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.