Operations
Hooters, Hoots CEO reveals 5 ways he preps teams for holidays blitz
Sal Melilli, CEO of HOA Brands, the parent company to Hooters and Hoots Wings, shares how he is preparing his team for the holiday rush.
December 16, 2021 by Cherryh Cansler — Editor, FastCasual.com
Sal Melilli knows a thing or two about preparing restaurant staff for the holiday rush. The CEO of HOA Brands, the parent company of Hooters and Hoots Wings, recently shared some of the experience he's gained over the past 25 years for the brand, which has over 400 Hooters locations as well as seven Hoots units.
One of the biggest mistakes a brand can make, for example, is trying to roll out something new too close to a busy time, Melilli said.
"Be sure to space changes like a new menu item out," he said. "You'll do the customers a favor by giving more time on the store side for trial, reaction and adjustment. Over-pressure test the POS system and internal equipment that are needed to account for the new item before it officially rolls out for the public."
He also said showing empathy to your staff is the only way to stay afloat during busy times, especially during labor shortages.
"Our key to managing rush times like the holidays or March Madness is to be empathic and support the employees who are at the forefront of our stores," he said. "We are a people business first, and every action from a systematic and menu standpoint to help during rush seasons will run smoother when the employees who are on the front lines of delivering quality service to customers feel valued, listened to and supported. If you don't have that down, it makes everything that follows difficult."
Below are the five strategies that help Melilli manage operations during the holidays.
1. Employee support and engagement
While the holiday blitz is stressful for owners, managers and employees alike, it's important to still have fun and create a welcoming work environment for the team. Encourage team members to dress up for the holidays (in accordance to uniform and safety compliance regulations) and consider hosting a holiday party or providing a small gift of appreciation for the team's devotion to keeping the restaurant fully functional and organized during a busy time. Employees will not forget the small things that they're able to participate in at work. We're faced with a labor shortage, but the aspect of supporting your team needs to continue to grow."
2. Prepare your POS system
Check all of your POS terminals to ensure everything is working properly. If you have made any recent changes or upgrades, such as menu additions, payment technology or digital coupons, make sure all of your regular and seasonal staff has been trained and is comfortable working with the system before they face busier shifts. Be sure to over-test the system before the new menu item rolls out, making sure that it's in the platform three to four weeks out. This makes things easier for your customers when they come in expecting the same quality that you've always provided to meet and exceed their expectations.
3. Bump up staffing and train for the holidays
Outside of any temporary staff hiring surges for the holidays, devise a strategic schedule that ensures your most seasoned employees on working when you expect the largest consumer numbers. If you are changing the menu, running special promotions, or putting new processes in place, make sure all employees are up to speed on those updates well before the busy season begins.
4. Customer service focus
Customers looking for restaurants to visit or cater during the holidays have expectations from both the menu and the schedule. A holiday-specific menu or promotion is a way to keep your restaurant top-of-mind, while giving customers incentive to visit and providing your holiday schedule early on is important to let consumers know when you'll be open and closed beforehand.
5. Revamp your store décorand create an aesthetic environment
Even if you're focused on the functionality of your kitchen, POS system and staffing, don't forget that it's still the holiday season. Consider temporary décor that fits both your restaurant's aesthetic and the holiday theme — if red and green don't fit the bill — look toward neutral or more winter-themed décor.
About Cherryh Cansler
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