ELECTRONIC HOUSE CALL - October 18, 2002

Greetings from Eau Claire, Wisconsin where Joel Cohen and I just finished another truly enjoyable Odd Couple Workshop. I am in Omaha on Saturday to do a program for the National Speakers Association chapter ... then to Sioux Falls on Monday to talk with the Pizza Ranch franchisees about how to create a climate for exceptional service.

EVERYTHING OLD IS NEW AGAIN
If you are a restaurant that has been around for a long time, the "great idea" you need to re-vitalize your operation may be lurking somewhere in your past. What wonderful things did you used to do years ago -- things that were responsible for your early success -- that you stopped doing for some reason?

This makes the case for being clear on your core values and not tinkering with what makes your restaurant work. It also makes a case for maintaining a scrapbook or some sort of historical file -- past menus (with the dates they were in effect), photos, advertising copy, and the like -- so the history of your place does not get lost.

SERVICE AMERICA
I have been on the road for the past several days and, as usual, have had my share of dining (mis)adventures. A few recent ones that you may want to talk with your own service staff about

I ordered a New York Strip one night and the server's response was, "That is my least favorite steak." (Question to discuss: How does that make the guest feel? Why would you care? How might you respond when the guest orders an item that is not your personal favorite?)

I asked for no lemon in the water ... and the water came with lemon. I asked for no croutons in the salad ... and the salad came with croutons. (Question to discuss: What are the risks when you don't really listen to the guest? How can you really be AT the table when you are at the table?)

SUMMER IS OVER
I ordered red wine with dinner tonight and it was almost hot when it was served. While it is true that red wines are generally served "at room temperature," be aware that the "room" referred to is the temperature in the old castles of Europe, usually around 55 degrees Fahrenheit, not the temperature of the modern restaurant dining room. I mention this now because with the onset of cold weather, dining rooms in the northern climes are now at a higher temperature than they were a month or two ago. What are you doing to be sure that all your wines are served at the optimum temperature for guests' enjoyment?

UPCOMING EVENTS
The Odd Couple website has the details of upcoming restaurant marketing workshops with Joel Cohen. Look for us in Charleston, SC on November 4, Myrtle Beach, SC on November 6, Columbia, SC on November 7, Seattle, WA on November 18, Tacoma, WA on November 19, Spokane, WA on November 20 and Louisville, KY on November 25.

I will also be part of Rory Fatt's Restaurant Marketing Seminar in Phoenix on November 11. This is a one-of-a-kind event that deserves a look. You can find details on my website.

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