ELECTRONIC HOUSE CALL - February 8, 2002

The last 2+ weeks was a great trip -- long but satisfying. I am relishing the last of a few days at home before heading off to Las Vegas this weekend for Pizza Expo.

WHAT WAS OLD IS NEW AGAIN
Looking for a new source of business? How about marketing to all those guests who used to patronize you years ago but have gone missing? They may have left because they were bored, found another favorite place or for a host of other reasons. You need to find out what happened, make them that proverbial offer they can't refuse to give you another chance at their business . . . then be sure you give them such a good time that they will venture back in again on their own. This is just one of the ideas that surfaced at the Orlando roundtable last week.

THIRD TIME IS MAGIC
The first time someone comes into your place doesn't count . . . at least it doesn't tell you much. They might have stumbled into your door by accident, run out of gas in front of your parking lot or just given in to hunger about the time they saw your sign. Assuming you don't totally blow it on the first visit, they will come back a second time to see if what happened the first time was truly representative of your place or just a fluke. When they come back the third time, you are on the verge of becoming a habit with them. The moral of the storydon't let up.

AFTER DINNER AFFLUENCE
To increase dessert sales, Greg James of Auckland, New Zealand suggests creating a sampler platter containing a selection of your best desserts. This is an easy way for staff to recommend a dessert to a table. Often people who will not order a whole dessert would still like a taste of something sweet. When four people are at a table, sometimes no desserts are ordered because of peer pressure -- one won't order unless everyone does. A sampler platter lets everyone at the table get a taste of several of your after-dinner sweets and it is easy for servers to sell. In addition, a dessert platter being carried to a table means that other diners will see it too which is good for sales.

A note from the Doc:
This is not a new idea but I am always surprised at how many people have not done it. It also works well with appetizers. If you have not put together sampler platters in several sizes and combinations, try offering it as a special and see what happens. Appetizer samplers are naturals in your bar.

THE LINE-UP IS SET
The Hospitality Masters Super Summit on April 29-30 will feature Bill Main, Max Hitchins, Phyllis Ann Marshall, Joel Cohen, Susan Clarke, Molly Hancock, Banger Smith, Rory Fatt . . . and me! For the first time, we will get to say the sort of things we have always wanted to say to an audience but didn't have a sponsor who would let us do it! We promise you brand new ideas in a unique format for the industry. Attendance is limited to 99 people and almost half that amount have already expressed their intent to be there. If you want to get your name on the list, go to my website (http//www.restaurantdoctor.com) and give us your name and e-mail address when the little window pops up.

NOTE TO COACHING PROGRAM AND GOLD GROUP MEMBERS
Due to my extended trip and the short time at home, the Home Remedies newsletter for February will go out when I get back from Las Vegas next week.

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