ELECTRONIC HOUSE CALL - September 12, 2003

I just got back from Denver where I had some very productive talks with Bill Asbury of Pencom International about the ways in which we might work together in the future. The first collaboration may be on the Super Summit in January. Look for more information soon.

OF COURSE WE CAN!
John Kidwell of Mazzio's Pizza sent me this slice of life (no pun intended) -- perhaps there is a lesson in here for you: He writes: "I recently enjoyed an outdoor summer concert with family and friends. It was held at a local shopping area dotted with restaurants. The concert is a weekly event that generates tremendous traffic to the area. Many bring picnic meals, as did we. We had finished the bottle of chilled wine we brought and I figured I could buy another at one of the local restaurants. Being in the biz, I knew the local law would allow a restaurant to sell a bottle to take out."

"My first stop was a national Italian chain where I was told, "It is our policy to not sell a bottle 'to go' unless you order a meal to go with it." Next I tried a local upscale restaurant. The response to the same question was, "Of course we can. By law, I will have to open the bottle and pour a glass first, but I will make it a small pour. Then I can re-cork and package the bottle so you can be on your way to enjoy the concert."

"Trying to gouge me for the price of an unwanted meal lost the first stop the sale of a bottle of wine (plus a handsome tip). Moreover, that type of policy left a (wineless) bad taste in my mouth. I had not previously had the opportunity to visit the second location, but the experience of their accommodating attitude puts them on top of my 'next time out' list!"

A Note from the Doc:
Any time you have to say "no" to a guest, you have a potential problem, particularly if the reason for saying no is caused by an arbitrary policy. If you can't say yes to something, say yes to as much as you can say yes to ... or tell them under what circumstances you could say yes. It doesn't take any professional skill to say no. As "Coach" Don Smith would put it, "The answer is yes. What's the question?"

THE NOSE KNOWS
Howard Black, proprietor of the Bright Star Drive-In Grill in North Carolina always sends me interesting ideas. Here is his latest observation:

"How does your restaurant smell? When a customer enters your restaurant, what is that first impression you give them? Is it a clean smell, an odor of bleach and cleaners, or are they enticed with different wonderful smelling aromas? In every size and type operation this is an important factor in the dining experience. It's like going into your grandmother's house and smelling cookies baking, it gives an easy feeling of being safe with wonderful things about to happen. Today with scented candles and other devices it's to easy to give the customer delightful aromas of vanilla, cinnamon and other scents. Enter your restaurant and close your eyes one time. Sniff the air and smell what the customer smells."

A Note from the Doc:
Ours is a business of endless details. If there is anything I am trying to "teach" through this e-letter, it is to  continually look at your operation with fresh eyes -- to explore these details from a fresh perspective and find ways to stand out from the rest of your competition. Sometimes you can see them in your own operation but more often you will notice them when you visit other restaurants. What has caught YOUR attention lately?

YEAR OF THE GUEST
I am pleased to announce that the new beneficiary of our Year of the Guest program is the Chef and Child Foundation of the American Culinary Federation. Through its more than 60 local chapters, Chef and Child sponsors programs to eliminate childhood hunger -- surely a worthy mission.

For the benefit of those who are not already subscribers, the Year of the Guest is a series of 50 proven ideas, delivered weekly by e-mail, that will help you create a closer connection with your guests, get them to say wonderful things about you to their friends and return more frequently. The best thing is that you can subscribe to the Year of the Guest program for a minimum donation of $12 -- 100% of which goes to support the work of Chef and Child. This is truly a no-brainer ... and no matter when you sign up, you will receive all 50 tips. Think of it as a year's worth of very productive staff meetings.

The more than 600 current subscribers will validate the power of putting these ideas to work. In fact, we have gathered over 80 pages of their best ideas and results and will soon be making those available. The universe rewards action. Times are only tough if you choose to allow them to be that way.

For full information on the Year of the Guest program, Click here

THE PERPETUAL QUESTION
What did you learn from your staff today?

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