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

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.