The season decides who gets chased
Restaurant follow-up fails on a predictable calendar. From late October to the first week of January the events desk is also the floor, and enquiries for February dates sit unread. In the flat fortnight afterwards, when there is finally time to chase, those enquiries have been placed somewhere else. The busiest months generate the most enquiries and process the fewest, which is exactly the wrong way round.
The individual misses are small and costly. A tasting is scheduled and the chef is never told. An advance is agreed on a call and never requested, so a Saturday sits held on nothing. The final headcount for a hundred-cover lunch is confirmed on the morning of the event, so the kitchen either over-prepped or runs short in front of the client. A company that ran its year-end party with you is never contacted before the next one, and books whoever asked first.
Rules written around the event date
Automation fires on what the pipeline already holds. A new enquiry gets an acknowledgement and an owner, assigned by round-robin or by outlet. When the stage becomes proposal sent, a call task appears three days later. Seven days, two days and one day before a confirmed event, the reminders go: the tasting, the final headcount, the balance. Thirty days after, a check-in opens the next conversation while the client still remembers the service. Sequences pause the moment someone replies, so nobody is reminded about a date they already changed.
More on the capability itself: Workflow Automation. More on this industry: CRM for restaurants.
Three rules to build before any others
Not thirty rules. Three, covering the three costliest silences.
- 1Acknowledge every catering enquiry within a minute with the menu and an owner, because that enquiry went to three restaurants at once.
- 2If no advance has arrived three days after the proposal, raise a task, so no prime date is held on a verbal yes.
- 3Request the final headcount two days before every confirmed event, timed to the kitchen's ordering cut-off rather than to somebody remembering.
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Start free, import a list, and run the sequence above. If it does not change what your team does on Monday, nothing was spent.