Donald Burns explains why Google's restaurant benchmarks mislead operators. Most restaurants have a 9% gap between theoretical and actual food costs, and closing it transforms a typical 5% profit margin. His TRC Method masterclass teaches how to find and fix that leak.
Questions this video answers
March 29, 2024.
9%.
Averages of 28% to 34% food cost.
Theoretical food cost of 21% (making a 30% actual cost a 9% gap).
About 5% profit margin.
Chapters
All right, let's dive into this. Head first, no bs. Fuck Google. Yeah, I said it. Why? Because when it comes to the nitty gritty of running a restaurant, Google is about as useful as a screen door in a submarine. Every damn month I get a call from someone who did a search on Google. And then they asked me, hey, my food cost is 30%. Is that good? And I'm sitting here shaking my head, wondering when the hell did Googling it become the go to for running a complex business like a restaurant? So then I hit him with a truth bomb. I don't know, because honestly, without context, that number means jack shit. And then they come back, you know, all confident, like they've cracked a code because Google told them that the average restaurant has a food cost of 28 to 34%. Great, you found a range. Here's a fucking cookie. And then I dropped the real question, the game changer. So what is your theoretical food cost? Then? Bam. Silence. Crickets. See, they don't have a damn clue. Not a single idea what theoretical food cost even is. So here's the deal. The real deal. Google deals in averages. Average. That means it's lumping together the best of the best with the bottom feeders. So if your theoretical food cost is sitting pretty at 28%, then yeah, 30% actual food cost isn't going to set off the alarm bells. But, and it's a very, very big but, if your theoretical food cost is supposed to be around 21, then congratulations, your 3% food cost absolutely sucks. And here's the real kicker, the real super gut punch. The average restaurant in the United States is operating with a gap between theoretical and actual food cost of 9%. 9%. So let's paint a picture here. You're scraping by with 5% profit margin like the average restaurant, thinking that, you know, you're doing okay, you're surviving. But if you got your head out of Google's ass for a minute and actually crunched your numbers, understood that gap between theoretical and actual food cost. I mean, think about it. You could potentially double that profit, add another 5% back to your bottom line just by getting a handle on your cost. Now tell me, how the fuck is Google helping you with that? This isn't about searching for quick answers online, is about understanding the core of your business. About diving deep into the numbers that truly really matter. And sure, Google can give you service level advice, but it's not going to hand you the strategies, the insights, the hard truths that you really need to turn things around. That is where experience comes in. And that's also where the TRC Method masterclass steps up. This isn't about averages, it's about excellence. So in this two hour live masterclass, we don't just skim the surface, we dive deep. We tackle the tough questions, and we get to the heart of what it really takes, not just to survive in this industry, but to truly thrive. So if you're tired of generic answers and ready for real solutions, if you're ready to understand your numbers, to close that gap between theoretical and actual food cost, and to actually make a significant difference to your bottom line, then it's time to ditch Google and it's time to get very, very serious. So if you want a no BS roadmap on how to forex your profits, then grab a seat now, like right now@restaurant coachmasterclass.com space is limited because real change doesn't happen in Google searches. It happens when dedicated, driven, I mean, driven, obsessed restaurateurs come together with a common goal. To win. To make the restaurant not just successful, but the example. So how the fuck is Google working for you now? Let's make real change. Let's fucking do this. Head to restaurantcoachmasterclass.com.
