What Are Your Check Averages Saying About Your Service?

 In the bustling world of quick service restaurants (QSRs), every dollar counts, and every interaction matters. But have you ever stopped to think about what your check averages are really telling you? Beyond just a number on a report, your average check size can be a powerful indicator of the quality of your service, the effectiveness of your upselling, and the overall customer experience you're providing. Let’s dive deep into how to interpret and leverage this crucial metric to drive growth and customer satisfaction.Understanding Check Averages


First, let's clarify what we mean by check average. It’s simply the total revenue divided by the number of transactions. This number gives you an average amount spent by each customer during a single visit. However, it’s not just about the number; it’s about the story behind it.

Why Check Averages Matter
  • Service Quality Indicator: A higher check average can often indicate that your staff is effectively engaging with customers, suggesting add-ons, and providing a positive experience. Conversely, a consistently low check average might signal missed opportunities or a rushed service style.
  • Upselling Effectiveness: Are your employees suggesting drinks, desserts, or larger sizes? Your check average will reflect the success of these upselling efforts. If the average is low, it could mean your staff isn’t actively promoting these items.
  • Menu Item Performance: Check averages can highlight which menu items are popular and which might need a revamp. If certain high-value items aren't contributing to a higher average, it might be time to re-evaluate their presentation or promotion.
  • Customer Satisfaction: A satisfied customer is more likely to make additional purchases. A higher check average can indirectly suggest that customers are enjoying their experience and are willing to spend more.
  • Profitability: Ultimately, higher check averages translate to increased revenue and profitability. Small increases in average checks can lead to significant gains over time.
Analyzing Your Check Averages

To truly understand what your check averages are saying, you need to dig deeper than just the overall number. Here’s how to break it down:

1. Segment Your Data
  • Time of Day: Are check averages higher during lunch or dinner? This can help you understand peak periods and tailor your service accordingly.
  • Day of the Week: Does the weekend see higher averages? This might indicate different customer behaviors and preferences.
  • Order Type: Are dine-in orders generating higher averages than takeout or delivery? This can reveal opportunities to enhance the in-house experience.
  • Employee Performance: Track individual employee check averages. This can identify top performers who excel at upselling and provide insights for training others.
2. Compare to Industry Benchmarks

Research average check sizes for similar QSRs in your area or within your franchise. This will give you a sense of how you’re performing relative to the competition.

3. Look for Trends
  • Consistent Decline: A steady decrease in check averages could signal underlying issues with service, menu offerings, or customer satisfaction.
  • Sudden Spikes or Drops: Investigate any significant changes. They might be related to promotions, staffing changes, or external factors.
Actionable Strategies to Improve Check Averages

Now that we understand the importance of check averages, let’s discuss strategies to boost them:
  • Enhance Upselling Techniques
    • Train Your Staff: Provide regular training on effective upselling techniques. Role-playing scenarios can be particularly helpful.
    • Suggestive Selling: Encourage staff to suggest complementary items (e.g., "Would you like fries with that?" or "We have a special on desserts today.").
    • Visual Cues: Use menu boards and displays to highlight high-margin add-ons and specials.
    • Incentivize Upselling: Offer rewards or recognition for employees who consistently achieve high check averages.
  • Improve Menu Offerings
    • Value Meals and Combos: Create attractive combo deals that encourage customers to purchase more items.
    • Premium Options: Introduce higher-priced, premium items that cater to customers willing to spend more.
    • Seasonal Specials: Offer limited-time items that create excitement and urgency, encouraging customers to try something new.
    • Menu Engineering: Analyze menu item performance and strategically place high-margin items where they are most visible.
  • Elevate Customer Service
    • Friendly and Attentive Staff: Ensure your employees are welcoming, knowledgeable, and attentive to customer needs.
    • Personalized Recommendations: Train staff to make personalized recommendations based on customer preferences.
    • Fast and Efficient Service: Reduce wait times and streamline the ordering process to enhance customer satisfaction.
    • Feedback and Follow-up: Actively solicit customer feedback and address any concerns promptly.
  • Optimize the Dining Environment
    • Clean and Inviting Atmosphere: Create a comfortable and appealing dining area that encourages customers to stay longer and order more.
    • Strategic Placement of Items: Place impulse items near the counter to encourage last-minute purchases.
    • Promotional Materials: Use table tents, posters, and digital displays to promote specials and add-ons.
  • Leverage Technology
    • Point of Sale (POS) Systems: Utilize POS systems to track sales data, identify trends, and monitor employee performance.
    • Online Ordering and Mobile Apps: Offer convenient online ordering and mobile app options with upselling prompts.
    • Loyalty Programs: Implement loyalty programs to incentivize repeat visits and larger orders.
Action Items for You
  • Review Your Data: Pull your check average reports for the past month and analyze them by time of day, day of the week, and employee.
  • Conduct a Mystery Shop: Have someone anonymously visit your restaurant and observe the service and upselling efforts.
  • Train Your Staff: Schedule a training session focused on upselling techniques and customer service best practices.
  • Update Your Menu: Consider adding new combo meals, premium items, or seasonal specials.
  • Gather Feedback: Ask customers for their opinions on your service and menu.
By closely monitoring and actively managing your check averages, you can gain valuable insights into your service quality and identify opportunities for improvement. Remember, every customer interaction is a chance to enhance their experience and increase your revenue.

#PrecisionConsulting.US

If you need assistance in optimizing your QSR business, don’t hesitate to email me at Bill@PrecisionConsulting.US. I’m here to help you succeed.

Please share your thoughts and experiences in the comments below. What strategies have you used to improve your check averages?

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