Increasing revenue and profitability is one of the main goals of any food business. To do that, you need to track sales results, identify opportunities for improvement, and map out strategies.
In this process, one of the key metrics is the average ticket. It indicates how much each customer spends per meal and helps you understand how your revenue is distributed. In other words: it helps you see the makeup of your revenue more clearly.
If you want to learn more about this topic, keep reading this article! In it, we'll explain what it is, how to calculate it, and what to do to increase your restaurant's average ticket. Take a look!
What is a restaurant's average ticket?
Have you ever stopped to analyze the makeup of your faturamento? How much does each customer spend on a meal at your establishment? What's the consumption profile of these customers?
The average ticket is one of the metrics that help answer these questions. It indicates the average amount spent per customer in a single visit to the restaurant. Isso significa que quanto mais cara for a conta, maior será o ticket médio — e também o faturamento.
To understand and analyze this metric, you need to consider some factors such as your niche, the products offered, and the audience profile. There's no ideal average ticket that can be used as a benchmark for every type of establishment.
However, one thing is certain: increasing the average ticket is one of the best ways to achieve higher revenue. Below, learn how to do the calculation and discover some strategies!
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How to calculate a restaurant's average ticket?
The average ticket is calculated by dividing total revenue by the number of customers served during a given period. The most common approach is to consider one month, but you can run the analysis over whatever interval you like.
The formula for a restaurant's average ticket is as follows:
Average ticket = Period revenue / Number of customers in the period
This way, if a restaurant had revenue of R$ 10,000 in a month and served 500 customers during the same period, the average ticket was R$ 20.00.
Average ticket = 10,000 / 500
Average ticket = 20
After doing the calculation, you can run a comparative analysis against the previous month or the same period in the previous year.
This way, you'll be able to understand whether the average ticket is rising or falling month over month, and also identify patterns, such as the months when the ticket tends to be higher, for example.
Another interesting analysis is by sales channel. You can calculate the ticket for delivery and for dine-in to understand whether there are differences and which one needs more attention.
9 strategies to increase a restaurant's average ticket
Now that you know how to calculate your restaurant's average ticket, check out some strategies you can apply to increase it!
1 – Menu engineering
Menu engineering is a way to optimize your menu to highlight the most profitable dishes, influencing your customers' choices. It helps increase the average ticket because it better steers the ordering decision toward what's most advantageous for the restaurant. Check out our menu engineering guide.
2 – Train your team
Having a team prepared to serve and sell is one of the best ways to get your customers to spend more. Waiters should have in-depth knowledge of the menu and know what to suggest based on customers' preferences.
3 – Loyalty program
These loyalty programs can be an incentive for your customers to spend more. A points system, for example, where the customer earns more points the more they spend, is an excellent strategy.
4 – Create special events
The more time your customers spend at your restaurant, the more they spend. Creating themed nights, special events, keeping a lineup of attractions, and running offers are ways to attract customers and get them to spend more.
5 – Upselling and cross-selling
These are also classic strategies for increasing the average ticket. Create special combos at an attractive price – some food plus a drink, for example. In this case, it's also worth using strategies for pricing that influence the decision.
In addition, offer larger portions and add-ons to the order. Remember: the customer needs to know you have these options, so train your staff to make the suggestions.
6 – Personalization
Use customer data to personalize offers and recommendations. This is a way to value their preferences and get your suggestions right. With a restaurant system like EPOC you can analyze your best-selling products and your customers' consumption profile to develop sales strategies.
7 – Self-service
digital menu e Self-Service Kiosk are two technologies that help increase the average ticket. Since they put control in the customer's hands, customers have more autonomy and ease when placing orders, without any barriers. As a result, they tend to spend more.
8 – Tasting menu
O tasting menu is an excellent way to increase the average spend per person while providing a distinctive experience. In it, customers can try the best dishes at your restaurant in smaller portions.
9 – Group packages
Group gatherings are usually quite profitable for restaurants. Create special packages for birthdays and corporate events, for example. That way, your establishment attracts this type of audience and earns more.
What's the role of technology in increasing the average ticket?
Keeping proper records of all your restaurant's sales is crucial for calculating the average ticket. Without accurate, reliable information, you may end up building your strategies on the wrong data.
For that, it's essential to rely on a good restaurant system like EPOC. With it, you can easily keep records and ensure reliable data. On top of that, you can view the average ticket and other sales metrics in visual charts, making analysis and strategic decisions much easier so you can increase your business's profitability.
If you want to see how it works in practice, Schedule a free demonstration now!
