ELECTRONIC HOUSE CALL - October 13, 2006

This is my crazy time of the year. I am off at the crack of dawn for New England -- a day on Cape Cod to catch up with my sister, then programs on Monday for a long-time subscriber in North Conway, NH and a presentation to a hospitality class at the University of New Hampshire. On Tuesday, I will present a program at the New Hampshire Hospitality Expo before heading back to Seattle ... for a day!

Thursday Margene and I head to Buffalo. I speak to a group of distributor sales reps on Friday and we get her nephew married off on Saturday. Monday I present two programs for the local chapter of the NY State Restaurant Association and we (finally!) head home the following day. I am tired just thinking about it! Such is the glorious life of the road warrior!

Since the holidays are bearing down on us, the next few issues of the EHC will focus on what you can be doing to make the most from this busy time of the year.

SPARKLE SELLS
Holidays are a time of indulgence -- probably the best time of the year to showcase your desserts. While I have seen trays of attractive desserts, most are a little flat in appearance, mostly because there is no sparkle to create a festive feeling and make the tray appear more special.

The easiest way to do this is just to put a couple of small votive candles on the tray. The dancing light will draw the eye and the sparkle will make all your desserts seem more spectacular. Try it. I predict your dessert sales will jump!

SMART MOVES - PART 1
My colleague Phyllis Ann Marshall, recently wrote an article on preparing for the holidays that is definitely worth sharing. Phyllis Ann is my co-conspirator on Super Summit 2007 -- Your 100,000 Mile Tune-Up -- in Charleston next February and her recent articles reflect her evolving thinking on how to re-energize your operation.

For the sake of brevity, I will break her holiday article into several pieces and share them with you over the next couple of weeks. The holidays are here, and nowadays here till January. So all through the house get your staff stirring ... to make sure your guests’ visit is the highlight of their season.

For restaurateurs, Tis’ the Season for, well, more ... Not only more volume what with company parties and family celebrations, but also more challenges.

There are the very young and the very old, not to mention shoppers with bags and strollers galore. Your regulars expect their usual attention, new-comers require extra attention, singles long for a bit of cozy attention, and all require your calm assurance that their experience will be perfectly festive.

Amid all of the frenzy of holidays approaching, with credit cards flashing, gift cards going out the front door and catering orders out the back, a bit of calm and professional hospitality (aka TLC) is the order of the day.

What an opportunity to shine! Everybody is all dressed up looking for the perfect place to go. Making the most of your opportunity is a smartest of moves. Here are a few suggestions to stir up the fun:

1. Set the Stage:
You only get to make a first impression once. Walk your property with the eyes of a guest. Invite your favorite devil’s advocate to join you. Check out the drive-by, walk-by, approach, and entrance. To meet guests’ extra expectations make sure everything shines.

Check the parking lot and make sure the valets are in the spirit. Do the front door and lobby say welcome, put folks at ease, tell your story, and show how you differ from the café next door? Remember, male guests look for the macro effect and female guests notice and cherish the micro details all the way to the restroom.

(to be continued next week)

Find out more about Super Summit 2007.

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 it 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, marketing guru Joel Cohen and I 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. (If you are not part of the group ... are you about to be crushed?)

Tuition goes up $100 on October 14 (tomorrow!) ... and Birthday Bash alumni can attend at a special reduced price. We have even devised a plan that will allow you to attend at no charge ... and get Joel and me as your personal coaches for a year to increase the odds that you will actually see those big sales increases after the program.

Our room block at the hotel is only good until Monday, October 16th so now would definitely be a good time to get off your butt and make a decision. If you are ready to give up excuses in favor of real results, you really need to consider joining us in Las Vegas.

Find out more about this event and how you can attend the Birthday Bash at no charge.

THE OCTOBER SURVEY
During the holiday season, your operation is likely to be exposed to lots of people who have never dined with you before. This month we look at what you can be doing to turn these newbies into regulars.

I am interested to know what you are doing to make special occasions more special and turn first-timers into regulars. Add your thoughts to the September survey.

BTW, you can download copies of all past EHC surveys – including the massive WOW Ideas collection.

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

I had a staff member trying to tell me an inconsistent story as to why she was not at work the day before. Instead of arguing with her as I normally would have, saying that couldn't possibly be true, I said "Oh dear, how awful." Immediately her whole demeanor changed.

Her head lifted up and "the real truth" came gushing out so fast and genuinely it was amazing! All it took was a little sympathy. Much more fun than arguing! -- Ann Reichle, Angelina's Pizza, Olmstead Falls, OH

Ann is learning as she goes that very often, less is more. Many managers exhaust themselves thinking they must always know exactly what to do in every situation. Impossible! Truth is, the best response to most situations is to realize that you don't really have a clue as to what is really going on, quiet your mind and let your natural knowing take over.

Questions will occur to you in the moment. When you learn to trust yourself to ask those questions -- even when the questions themselves surprise you -- you will be amazed how most situations will resolve themselves without your direct involvement.

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