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Charbrolier Cleaning

In a restaurant kitchen, charbroilers are an excellent way to sear beautiful brand marks and impart a light smoky flavor onto proteins, fish and vegetables. However, to achieve consistent brand marks and the best release of product off of the cooking grid, routine cleaning and “dressing” of the top surface of the cooking grid with a light coat of oil (typically with vegetable oil but any variety of oil will do) are recommended. Charbroilers typically have cast iron or stainless steel grates. To dress the cooking grate, make a “jelly roll” out of a kitchen towel by folding it in thirds, rolling tightly and tying with butcher’s twine. The final roll should be about 4-5” long and about 2 ½-3”in diameter. Keep this roll in a 1/9th size pan next to the broiler filled with a small amount of vegetable oil. Wipe the cooking grates to remove any debris and then, using tongs, grab the roll and sweep the grates, coating lightly with oil. Repeat as necessary or after each product drop. At close of service when it is time to clean the unit, allow charbroiler to run on max for ten minutes and then turn off all sections. Wipe the cooking grids and allow the unit to cool completely before attempting to clean. Once the unit is cool, remove the cooking grids and set aside. Clean places where fat, grease or food may have accumulated. Deflector trays and crumb trays should be emptied and cleaned regularly. If cooking grids are heavily soiled or show a large amount of carbonization, they can be soaked in a commercial degreasing solution as necessary. If de-greasing is required, carefully remove top grates and submerge in cleaning solution. Rinse completely with clear water and dry before returning to the unit. Do not drop cooking grids, as it may cause damage and may require replacement. About Vulcan Equipment Vulcan, a division of ITW Food Equipment Group LLC, is a leading manufacturer of cooking equipment in the U.S. with a broad line of products including ranges, convection and combi ovens, fryers, griddles, charbroilers, steamers, braising pans, kettles and heated holding cabinets. Vulcan sells both to the foodservice and food retail end-user segments, including chain and independent restaurants, hospitals, assisted living facilities, nursing homes, K-12 schools, colleges/universities, hotels, casinos, recreation, corrections, and grocery stores.
3 years ago
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Becoming a Grill Master

3 years ago
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How to Start a Restaurant

There are many restaurants today. If you are the average American who has never owned a restaurant before, then it can be quite daunting to know where to begin. So we decided to do all the research and compile it into one easy-to-read article. Let’s begin!


Here are the things you need to know! What is the statistics? According to a recent study done by results show that 60% of businesses fail in their first year. Of course, none of us want to be part of that statistic. We do not want to discourage you from opening up that dream restaurant; however, this is to serve as an eye-opener to see the practicality of the advice we are giving you. The biggest thing that contributes to failure is lack of planning. In other words, when you lack solid planning you can plan to fail solidly. As you will see in this article, planning is the most important part, even before worrying about the money. Planning involves preparing for possible roadblocks, minute details and preparing yourself to take responsibility.


Have the right motives. Now we all like money. Money is both a necessity and a luxury. In addition, we as humans love time. Do you often hear yourself saying “I wish I had more time?” We know we do! Some may reason that opening up their own business will offer them more money and time. Is this true? The answer, not necessarily! The truth is money and time doesn’t come automatically. In fact, owning your own restaurant would require even more work. So if money, time, or some other force is motivating you to start a restaurant maybe you should reconsider. Ask yourself, will I love what I will be doing? Am I willing to put forth the necessary effort and time to see my restaurant succeed? Will I be motivated to wake up in the morning and put in a hard day of work? If the answer to any of these is no then you should reconsider.


Your target market. Who are you looking to appeal to? There are different generations, different preferences and different views. Remember in the restaurant business one size does not fit all. You have to choose your target market before you even think about your restaurant name much less your restaurant itself. Is it a family style or is it more for adults, children, or teens? You may think about what a teenager would like, and how it is different from a child, or how a child would differ from an adult. Things you can consider is who would you see being at your restaurant? Who would they recommend to come?

Begin your business plan. This is where the brainstorming begins. This is where all your ideas can come together in an array of excellence. What are somethings you should think about? What is the atmosphere you are planning to create? What is the theme? What are the hook’s that drive customers in? How does your restaurant differ from other similar restaurants? Why will customers like my restaurant? Where is the restaurant’s location, and how will that adds to the experience of the restaurant? Here are some of the fundamental parts of a business plan you’ll need to think about. These are followed by:
• Executive Summary
• Company Description
• Products and Services
• Market analysis
• Strategy and Implementation
• Organization and Management Team
• Financial plan and projections
You are well on your way to starting your new restaurant business and restaurant supply is here to help! We have the right supplies for anyone even you! Let us know what you need!

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4 years ago
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Is Sous-Vide For You?

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Mother's Day is May 13th, Are You Ready?

With the arrival of the month of May comes an important holiday for foodies: Mother’s Day. For restaurants and home cooks alike, Mother’s Day is a big deal--one of the ways that we all seem to agree is best for showing we care about our mothers is to take some of the burden of cooking off of them. Whether the decision is to take Mom out to brunch or a fancy dinner, or to cook up something at home and take care of the clean-up afterwards, restaurant supply stores have great options for making a special Mother’s Day event happen.

For restaurants, Mother’s Day can represent a big bump in business, since so many people opt to take their Moms out for a good meal to celebrate the day. Brunches are particularly popular, since it’s a way to start the celebration early in the day, and still incorporate a fancy cocktail to make things feel special. On the other end of the business day, dinner is also popular--since it’s sometimes easier for people to gather in the evening, and since Mother’s Day is on a Sunday. Of course, this means that restaurants and catering companies alike should be prepared for the spike in business; a prix fixe menu would be an excellent thing to plan for the day, to make an option available for those looking to celebrate on a budget as well as to cut down on kitchen chaos. Good options for a Mother’s Day prix fixe menu include seasonal fruits and veggies in an appetizer, something luxurious for the main, and a decadent dessert: so think of salads and seasonal soups to start patrons off, and a special pasta dish or cream-sauced main course. Of course, there aren’t a whole lot of women who don’t appreciate a delicious chocolate dessert, but just in case of allergies, consider an option with fresh spring berries as well.

For the stay-at-home celebrants, it’s easy to plan a beautiful Mother’s Day celebration with a little bit of advance thought and--in some cases--a few smart restaurant supply store purchases. Breakfast in bed is always a popular option; an easy way to accomplish a low-stress breakfast would be to settle on a somewhat elegant casserole, like a French toast bake, or hashbrown casserole. Of course, if you really want to shoot for the stars, there’s nothing like a well-made eggs benedict, orange juice, coffee, and fruit. With the right equipment, it’s easy to make something like this not only happen but come across with a level of ease and beauty that will make it a true success.

The important things to keep in mind, no matter what kind of celebration you’re working on planning for Mother’s Day, are to keep things relatively simple: stick with tried-and-true recipes and concepts that don’t require a huge amount of fussing, and plan to prepare in advance, even for surprises. For restaurants, making sure to place a slightly larger order than usual is a good move: while it’s hard to predict the extent to which traffic will increase on the day itself, there’s almost certainly going to be a boost to numbers, and it would not reflect well on the restaurant to run out. Incorporating a fixed-price menu into the lineup for the event would be a good idea because it’s easier to plan for a ballpark estimate of specific dishes that will be made, and keep cost-per-plate at a set budget; it also means that there’s less risk of a bump in traffic to the restaurant resulting in running out of staples. For those celebrants staying at home to pay tribute to Mom, it’s a good idea to do a dry run at least a few days before you plan the big meal, to make sure you can keep things clean and get things done in the time frame you’re planning on.

Mother’s Day comes every year, but it’s an important day for all of us to recognize the women in our lives that help to keep us fed--body and soul. Whatever form of celebration you are working on for the mothers in your life or clientele, put a little bit of thought into the planning, and make sure you have the right supplies and tools, and you can make something really special.

4 years ago
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National Food Holidays in 2018: Marketing Calendar for Restaurants

2018 food holidays

With 2018 comes a new year and a new opportunity to impress your guests every single day.

We all know about Mother's DayChristmas, and Valentine's Day - but in your restaurant, do you observe the popular national food holidays?

I'm talking about everyone's real favorite days of the year - National Taco Day, National Shrimp Day, National Cheeseburger Day, and all the other national food days.

Arguably, national food holidays are more important to your restaurant than the more "traditionally observed" holidays because, in a way, these days were made for restaurants. It's up to you to come up with creative restaurant promotions and marketing ideas to bring more customers into your restaurants on these days. 

These national food days are also a fantastic opportunity to leverage your restaurant's loyalty program and sell more gift cards throughout the year.

Here are 16 popular food days and national food holidays you can start planning for in your restaurant. Be sure to take note of them in your 2018 Restaurant Marketing Calendar.

Download the 2018 Restaurant Marketing Calendar

National Chocolate Cake Day – January 27


National Chocolate Cake Day (January 27) celebrates a staple of the restaurant industry – from bakeries and cafés, to Happy Birthday sing-a-longs at casual dining chains, to exquisite Bavarian delight in fine dining restaurants. Since desserts are among the most highly marked-up sections of the menu, don't dismiss this dessert's day.

Try out a couple ideas for your National Chocolate Cake Day promotion:

  1. Bake a limited-edition National Chocolate Cake Day cake.
  2. Offer a free chocolate cake slice per table.
  3. Give a coupon for a free slice of cake for a guest's next visit. 

National Pizza Day – February 9

national pizza day

National Pizza Day (February 9) is just around the corner! Pizzerias rejoice - this is one of America's most beloved foods, with 3 billion pizzas being sold each year in this country alone. If you create a promotion to celebrate the true joy that pizzas bring, your customers will definitely embrace it.

If your restaurant sells pizza, try one of these promotions for National Pizza Day:

  1. Half-price pizzas with two or more toppings.
  2. A free small cheese pizza with the purchase of a $25 gift card.
  3. A complimentary slice of pizza to everyone who stops by and is a member of your loyalty program.

To raise awareness of whatever promotion you decide on, share the special on your restaurant social media pages and send out an alert to your customer database and loyalty program members. 

National Margarita Day – February 22

national margarita day

National Margarita Day (February 22) is clearly here for the 21+ crowd. Have some fun with this one for your bar or full service restaurant!

Consider one of these promotions:

  1. Offer an extended happy hour to celebrate the day.
  2. Host an event for unlimited or discounted margaritas. Sell tickets in advance and serve light apps or chips and salsa. 
  3. Keep it simple and offer half-off margaritas.

National Shrimp Day – May 10

national shrimp day

National Shrimp Day (May 10) lands just as the weather starts to get warmer and people get excited for summer months. Bars offering shrimp cocktail and classier seafood restaurants could see a surge in business. Acknowledge the day with one of these promotions. 

  1. Host a "Cocktails and Shrimp Cocktail" event in your bar. 
  2. Make your specials menu entirely shrimp-centric. 
  3. Offer a free fried shrimp appetizer with the purchase of any other appetizer. 

National Wine Day – May 25

national wine day

National Wine Day (May 25) promotions will be most successful in bars, full service, and fine dining restaurants. Whether you have a limited selection or a wide array of fine wines, bring attention to your vino menu with one of these ideas.

  1. Offer a complimentary sampler of wines during dinner when guests order a meal over $40.
  2. Highlight a few featured wines that are new to your menu and aren't getting the attention they deserve. Add them to a special National Wine Day menu and sell them for a lower price to see if your guests enjoy the drink or determine if you should remove them from your menu.
  3. Offer a prix-fixe menu and include some of your finest wines as the selected beverages.

Whatever you decide to do, it might be beneficial to turn Wine Day into Wine Week, especially if it falls on a weekday. Make the announcement on your restaurant's website and social media pages.

National Egg Day – June 3

national egg day

National Egg Day (June 3) opens up a ton of possibilities for diners and for restaurants that offer breakfast. Whether you scramble 'em, fry 'em, or hard boil 'em, people love eggs, with the average American eating 250 eggs each year. Here are some ways restaurants can capitalize on this.

  1. Discounted omelets all day long. After all, who says no to breakfast for dinner?
  2. Bonus loyalty points for members of your loyalty program who stop in to visit and order a dish with eggs.
  3. Free toppings in omelets today only.

For National Egg Day, share your promotion idea on any signs or boards you have in your restaurant so your regulars know it's coming up.

National Onion Ring Day – June 22

national onion ring day

National Onion Ring Day (June 22) may just be the predecessor to the next major national food holiday (more on that later), but it's still a chance to bring some attention to an otherwise underrated appetizer. Try a couple of these ideas to get some sales rolling. 

  1. Charge a fee for upgrading to onion rings? Nix that for the day. 
  2. Give all tables a free onion ring tower if they purchase drinks. 
  3. The week before June 22, give all patrons a coupon for a free side of onion rings if they come in on the 22nd. 

National French Fries Day – July 13

national french fries day

National French Fries Day (July 13) honors the staple side dish of almost every American meal. Some restaurants show their french fry appreciation in many forms: curly, sweet potato, parmesan truffle, you name it. Try some of these strategies to boost sales on National French Fries Day.

  1. Pizzerias can throw in an order of fries to all orders of $15 or more - even those that don't ask for it! This is called surprise and delight, and your customers will be gleefully taken aback.
  2. Fancier restaurants can offer a complimentary side of house fries (like parmesan truffle or sweet potato) at all tables.
  3. Post that it's National French Fries Day on your social media channels and say that all members of your loyalty program who come in and say "Happy National French Fry Day!" get a free side of fries. (Also mention that if they're not a member of your loyalty program they can easily join!)

For promotion, it's best to stick to social media for this one. You can even try posting the announcement to your Story on Snapchat!

National Vanilla Ice Cream Day – July 23

national ice cream day

"Anyone care for dessert?" 

To get more of your guests to answer "yes" to that question, try these strategies on National Ice Cream Day (June 23).

  1. Any dessert with ice cream is buy one, get one free.
  2. Make any dessert a la mode at no extra cost. 
  3. Gift card special for the week: free ice cream cone/dish when a guest purchases a gift card $20 or more.

National Oyster Day – August 5

national oyster day

National Oyster Day (August 5) finally brings us around to seafood restaurants, which have been waiting for their turn on the National Food Day calendar all year. Now that it's here, try these promotion ideas.

  1. All-you-can-eat oyster bar for a discounted price.
  2. Host an oyster eating contest at your restaurant. 
  3. Give a complimentary coupon for a free side order of oysters on the next visit when guests buy a $50 gift card.

National Cheeseburger Day - September 18

national cheeseburger day

That picture is making me very hungry and I now wish that National Cheeseburger Day (September 18) were tomorrow. When it finally does arrive, these ideas may be worth a try.

  1. No charge for cheese or extra cheese on a burger. (It's National Cheeseburger Day, after all!).
  2. Double loyalty points when someone buys a cheeseburger today (and double points when someone signs up today).
  3. Free drink and fries with the purchase of any cheeseburger.

Start promoting a week or two in advance. Social media is best, and reaching out to your customer base via email marketing will also work well. 

National Coffee Day - September 29

national coffee day

Americans consume 400 million cups of coffee every day - it's almost like every day is National Coffee Day. Regardless, here are some ideas to help you celebrate.

  1. Free coffee for your loyalty program members. If money is tight at your restaurant or cafe, try offering a free coffee with the purchase of a pastry or food item (or vice versa).
  2. BOGO coffee when you come in with a friend.
  3. Complimentary coffee after a meal for fine dining restaurants.

National Taco Day - October 4

national taco day

Forget Cinco de Mayo; October 4th is the real National Taco Day. Here are some ways you can embrace tacos in your restaurant.

  • $2 tacos all night long with the purchase of a drink.
  • Experiment with a limited-time taco menu - taco pizza, fish tacos, etc.
  • Taco eating contest. Enough said.

National Nacho Day – November 6

national nacho day

National Nacho Day (November 6) embraces the classic bar snack. Add guacamole, chicken, salsa, corn, you name it. Everything seems to go with nachos. Promoting your National Nacho Day specials on your restaurant Instagram account with enticing images of chips smothered in melted cheese will have millennials flocking to your restaurant. 

Here are a few options for specials:

  1. Offer free add-ons to any basic nachos.
  2. Promote a special of bottomless nachos with the purchase of any drink.
  3. Host bar trivia. The winning team wins a gift card redeemable for ten free nacho appetizers over the year.

National Cookie Day – December 4

national cookie day

National Cookie Day can be a big seller for your cafe or bakery. Use social media to help promote one of these strategies.

  1. Complimentary dozen of cookies with the purchase of a $25 gift card and/or half off a dozen of cookies for everyone.
  2. One free cookie to everyone in your loyalty program and/or one free cookie with the purchase of another item for everyone else.
  3. Sell a limited-time cookie variety box with limited time varieties. Listen to the feedback you get and consider adding one of the types to your menu!

Aside from social media, leveraging your customer database here is another smart idea.

National Lager Day – December 10

national lager day

Cheers to you, National Lager Day! December 10 is the time to grab a glass and be thankful for the beers in your life. These days, Americans are obsessed with hoppy craft IPAs. If you have any German or Euro-inspired lagers, showcase them on your draft line this day. 

Here are a few ideas you can give a whirl:

  1. Replace all of your ale kegs with lagers.
  2. If you can't swap out your kegs cost-effectively, offer half-off lagers. 
  3. Have a "two bears for the price of one" special to fill more seats at the bar.

Preparing for National Food Days in Your Restaurant

These are just ten of the hundreds of National Food Days and National Food Holidays your restaurant may want to prepare for. But how can you plan for the rest, not to mention every other holiday, like Mother's Day, Christmas, and Easter?

We know how challenging it can be for restaurants to balance their marketing over the course of the year. 

That's why we've whipped up a 2018 Restaurant Marketing Calendar. It's an interactive template you can use to plan out your marketing budget, activities, and promotions alongside 2018's national food days.

We also connect you with the resources you'll need to formulate a restaurant marketing budget best fit for your restaurant.

We've already made a dent in 2018 - it's time to start planning for the rest of the year in your restaurant.

This article is compliments of Toast.

As always, check out for all your restaurant needs.

4 years ago
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The 50 Best Restaurant Experts and Chefs to Follow in 2018

restaurant experts 2018

It's that time of year again. 

Each year, we strive to equip restaurant owners with the resources they need for a successful new year. 

What better way to stay on top of things than to follow this list of restaurant experts – the owners, chefs, and writers who are shaping the industry?

2017 saw a paradigm shift for many restaurants. Diners are still eating out, but their preferences have changed in many ways. Everything from the menu items they are demanding, to the ways they want to place orders, are new to many restaurant professionals. 

Restaurateurs, in order to stay on top, have been forced to respond – sometimes reactively. 

Following this list of restaurant experts will help you stay on top of the industry, and enable you to make proactive, positive decisions for your business.  

Making the List of 2018's Leading Food & Restaurant Experts

For the past two years, we've made lists for the Top 30 Experts and Top 35 Experts to follow, respectively. This year, we're upping the ante to include the 50 Best Restaurant and Food Experts to Follow in 2018.

While you'll definitely see some familiar faces, read through the list and see if you can spot who's new this year. I believe their presence on your timeline will be most welcome.

To be included on this list, one must be:

  • A chef or restaurant owner.
  • A restaurant chain professional.
  • A restaurant consultant.
  • A trailblazing food or restaurant celeb.
  • A dedicated food blogger.
  • A reporter or thought leader in the food and/or restaurant industry.

Additionally, these restaurant leaders must have been active on Twitter within the past month and have more than 1,000 followers. Their social reach must be great, and they must post excellent restaurant content about kitchen management, industry news, food, and/or restaurant marketing. 

The following is an alphabetical list, by first name, of the most knowledgeable professionals in the restaurant industry.

Open up your Twitter account and be sure to follow these industry professionals for some great day-to-day restaurant insights! 

The Top 50 Restaurant Influencers 

aaron.pngAarón Sánchez

Award-Winning Chef, TV Personality, Cookbook Author, and Philanthropist
FOX's MasterChef / Author / Dad / mexiCAN
@AaronSanchez - Website


adam.pngAdam Goldberg

Editor-in-Chief, Drift and Ambrosia
@alifewortheating on Instagram/Facebook and @lifewortheating on Snapchat.
@LifeWorthEating - Website


Alan Liddle alan.png

Data & Event Content Director, Nation's Restaurant News
Data and event content director. At Nation's Restaurant News since 1984. Also, researcher for Supermarket News Top 75. Formerly: daily/weekly news; restaurants.
@AJ_NRN - Website


Allie Tetreaultallie2.png

Food and Restaurant Blogger, Toast
Content Marketing Manager at Toast, Journalist, Blogger, Acapella alto, Wheaton College Grad. Entertainment Buff. 
@aktetreault - Website


allison-1.pngAllison Aubrey

Food Writer, James Beard Award Winner
NPR Correspondent, PBS NewsHour contributor, mom, aspiring yogi, lavender lover.
@AubreyNPRFood - Website


carlson.pngAndrew Carlson 

CEO of Carson Hospitality
On a mission to bring back the customer experience to restaurants in America. Restaurant Speaker. Author. CEO of Carlson Hospitality.
@andrew1110 - Website


bourdain.pngAnthony Bourdain 

Chef, Author, and Television Personality
@Bourdain - Website


april.pngApril Bloomfield

Holds a Michelin star at two restaurants.
@AprilBloomfield - Website


cast.pngBarbara Castiglia

Executive Editor, Modern Restaurant Management
Executive Editor, Modern Restaurant Management. [email protected]
@bcastiglia44 - Website


brad.pngBradley Toft 

The Restaurant Specialist
The Restaurant Guy. Husband, Dad, and a work in progress. Risk Specialist at Newman & Tucker Insurance.
@BradleyToft - Website


Bret ThornBret Thorn 

Food Writer, Nation's Restaurant News
Follow the adventures of a New York City food writer. Senior F&B editor, NRN & Restaurant Hospitality.
@FoodWriterDiary - Website


bruce.pngBruce Irving

Chef and Restaurateur
Founder SPM Marketing: The #1 Digital marketing platform for pizzerias  | Speaker | Podcaster | Host of the top rated SPM Podcast : Family First 
@Irvingmedia - Website


cheryl2.pngCheryl Bachelder

Former CEO, Popeyes® Louisiana Kitchen, Inc.
Former Popeyes CEO focused on developing purpose-driven leaders who evidence competence and character in all aspects of their lives. Author of Dare To Serve.
@CABachelder - Website


chill.pngChris Hill 

Chef, Bach Kitchen 
Leadership and Branding Restaurant Guy - Entrepreneur - Author + 2X TEDx Speaker. (Chris was also a guest on Toast's podcast, The Garnish! Listen here.)
@bachkitchen Website


christina.pngChristina Tosi

Chef, Author, Television Personality, and Owner of Momofoku Milk Bar
Hardbody for life.
@ChristinaTosi - Website


dan.pngDan Pashman

Host and Creator, The Sporkful Podcast
Creator/host of The Sporkful podcast at Stitcher and the Cooking Channel web series You're Eating It Wrong and The Snackdown. An eater, not a foodie.
@TheSporkful -


danny meyerDanny Meyer

CEO, Union Square Hospitality Group
CEO Union Square Hospitality Group. Founder Shake Shack. Always Setting the Table.
@dhmeyer - Website


dg.pngDave Gonynor 

CEO/CO-Founder, That's Biz
Helping restaurants, bars, and chains attract new customers and drive repeat visits.
@thatsbiz - Website


henkes.pngDavid Henkes

Advisory Group Senior Principal, ‎Technomic Inc.
Global food/beverage industry trendwatcher, consultant, & connoisseur. Senior Principal at . Named 1 of top  experts to follow in 2017.
@davidhenkes - Website


dsp.pngDavid Scott Peters

The Restaurant Expert
I own a coaching company teaching independent restaurant owners how to use systems to be successful and profitable. We offer coaching, workshops and software.
@RestaurantXpert - Website


dev.pngDevra First

Food Writer, Boston Globe
Boston Globe food writer and restaurant critic. Come for the rabbis, stay for the food.
@devrafirst - Website


db2017.pngDonald Burns

The Restaurant Coach™
The Restaurant Coach™, industry expert at  and Toast. Former USAF Pararescue. My motto: All business problems are really people problems in disguise.
@donaldburns - Website


eric.pngEric Cacciatore

Host, RestaurantUnstoppable Podcast
Host, RestaurantUnstoppable Podcast. Successful hospitality professionals telling their stories of success and sharing their mentorship.
@EricCacciatore - Website


gerry.pngGerry Ludwig

Chef, Gordon Food Service
Representing Gordon Food Service through culinary research and development, restaurant trend tracking, food writing and public speaking.
@GFSChefGerry - Website


gordon.pngGordon Ramsay

Celebrity Chef, Restaurateur, and Television Personality 
Check out an awfully British experience in the heart of London York and Albany this festive season.
@GordonRamsay - Website


graha.pngGraham Elliot

Chef, Restaurateur, Cookbook Author, TV Personality
@grahamelliot - Website


heather.pngHeather Lalley

Editor, Restaurant Business Magazine
Editor at Restaurant Business Magazine, new restaurant concepts. Medill + Washburne Culinary grad. Previously at Spokesman Review. 
@flourgrrrl Website


hudson riehleHudson Riehle 

Senior Vice President, National Restaurant Association
National Restaurant Association - SVP, Research & Knowledge Group
@HudsonRiehle - Website


kenji.pngJ. Kenji Lopez-Alt

Author and Chief Culinary Advisor, Serious Eats
Stay-at-Home Dad. Author of The Food Lab. Serious Eats (NYC), Wursthall, and Backhaus (both San Mateo). Husband to Adriana. Feminist. 
@kenjilopezalt Website


oikle.pngJaime Oikle

Owner, Restaurant Report and  - Helping Restaurants Succeed and Profit
@JaimeOikle Website


oliver.pngJamie Oliver

Celebrity Chef and Restaurateur 
The latest from Jamie Oliver HQ.
@jamieoliver Website


jean.pngJean Lee

Restaurant Social Media & Events Consultant
Restaurant PR + Social Media + Events | Food + Drink + Travel | NYC Native
@jeaniusNYC - Website


broughton.pngJenna Broughton

Freelance Food and Restaurant Writer
Made in Florida. Former American Idol auditionee. Onetime sweepstakes winner. Freelance writer covering impact of tech & policy on food & agriculture.
@JennaBroughton - Website


telesca.pngJenna Telesca

Editor-in-Chief, Nation's Restaurant News
Editor-in-Chief of Nation's Restaurant News. News tips? [email protected]
@JennaTelesca - Website


jim-1.pngJim Sullivan

CEO and Founder,
All about restaurant & retail Leadership Strategy at  Author: Multiunit Leadership & The Fundamentals. Speaker, Writer, Omnivore, Dad, Lad, Grad.
@Sullivision - Website


jonathan mazeJonathan Maze

Executive Editor, Restaurant Business Magazine
Executive Editor with Restaurant Business Magazine. Egghead. Married up to Haila Maze. Opinions pre-approved by a blue ribbon panel of experts.
@jonathanmaze Website


waxman.pngJonathan Waxman

Restaurateur and Chef
Chef and owner of Barbuto & Jams NYC, Adele's Nashville and Brezza Cucina Atlanta
@chefjwaxman Website


jose.pngJosé Andrés

Author and James Beard Award–Winning Chef
When they go low, we go high...
@chefjoseandres - Website


julie.pngJulie Jargon

Restaurant Reporter, Wall Street Journal
Wall Street Journal restaurant reporter, mom of three. LA via Chicago via Denver. Hiking, running, West Coast rap.
@juliejargon - Website


ken burginKen Burgin

Founder, Profitable Hospitality 
Helping restaurants, cafes, clubs & hotels to be more profitable - marketing, management, cost-control, training, staff. Plus the Profitable Hospitality podcast.
@KenBurgin - Website


keith.pngKeith Nunes

Executive Editor, Food Business News

4 years ago
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What is a Soft Opening for Restaurants & Why Should You Have One?

what is a soft opening

The tables are set, covered with spotless poly-twill covers. The freezer is well-stocked with a fresh inventory of delectable foods waiting to be pan-fried, roasted, and broiled.

It appears as though your restaurant is ready to open for a curious – and especially hungry – public.

But... you’re still missing something.

That something is the soft opening: A limited, invite-only unveiling of your restaurant for friends, family, colleagues, and other close acquaintances. These are smaller, free events with a hand-picked guestlist where you have the option of making the full menu available, or merely serving certain appetizers, drinks, and meals you think will be fundamental to the menu.

Why You Should Do a Restaurant Soft Opening

Restaurants of all concepts can benefit from hosting a soft opening before their traditional grand opening. Below are four reasons why you should host a soft opening at your restaurant. 

1) Build Hype

When the restaurant organizes a soft opening as a preview, the guests can help generate free publicity and awareness for the proper opening set to occur later. 

Allowing guests to tell their friends and social media followers about their exclusive look at 'the hottest new restaurant in town' can certainly drum up interest for when you’re ready to officially open.

Reality TV star Kathy Wakile went the extra mile with her Italian restaurant’s soft opening – allowing dine in, takeout, anddelivery; if you have the staff capacity for it, going all out on these methods would certainly spread awareness as well.

2) Create Future Revenue

Soft openings are a great way to set yourself up for a temporary revenue stream down the line. Hand out coupons for certain discount percentages, BOGO deals, or other offers that are good for a specific date or block of dates in the future. 

If your guests enjoy their free experience, they’ll certainly be willing to return with money in hand, and might even become a regular. They’ll also have something tangible to give to friends when talking about the restaurant, an incentive for them to take a risk on a new place and check it out.

restaurant soft opening

It even works for the big chains: People were looking forward to returning to this Jackson, Michigan Buffalo Wild Wings location after their successful soft opening.

3) Preseason Practice

The restaurant soft opening is also a fantastic way to train employees and prepare them for business without sabotaging their tip potential. They’ll learn the ins and outs of your restaurant’s specific procedures and best practices, without actual payingcustomers to worry about. 

Additionally, if any of the processes aren’t working to their full potential, like order input and output, POS systems, or inventory management, this is a perfect time to retool before customers get their official first taste. It’s also an opportunity for you as a manager to see what’s working efficiently and what isn’t. Maybe the cooking time is too long, or methods too complicated for certain dishes ; perhaps there can be furniture re-arrangements to maximize space and exit lanes for both servers and customers.

Georgette Frakas of Rotisserie Georgette knows the value of soft opening practices. "With all the people involved," she says, "I made sure to constantly reassert that message: This is about training."

How to Do a Restaurant Soft Opening

Now that you're sold on why to run a soft opening for your restaurant, let's go about how to do one. 

1) Offer a Limited Menu

Your soft opening might be more manageable if you consider only offering select entrees, appetizers, drinks, and desserts from the menu. After all, there’s less mental preparation to worry about when only a few items are being prepped, cooked, and poured.

There are certainly benefits to having the full menu available, though. Patrons might develop an immediate favorite you didn’t expect to be received so well, and plan to come back soon to have it again. 

2) Focus on Feedback

Guests can provide valuable feedback for all aspects of the business, from the food to the service to even the environment.

“[Soft openings] can endear people to feel more alignment with the restaurant because they feel they’re in the know,” says restaurant consultant Aaron Allen. Soft openings can be used not only to practice, but also to help people connect with the restaurant.”

At the end of the night, kindly ask guests to fill out a questionnaire in exchange for their free meal. It’s a great way to get outside perspective after working strictly with employees, managers, and independent contractors to get things up and running. Since your guests will predominantly be colleagues and friends, they likely want to see you succeed, and should be willing to provide actual constructive feedback for the restaurant moving forward.

3) Find the Red Flags

What are the downsides of a soft opening? The benefits certainly outweigh the drawbacks, but there are things to consider. 

You want to ensure your guests have a good time and share their experiences online to spread awareness, but you do run the risk of competing restaurants stealing your creative property – whether that be menu items, ideas for decor pieces, or even table-and-chair arrangements. A competitor might already be open and able to fast-track it to public availability, beating you to the punch on opening day.

Don’t forget that real customers can be far more brutal than friends. There’s the chance your soft opening guests will be hesitant to criticize, so when real customers come through the door for the grand opening, there may be some reality checks in order. Ensure that after the feedback process, there isn’t anything that hasn’t been overlooked by either your own staff or the soft opening’s guests.

There’s also the aspect that your restaurant is operating to some degree without actually generating revenue. The soft opening is essentially optional overhead, a marketing expense that offers little in the short-term. While that may be true, you should view the soft opening as a long-term investment, where you're building awareness and possiblly future business, making it fiscally low-risk, but medium-to-high-reward.

Launching Your Restaurant Soft Opening

There’s considerable upside to doing a soft opening, as illustrated above. The benefits can act as a confidence boost for when the grand opening comes and the proper public makes their way in. You’ll have an advantage that will set things up for success right out of the gate.

This article is compliments of Toast.

As always, check out for all your restaurant needs.

4 years ago
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