How to Use ‘Strike Rates’ to Improve Sales Performance

Maths is not a strong point for many of your staff – even the manager or head chef. So when you talk about percentages, markups and discounts, they’re probably hoping you don’t quiz them too deeply. A survey of adults some years ago found that 47/100 (almost half) could not calculate a percentage. Chances are, some of them work for you!

Explaining results as a ‘strike rate’ makes the point more strongly: 
Not so clear: ‘only 26% of customers are ordering dessert’
Clearer: ‘only 1 in 4 customers are ordering dessert’

Not so clear: ‘62% of customers have one drink at the bar then leave’
Clearer: ‘3 out of 5 customers have one drink etc etc…’

Here are examples of under-performing businesses I’ve seen:
* At a seafood restaurant, only 1 person in 12 ordered dessert.
* At a pizzeria, only 1 customer in 8 ordered a side salad.
* Only 1 customer in 4 orders herb or garlic bread with their meal.
* At a club, 300 people visited on one day and only 90 ate at the bistro.
* Only 1 wine drinker in 4 also ordered mineral water at a restaurant.
* Out of 120 function inquiries last month, only 20 became bookings.

And sometimes the results are good:
* 2 out of every 5 customers will order a second coffee if asked.
* Complaints have gone down from 1 customer in 100 to 1 in 350.
* 2 out of 5 take-away customers add a drink to the order if  suggested.

The information is in your POS and dockets, but it’s often in a mess of printouts and percentages. When you untangle it and present the numbers as a strike rate, the results are crystal clear, and the basis for comparison and action. And everyone ‘gets it’.

Photo taken at Grounds of Alexandria.