ELECTRONIC HOUSE CALL - July 30, 2004

I have been enjoying the slower summer pace of things ... but this weekend the traveling starts again. I will be attending the Council of Hotel & Restaurant Trainers Conference ... in Dallas ... in August! (What's wrong with this picture?)

Assuming that the floods have receded and that the air conditioning is still functioning, I should be able to make it through four days in the furnace. I have been a member of CHART for 19 years now and continue to be impressed, informed and challenged by what I learn through this group.

Political Possibilities
You don't need me to tell you that we are deeply into the political season here in the US ... and it is only going to get more intense in the next three months. While the endless barrage of political ads makes watching television painful at times, there are marketing opportunities in this for the savvy operator. (My readers who live outside the US can also use these ideas in conjunction with similar events in their own countries.)

Since the media will be dispensing mass quantities of political fare (that someone else has paid for), why not associate yourself with the process in a non-partisan way and ride along in the slipstream, as my colleague, Aussie marketing guru Max Hitchins would say.

How about a "straw poll" where guests select a red straw or a blue straw with their drink to signify which presidential candidate they support? You could do the same thing with orders for two different menu items (both with good margins, of course.) You can have some fun with it, generate some business ... and may well get some coverage when you report the ongoing results to the local media.

Then there is the opportunity represented by political fundraising dinners and other campaign functions that call for foodservice. How about delivering food to refuel the volunteers at the various campaign headquarters? (A word of caution, though: political campaigns are notorious for running up bills faster than they collect contributions. Get paid as you go!)

National Sisters Day
Speaking of Max Hitchins, here is a recent idea from his weekly e-letter that will give you another reason to invite people back to your restaurant.

The 4th of August is National Sisters Day. This day offers a wonderful opportunity to promote sisterhood, bring custom to your place and get some free media. Bring your sister to dinner gives many people a reason to celebrate and an 'excuse' to go out...to your place! (And our task is to always find these reasons and excuses!) Of course, if it's not 'your' sister it can be your wife's sister or your friend's sister. And don't just do make it a one day promotion. Make it a week long promotion or even a month long promotion. It's your idea. You can make the rules!

How to plan it? First, start with your staff. Involve them in a 'think tank' on how best to promote the idea. Secondly contact your database. (You do have one, don't you?) Write and tell them of this special day and invite them to celebrate at your place. Ask a wine the company to join you in the promotion and ask them for a complimentary bottle of wine for each booking in your Restaurant or Bistro. Thirdly write a News Release and send it to your local radio, newspaper and TV station.

Click here to subscribe to Max' (free!) weekly e-letter.

Leadership Development Project
Recently I had an interesting conversation with a client. She said, "If my business is going to be able to grow the way I want it to, I must get my managers to a level of understanding where I can talk with them and have them grasp what I am getting at. They know how to handle the mechanics of their jobs but the people skills and a sense of the "bigger picture" are missing. I do not have the time, the inclination or the ability to teach these skills to them myself, but they are critical to our long term success. Can you help?"

If this plight strikes a familiar tone, you will want to know about a year-long management development program that I have created in cooperation with human relations guru Robert Kausen. It is a unique learning experience that we call the Leadership Development Project.

If you ever think ... like my client ... that you need to get your managers up to speed sooner rather than later, if you ever feel that your business has a potential far greater than what it has demonstrated to date, or if you generally think that "there HAS to be an easier way to do this," please take a few minutes to download the full story. Just click on the link below.

There is nothing like the Leadership Development Project anywhere in our industry. It is not for everyone. But if it is a good fit for you, I promise that your business (and your life) is about to change for the better. The first program starts in September and there are only a few spots left.

Click here to download a PDF with the full story.

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

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