Doubled Sales

How I Increased Restaurant Sales by Double in 30 Days

When I first bought my pizzeria, the last thing on my mind was how to go about increased restaurant sales. You know, I’d barely owned my pizzeria for about 30 days when I realized I’d made the biggest mistake of my life. I wanted to get rid of it. I really felt defeated; this business was so overwhelming. The employees were tough, the dough hook kept coming off the mixer, the dough blew up in the walk-in when it crapped out. And I just thought, "Oh my God, what have I done?"

Watch the video below to learn the path I took that increased restaurant sales or continue reading below. 

So, I decided I was going to sell the place and hired this guy named Richard to come and spiff it up just a little bit. The counter was really kind of messy and I thought a new buyer would want it to look a little nicer.

Richard comes in at closing, a little after 9 p.m. He gets started and says he’ll be done by midnight, but I know Richard, and I know it’s probably going to run a little longer. I’d had a long day as it is so I said "Richard, here’s the deal. I’m going to go up and take a little nap on top of the walk-in and you can just kind of tap me on the shoulder when you’re done."

Sure enough, it was probably 4:30 a.m. when I heard him sneaking out, not bothering to wake me up. Anyway, I come slipping down off that walk-in cooler a little shaken up. I’d had a dream somewhat related to my past, and I’m sure it somewhat fomented the thought process that I had in the next few minutes. 

I wandered out to the front dining room, sat down at a table, looked out the window, and I couldn’t have felt any more despair, any lower, any more defeated. And I thought, "No, I’m not going to allow this. I can’t. I’ve done other things, they’ve worked out. I’ve always found a way. What can I do?"

The thought that came next was an "a-ha" moment that took me from $12,000/month and increased restaurant sales to $1.6 million/year. It just crystallized in my head over the next minute. As I was gazing out that window, I thought, "What would I do if someone held a gun to my head and said, ‘Kamron, you need to get one brand new customer to come and order a pizza and pay full price within 24 hours, or I’m pulling the trigger.’’

Man, it was a jarring question because what would you do if that were the case?

With discounting off the table, are you going to throw a flier on somebody’s front porch and hope for the best? Hell no. Here’s what you’re going to do: you’ve got 24 hours. You’re going to start knocking on every door in your neighborhood and you actually have to sell your product.

"Reader’s Digest" version goes like this: Knock knock knock. Hey neighbor. My name’s Kamron and I own the pizzeria right down the street from you. You may or may not have been in, I don’t know, but we make a really good pizza, but unless you’ve tried it you have no way of knowing. So what I’d like to do is I want to invite you to come over and buy a pizza. What I’m going to do is I’m going to throw in a free garden salad for you, I’m going to give you a free cheese bread, and I’m even going to put in a free two-liter, just to make the meal complete for you. Again, since you haven’t tried our pizza, and I know you’re going to love it, but just in case you don’t, if for any reason this isn’t the best pizza you’ve ever had, if you aren’t totally satisfied in every way, please just let me know and I will refund your money. Every penny.

That’s what I decided I was going to do for increased restaurant sales, but instead of knocking on doors I decided to write a letter and start sending that out.

It immediately doubled my sales in the first 30 days. Over the next three years our increased restaurant sales went from $12,000 a month to almost $150,000 month. It all came from that question.

Now, there are reasons why this question might work better than others. I don’t want you feeling like you have to ask yourself such a horrid thing all the time, but it does somewhat have to do with activating the fear center in your mind. If you’ve heard of Tony Robbins, he’s the guy that says people will do far more to avoid pain than they will to gain pleasure. One guy that I really admire is Larry Ellison, the founder of Oracle, and he’s been quoted as saying that most of your high achievers are not driven so much by the pursuit of wealth and riches as they are by the fear of failure. I think that question really crystallizes things pretty quick for you because most people, myself included, up until then, have a committee that goes on in their head. You’re like ‘oh how do I get more business, how do I get more people coming in, how do I do this?’ You’re starting to think of all these possibilities, and it’s this analysis paralysis that goes on.

But if you’ve got 24 hours to get a new customer in your place and the pressure is on, what would you do? That question changed the course of my life, and I hope you'll test it out and see what answers come to your mind. 

You can download a copy of the letter I used here

If you would like to learn more about increasing restaurant sales, maximizing a marketing budget or anything else related to restaurant marketing, visit my YouTube channel. 

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