ELECTRONIC HOUSE CALL - August 23, 2002

I love it when I get a reaction ... and last week's EHC on people bringing in food from the outside certainly did that. Here are a few of the comments

From Jeff Goodwin, Willy Nick's Cafe, Katonah, NY
I have a difficult time getting past the idea that it is very simply a breach of etiquette for someone to bring outside food into another restaurant without permission. I, too, have had people bring food from another restaurant into mine, and I guarantee that my chicken fingers are better than Burger King's! So it is not a quality issue. Your best suggestion was to take the offensive material and plate it in a satisfactory manner. Thank you.

From Chef Tony Reid, Louisville, KY
In response to the "dilemma" of outside food, I'm reminded of a story that happened to me many years ago. My experience just may help this manager. Many years ago my friends and I rode our bikes down to the barbershop to get Rory his bi-weekly haircut. You see Rory's dad demanded short hair. However, I was not getting my hair cut, and the length was near the middle of my back. The length of my hair upset many adults especially since I was only ten.

The barber had a different view. As I settled down with a Coke, and my friend sat there getting his hair cut, Mr. Pannozzo called me to come closer. "Ant-knee, ( that's how Italians say Anthony!), I'll cut your hair for free today. Will you let me?" I thought for a moment because hair cuts at that time cost $2.50, and I could cut a lawn for $3. I countered, "What about two haircuts ... and two Cokes?"

We shook hands and the deal was done. My hair was gone, (crew cut -- I wanted to get my monies worth), I still had some cash in my pocket, and Mr. Pannozzo had a customer for what would become 20 years of loyalty. He retired with my money ... and I've got this great story, short hair, and lifelong lesson on the value of a customer.

My point is this: my guess is that the family in question was on vacation. The adults have liked your restaurant from previous visits. You, however have not won the teens over. Why not offer a FREE taste challenge to the teens? Burger for Burger, Salad for Salad. Make it a spectacle ... and IF you win, think about the testimonial that you get! A sign out front " We Won The Teen Taste Challenge!"

Lastly, I ask, are you building life long customers, or are you just getting through the season?

From Howard Black, BrightStar Drive-In Grill, Mt. Holly, NC

We have the same situation happen in our restaurant. We're a family restaurant (50's style) that is close to a McDonald's and we have parents bring their children in with McDonald's food and bags. At first, I considered this just a simple slap in the face, then I started to think as a parent -- keep the kids happy! How often as a parent have the kids insisted on McDonald's while we wanted something a little nicer, a little better.

Working with this situation and training my wait staff to be observant this became a good PR situation for the restaurant. When we see this happening, we ask the parents to let us freshen up their kid's meal We take it to the back and have it hot when the adults order comes out. We make sure that we add some candy and other goodies to it. We then offer some ice cream later in the meal and play up to the kids. What often happens is that we "convert" the kids over to us and make them feel comfortable eating here. Instead of asking for McDonald's the next time, they insist on coming to our restaurant. Great PR and a great future customer!

From Sam Meiner, Bubbalou's Bodacious BBQ, Orlando, FL
I would just be glad that three guests came and ate at my restaurant. Golly, they could have taken all their business to the first store.

From Luis Fresnedo, Hermosillo, Sonora, Mexico
I would like to share with you the way I handle this type of situation in my restaurants

1. First of all, I find out why they bought the food in the other restaurant. I do this asking directly and sincerely, not "questioning" their reasons, but just learning from them. With this info I can either improve my own food or "mark the difference." It is possible that the same item in my place is more expensive because it's better. For example, is the Caesar Salad made from scratch or with some bottled dressing? That really makes a difference, and maybe the adults are willing to pay more because they appreciate the natural anchovy flavor in my salad and the kids can't tell the difference.

2. I ask them to write it down in a comment card. That takes care of any liability.

3. If their reason for doing it is the price (refer to the criteria stated above), I welcome them to bring their kid's food as often as they like.

4. I try to sell them the best food at the best possible value in order to make them happy and have them come back often. Three occupied seats are better than three empty seats, anyway.

5. I make sure my staff understands what I did and why I did it.

From Kara Lucio, The Onion, Spokane, WA
I am the general manager of a locally owned restaurant and my job is all about exceeding our guests' expectations. If faced with people bringing in competitor's food to eat, I would respond by letting them know that next time, my staff would be happy to get that food for them and save them the trip to my competitor. We are in the business of making people happy and we do whatever it takes. Seize every opportunity to delight your guests! They will tell all their friends how great you are. It's just another way to look at the situation.

From Anna Caulfield, Chases, New Smyrna Beach, FL
I am glad to see that other people have a problem with this. I disagree with you that it's "ego."

A note from the Doc:
I used the word "ego" precisely because it gets a reaction from people. You can do whatever you want to do and call it the right way to run your company. You have the right to do that, of course, but when what is important to you takes precedence over what is important to your guests, I still contend that it is an action driven by ego ... and that is a dangerous luxury in the service business.

I am reminded of a story I read many years ago of a municipality in the midwest that had a water pipe that spanned a ditch. The local kids were always playing on the pipe, frequently breaking it. After yet another repair, the town fathers called a special meeting to determine how to stop it. Various deterrents were suggested like wrapping the pipe in barbed wire and the discussion was spirited. Finally, an old man in the back raised his hand. In a quiet voice he asked, "Why don't we just make it strong enough that they can swing on it?"

That is the parallel. Rather than looking for ways to stop our guests from doing something, I think we should always be exploring ways that we can adjust our systems to accommodate their preferences. In the water pipe case, one way to "adjust the system" would have been to make the pipe stronger. Another would have been to bury the pipe. No pipe, no problem. Trying to stop the kids from doing what kids want to do will only be a continual struggle and a waste of energy. We need to maintain some sense of order in the restaurant, of course, but if all my little piece does is get people to re-examine their motives behind what they are doing or how they are doing it -- even if they choose to change nothing -- something good will have been accomplished.

From Bob Hodgson, Lefty's, Vancouver Island, BC
Often, I will print out your e-mail updates and share the topic with the staff. The recent one about allowing parents to bring in the kids food from another restaurant was a controversial one to say the least. The very next day a fellow rode up on his bicycle and asked if we made a good cappuccino? After serving him what he claimed was the best he'd ever had, he vowed to return with his wife.

He came back that afternoon with her and their three older children for a round of high margin smoothies, special coffees and hot chocolate. After ordering he asked if they could share a bag of potato chips at one of our patio tables. Remembering your newsletter, I said sure, and made a point of informing my other staff so they did not freak out. I then took the opportunity to offer them a coupon for dinner and suggested they check out our menus.

After reading our menu and consulting with the kids he told me they wanted to make a reservation for themselves and two other friends (party of seven) for Friday evening. They were already booked for dinner at a local high end resort but preferred our style and menu and decided to cancel with them and come to us. In the following days they became regular guests of our restaurant.

I am grateful for your advice and I guess this illustrates the opportunity available to each of us when we place the guests needs first.

Merci
My thanks to all of you for sharing your reactions and suggestions. If you like this sort of exchange, I invite you to continue to post your questions and comments on my website forum (Click on the "Message Board" link on the home page.) For reasons my webmaster still can't explain (but promises he is working on), the most recent posts start on Page 2. Go figure!

Today's Extra
Joel Cohen and I will be presenting our Odd Couple Restaurant Marketing Workshop in Charlotte and Greensboro, NC on September 23 and 24. For more information and to register, go to www.oddcouple.net. We will also be offering this workshop in Milwaukee and Eau Claire, WI on October 16 and 17 and in Charleston, Columbia and Myrtle Beach, SC the first week in November. Watch EHC for more details. If you would like to see a program a little closer to home, call your state restaurant association and urge them to bring this workshop to your city.

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