One Star Away: How to Boost ASR and Drive Sales
Your restaurant’s Average Star Rating (ASR) is your first impression (and sometimes your last) for your customers.
Platforms like Google, Yelp, and TripAdvisor have become the new front door to your business.
But more than that? It can impact finances.
But managing and improving this rating across multiple platforms can feel overwhelming.
This can be especially true when your staff may already be stretched thin and you don’t have the right tools.
So let’s make it easier for you and your team…
Why Data helps Your Gut Decisions
Many restaurant operators have built their careers on gut instincts and hard-earned experience.
They often rely on these abilities to make quick decisions under pressure.
While this intuition is invaluable, in today’s data-driven world, it’s no longer enough on its own. This is especially true regarding guest feedback and its impact on your bottom line.
Data isn’t here to replace your instincts.
It’s here to complement them. By incorporating real-time insights from reviews, operators can spot trends not visible from the kitchen or FOH.
For instance, data can reveal subtle but critical patterns.
Let’s take pizza as an example.
If your brand’s pizzas are getting recurring reviews that they are burnt, the cost of replacing overcooked pizzas could eat into profit margins.
So, what does your instinct say?
Next, take action.
You may start implementing a mandatory visual and texture inspection before a pizza leaves the kitchen.
You may create a detailed guide for cooking times for each type of pizza (thin, thick, gluten-free, etc.) and provide training sessions for all kitchen staff.
But data can also show that historically the oven calibration schedule needs to be addressed.
By embracing data alongside your experience, you can pinpoint areas for improvement, act quickly, and ensure that your restaurant thrives in a competitive market.
The Problem With Managing ASR
For many restaurant operators, managing ASR can feel like an overwhelming task.
This is especially true when you’re dealing with multiple locations, high volumes of reviews, and a workforce already stretched thin.
The reality is that ASR directly impacts guest perception and sales.
However, it often falls low on the list of priorities in the chaos of fulfilling orders and maintaining smooth operations.
One of the biggest challenges is getting employees to buy into the importance of reviews.
With a team that’s already juggling a million tasks? Analyzing guest feedback or responding to reviews may not feel as urgent.
But the data tells a different story.
According to our data, Limited Service restaurants with an Average Star Rating (ASR) of 4.4 or higher enjoy average weekly sales of around $57,000. Meanwhile, those with a 3-star rating or less pull in only $30,000.
And for Full Service restaurants? The gap is even wider. High-rated establishments see weekly sales soar to $100,000 compared to just $30,000 for their lower-rated competitors.
The problem isn’t just about knowing the numbers.
It’s about having the tools and processes in place to manage feedback.
With resources like Black Box Intelligence’s ASR Calculator, restaurant operators can track even small improvements in ASR.
Additionally, they can lead to measurable gains in traffic and revenue.
However, success depends on making reviews a priority for your teams.
Equally important, you must align operational goals with customer feedback.