ELECTRONIC HOUSE CALL - January 13, 2006

The Seattle stereotype is alive and well. We have had 25 straight days of rain and it looks like we will break the old record of 33. The ground is saturated, the hills are sliding and I wouldn't want to place bets on how long some of the big trees will stay standing if we get any serious wind.

In short, it's just Mother Nature at play. Those of you who have been through killer hurricanes, ten-foot snowfalls, forest fires or the plague of locusts know what I mean. Just smile, stay calm and do the best you can.

By the way, that is not a bad philosophy when it comes to everything else in your life ... particularly the events that are beyond your direct control.

THINK THIN
If you haven't noticed, all the talk these days is about diet, weight loss and fitness. Certainly the issue of obesity has been in the news for the past year or so. Now after the holiday gluttony, the majority of Americans are thinking about losing a few extra pounds. Most won't do it ... but they want to think that they are trying.

With that in mind, take a look at your menu and see what you have that might appeal to these would-be losers. Winter menus tend to be heavier on stews, chili and items with gravy -- filling ... warming ... but not exactly diet fare.

Since the decision to choose your place over another is made before they arrive, what image do you have in the minds of your market? If people know they can honor their diet and still eat out, they are more likely to go. This means having some selections that are lower in calories and fat. It doesn't mean that guests will order them -- people tend to talk a better game than they actually play -- but without at least the promise of those options they may decide to take their business elsewhere ... even if they end up ordering the bacon cheeseburger!

While you are reviewing your menu, resist the urge to flag low fat selections with little hearts. That is the fastest way I know to kill the sales of an item. People who want low fat fare know what they are looking for and will pick it out. See what items you might be able to offer in smaller portions. You can sell half the portion for 65-70% of the menu price, make your guests happy and still retain about the same margin on the sale. If you make the same money but put out less food in the process, everybody wins!

Finally, look at where you might be able to re- formulate a recipe to lower the fat and calories without sacrificing taste. Sweetening with fruit juices rather than sugar, for example. The Internet can give your kitchen staff a lot of ideas. If you come up with a "sin-free" sugarless chocolate dessert that has great flavor and a good mouth feel, you can sell it to half the tables in the dining room.

Of course, the easiest thing to do is nothing ... but only if you are willing to lose market share to those operators who are willing to do the work!

SUPER ... FOR SOME
After my last comment about making February into Romance Month rather than just a Valentines Day promotion, I got this note from Bill Jones at the 3rd Base Sports Grill in Conyers, GA:

I always enjoy the newsletter and like the ideas on Valentines Day and the month of February... but let's not forget the Super Bowl. It's the biggest TV sporting event in the world ... and here's the kicker (pardon the pun) -- it is watched in more homes than any other television event. This presents a challenge for sports theme restaurants and bars, especially if your location is not in a market with one of the participating teams!

In my 15 plus years in the sports bar biz, I've always managed to do well because we have always created a circus in conjunction with the game. We run specials on popular and easy to prepare items. It keeps the kitchen moving efficiently and gives people a good value on items like Hot Wings, Nachos and Quesadillas!

We hire a DJ with a sound system to pipe the game through and have the DJ give away door prizes during each quarter ... but during the game itself, NOT during the commercials -- they (the commercials) are a big part of the show! Depending upon the clientele of the establishment, you may or may not want to purchase the Victoria's Secret Half-time Show, available on Direct TV. We have a contest where people pick the final score and winning team.

If you don't have a Big Screen, RENT ONE! Better yet buy one and give it away at the end of the game. The winner MUST be present to win! The real bottom line is your restaurant party has to be a party or people will opt to watch the game at someone's house. You may sacrifice some of your profit margin in Super Bowl Sunday, but a great party drives future business. It's a great time to gather names and e- mail addresses to promote next year's football fun!

My Response:
Great information, Bill. My first inclination was not to go for Super Bowl because it is NOT a realistic promotional opportunity for many restaurants, particularly at the upper and lower end of the market, whereas all could do something with the idea of Romance Month.

Given the choice as an operator, I would put my energy into something that could build business for a month rather than for a day. Super Bowl might also be an opportunity, but you can't promote everything without confusing your guests ... and your staff. It is always about choices.

That said, if you are going to make Super Bowl into an event, do as Bill suggests and really make it something memorable. An alternative to the big screen TV is to hook up an LCD projector to your TV and project the game on a regular movie screen. You may have to route it through a VCR to get the video signal. When you do it this way, the only limitation to the size of the picture is the size of the screen! (Imagine promoting that guests can watch the game on a 12' screen!)

Great sound quality is essential To be sure that everyone can hear the play-by-play commentary without struggling, you will also want to connect the sound from the TV or projector into your house sound system. Just be sure to test drive this setup during the week. If you need a cable or a connector, you don't want to be looking for it on Super Bowl Sunday!

Go Seahawks!

THE JANUARY SURVEY
Some elements of good service -- food quality, timing, and the like -- are constants. They are the price of admission to the restaurant game. But seasoned restaurateurs know that what WOWed their guests last year will not have the same impact this year. There is always a need to stay fresh ... and offer a few pleasant surprises.

This month we look at memorable customer service and what it takes to make -- and keep -- your operation distinct in the minds of the market.

The early contributions contain some really great ideas. I will provide a compilation of all the responses to everyone who contributes to this project ... and sell the list to the rest of you! So if you want to gain an unfair advantage in the market, share your wisdom and share in the wealth.

Click here to add your thoughts to the January survey.

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

Frankly, I am disappointed by how few people leave me any response to this question. Dozens of you have gone on the survey site and just left without a comment. That leaves several thousand subscribers who have not even logged on in the first place. Surely it can't be because you have nothing to contribute ...

But if "nothing to contribute" is the reason, what does that say about the quality ... and quantity ... of listening that is going on in our industry? The truth is that world-class operators could leave a fresh comment every day. Those who listen that well will kick your butt all over the marketplace!

There is more to be gained from listening than just information. Once you understand that employees don't leave restaurants, they leave managers, you start to appreciate that good listening skills help create loyalty and connection with your staff.

Why should you care? Well if a harmonious workplace isn't a top priority for you, how about your bottom line? I just re-calculated my estimate of the direct cost of turnover and it came to $1700-4400 per person for hourly workers! How many people do you lose in the course of a year? If you would like a good chunk of that money back in your pocket, become a better listener.

Never doubt that the most critical -- and perhaps profitable -- management skill you can develop is your ability to truly listen.

I will continue to (try to) collect your answers to this important question ... and you can add comments as often as you want. Just click on the link below and contribute your insights for the common good (and your own as well!)

What did YOU learn from YOUR staff today?

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