Summary
Highlights
Calvin and Air, owners of Basil and Co Thai Cuisine, are opening their second location. Their first restaurant generates $3.5 million in annual revenue with a 19% net margin. Alex Hormozi aims to help them scale efficiently.
The restaurant relies heavily on word-of-mouth marketing and online reviews. They serve about 340 guests daily, with higher traffic and order values on weekends. Takeout accounts for 30% of sales.
Calvin and Air want to increase sales during off-peak hours, improve takeout and alcohol sales, and scale efficiently for their second location. Alex suggests dynamic pricing, staff training for alcohol sales, and prioritizing other areas.
Alex advises against discounts and suggests adding a processing fee or slightly increasing prices (e.g., from $16 to $16.99) to boost profit margins without affecting customer behavior on entrees. He suggests weekend pricing as well.
Alex recommends arranging menu items by gross profit, highlighting popular dishes, and adding alcohol pairing suggestions to increase average order value. Highlighting specials and seasonal Drinks.
Training the staff to upsell specific drinks tied to meals including a daily drink special, and training them to do so through repetition. Reminding staff about the value of a sale for their tips creates incentive.
Alex suggests identifying first-time customers and offering a free dessert with a manager's card for a return visit. For regular customers, he suggests offering incentives for leaving online reviews.
Potential loyalty program benefits include a drink on their birthday and priority seating when there's a wait. Alex hesitates on the need for restaraunt loyalty when often the food speaks for itself. He focuses on making the program less risky or increase speed or make access easier.
For the new location opening, Alex advising pre-launch events with influencers in exchange for video content. Main recommendations are based around the menu changes, staff training with emphasis on drink sales/pairing, and customer retention. Quick, actionable steps were prioritized.