If you work in the restaurant industry, we don’t need to tell you how irritating, and usually financially detrimental, reservation no-shows are. It can throw operations out of balance and often creates staff resentment toward diners.
While there is no one-size-fits-all solution, there are several ways you can control the rising rate of reservation no-shows. Here’s how:
Collect Thorough Contact Information
For every reservation, get a name, phone number, and email. Your team can send reminders to diners, as well as keep track of guests who frequently skip reservations. You might even consider requiring a credit card on file and charging a cancellation/no-show fee. If you charge a cancellation fee, be sure to explicitly state how far in advance they must cancel and explain the best way for them to do so.
Consider Requiring a Deposit
For upscale restaurants with larger average tickets, consider asking for a reservation deposit. This can encourage diners to stay on top of their reservations while taking the edge off a revenue hit. While the deposit could be applied to the final bill, this option does have the potential to deter reservations in the first place.
Keep Track of Repeat Offenders
If a certain guest repeatedly cancels or no-shows their reservations, gently warn them that they risk no longer being able to reserve a table with your restaurant. Have the list handy for hosts and hostesses with the person’s contact info so they can easily refer to it. Just be sure your management has the communication skills to handle these conversations.
Give Your Diners an Opt-Out
It may seem counter-intuitive, but giving diners easy avenues to cancel their reservations will work in your favor. Have your host or hostess call to remind reservations ahead of the cancellation cut-off period. Or, for higher volume concepts, consider a text instead. This provides ample opportunity for guests to give their reservations away if needed or for your restaurant to adjust to a cancellation.
Utilize a Wait List
Take advantage of a packed reservations list and offer diners the option of a waitlist. This could either be for specific dates in the future or last-minute cancellations for any day. Then your restaurant can have a better chance of filling a reservation canceled at the last minute.
Consider Using a Reservation Platform
Most of the above-mentioned strategies can be streamlined through reservation platforms like Resy or OpenTable. However, these often come with a cost, and management must be able to navigate the technologies to create a streamlined process for their teams. Whether the cost of these platforms is worth it is up to your specific restaurant’s needs.
Communicate at Every Step
No matter how you combat no-shows, communication is key to the strategy’s success. Send confirmation emails and texts. Clearly state your no-show policies and what they should do if they can’t make their reservation. Some guests may not understand just how problematic no-showing is. Throughout the diners’ reservation journey, communicate that your restaurant wants to see their faces, not empty tables.
Hire Strategic Restaurant Managers
While some reservation cancellation policies can seem harsh to diners, the right management can add a human touch that encourages cooperation and compliance from guests. Horizon Hospitality can help you find proactive managers who can minimize losses from no-shows. Our restaurant recruiters have an extensive database of restaurant professionals. Contact us to find out more.
