Incremental Sales Unlocking Revenue Potential
Incremental Sales Introduction
In business, every sale counts, and each transaction is more than a number; it’s a testament to the appeal of our brand, products, and guest experience.
We’ve identified two opportunities to help stretch beyond your current revenue and unlock incremental sales by extending your restaurant hours and elevating your total earnings.
EXTENDED AM HOURS
EXTENDED MORNING (AM) HOURS
Opportunity Abounds
Most Mountain Mike’s Restaurants open at 11am and close at 9pm, however some MMP franchisees have been able to capture incremental sales in the morning by opening earlier.
The Top 20 Restaurants open 9am-11am generated $60K annually per restaurant during those 2 hours.
DoorDash reports indicate earlier hours meet Guest Demand for businesses and workers seeking meals to carry out or have delivered before 11:30am
At 9am, Team Members are already in the restaurant prepping for the day; why not open to the public and Make Money at the same time?!
EXTENDED MORNING (AM) HOURS
Target Audiences
Hospitals
Operate 24/7 with staff and visitors needing food at all hours.
Offices
Frequently host large meetings and require early morning catering, often before 11am.
Hotels
Big Box
Hotels have round-the-clock staff and travelers and guests who seek dining recommendations from employees.
Large Retail Stores like Walmart, Target, and Costco have overnight teams handling restocking, cleaning, and deliveries.
Businesses, warehouses and distribution centers (Amazon) run 24-hour shifts, creating demand for meals outside traditional dining hours.
Agriculture
Day workers start work before dawn and take lunch breaks much earlier than typical 9-to-5 employees.
Non-Standard Shifts
Many occupations are on call all hours of the day, and need meals as such:
First Responders, Dispatchers, Police, Fire, Nurses, Doctors, Grocery Workers, Military, Gas Station Attendants, Airline Workers, Flight Attendants, Construction Workers, and more…
EXTENDED MORNING (AM) HOURS
Best Practices
Days & Hours Order types
• Weekdays
• Some trade areas support 7 days a week
• Open at 9:00 am
• Large lunch orders for local businesses are placed with restaurants that allow earlier pickups and deliveries
• Regular lunch orders for people who work overnight
• People who start work early, such as at 5:00am, eat lunch between 9:00 and 11:00am
Staffing
• Schedule 2 crosstrained team members. Between 911am:
• Take phone orders
• Make food
• Prep for the day
• Supplement Carry out and Delivery with DoorDash Drive for deliveries as needed
EXTENDED MORNING (AM) HOURS
Operational Execution
9:00am
• Turn on lights, TVs, music, online ordering, 3rd Party Delivery and other relevant equipment
• Be operationally-ready to accept all Dine In, Delivery and Carryout Orders
• Remove cart from walk-in cooler, set up Salad Bar
• Coach team members to prioritize orders over prep
11:00am
• Open Lunch Buffet
EXTENDED MORNING (AM) HOURS
Financial
AM Sales from Extended
Hours are incremental
You already have staff doing prep - why not make more money…?!
EXTENDED MORNING (AM) HOURS
Promotion & Advertising
Maximize Awareness for Extended Morning Hours:
• Adjust hours online and you’ll automatically capture more business
• Use Sponsored Ads and Offers on 3rd party delivery platforms for greater reach
• Reach out to existing large party regulars about the new hours
• Use canvassing and drop pizzas to local businesses
• Post on Social Media about the new hours
• Use box toppers that communicate your new hours
• Communicate hours via front door decals, A-frame signage, exterior banner
EXTENDED PM HOURS
EXTENDED EVENING (PM) HOURS
Opportunity Abounds
Our minimum operating hours have been from 11 AM to 9 PM. However, some MMP franchisees have successfully captured additional sales between 9 PM and midnight, particularly on Fridays and Saturdays. The sales generated during these hours often cover labor costs, making it a profitable strategy.
The Top 20 Restaurants open 9 pm-12 am generated $103K annually per restaurant during those 2 hours.
After 9:00 pm, very few pizza restaurants are open, and our competition is generating sales via online and third-party platforms.
DoorDash reports indicate later hours meet Guest Demand for businesses and workers seeking meals to carry out or have delivered after 9 pm and past midnight on Friday/Saturdays.
EXTENDED EVENING (PM) HOURS
Target Audiences
Nightlife
Trade areas in proximity of a vibrant nightlife with clubs, entertainment, sports and activities may capture those audiences
students
Restaurants near colleges and universities may see an uptick in late night orders for those that study or attend parties
Hotels
Hotels have round-the-clock staff and travelers and guests who seek dining recommendations from employees.
Operate 24/7 with staff and visitors needing food at all hours. hospitals
Big Box
Large Retail Stores like Walmart, Target, Costco have overnight teams restocking, cleaning and inventory.
industrial
Businesses, warehouses and distribution centers (Amazon) run 24-hour shifts, creating demand for meals outside traditional dining hours.
Non-Standard Shifts
Many occupations are on call all hours of the day, and need meals as such:
First Responders, Dispatchers, Police, Fire, Nurses, Doctors, Grocery Workers, Military, Gas Station Attendants, Airline Workers, Flight Attendants, Construction Workers, and more…
EXTENDED EVENING (PM) HOURS
Best Practices
Days & Hours Order types
Staffing
update
• Thursday through Saturday to start
• Some trade areas may support 7 days a week
• Stay open until 12:00 am on Friday/Saturdays
• People who work later hours tend to eat dinner later
• Night owls often crave pizza
• Overnight workers take meal breaks after 9:00 pm
• Schedule 2 crosstrained team members. Between 9:00 pm to 12:00 am.
• Take phone orders
• Make food
• Prep cheese, sauce, and vegetables for the following day
• Carryout & delivery (Supplement with DoorDash Drive as needed)
EXTENDED EVENING (PM) HOURS
EXTENDED EVENING (PM) HOURS
Promotion & Advertising
Maximize Awareness for Extended PM Hours:
• Adjust hours to capture more orders
• Use Sponsored Ads and Offers on 3rd party for greater reach
• Inform regulars about the new hours
• Post on Social Media about the new hours
• Use box toppers that communicate your new hours
• Communicate hours via front door decals, A-frame signage, exterior banner
MMP Restaurants that participate in Extended Hours may be included in MMP-Funded 3rd Party Delivery Campaigns through DoorDash. Stay tuned for more info!
EXTENDED EVENING (PM) HOURS
Operational Execution
• Keep all ordering platforms open for orders except Dine In, which will close at 9pm
• Carryout and delivery
• MMP website and app
• 3rd Party Delivery
• Phone in orders
• Lights and TVs should remain on, to mitigate drive-by guests thinking you’re closed (no chairs on tables)
• For security, you may lock the front door. Place a sign on the door asking third-party drivers and carryout guests to knock, and a team member will bring their orders to the door.
Successfully Implement Extended Hours Next Steps
1. Determine Your Extended Hours
• We recommend extended hours of 9 AM – 11 PM on weekdays and until midnight on weekends, subject to your trade area's needs and team readiness.
• Consider opening earlier or stay open later than the suggested hours if it suits your operations and guest demand.
2. Communicate Your Go-Live Date
• Email your FBC with your intended hours and start date.
3. Update Adora & 3rd Party Delivery Platforms (3PD)
• Update your extended hours in Adora POS. This will sync with 3PD partners such as, Uber Eats, DoorDash, and Grubhub. 4. Online Local Listings
• FSC will update hours across key platforms like the MMP website, Google, Mountain Rewards® App, Yelp, and others. Listings wi reflect your OPEN hours, even if your dining room is closed—this ensures your restaurant shows up when guests search “what’s open near me.”
NOTE: If you're only extending hours for 3PD (like DoorDash or Uber Eats), you can skip this step.
5. Promote Your New Hours
• On the Door, post hours window decal with your dining room hours so walk-in guests know when you’re open to the public.
➢ Available to order and customize on the MMP brand store: www.mmpbrandstore.com
Successfully Implement Extended Hours Configure Adora Settings
For both these scenarios, you need to go to Back Office → Settings → Store Hours → Edit
If extending Hours for all revenue channels (MMP Website, Loyalty App, and 3PD)
Then you can match all Store, Online, and 3rd Party Hours like the example below:
Or, if extending hours only for 3PD, then you can only extend your Third Party, Staffing, and Store Hours:
Let’s Go!
