ELECTRONIC HOUSE CALL - August 10, 2001

I'm back on the shores of Puget Sound for the next ten days. The weather is getting up toward the 90's -- unheard of for us -- but it feels good after 113 degrees in Phoenix!

HAVE YOU NOTICED?
Harry Bond, CEO of Monical Pizza in Chicago, wonders if other operators have noticed a slight spike in same store sales during the past three weeks. The "tax rebate" checks have been arriving and he is curious as to how the money is being spent. If it has been going to leisure activities like dining, look for a drop-off in September. Let me know if you have noticed any sales bumps.

. . . WHERE THE HEART IS
Somehow it has become fashionable to refer to the kitchen as the "heart of the house" . . . but don't go there. I admit that it sounds better than "back of the house" and the kitchen is critical to the success of the restaurant to be sure, but never doubt that the heart of the house is in the dining room. That is where the guest's experience is created. That is where the personal connection is established. That is where the guest will (or will not) feel your passion and caring . . . and your heart.

The task of the dining room staff is to show that heart to the guests . . . and also to show it to the kitchen staff. How do they do this? How about regular feedback and appreciation for the job they do? A well-placed, personal "thank you" does wonders. How about giving the kitchen credit at the table? "Chef Jerry just came up with this new item and would like your opinion." How about letting the cook present the plate from time to time? "I just made this for you. I hope you like it." The most powerful way of all is just to deal with them from respect. If you need another name for the kitchen, "Team Cuisine" worked well for me.

TURNING THE TABLES
I recently worked with a client who wanted to increase business on the nights when he already had all the business he could handle. My suggestion was two-fold. First, offer free champagne to guests who have to wait. In my experience, they might have one glass and then go back to their regular beverage, but it is a nice surprise that takes the edge off the wait. Local liquor laws will determine what you can do or how you have to do it, but I suggest this is a policy that you do not advertise -- let your guests pass the word for you.

The second piece has to do with logistics. When people are on wait, he will basically offer to start the dinner service in the bar. Waiting patrons can have a drink and order appetizers. While they are waiting, a staff member will distribute the dinner menus and actually take the entree orders. Guests will be informed that when their dining table is just about to clear, the orders will be placed in the kitchen. When the guests get to their table, the salads will already be down and the entrees will follow quickly. It seems like better timing for all concerned as the guests, who have already been waiting for awhile, do not have to start the meal service from the very beginning. We estimate that this will cut their time on the table by about 30 minutes . . . and enable the restaurant to get another turn out on their peak nights.

MANAGEMENT INSIGHT SERIES
In the next few months, subscribers can look forward to interviews with Joe Micatrotto, CEO of Buca di Beppo and Loret Carbone, President of Flat Top Grill, both presenters at the CHART conference this week. If you are not currently an MIS subscriber, you can find out more about it on my website at www.restaurantdoctor.com/MIS.html.

[ Home ] [ Top ] [ Email Restaurant Doctor ]

© 2001 Restaurant Doctor