Next Year: Learn About Your Restaurant Through Data
   Beyond your P&L, two things stand out:

   • Menu Engineering. If you can’t generate more demand because the market is saturated and fewer people go out early in the year, focus on getting more out of your menu without raising prices. Use technology to create real, valuable, and attractive experiences and menus.
   • Client Insights. Learn about your clients and adopt a targeted approach. This level of insight is only available if your POS is linked to your reservation system, but it’s worth the investment.

By addressing these points, you’re not just solving problems but setting your restaurant up for long-term success.

Thanks for reading.