The estimated failure rate in the restaurant industry is approximately 30%, with around 17% of restaurants closing within their first year of operation. One major reason? A lack of clear, actionable goals that align with both customer needs and business growth.
In this article, I’ll walk you through what SMART goals are and share 12 practical examples of how they can help your restaurant succeed.
You’ll find both short-term and long-term goals, from improving food quality to boosting staff engagement, each designed to increase the restaurant’s profitability and support lasting success.
Key Takeaways
- Achieve Success with SMART Restaurant Goals: Restaurants that define specific, measurable objectives are more likely to see improvements in key areas, such as customer satisfaction, sales, and operational efficiency. By using the SMART framework (Specific, Measurable, Achievable, Relevant, and Time-bound), you align your restaurant business objectives with restaurant metrics and KPIs, driving measurable outcomes that lead to success.
- Leverage Technology to Achieve Goals Faster: Restaurants with an online ordering system can increase their takeout profits by up to 30% compared to those without one. Restaurants that implement digital tools, such as restaurant POS systems, also see an increase in online orders within just a few months. Set SMART goals to integrate digital tools, streamline operations, improve customer convenience, and boost restaurant revenue.
- Increase Profits Through Customer Satisfaction: Boosting customer retention by just 5% can lead to a profit increase of 25% to 95%. Setting SMART goals to improve customer satisfaction, such as reducing wait times or enhancing service quality, directly contributes to higher customer loyalty and repeat business.
- Boost Staff Retention Through Effective Engagement: When employees feel appreciated and understood, engagement scores increase by 40%, resulting in higher retention rates and improved business outcomes. Set SMART goals to invest in restaurant training, improve job satisfaction, and reduce turnover, ultimately fostering a more consistent and motivated team.
- Cut Operational Costs by Improving Efficiency: Improving kitchen operations and reducing food waste can save restaurants operational costs. Set SMART goals for improving restaurant inventory management and optimizing kitchen workflows to drive efficiency and profitability.
What are SMART Restaurant Goals?
SMART Restaurant Goals are a proven framework for setting clear, actionable, and measurable objectives that drive a restaurant’s success. The acronym “SMART” stands for:
1. Specific: Clear, concise, and well-defined, without ambiguity about what needs to be achieved. A specific goal should answer the following questions:
- What needs to be done?
- Why is it important?
- Who is involved?
- Where will it happen?
- When will it happen?
2. Measurable: SMART goals should have criteria that allow you to track your progress and measure the outcome. This typically involves answering the following questions:
- How much?
- How many?
- How will I know when the goal is accomplished?
3. Achievable: Realistic and attainable, considering the available resources, knowledge, and time. They should be challenging yet achievable.
4. Relevant: Aligned with broader objectives, worthwhile, and applicable to the current tasks and challenges. They should answer these questions:
Is it really worthwhile?
Is this the right time?
5. Time-bound: Goals should have a clearly defined timeline, including a starting date and a target date.
“Increase monthly dessert sales by 20% over the next three months by introducing three new dessert items and promoting them through social media and table tents.” In this example:
- The goal is Specific (increase dessert sales by introducing new items and promoting them).
- It’s Measurable (20% increase in sales can be measured).
- It’s Achievable (a reasonable increase over a reasonable period).
- It’s Relevant (increasing sales is a common business goal).
- It’s Time-bound (to be achieved over the next three months).
Importance of Setting SMART Goals in the Restaurant Industry
Setting SMART goals is a proven way to drive growth, improve operations, and keep your restaurant aligned with its long-term vision. These goals should support your restaurant’s mission statement, guiding both daily actions and strategic decisions.
The objectives of a restaurant go far beyond preparing meals. A forward-thinking restaurant owner focuses on improving monthly net restaurant sales, increasing daily net restaurant sales, enhancing customer satisfaction, boosting social media presence, and building a strong customer loyalty strategy.
SMART goals help turn these ambitions into specific, measurable steps that lead to real progress. They also help you stay focused on the goals outlined in your restaurant business plan.
For both restaurant owners and restaurant managers, it’s essential to set clear short-term and long-term goals.
Short-term goals might include reducing wait times or increasing daily net restaurant sales, whilst long-term goals may involve expanding overall restaurant sales, opening a second location, or developing new restaurant revenue streams (such as catering or a subscription meal program).
Well-defined SMART goals provide structure, clarity, and a way to prioritize high-impact tasks. Having measurable goals makes it easier to stay on track, adapt to challenges, and achieve consistent results.
Goals vs. Objectives
What is the difference between goals and objectives? A goal is a broad, overarching outcome that you want to achieve, such as increasing sales or improving customer satisfaction.
An objective is a specific, measurable action that you take to achieve a goal, such as launching a restaurant loyalty program or training staff on upselling.
Goals are long-term visions, while objectives are short-term, concrete steps you take to achieve those goals. The combination of both ensures that restaurant operations stay focused and on track.
Below, I have created a table to illustrate the difference between goals and objectives.
| Aspect | Goals | Objectives |
|---|---|---|
| Definition | Broad, overarching outcomes you aim to achieve | Specific, measurable actions to achieve goals |
| Focus | What you want to achieve | How you will achieve it |
| Flexibility | More general and can evolve over time | Specific and often more rigid in terms of completion |
| Example | Goal: Increase sales by 20% in the next 3 months | Objectives: 1) Implement an online ordering system to increase sales. 2) Start posting on social media (Facebook and Instagram) to boost engagement. 3) Launch a promotional campaign to encourage repeat customers. |
How to Set SMART Goals?
Setting goals is one thing, but setting SMART goals means creating a clear, measurable path to real results. Below, I provide a brief explanation of practical goal setting.
Begin by evaluating the current state of your restaurant using key metrics, such as customer feedback, operational efficiency, and monthly sales, to identify areas that require improvement.
Then, determine what you want to achieve. For example, you might want to increase net sales and boost revenue, or improve the quality of restaurant customer service. Ensure that your goals align with your mission and long-term vision as a restaurant owner.
Next, break down larger goals into smaller, actionable steps that are easier to manage and track.
Finally, monitor your progress and adjust as needed. Use restaurant KPIs to evaluate what’s working (or what doesn’t) and refine your strategy when necessary.
6 Examples of Short-Term Restaurant Goals
Now that I’ve explained what restaurant goals are, how they differ from objectives, and how to set them, I’d like to provide you with examples of goals you can set for your restaurant.
I’ll start with examples of short-term goals.
1. Improve Recipe Consistency
Inconsistent food quality can hurt repeat visits. This goal focuses on delivering the same great dish every time.
- Specific: Standardize all dishes served in the restaurant to ensure consistent taste and food presentation across every shift.
- Measurable: Ensure 95% of dishes served between June 17, 2025, and September 17, 2025, match the approved recipe cards based on internal quality checks.
- Achievable: Train kitchen staff during a one-week workshop starting June 17, 2025, with follow-up bi-weekly coaching sessions to reinforce recipe adherence.
- Relevant: Consistent taste and presentation lead to a predictable and reliable dining experience, which improves customer experience and loyalty.
- Time-bound: Achieve recipe consistency standards across all dishes by September 17, 2025, and maintain performance through regular monitoring.
2. Integrate an Online Ordering System
Adding an online ordering system can significantly boost takeout revenue and improve customer convenience.
Restaurants using UpMenu’s online ordering system have experienced sales boosts of up to 37%, thanks to its user-friendly interface, direct ordering capabilities, and reduced reliance on third-party platforms.
- Specific: Launch an online ordering system that integrates with the restaurant’s POS (point of sale) system to handle pickup and delivery orders.
- Measurable: Reach at least 25% of monthly sales from online orders by September 30, 2025.
- Achievable: Set up the system by July 1, 2025, train staff by July 8, and launch a promotional campaign across social media and through in-house restaurant marketing tools.
- Relevant: Online ordering expands access to your menu, increases order volume, and meets growing demand for convenience.
- Time-bound: Fully implement the system by July 8, 2025, and track progress toward the 25% sales goal by September 30, 2025.
3. Improve Staff Service Quality
Outstanding service is just as important as great food when it comes to winning repeat customers and building strong reviews.
A National Restaurant Association survey found that 70% of diners are more likely to return for excellent service, even if the food is average.
- Specific: Improve front-of-house staff service quality by training staff on hospitality standards, active listening, and handling restaurant complaints professionally.
- Measurable: Increase average customer service ratings by at least 0.5 points (on a 5-point scale) on platforms like Google and Yelp by September 30, 2025.
- Achievable: Launch a service training program by July 1, 2025, including role-play sessions, feedback collection, and monthly mystery diner evaluations.
- Relevant: High-quality service improves the overall guest experience, increases customer loyalty, and directly impacts positive reviews and return visits.
- Time-bound: Begin training by July 1, 2025, and measure progress through monthly review scores and internal evaluations through September 2025.
4. Maximize Table Turnover Rate
Increasing table turnover allows you to serve more guests during peak hours without compromising service quality.
For a busy restaurant manager, streamlining table turnover means creating space for more walk-ins and attracting more new customers during high-demand periods.
Our data show that a QR code menu guarantees customers always view the latest menu, resulting in a 23% boost in table turnover.
- Specific: Reduce average table time by implementing a QR code menu and streamlining the ordering and payment process.
- Measurable: Decrease average table turnover time by 15 minutes during peak hours by September 15, 2025.
- Achievable: Introduce QR code menus and digital payment options by July 5, 2025, and train staff on how to encourage their use.
- Relevant: Faster table turnover improves operational efficiency, customer flow, and total daily net restaurant sales.
- Time-bound: Roll out the new system by July 5, 2025, and track improvements in turnover time weekly through September 15, 2025.
5. Enhance Training and Skill Development for Food Service Workers
Training isn’t just about onboarding; it’s a long-term investment in employee performance, consistency, and guest satisfaction.
The National Restaurant Association reports that businesses investing in employee training experience a 23% increase in profit per employee.
- Specific: Develop a structured training program for food service workers focused on restaurant communication, time management, and service standards.
- Measurable: Complete training for 100% of food service staff and improve internal performance evaluation scores by 20% by October 1, 2025.
- Achievable: Launch the training program by July 15, 2025, with weekly workshops, on-the-job coaching, and monthly performance reviews.
- Relevant: Continuous skill development improves team performance, reduces turnover, and helps deliver better service to customers.
- Time-bound: Run the whole program from July 15 to October 1, 2025, with monthly tracking of evaluation improvements and staff feedback.
6. Launch Gift Card Sales Initiative
Gift cards are a straightforward way to generate new revenue streams while encouraging satisfied guests to become loyal customers who return and refer others.
- Specific: Introduce a gift card program that allows customers to purchase and redeem cards online and in-store.
- Measurable: Sell at least 150 gift cards totaling $5,000 in revenue by December 15, 2025.
- Achievable: Launch the program by October 1, 2025, and promote it through in-store signage, email and SMS campaigns, and social media ads.
- Relevant: Gift cards increase brand visibility, attract more restaurant foot traffic, and promote customer retention, often leading to bills exceeding the card’s value and serving as a forward-revenue channel.
- Time-bound: Run the campaign from October 1 to December 15, 2025, and monitor weekly sales and redemption activity.
6 Examples of Long-Term Restaurant Goals
Now, I’ll walk you through examples of long-term restaurant goals.
1. Source High-Quality Ingredients
Choosing better ingredients isn’t just about taste, I would say it’s instead a long-term investment in your restaurant’s reputation and customer trust.
76% of adults are more likely to visit a restaurant that offers locally sourced food, while 79% are more likely to choose a restaurant with healthy menu options.
- Specific: Partner with trusted restaurant food suppliers and local farms to source fresh, high-quality ingredients for key menu items.
- Measurable: Transition at least 80% of produce and proteins to premium or locally sourced options by March 1, 2026.
- Achievable: Complete a supplier audit and finalize restaurant partnerships by November 2025, then gradually update contracts and inventory systems over the following four months.
- Relevant: High-quality ingredients lead to better meals, stronger reviews, and greater customer satisfaction and loyalty.
- Time-bound: Begin the transition in November 2025 and complete it by March 1, 2026, with monthly reviews of supplier performance and customer feedback.
2. Enhance Kitchen Efficiency
An efficient kitchen reduces wait times, minimizes food waste, and strengthens overall profitability through better kitchen management.
A well-organized kitchen can increase efficiency by 30% by minimizing unnecessary movement, speeding up food preparation, and enabling staff to complete tasks more effectively, leading to faster service times.
- Specific: Streamline kitchen workflows by reorganizing prep stations, updating cooking equipment, and introducing standardized processes.
- Measurable: Reduce average ticket time by 15% and reduce food waste by 10% by February 2026.
- Achievable: Conduct a kitchen workflow audit by October 2025, implement new systems and training by December, and evaluate the impact monthly.
- Relevant: Greater kitchen efficiency boosts guest satisfaction, cuts restaurant costs, and supports higher restaurant sales.
- Time-bound: Complete all changes and training between October 2025 and February 2026, with performance reviews each month.
3. Develop Leadership Skills for Restaurant Managers
Strong leadership is crucial for building a motivated team, enhancing operational efficiency, and fostering a positive workplace culture.
- Specific: Implement a leadership development program focused on communication, conflict resolution, delegation, and performance coaching.
- Measurable: Enroll 100% of restaurant managers in the program and improve their team satisfaction scores by 25% by April 2026.
- Achievable: Launch the program by December 2025, combining online modules, peer coaching, and monthly performance check-ins.
- Relevant: Empowering managers with better leadership skills leads to stronger teams, lower turnover, and more consistent service quality.
- Time-bound: Run the program from December 2025 to April 2026, with ongoing feedback from staff and quarterly leadership assessments.
4. Refine Marketing Strategy to Boost Gross Sales
A focused marketing strategy, supported by the right tools such as restaurant promotions, can significantly increase customer retention and gross restaurant sales.
- Specific: Audit current marketing efforts and implement a refreshed restaurant marketing plan using restaurant marketing tools such as loyalty programs, push campaigns, email and SMS marketing, and limited-time offers.
- Measurable: Increase gross sales by 20% and boost first-time customer visits by 25% by May 2026.
- Achievable: Complete the audit by January 2026, launch updated campaigns by February, and track campaign ROI monthly.
- Relevant: A tailored marketing approach fosters visibility in the local community, encourages word-of-mouth referrals, and supports long-term growth.
- Time-bound: Execute and monitor the updated strategy from February to May 2026, with monthly adjustments based on performance data.
5. Digital Transition to Curb Overhead Costs
Shifting your restaurant marketing strategy to digital channels, especially social media, can significantly increase visibility, guest interaction, and customer spending.
- Specific: Focus on restaurant social media marketing by encouraging user-generated content (UGC), interacting with followers, and posting consistently.
- Measurable: Increase engagement (likes, shares, comments) by 50% and drive a 40% boost in online-driven orders by June 2026.
- Achievable: Create a content calendar for March–June 2026 by late February, assign a team member to manage engagement, and begin weekly tracking.
- Relevant: Digital engagement builds trust, attracts new customers, and supports long-term growth through increased brand visibility.
- Time-bound: Launch the strategy in March 2026 and monitor performance through June 2026, adjusting based on engagement and order metrics.
6. Add a New Revenue Stream
Expanding your business model with a new offering helps diversify income and strengthen financial stability.
81% of Gen Z, 79% of Millennials, and 71% of Gen X would join a meal subscription program. Offering such a service creates steady revenue and, with exclusive perks like early menu access, can boost loyalty and exclusivity.
- Specific: Introduce one new restaurant revenue stream, such as a meal subscription plan, branded restaurant merchandise, or virtual cooking classes, based on what best fits your concept and customer base.
- Measurable: Generate at least $7,500 in additional revenue from the new stream by August 2026.
- Achievable: Develop the offering by April 2026, launch by June, and promote it through your website, email list, and in-store signage.
- Relevant: A single new revenue source can increase profitability, improve restaurant cash flow, and reduce dependence on dine-in traffic.
- Time-bound: Roll out the new revenue stream between April and August 2026, with monthly tracking of signups, revenue, and customer feedback.
