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50 PROVEN WAYS TO BUILD RESTAURANT SALES & PROFIT
Soft cover book, 144 pages, 5"x8"
Copyright 1997
Published by Hospitality Masters Press
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AUTHOR'S SUMMARY:
50 Proven Ways to Build Restaurant Sales & Profit is the sort of book you have been hoping someone would put out. If you could get 50 of the best ideas from the best minds in the business in an easy-to-read book for only $15, wouldn't you want it in your professional library? Well, this idea is the essence of the Hospitality Masters Series and the first book is here. These are some great ideas from Gloria Boileau, Susan Clarke, Barry Cohen, Howard Cutson, Tom Feltenstein, Peter Good, Jim Laube, Bill Main, Phyllis Ann Marshall, Bill Marvin, Rudy Miick and Ron Yudd. Each notion is capsulized in one to three pages so you can quickly pick up an idea and get back to work. This is truly a working book for working people!



Read what the industry is saying about this book:

This book fits the way we operate in the 90's. It is fast-paced and packed with hard-hitting tidbits. In a few minutes, I can pick up a great idea and get back to work!
Greg Hunsucker, Co-owner
V's Italiano Ristorante, Kansas City, MO

What a great idea! I can't tell you how many management books I have started and never finished. This one has exactly the sort of information I can really use - concise and to the point. I want copies for all my managers and assistants.
Mark Sneed, Director of Operations
Phillips Seafood Restaurants, Washington, DC

You can't miss with advice from the best of the best! I like that the book doesn't preach. It credits me with enough intelligence to be able to adapt these ideas to fit my particular situations. Why didn't somebody do this sooner?
Mark Valente, Owner
Marc's Restaurant, Wheatridge, CO

This book contains hundreds of practical ideas in an easy-to-read format that can help any operator increase sales, reduce costs and improve profit margins. It is a useful book for any food professional from multi-unit director to small kitchen manager.
William Dillon, VP for Market Development
ARAMARK Campus Services, Philadelphia, PA

An invaluable collection of insights and experience from professionals who understand our business . . . filled with some simple "how to" solutions.
Marjorie Mintz, VP Human Resources
The Levy Restaurants, Chicago, IL

A super-concentrated collection of immensely valuable sales and profit-building ideas. This book will be a tremendous resource to anyone in the hospitality industry.
David Newton, Director of Operations
Applebee's, Pittsburgh, PA

This book is the perfect resource for busy food & beverage executives. Every page is loaded with common sense that I can put in my managers' hands for quick training of important issues. It's like a total Restaurant University in a book!
Greg Gallavan, F&B Director
Winter Park Resort, Winter Park, CO

As the owner of a restaurant, I am always searching for ways to improve my sales and profit. [This book] is a practical and effective tool for my management staff and myself to use for continual growth and success.
Chris Shake, Owner
The Fish Hopper, Monterey, CA

This book is filled with clear, concise advice that can definitely increase the bottom line. I've read industry books that are twice the length with half the insights of this one.
Richard Ysmael, Corporate Director
Motorola Hospitality Group, Schaumburg, IL





CONTRIBUTING AUTHORS:

Gloria Boileau
Internationally-recognized professional speaker specializing in environmental enhancement, image and communications

Susan Clarke
Internationally recognized as the #1" high energy/high content speaker author on attitude, employee motivation, customer service and sales

Barry Cohen
Award-winning chef, national speaker and CEO of Old San Francisco Steak House

Howard Cutson, FMP
Principal of Cutson Associates and a sought-after speaker on customer satisfaction and beverage operations

Tom Feltenstein
The nation's leading authority on foodservice and hospitality marketing

Peter Good, FMP
Nationally-recognized motivational speaker and trainer to the hospitality industry.

Jim Laube, CPA
President of the Center for Foodservice Education and consultant in profitability and financial management.

Bill Main
Nationally-known author, consultant and speaker and 1996-97 President of the California Restaurant Association

Phyllis Ann Marshall, FCSI
Principal of FoodPower, specialist in concept development, growth strategies, and merchandising with food and menus

Bill Marvin, The Restaurant Doctor
The most-booked speaker in the hospitality industry, author, consultant and advisor to operators around the world

Rudy Miick, FCSI
Nationally known consultant in hospitality operations and performance improvement

Ron Yudd
Assistant Director of Food Service for the United States Senate Restaurants and an experienced speaker, trainer and motivator





50 PROVEN WAYS TO BUILD RESTAURANT SALES & PROFIT
CONTENTS

About the Hospitality Masters Series
Introduction

Part 1
BUILD SALES

1. Marketing: keep it in the neighborhood
Tom Feltenstein

2. Get flexible, get cozy, get wealthy!
Phyllis Ann Marshall, FCSI

3. Expectations: the key to guest satisfaction
Susan Clarke

4. Pre-shift sales briefing
Bill Main

5. Build sales through environmental enhancement
Gloria Boileau

6. Start a late night menu
Bill Marvin, The Restaurant Doctor

7. Change your menu to spark customer traffic
Tom Feltenstein

8. "WOW" your sales: the ZORK interview
Barry Cohen

9. Wine sales for dummies
Howard Cutson, FMP

10. Pick a signature item and grow for it!
Phyllis Ann Marshall, FCSI

11. Making discounts work
Tom Feltenstein

12. Your uniforms leave a lasting impression
Gloria Boileau

13. The specialty drink menu
Howard Cutson, FMP

14. Tap the power of sampling
Bill Main

15. Build sales by creating more value
Susan Clarke

16. Stop wasting . . . people!
Phyllis Ann Marshall, FCSI

17. Be #1 without being #1
Tom Feltenstein

18. Sales mix: a tool for creating profit
Ron Yudd

19. Alcohol-free alternatives
Howard Cutson, FMP

20. Lunch on the Fast Track
Jim Laube, CPA

21. Put empty space to use
Phyllis Ann Marshall, FCSI

22. Color influences buyers
Gloria Boileau

23. Scripting and role play
Bill Main

24. Zone merchandising
Tom Feltenstein

25. Build loyalty, not the check average
Bill Marvin, The Restaurant Doctor



Part 2
CONTROL COSTS

26. Beat the clock to raise productivity
Jim Laube, CPA

27. Position descriptions that improve productivity
Bill Marvin, The Restaurant Doctor

28. Checklist for a profitable purveyor relationship
Ron Yudd

29. Garbage - a blinding flash of the obvious
Bill Main

30. Improve beverage controls
Howard Cutson, FMP

31. Lower Worker's Comp premiums
Jim Laube, CPA

32. Purchasing for profit
Ron Yudd

33. Change your work week
Bill Marvin, The Restaurant Doctor

34. Avoid the great bartender rip-off
Howard Cutson, FMP

35. Develop inventory stats
Jim Laube, CPA



Part 3
ADOPT PROFITABLE IDEAS

36. Screen applicants, not applications!
Peter Good, FMP

37. "WOW" your staff: create psychological ownership
Barry Cohen

38. Open your books to maximize performance!
Rudy Miick, FCSI

39. 24-hour recruiting
Peter Good, FMP

40. The power of presence
Bill Marvin, The Restaurant Doctor

41. "WOW" your community
Barry Cohen

42. Hire your way to profit!
Rudy Miick, FCSI

43. Just say charge it!
Jim Laube, CPA

44. "WOW" management: just TEAM it!
Barry Cohen

45. The wrong trainer
Peter Good, FMP

46. Hiring a bartender
Howard Cutson, FMP

47. The menu gauntlet: only the strong survive
Ron Yudd

48. Employee evaluations in 10 minutes or less
Peter Good, FMP

49. Higher motivation=lower turnover +more profit
Susan Clarke

50. Art & Science
Rudy Miick, FCSI



APPENDIX
Appendix A - Author background information
Appendix B - Recommended reading
Appendix C - Offers you can't refuse!



ABOUT THE HOSPITALITY MASTERS SERIES

You may have heard the old exchange:

Q: What is the secret of success?
A: Success comes from good judgement.

Q: Well, where does good judgement come from?
A: Good judgement comes from experience.

Q: OK, but where does experience come from?
A: Experience comes from bad judgement!

The joke would be funnier if it weren't so accurate!

Have you noticed that the School of Hard Knocks has a high enrollment? When wrestling with a problem, have you ever wished you could pick the brain of an industry expert who has "been there and done that" instead of just volunteering for yet another "valuable learning experience"?

Well, that is precisely the purpose of the Hospitality Masters Series of books.

We tapped the leading consultants and speakers in the foodservice and lodging industries for their most successful ideas on a series of topics essential to success in hospitality.

Hospitality Masters Press was formed to collect these gems, distilled from years of industry experience with their own (and other's) triumphs and tragedies, and present them in bite-sized pieces that even the most harried manager can quickly digest and apply.

The consultants, speakers and authors whose ideas are collected here are the best of the best in our business. At any meaningful gathering of industry leaders in North America, one or more of these experts is probably sharing insights in a standing-room only seminar or workshop.

When the leading operators in the US and Canada look for professional counsel, these are the names on the "short list." Our contributing authors produce the tapes that encourage and inspire thousands and write the books that become standard industry references.

50 Proven Ideas to Build Restaurant Sales and Profit is the first in a most valuable and exciting series. We welcome any comments you may have on this book as well as your suggestions for future titles.

We believe the books in the Hospitality Masters Series will become must-have additions to the professional library of every foodservice and lodging executive.

We think you will agree.



INTRODUCTION

Profitability is the interaction between income and expense. If you can increase revenue or lower costs, you are likely to have more money on the bottom line. If you can do both, you are guaranteed more profit.

Increase sales
The most immediate way to build the bottom line is to boost sales. You do not have a cost problem that cannot be covered by higher volume. In the pages that follow, you will find tested ideas to help you gain more sales from your existing customers as well as powerful ways to bring in new patrons.

Control costs
The other piece of the profitability puzzle is costs. Nobody ever got rich by saving money but you can not afford to waste your resources. Because this book is intended for the seasoned manager, we did not spend time writing about more conventional ways to control costs (like portion control.) You should already know about things like that. The cost control section includes potent but less obvious ideas on how to save money and get more bang for your buck.

Adopt profitable ideas
Finally, because hospitality enterprises are organic entities, the book includes a few ideas that are a bit more on the philosophical plane to help start you thinking on a more productive level. If you can allow yourself to open up to some new directions, you may be surprised at the possibilities you will start to see.

About this book
This is not a "how-to" manual. In fact, you may find seemingly contradictory ideas in here. The industry experts we have gathered in this book cannot tell you how you should run your business - the goal is only to share ideas that have worked for others. You must decide which ones, if any, are appropriate for you.

Each thought in this book has been condensed to its bare essence so some may raise more questions than they answer. If this happens, the contributing authors can provide more clarification . . . but only if you ask! Contact information is included in Appendix A.

How to use this book
This book is a collection of bullet-proof ideas from battle-tested veterans - use it that way. Keep it close and refer to it often. Ideas you are not ready for today might be perfect answers a few months from now.

Get copies of this book for all key members of your management team and have pass-around copies for your staff. The cost is minimal and the potential gain is huge. (Helping others to make you more money is a very smart thing to do!)

A closing thought
Good ideas will not make rich - it is the application of those good ideas that will make life better. This book should make you think. Ultimately, the real power in these ideas may not be in the ideas themselves, but rather in what they cause you to think of. We hope you will adapt these notions to fit your needs and take them to a new level! Good luck!


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