The Restaurant Doctor - Electronic House Call

ELECTRONIC HOUSE CALL - May 19, 2000

ALAS, WE HARDLY KNEW YA
Here is a mind-jogging note from my colleague, Marv Hunt, F&B Manager at the Doubletree Hotel in Spokane, Washington:
I just went through Mothers Day. The restaurant was totally full all the time we were open. In talking with our guests, I realized that many of them did not realize what our restaurant was about. They have (or had) only been here for previous holiday buffets -- Mother's Day, Easter, Thanksgiving, Christmas -- and they had no Idea about what we do day to day. The fact is that we are a damn great steakhouse, but they seemed to think of us as an Italian restaurant, a concept we abandoned over two years ago. This just got me thinking of how we market ourselves and the message the public really hears. Good food for thought for me.

A note from the Doc:
We are often the worst judges of how the public perceives what we do. Remember that the marketing battle is fought between the ears and that you can't count on the public to figure it out without a little (or a lot of) help from you. It wouldn't hurt to ask a few folks at random what they know about your place. (Ask people who are NOT coming rather than people who ARE!) It will give you an idea of what you need to do to bring their perception into line with your reality.

Also, ask your regulars why they come to you. You may be surprised at what is really important to them. However that information will help you develop an appeal to other potential guests. (This process also works with your staff -- knowing what they like about working for you gives you good material to better target the message in your recruiting efforts.)

NEED A CHEF?
Jerry Pinder <admin@cordonbleu.com.au> writes from Australia:
I have an Australian Chef that is looking to move to the USA to work. He already has a green card but would like a job to go to. He is NOT looking for relocation expenses, has a great attitude and would make a wonderful creative addition to many kitchens.

His work experience includes 9 years in luxury 5 Star hotels attaining the position of Sous chef at the Hyatt Regency in Perth. in addition he has spent time working on Island resorts here in Australia as well as a four year stint with the David peters group who own a very divers range of restaurants(they range from prestige Fine dining through to English style pubs and Tearooms).

He is currently employees as sous chef at a local restaurant/ function venue. The chef has experience with various food styles and these include Classic French, Modern Australian (a fusion of many different styles), Thai, Malay and a little Singaporean. He is also undergone various training courses including HACCP and other Hygiene courses. He is also a competent butcher. He is 33 years old, married and willing to move as a position becomes available.

Additionally if any American chefs would like to come to Australia to work for a year (or longer) we will sponsor their Visa and find them employment (subject to certain criteria being met).

A REMINDER TO MIS SUBSCRIBERS
The free teleconference with Randy Rayburn of Sunset Grill in Nashville is this coming Monday, May 22nd, from 3:30-4:30 EDT. The call-in number was included with your May tape.

The June tape features an interview with Phyllis Ann Marshall, President of FoodPower in Orange County, California. We discuss a process known as Value Engineering that is generating a 15-20% sales increase for operators around the country.

If you are not already a subscriber to the Management Insight Series, it is not too late. There is complete information on my website at www.restaurantdoctor.com.

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