It's the "We'll Be Back" Stupid that kills restaurants

Our gusts are the worlds biggest liars.

They rather lie than have a confrontation with a hard working owner or manager.

Any operator who believes his guests saying ;' We'll be Back" should have their head checked.

In today's fast moving restaurant business, it is more important than ever to extract the truth from the your guests.

One way is to call guests abck the next morning and ask how their friends enjoyed themselfes?

Be prepaired to handle the truth, because they will tell you in privacy of their home on the phone with you...

If you have valet parking, have your 'boy's' be the wistleblower for you. Pay a bonus for every name and phone number they give you for a unhappy customer that they overheard while they were waitng for their car!
You call them the next morning, and you will blow their mind. Invite them back if they are not too mad at you, or send all the money back including the tip with a note of apoligies.
You wil have have made an avocate out of an assin.

This way you can stay on top of your operation.

How big do your guest database have to be?

Restaurant & Institution Magazine reports that Morton's of Chicago have 250.000 guests in their database. That may seem a like a lot of guests data.

But if you consider Morton's have 7o restaurants in their their chain the number for each restaurant is like 3570 guests per restaurant.

Knowing this, all the independent have to do is have not less than 100 guests data per seat in their restaurants and they will have the competitive edge needed in today's razor sharp competition with the dinner chains who are trying to look like an independent.
Lets take a 100 seat restaurant with 100 guests data per seat = 10.000 guest data.
Most dinner restaurant is frequented by couples, so the 10.000 guests is actually double when it comes to sending out a birthday invitation.

Then all you have to do is mail 20.000 birthday invitation to celebrate with a party of four or more on a weekday night over a year and figure this...

Many smaller restaurants where the owners are known to the guests will
get a minimum of 10 % redemption's.

Restaurant Start Up & Growth Magazine in the October issue had a story of a small independent small restaurant , Cucina di Amore in Liverpool, NY owned by Karla Pavese, that got EIGHTY ONE PERCENT of those who were sent a birthday card redeemed. WOW!

But, let's stay with our number of 10 % of 20.000 invitations = 2000 guests x party of four x national check average by ZAGAT of 32.60 and you will have an additional incremental annual gross income of $ 260.800,00

Not to mention the good will and loyalty created by remembering your guests on their birthday, and the additional new guests celebrating with your 'invited' regular patrons who will now become part of your extended family of friends and loyal patrons in your database.

It is then up to you to make this a memorable evening and don't let your guest leave without some sort of gift in their hand. Like if you had an Italian restaurant you may give a mason jar (with you label & phone # on it )with you grandmothers secret recipe marinara sauce.

I bet you, that years later when these people talk about that special evening, no one remember
what they had to eat or the name of your restaurant, but they will all remember the $ 2.00 insignificant gift you so gracefully gave them...

Amazing, but that is all it takes to be remembered for years to come.

With a large database of guests won the Independents in America will be in charge of their own destiny

Ten Golden Rules for a Successful Restaurant Opening

Here are Ten Golden Rules for a successful launch for a new restaurant.

1. Hold a Grand Opening Event (this is not optional!)
Studies have shown that restaurants that open without a grand opening event have significantly less sales success in their first two years than restaurants that do hold an opening. The event should take place three to four weeks after the store is operational to allow new staff to be trained and management to work out the kinks. It can take place on one night or over a whole weekend or week, if possible try to tie into local special events or calendar opportunities.

2. Invite local celebrities, dignitaries and relevant associations
Send a classy invitation to local celebrities and dignitaries including local politicians, local school principals, the police chief and fire chief. These people will add a local flair to the grand opening event and they are good friends to have in the future. Additionally these people are often popular networkers and they can spread valuable word-of-mouth. If you have an Italian restaurant invite the local Italian club, if you have a Jewish Restaurant invite the Boards of Directors of your local Synagogues.

3. Announce the Restaurant and Grand Opening Event with a press release
Prepare a list of local media and send the media release by mail or email well in advance of the event. Select all local and regional newspapers, local radio stations and websites. Call important media personally to invite them out and ensure all of your staff knows to get you immediately if the media shows up. TREAT THE MEDIA AS GODS AND GODDESSES, they expect it and they can make or break you. Give them a tour of your restaurant, introduce them to dignitaries at the launch event and follow up with a professional thank you letter immediately after the event.

4. Offer a Grand Opening Prize
At the Grand Opening Event and throughout Grand Opening Week offer a significant prize draw. This is a critical to build your mail and email list and your list is critical to ongoing marketing efforts.

5. Don’t forget your neighbors.
It is always beneficial to build good relations with neighboring stores, restaurants and hotels. Invite them to the Grand Opening Event, A concierge or hostess might recommend you to some tourists; another merchant might mention you in a media interview. Being a good neighbor can pay big dividends.

6. Make the Opening Grand.
Balloons are mandatory, a banner a bonus. It is old fashioned but critical to making the event and ‘Event’. Make it worthwhile for people who took the time to join you, feature your signature dishes and if appropriate host a simple bar. If the public will be in attendance you may be able to have a VIP area for invited guests and media. Hire a magician or other relevant mascot to hand out treats or just to add spectacle. If your budget allows for paid media, newspaper ads and radio ads are great, and a live radio remote with pre-promotion adds to the event. Hand out coupons for attendees to come back to the restaurant or for them to pass to friends and family.

7. Thank friends, family and everyone who helped you get started.
Invite everyone who was involved in making the store happen, your banker, your contractor, friends and family. Start a list today and make sure you thank everyone at the event.

8. Involve your team in the event
Give your staff assignments to help prepare for the event. Someone can help you put a media list together; another staff member can plan the menu. Involve them all along the way and make sure they feel like it is their Opening Night (or weekend or week), give them ownership, responsibility and make them feel special and appreciated at the event.

9. Get post event publicity.
Hire a professional photographer for the event and send out the photos to attendees and the media immediately after the event. If you have a photo shaking hands with a local media member or the local police chief or mayor it should make local papers. Consider making a donation to a local charitable cause; perhaps donate a percentage of sales on opening day. This donation will get additional post-event media coverage and will be well received by the community.

10. Make a keepsake
Prepare a collage of photos, invitations and media clippings and have it professionally framed, hang it in the store to commemorate your great start!

$20 on the Floor

I worked in a classy steak house chain when I was going to college. One day our new manager stapled a $20 bill to bottom of a coaster and left the coaster in a hallway all of the waiters and buspeople passed by while going to and from the kitchen and bar area.

After several minutes a senior waiter picked up the coaster. Of course the waiter proceeded to tell a number of the other employees and that story has stayed with me for over twenty years. Now I never pass a piece of garbage in any work place without stopping to pick it up!

There are many ways to teach and reinforce the core messages we want our staff to learn. Maybe it is worth $20 to connect with some of your team?

The Case of the Disapearing Waiter

Last night we dined at a very exclusive restaurant.

The hostess sat us promptly and politely. The waiter introduced himself and promptly took our drink orders, and then our dinner orders.

After dinner the waiter was nowhere to be found. Fortunately, the manager was close at hand and cleared our plates and brought the bill.

How can you ensure your server is consistent throughout a meal?

KIND ACTS NEVER FORGOTTEN!

When was the last time you did something from the heart?

The following letter was written to the original owner of a 2nd generation very busy lunch & breakfast landmark restaurant serving 1000's of guests every day.

"Dear John:
I was recently in Lake Worth after 34 years!
I was so surprised that your wonderful restaurant was still there and going 'gangbusters' !
in 1973 I was only 17 years old and worked at the "Lu-Lu Restaurant' on J street and lived on some very sparse tips. I rented a 'room by the week' and was really struggling to make ends meet.
Occasionally, I would ride my bike to the beach and would come into your restaurant for a grilled cheese!
One day you bought me my sandwich and your kind act has never been forgotten!
What a wave of 'deja-vu' when all these years later I came in, had lunch and got to see you and personally thank you . I am guessing you were in your mid 40's back then and you still look the same!
God bless you"
Laurie Popovick
PS. If you are ever in Chicago I'll sell you a condo and buy you a grilled cheese.

How often do you do something for a guest that is totally unexpected and kind?

Whether it's a 2.5 oz bag of coffee you give to a guest after a nice compliment on you coffee
or a loaf of bread to take home after a compliments on your delicious bread or giving your patron a mason jar with your wonderful 'mothers secret recipes' marinara sauce because your guest said to you " I just love your marinara sauce..."

In short, it could be any insignificant little thing to you, but it could mean the world to someone else, that would never be forgotten!

What idea can you dream up for your guests???

Remember, the more you give, the more you get!

The art of giving

When a guest compliments you on your coffee, just say thank you and keep moving on.
A little later, before guest leave, bring each lady in the party a 2.5 oz. bag of coffee to take home. You may want to say something like this:" When you brew this coffee in the morning I know you will get a delicious taste in your mouth again and you will think about what a memorable evening you had here tonight.
Your guest will remember this little gesture long after the forgot what they ate in your restaurant. "Remember that restaurant where the waiter gave us the coffee to take home?'

What's a social director?

Every household in America has a social director. Usually it's the woman of the house.

She will run the social calendar for her family, never forgetting a birthday!
In households with the most income she spends 77 % of all disposable income.
This prime time woman never leaves the house without her calendar.
No matter where she is, she will at a moments notice approve or dis-approve her husband's cell phone call about a dinner date on this and this date.

In addition, she will be the one that will arrange the dinner dates with her girlfriends and their husband's according to the 'Word of Mouth' reputation of the restaurants.
From divorce attorneys to cruises to the spa's to your restaurant she knows where to go by "Word of Mouth" from her friends.

I remember taking a reservation for a CEO of a Fortune 500 company with 75,000 employees, but when it came time to determine whether it should be 7:30 PM or 8 PM, this CEO had to get his wife and ask 'permission' to make it 8 PM and not 7:30 PM as his wife had requested.
Always focus on your Prime Time Woman guests and make her happy, whatever it takes!
...and you will see a lot of her in your restaurant with all her friends!

What is "Word of Mouth" Marketing ?

Restaurants live or die by "Word of Mouth"
It is not your guests responsibility to remember you,
it is your obligation to make sure they don't forget you.

It is your job to find guests who like to talk about you, but how?
Most likely your dining room if full of your fans already.
Just do ordinary things in an extraordinary way! - it's that simple!

Give your guests something to talk about, and they will!

Chef-Owners, please look for critisism & save your business

The trouble with us chef-owners is, that we rather be ruined by praise than be saved by criticism.

When a chef-owner starts his day by calling last nights guest to learn how his guests really enjoyed themselves, he better be prepared for surprises...

The same guest who last night kissed him goodbye and told him they loved everything and that they would soon be back again, now tell a whole other story in the privacy of their home and on the phone.

Listen, listen , listen to your guests, make appropriate corrections and continue to be successful.

What's a Chef Entrepreneur ?

It is my opinion after 35 years as a chef-owner, that failure is a phase through which nearly all chef-owners must pass on the way to success.

The ability to take a punch, and then get up on their feet again,
this time determined more than ever to win the 'war'
is the defining characteristics of a chef-owner entrepreneur.

How to get your guests to work for you!

Each time a new guest enters your database, make sure you send a 'thank you' note next day, in which you ask your patron to help you by bringing in their friends so more people can try out your restaurant.

In appreciation for their help in bringing in their own referrals buy them a bottle of wine with a party of four or more if they come doing the week when you most likely need the incremental business. It works!

Creating memories = repeat business!

You are in the business of creating memories for your guests because you know it means repeat business.

One way to do this is by presenting your birthday guests with a birthday cake and a Glitzzz super sparkler.

Years later your guest will remember your restaurants as the one with the big birthday sparkler. Your guests may not remember what they ate, but they will remember the birthday surprise 'firework' forever!

66% of all Americans dine out on birthdays

According to a National Restaurant Association Survey 66 % of all Americans eat out on their birthdays.

Did you mail your guests and patrons a birthday card?

If not, you missed the boat!

Cutting Corners Can Cut Customers

On Saturday I was looking forward to visiting one of my all time favorite pizza restaurants for dinner. All day I could practically taste their famous garlic rolls on my tongue. In fact, I mentioned to my wife in the car ride how much I was looking forward to the garlic rolls.

We arrived early and we got a nice seat by the front windows. The waiter took our order and I reminded him that I was looking forward to the garlic rolls.



When the rolls came, I took my first bite and I was so disappointed! The rolls were one day old and they were reheated. Imagine how let down I felt. I will always think twice about visiting my former favorite pizza place.

Cutting corners can save pennies, but a loyal customer can be worth hundreds, if not thousands of dollars. I must have been to this pizza place at least 20 times. Average check $20 times 4, that is $1600. I once calculated that me and my family had spent over $150,000 at another restaurant.

Next time you want to cut a corner, make sure you aren't cutting customers.

Meet Award Winning Chef Jorgen Moller!

I met Jorgen Moller at his restaurant Out of Denmark in 2004. I was amazed at how many times the lights were turned down in the full and busy restaurant to bring a special dessert out with a blazing danish sparkler lighting the way.

Jorgen explained to me that every sparkler signified a customer who had returned to the restaurant to celebrate a birthday or anniversary. Each of these returning customers were a part of his direct marketing program. Jorgen had never been classically trained as a marketer, but he was among the most intuitive and inventive marketers I had ever met!

I invited Jorgen to speak to the American Marketing Association and he delighted the audience with colorful examples of how he fills the seats in his restaurant. He then darkened the room and had special desserts with sparklers sparkling delivered by the hotel staff. Sadly, Jorgen sold Out if Denmark, but happily, he has dedicated his life to helping other restaurateurs fill their seats night after night.

Colorful, creative and passionate, I am proud to call Jorgen a friend and proud to be a part of brining his marketing lessons to you! In this blogWe will be sharing marketing ideas for restaurants and ideas of how to bring in customers to a restaurant. Please visit often. Comment. participate. We'd love this to become a vibrant an enjoyable restaurant community.