ELECTRONIC HOUSE CALL - April 16, 2004

Here in the US, Tax Day (or as perpetually in my case, Extension Day) is now behind us, schools are back in session after the spring break and the outdoor patio is being readied for business. Spring is in the air. What a wonderfully hopeful time of year!

Margene and I head for France a week from Monday, so if you need anything from me before the end of May, now is the time to ask for it.

A Point to Ponder
An observation by Brian Bray of Centerfoods Management: "I often tell people that fast food companies consume people. They promote to manager with little training and it's make or break. Good service requires good management. Good management requires commitment and training. An investment in management training will build business, reduce turnover, and cut cost of goods. More money, greater stability, less stress. Until they make that investment they will be nothing more than a convenience store. Maybe that's all they want."

A note from the Doc:
How do you measure up to these criteria?

Who Cut the Cheese?
Nearly six months ago, Big Dave Ostrander and I warned subscribers to our Pizza Insight Program to expect a major jump in cheese prices. By now, you should be painfully aware that prices have doubled since February ... and are expected to go higher.

Unless you are a Mexican restaurant, your menus may not be as cheese dependent as a pizzeria, but you should expect cheese prices to climb for at least another three months before leveling off. Look for all dairy products to take a short term price jump as well.

In light of this outlook, Big Dave and I recommend that you take three steps immediately: 1) re-price your recipes based on cheese at $2.75 a pound, 2) adjust prices as necessary to maintain your margins, and 3) get VERY rigorous about portion control.

If you are a pizza operator and are not yet familar with the Pizza Insight Program, you owe it to yourself (and your future) to check it out. The link below will take you to the relevant information.

Click here to find out more about Pizza Insight.

Do the Work!
Now may be a bad time to bring it up, but with all the talk about low-carb menus, perhaps it is time to think about offering a cheese plate as a dessert option. It is a wonderfully civilized idea that almost always leads to the sale of an additional beverage like port or dessert wine. It can also serve as an appetizer and a bar snack.

Does it take a little more work? Certainly. Are your competitors willing to put in the extra effort? Probably not. Do the work and own the market.

The Chicago Seminars
Are you planning to be in Chicago for the NRA show? If so, there are two events you should be aware of:

First of all, I am teaming up with veteran marketers Rory Fatt and Michael Attias for a full day marketing seminar on Saturday, May 22nd in Chicago that will show you how to double your sales in 180 days or less. For real! Better yet, you can qualify for up to $100 in tuition discounts if you act quickly. We guarantee that you will be delighted ... and that you will not find information like this anywhere at the NRA Show. The enclosed link will take you to all the details.

As long as you are in town, check me out at the NRA show. I will be presenting a program entitled "Five Great Ways to Build Sales ... and One Really Lousy One" on Sunday afternoon from 2:00-3:30. They put me on opposite the keynote speaker so I expect I can use some sympathetic additions to the audience. If you can't stay for the program, at least try to stick your head in before or after the session and say hello.

Find information on the Chicago Marketing Seminar

Restaurant Doctor Forums
Got a question? Searching for a resource? Looking for a second opinion? None of us is as smart as all of us, so why go it alone? The Restaurant Doctor Forums are a place where you can connect with others in the industry, share ideas and offer your advice and counsel. Check it out.

The Perpetual Question
What did you learn from your staff today?

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