ELECTRONIC HOUSE CALL - September 7, 2001

Still at home, taking it easy ( . . . well, easier anyway!) Walking half an hour every day, paying more attention to what I eat and generally being the poster child for cardiac rehab. It's scary to see!

SURFING THE ECONOMIC CURRENT
I find economics fascinating. The economy was rolling along for eight years. Times were good. People had money and most were optimistic about the future . . . until someone said, "Well, you know, the economy could be slowing down. Things are getting tough. We need to do something to fix it." Suddenly people started thinking, "Things are getting bad? Really? I guess I better cut back." and companies began cutting back. That provided more "economic indicators" and more discussion about how it was really getting rough. Now it is spreading to individual consumers who are suddenly holding on to their money and circling the wagons.

The economy gets good because we agree that it is getting good . . . and it gets bad because we agree that it is getting bad. There is no real reason that we should have dropped off the high of the last several years but that people just began to think differently. A pox on the folks that planted that idea . . . but that is a topic for another time. So what's my point?

My point is that whether you are in for good times or bad times in the near future is more about your own thinking than anything else. I will grant you that the sheep may blindly follow the media and that will cause the economic currents to shift . . . but that doesn't mean you can't still go surfing! The best defense against slow times is a good attitude. If you keep your head about you, it is easy to see that there are some amazing opportunities that will be presented while your competitors panic and start playing it safe.

Skim the cream off the top
There are more good people looking for work. Take the best of the best and train them better than you ever have before. Let them know that this can be a real career. Earn their loyalty. Not only will they make you rich and famous, but they won't bolt when things pick up again.

Scrape the scum off the bottom
You have an obligation to keep the playing field clear. Those in the bottom 10% of your crew would be better off if you would free up their futures so they can pursue job paths that will be more interesting to them. Your organization will be better for it as well.

Think margin
Re-introduce yourself to the idea that your profitability is determined by gross margins, not by average check or food cost percentage. How much money sticks to your fingers after you sell each item on your menu? The general public is likely to be spending less, but if you evolve your menu to include some lower-priced menu items with margins similar to (or better than) what you had before, who cares? You will still make out.

Guard your thoughts
Don't buy into the media cry that the sky is falling. The surf may be up but it can be all good news if you don't allow yourself to dwell on thoughts of gloom and doom. If you do start chasing your tail this way, just recognize that you have lost it and take a break. You will naturally reset once your mind slows down . . . and from a quiet mind you will see nothing but opportunities.

LAST CALL FOR EARLY SIGN-UP BONUS
My new Coaching Program is a no-brainer of a deal -- an amazing package of information, 100% delight guaranteed . . . and you get a second free book if you sign up by this Monday, September 10th. After that, you can still become a member, but you only get one free book as an enrollment bonus. Just go to my website at www.restaurantdoctor.com and click on the link at the top of the home page to download a PDF file with all the info.

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