Knowing where you stand is the first step to move forward.
Whether you’re launching a new concept or managing an established business, benchmarking your restaurant against local competitors can offer key insights into performance gaps, missed opportunities, and areas where you want to double down.
Benchmarking your restaurant involves comparing key performance indicators (KPIs) like reservation volume, average ticket size, and customer satisfaction against similar local establishments. Slang AI’s reservation system can help gather and analyze this data in real time.
This guide walks you through exactly how to do that by highlighting the metrics to track and other tools that can help.
5 Fundamental KPIs for Benchmarking Before you start digging into spreadsheets or peeking over the fence at the restaurant down the block, you need to know what you're measuring. Benchmarking is about tracking the right metrics and letting the data tell the story.
Here are five essential restaurant KPIs every operator should track.
Average ticket value (AKA cover) Getting guests to spend more per visit is one of the most effective ways to grow your restaurant's revenue, but it is also important to monitor for overall performance. You can achieve this through smart menu pricing and well-executed upselling techniques that feel helpful.
Revenue per available seat hour (RevPASH) RevPASH acts as your restaurant's productivity score as it shows how much you're making from each seat every hour you're open. This metric helps you understand whether your layout, hours, and pricing are working together effectively.
RevPASH = Total Revenue / (Number of Seats x Hours Open) Table turnover rate This measures how quickly you're seating new guests at each table. A higher turnover rate means you're serving more people efficiently, which directly translates to more revenue. The key is finding the sweet spot where you're moving guests along without making them feel rushed.
Table Turnover Rate = Total Parties Served / Number of Tables Table utilization rate Table utilization rate tells you how well you're using your dining room space. Are tables sitting empty during busy periods? Are you seating parties efficiently? Good utilization means every table is working hard to generate revenue without overcrowding your guests.
Table Utilization Rate = (Total Customers Served / Number of Tables) / Average Seating Time per Table Gross profit This is your revenue after you've paid for all your food and beverage costs, but before you factor in things like rent, payroll, and other operating expenses. It's a clear picture of how well you're managing your core restaurant operations.
Gross Profit = Total Revenue - Cost of Goods Sold (COGS) Tracking Reservation Volume Over Time While the previously mentioned KPIs are critical, there are several others to consider if you want to benchmark against your competitors.
If you aren't doing this already, it's best to start by tracking:
Daily and weekly reservation volume Reservation lead time (how far in advance people book) Peak booking times This data helps answer:
Is my demand steady or seasonal? Are we underbooked compared to competitors nearby? Using a voice AI solution like Slang AI can help streamline this tracking process by automatically logging and categorizing incoming reservation data. You can use this in conjunction with data available via OpenTable.
How to Measure Average Ticket Value Revenue doesn't mean much without context because it's valuable to know how much each guest is actually spending.
Tracking Average Ticket Value Your POS system is your best bet here, so pull daily sales reports and organize them by day of the week to spot patterns. You may notice some guests spend significantly more than others at times you wouldn't expect.
Monthly trends will reveal seasonal changes that can help you plan promotions, adjust staffing, or modify your menu. For example, when ticket values consistently fall in January, you might want to implement a special offer during that time.
Tracking Average Reservations Your reservation platform, whether it's OpenTable , SevenRooms , or another system, contains valuable data. Make sure you're tracking no-shows separately from actual reservations to get a more genuine sense of demand.
Pay attention to cancellation patterns, too. If you notice people consistently cancel within two hours of their reservation, you might need to adjust your cancellation policy.
Also, compare when guests are more likely to request a reservation. For example, roughly 14% of reservation calls happen outside of business hours, so you'll need some way to capture that guest demand.
Measuring Average Ticket Value vs. Average Reservations Average ticket value measures how much each customer spends per visit, while average reservations track how many bookings you're getting over a period. Both tell different things about your performance, and smart restaurant operators track both.
Average ticket value reveals the spending power and satisfaction of your existing customers. When this number increases, it usually means:
Your menu pricing is working Staff are successfully upselling Guests are enjoying their experience, or see the value in ordering more Example: $15,000 in daily revenue / 200 covers = $75 average ticket
Reservation volume indicates your restaurant's ability to attract and retain customers. Changes in total reservations suggest:
Strong marketing and word-of-mouth Good online presence and a smooth booking experience Consistent service that brings people back Effective reservation workflows to capture every inquiry Example: 450 reservations ÷ 30 days = 20 average daily reservations
The most successful restaurants don't just focus on one metric, so here's how you might think about both:
High ticket value + Low reservations: This might mean you're need to optimize marketing efforts or you're missing reservations from guests somewhere. You're maximizing revenue from fewer people.Low ticket value + High reservations: This could indicate you're attracting guests but not maximizing their spending. You might need better upselling or menu optimization.High ticket value + High reservations: This is the sweet spot. You're both attracting customers and maximizing their spend.How to Track Guest Behavior Trends and Changes Guests don't just speak with their wallets; they speak volumes with their behavior. Monitoring how they behave gives you a competitive edge.
Reservation data is very insightful. It tells you not just who came in, but when, how often, and sometimes even why. Use this data to spot trends and answer questions like:
Is there a post-holiday slump? Are more guests dining midweek? Are guests avoiding certain time slots? Has a menu change affected booking volume? If you're considering a voice AI phone answering solution to capture more bookings, Slang AI has an official integration with reservation software like OpenTable and SevenRooms. It captures reservation data that can feed into these trend analyses and provide a more complete picture.
How to Measure Guest Satisfaction Happy guests come back, bring their friends, and spread the good word. But satisfaction isn't always obvious. Here are smart ways to measure it:
Review Monitoring : Track scores on Google, Yelp, and OpenTable.Survey Feedback : Email or text follow-ups with quick pollsNet Promoter Score (NPS) : Ask, “How likely are you to recommend us?”It also helps to monitor staff notes from phone calls and reservations. Capturing qualitative data, especially at scale, is easier when call handling is automated with tools that can tag sentiment and intent.
Techniques and Tools to Gather Competitive Data We've covered extensively how your data demonstrates performance. Now, let's dive into how operators gather actionable intelligence about their competition, starting with some of the most common techniques and then covering more advanced ones.
Social Media Monitoring: Use tools like Hootsuite , Sprout Social , or Brand24 to track competitors' social media activity, engagement rates, promotional campaigns, and guest sentiment. Monitor their posting frequency, content types, and audience responses.Review Analysis: Systematically analyze competitors on Google Reviews, Yelp, TripAdvisor, and local review platforms. Tools like ReviewTrackers or Reputation.com can aggregate and analyze sentiment trends, common complaints, and praised features.Website and SEO Analysis : Use popular SEO tools like SEMrush or Ahrefs to analyze competitors' website traffic, keyword rankings, online advertising spend, and digital marketing strategies.Direct Site Visits: Conduct regular visits as a customer to assess menu offerings, pricing, service quality, atmosphere, peak hours, and operational efficiency.Financial and Business Intelligence Some of the most valuable competitive intelligence often comes from sources beyond what customers can see. Here's how to dig deeper into the business side of your competition.
Public Records Research: Access business licenses, liquor licenses, health department records, and property records through local government databases. This reveals expansion plans, compliance issues, and ownership changes.Industry Reports and Market Research: Subscribe to industry publications like Nation's Restaurant News, Restaurant Business, or QSR Magazine. Purchase market research from IBISWorld, Euromonitor, or Technomic for broader market trends.Vendor and Supply Chain Intelligence Network with food distributors, equipment suppliers, and service providers who often have insights into competitors' operations and purchasing patterns.Human Intelligence Networks While technology provides valuable data, some of the best competitive intelligence comes from real conversations with real people. Here's how to build a network that keeps you informed about what's really happening in your market.
Staff Recruitment and Networking: Attend industry events, culinary schools, and hospitality job fairs to network with current and former employees of competitor establishments who can provide operational insights.Customer Surveys and Focus Groups: Conduct market research with your own customers and target demographics to understand their perceptions of competitors and decision-making factors.Industry Association Participation: Join local restaurant associations, chamber of commerce groups, and hospitality organizations where you can gather intelligence through networking and industry discussions.Monitoring Restaurant Data for Future Success Benchmarking is ongoing and the more consistent your tracking, the more influential your insights become over time.
Here's a few ways in which you can stay on track:
Set monthly KPI reviews with your team Compare quarterly data to local industry benchmarks Revisit and adjust goals based on new findings Success doesn't always mean being better than your competitors. Sometimes it means consistently improving your own performance, trimming waste, or building a more resilient team.
By tracking the right data, comparing it thoughtfully, and using modern tools to automate what slows you down, you're setting your restaurant up to compete.
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