'You have to know your costs'

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The seasonal ebb and flow of diners is often stressful for restaurants, which inevitably see a decline, however small, in customers. It’s just part of doing business. And just like any other stress, albeit a recession, pandemic or rising prices, a seasonal lull requires restaurateurs and staff to be extra nimble.

Kelly English, a former Food & Wine Best New Chef, operates three restaurants and a catering business in Memphis, TN. And he’s sharing his secret sauce for weathering revenue storms. -Julien Perry

What's your biggest "restaurant survival" tip?
You have to know your costs even if it means doing math every day. Your biggest responsibility is as a provider of jobs and you must protect them. I also believe in the intangible aspects of value: get out and talk to your tables, do cooking demonstrations, do things that do not cost a cent but add value to your guests’ experience.

What's the best piece of advice you have for restaurateurs who are stressed out about filling seats?
You already know deep down what is wrong. If there are dishes that need to be fixed you know that, so fix them. If service needs to be fixed you know that—fix it. The most important thing you can do is connect with your guests; you either need to be present or have a dynamic general manager that can connect with them.

What's something restaurateurs can do right now to help increase business?I find being honest with the public really goes a long way. I will make social media posts explaining what an omelet will cost and why during our current egg crisis, which people find interesting. I cannot stress engagement enough. 

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