ELECTRONIC HOUSE CALL - September 29, 2006

We are enjoying the last warm days of the year. It feels like fall at night but the days are still all Indian Summer -- probably the best time of year almost everywhere.

Next week I will find out if that is also true in Toronto when I present a couple of programs at a distributor food show on Tuesday. I will be gone all of two days and will probably end up spending as much time on airplanes as I will on the ground ... but such is the life of the road warrior. Oh well, at least frequent flyer miles are still a good thing!

TOUCHING TABLES REVISITED
My comments last week about the restaurant manager in Baltimore who was making the rounds in an apparent coma brought this note from Bob Abruzzi of Warren, OH. He wrote:

I wanted to add something to your piece on management "table hopping", etc. I just retired after almost 42 years in the business in our family-owned (66+ yrs) Italian American restaurant.

I found that the best way for a manager to table hop was to take a water or coffee pitcher and go to each table for refills. Guests really think it's great that the manager and/or owner does this. While at each table, you can see how things are going (you don't have to ask).

You can also make a comment, such as "do you know that the Eggplant Parmigiana you're eating is our top seller? Have you tried it "Bob's way", with own home- made angel hair pasta and marinara sauce? It's delicious!" Of course when very busy, the manager shouldn't hesitate to make the rounds with a pot of coffee, water, etc. You will find you can do many good things for the customer.

A Note From the Doc:
If your goal is to create a place of hospitality (and it better be!), Bob's comments will help move things in that direction. It is always effective when the owner does it, but it could be anyone with a position of authority and a proprietary interest in the success of the operation.

People are more loyal to people than they are to places. Anytime you can give them a figure to bond with, it has to work to your benefit. To some degree this explains why places with low turnover usually do better than places with high turnover.

ALL PUMPKINS, ALL THE TIME
Joel Cohen, my partner on the Birthday Bash, had this suggestion in his weekly WOW e-letter. Since we are seriously into fall and since Halloween is the biggest adult holiday of the year, you might as well play it for all its worth ... and it can be worth a lot! Joel writes:

Looking for a unique and creative way to collect business cards, rather than using those boring looking fishbowls that everyone else uses? Take advantage of Halloween and use pumpkin candy holders, or, carve out a real pumpkin, let the insides dry out, then line the insides with clear plastic.

A Note From the Doc:
If you can't figure out a way to put together a profitable promotion for Halloween, you aren't even trying. In no particular order, here are some other possibilities off the top of my head:

• pumpkin-carving contest with prizes
• gift certificate for trick-or-treaters
• pumpkin-shaped menu items (desserts, pizza, etc.)
• costume party with prizes for adults
• costume party with prizes for kids
• any products using pumpkin
• "trick or treat" as a theme for a promotion
• pumpkin festival featuring pumpkin-infused food & drink

THE SILVER BULLET AND YOU
I suspect that you have been accumulating “good ideas” all your professional life.

• Did you ever wonder why you haven’t implemented more of them?
• Why is that that even when you know what you need to do, you still don’t do it?
• What will it take to bridge the gap between good intentions and implementation to finally turn your restaurant into the money machine you always imagined it would be?

The solution to these situations is THE SILVER BULLET.

You know what we mean by the silver bullet:

• THE SIMPLE FIX that will suddenly kick the effectiveness of your marketing into high gear
• THE SUBTLE SECRET that will have people lined up at your door long before you open, waving money and begging you to let them spend it
• THE MINOR TWEAK that will take the struggle out of building volume and lets you sleep soundly without worrying about making payroll
• THE ONE BIG THING that will finally change everything.

On November 13 & 14, 2006, at Bill and Joel’s Third Annual Most Excellent Restaurant Marketing Birthday Bash in Las Vegas, we will reveal the secret of THE SILVER BULLET to a select group of restaurant operators. If you are part of the group, we will show you how to use this potent insight to finally get off your butt, dominate your market and crush your competition.

We have even devised a plan that will allow you to attend at no charge ... and get Joel and me as your personal coaches to increase the odds that you will actually see those big sales increases after the program.

But let's pause for a reality check. If the idea of high volume makes you uncomfortable, stop reading and accept my apology for taking up your time. You are clearly not ready to learn this secret, let alone apply it, and we would both be wasting our time.

If, however, you are impatient. If you are tired of screwing around and just want to be doing more of what you love most – stuffing an obscene amount of cash into your pocket so you can live life on your own terms – then The Birthday Bash is exactly the program you have been waiting for.

If you you are ready to give up excuses in favor of real results, you really need to consider joining us in Las Vegas. Click on the link below to find out more about this event and how you can attend at no charge.

Find out more about the Birthday Bash at http://www.VegasBirthdayBash.com

THE SEPTEMBER SURVEY
There is only one day left to participate in the September survey. This month we are looking at how people are planning to maintain their sales in the face of what appears to be another economic slowdown.

The trade press is full of reports from the chains on how sales have slipped and how they are trying to fight back. Gas prices are still high, the situation in Iraq continues to deteriorate and instilling a constant state of fear seems to be a campaign strategy that has ripples into the general thinking about everything (but don't get me started!) Some pundits are even predicting another recession.

Nobody ever moved ahead of the herd by sticking their head in the sand so I am interested to know what you are seeing in your business and what, if anything, you are doing about it. The best defense is always a good offense.

You can download copies of all past EHC surveys including the massive WOW Ideas collection.

Add your thoughts to the September survey.

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

I learned a new way to set up the server station to make things more efficient! -- April, Imported Flair, Muskogee, OK

What you learn does not have to be earth-shaking or life changing. It is just about the process of listening itself. In this instance, April made an improvement to her operation by implementing an idea she got from one of her crew. How important do you think that makes the crew member feel? How much easier is it on April as a manager?

Operators moan about their long hours, low morale among the crew and high staff turnover. At the same time they try to solve all the problems themselves, never listen to the staff and never allow their workers to feel like they are part of what is happening. What's wrong with this picture?

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

I will continue 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?

© 2006 Restaurant Doctor