The holiday season is exciting for restaurants, but staffing challenges, especially in 2024, make handling increased traffic more complex. A recent report found that 82% of U.S. foodservice businesses are actively hiring, and chefs and cooks account for 30% of the most difficult positions to fill. This staff shortage means restaurants need efficient systems to manage the holiday rush effectively.

Here are some best practices for managing reservations and waitlists during the peak season.

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1. Leverage Reservation Software

Tock's recent survey of over 1,000 diners revealed that 68% plan to celebrate the holidays at restaurants or bars, with 31% booking 3-4 weeks in advance.

If you haven’t already, consider investing in a reliable reservation system. Technology is crucial in handling holiday crowds, as reservation software automates many processes that can otherwise slow down your team. Platforms like OpenTable or Resy allow customers to reserve their spot online, view real-time availability, and even manage waitlists digitally. These tools can save your staff valuable time while ensuring accurate bookings.

Having a system that offers clear booking confirmations and sends reminders, can reduce no-shows and increase customers' confidence that their reservations will be honored.

2. Implement a Waitlist Management System

Waitlists are inevitable during peak holiday periods, but they don’t have to be chaotic. Use a waitlist management system that integrates with your reservation platform. This lets customers see their position on the list in real-time and receive text updates when their table is almost ready. Apps like Waitlist Me or Yelp Waitlist allow businesses to manage queues seamlessly and communicate effectively with waiting guests, reducing frustration.
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3. Set Clear Expectations Upfront

One of the easiest ways to maintain customer satisfaction is by setting clear expectations from the start. Ensure your website and social media clearly communicate your holiday hours, peak times, and reservation policies. Let customers know if reservations are required or strongly recommended during certain times, such as Christmas Eve or New Year’s Eve.

For walk-ins, post estimated wait times and provide honest communication about delays. When customers feel they have a realistic idea of what to expect, they’re less likely to become frustrated if things don’t move as quickly as they hoped.
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4. Offer Pre-Booking or Holiday Packages

Offering pre-booking options or holiday dining packages is a proactive way to reduce stress on both customers and staff. For example, create a prix fixe holiday menu and encourage customers to book early for a fixed price. This not only helps manage traffic but also increases revenue by guaranteeing a minimum spend per reservation.

Pre-paid options or securing a deposit for holiday bookings can also discourage no-shows, making it easier for your business to operate at full capacity.

5. Train Staff for Efficiency and Hospitality

The holidays can be stressful for staff, so they must be well-prepared to handle the influx of customers. Invest in training focusing on efficiency, customer service, and handling busy shifts. Role-playing difficult situations, like handling impatient guests or managing a long waitlist, can help staff feel more confident when those issues arise.

Ensure your team knows how to use reservation and waitlist systems effectively to avoid any technical hiccups. Additionally, ensure you have enough staff to cover the busier periods so the guest experience remains positive.

6. Create a Comfortable Waiting Area

Providing a comfortable space to wait can make a big difference for guests on a waitlist. Offer seating, complimentary drinks, or snacks while customers wait for their table. If space is limited, consider encouraging guests to explore nearby shops or grab a drink at the bar while they wait. Adding small touches like heaters or blankets if you have outdoor seating can make a big impression and keep guests in good spirits.

7. Communicate Special Offers and Events Early

If you’re hosting special holiday events, such as wine tastings or themed dinners, advertise these as early as possible. This will help fill your reservations well in advance, reducing last-minute rushes. Use email marketing, social media, and in-restaurant signage to make customers aware of what you’re offering and how they can secure a spot.

Early promotion also allows you to gauge interest in your events, helping you better prepare for staffing and inventory needs.

Conclusion

Managing holiday reservations and waitlists during peak season can be manageable. By implementing these best practices—leveraging technology, setting clear expectations, training staff, and creating a welcoming atmosphere—you can streamline your operations and provide a positive experience for your guests.

The holidays may be busy, but with the right preparation, they can also be a highly rewarding time for your business.

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Sources:

Restaurant.org
modernrestaurantmanagement.com
openai.com