The Restaurant Doctor - Electronic House Call

ELECTRONIC HOUSE CALL - September 14, 2001

NOW WHAT?
You have probably received more than enough e-mail messages with deep thoughts on how to keep your morale up during this extraordinary time. Some of these have been powerful . . . but that is not the way I am thinking today. At this point, I think a game plan may be more appropriate than a pep talk. The goal of terrorism is to create panic and disrupt the daily routine. To the extent that we can instill calm and restore our normal business patterns, we start to heal the wounds and deny terrorists their victory.

I certainly do not have a crystal ball but here are a few things I think we can expect and what you might consider doing about them

1. This is the time when everyone looks for leadership and in your organization, that role probably falls to you whether you want it or not. You can only lead by example . . . and you cannot abdicate this responsibility. Your staff will be traumatized, at least to some degree, and likely distracted by their own thoughts regarding the events of the week. If you have not already done it, talk with your crew, reassure them that life goes on and that you intend to persevere. Be more visible to your crew and let them know they are not in this alone.

2. Take some action to help the cause. Give blood. Make a donation to the Red Cross. Encourage your staff (and guests) to do the same. Hold a fundraiser for disaster relief efforts. Light a candle in front of your local fire station. Get little red, white and blue ribbons for your staff or hang out an American flag. My international subscribers could fly their own flag at half staff as a symbol of solidarity. Actions like these will help alleviate the feeling of helplessness that can incapacitate us and cause us to retreat inward. They also truly make a difference in the healing process.

3. As we saw during the Gulf war, the US economy is likely to take a hit, even to the extent that a true recession may be on the horizon. This could also happen on a more global basis. If that happens, the market historically starts trading down in their dining habits. In last week's EHC, I mentioned some actions you can take now to protect your bottom line. I am also putting additional ideas together and will offer them in a tele-seminar, in another week or so. I'll drop you a note when I know the specifics.

4. In the short run, some restaurants should be prepared for an increase in business, particularly if people become so preoccupied with events that they lose their ambition to cook at home. Barring some compelling new events like retaliatory strikes or additional attacks, this should diminish over time but don't underestimate the need for pleasant diversions during difficult times. Bear in mind that your guests might be a little edgy at the moment and therefore less tolerant of errors and omissions. Your staff may also be a bit touchier than usual for the same reasons. Talk with your crew about these tendencies and be a presence on the floor to help them maintain equilibrium.

5. Pump a little fresh energy into your operation. Business as usual is boring. In trying times, people will be craving something to break the "blahs" and give them hope. I doubt that folks will be ready for anything too extreme, but a little unexpected extra like some comp munchies or a free dessert here and there will enhance the personal connection and brighten the day for both your guests and staff which will help folks get through the next few weeks in a better frame of mind.

Challenging times demand the best from all of us. I, for one, refuse to be afraid. I believe that in the long run, these horrific events will make us stronger and wiser. I hope you will take a similar stance and pass that resolve along to your staff, guests and family through your words and especially thorough your actions. The surprise result of this tragedy is the growing feeling that we are all in this together . . . and truly we are all family, no matter where in the world we live, the color of our skin or the way we choose to worship. Once we wake up to that, the forces of fear and uncertainty don't have a chance.

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