ELECTRONIC HOUSE CALL - October 5, 2007

I will be in western Pennsylvania for the first half of the week, speaking at the Rinehart Fall Food Show at Seven Springs Resort. It's been a few weeks since I have been on a plane and I am hoping that the skies will be a little friendlier this fall ... the summer of '07 was the worst I have ever seen.

THE GREAT PUMPKIN LIVES!
Break Monotony, Create a Buzz
Before I head east, however, I get to put on a dinner for a dozen neighbors tomorrow night. The theme is The Great Pumpkin Lives! and every item has pumpkin as an ingredient in one form or another.

Why a dinner with a pumpkin theme? Because it is pumpkin season and because the idea is different. This makes it more special for the guests -- and more fun for me! -- than just another dinner party like every other dinner party they've ever attended.

Are YOU regularly holding special seasonal themed dinners? Why not? Don't tell me that it won't work in a place like yours. If you are thinking that way, a savvy competitor is going to do it first and eat your lunch! Why don't YOU be the savvy competitor and let the rest of them worry about you for a change?

In case you are wondering what a Great Pumpkin dinner might look like, here is the menu: We start with Coconut Flake Shrimp with pumpkin curry dipping sauce and Stuffed Crimini Mushrooms Caps with chicken sausage, cornbread, pumpkin and apples. The wine is a 2004 Schoenheitz Riesling.

For the entree course, Garlic and Rosemary Pork Tenderloin with an orange, port wine and pumpkin reduction, Mashed Yukon Gold Potatoes with pumpkin and parsnips, Roasted Asparagus with Gorgonzola, balsamico and pumpkin oil ... and Savory Sweet Potato Muffins with pumpkin butter. A fruity 2005 Brouilly (Beaujolais) should go nicely with these items.

Taking the European approach of salad following the meal, I will give palates a chance to rest and regroup a bit with Watercress and Pear Salad with spinach, lime vinaigrette and roasted pumpkin seeds. Either wine will works with this one.

Finally, the sweet finish: Pumpkin Gooey Cake and Pumpkin Bread Pudding topped with whipped cream. Add some espresso and a dram or two of Warres 10-Year Tawny Port and you've got an evening to remember. Are you hungry yet? I surely am.

Special events give you a good reason to invite guests back ... and you always want a reason. It's really hard to say, "Why don't you come in next Tuesday. It's a slow night and we could really use the business!"

So what are YOU doing to break the monotony, create a buzz and put more energy into YOUR concept this fall?

WHAT’S WRONG WITH THIS PICTURE?
Crafting Promotions That Work

I received this e-mail promotion today. Somebody obviously spent some time on it ... and to my mind they have, as the saying goes, "spilled their candy in the lobby." I don't know what results they got, but with a few changes, this piece could have significantly more impact.

Your homework assignment, if you choose to accept it, is to tell me what the fatal flaws are and how you would correct them. The most complete answer will receive six CDs of interviews with people in the industry who are doing interesting things.

The deadline for submissions is midnight on Wednesday, October 10th.

GOOD ENOUGH ... ISN’T
Why the Mall of America Made National Retailers Jump Through Hoops to Qualify as Tenants
Something I didn't know about the Mall of America in Minneapolis (among many things I don't know, I'm sure) is that every retailer in the Mall -- all 520 of them ... plus the 86 restaurants and food outlets -- had to qualify before they were allowed to lease space.

And how did they qualify? By being able to show that what they planned to do in the Mall was markedly different from what they were doing anywhere else in the country. That's right. Even well-established companies like Nordstrom's, Macy's, Sears and Benetton (or Hooters, Ruby Tuesday and Tony Roma's) couldn't just plug in their standard formulas and go to work!

If you have the wisdom to join us for the Birthday Bash on November 12-13, you will see what operators who already stand out in a crowded market did to stand out ... from themselves!

Jill Renslow, Marketing Director of Mall of America will explain why the Mall put everyone's feet to the fire and what they gained from taking that stance. When you leave Minneapolis, you will have a much clearer idea what YOU need to do to stand out from the herd, pump up the energy of your brand and attract enthusiastic guests like a magnet.

There is only space for 56 people in the Mall of America Corporate Conference Facility ... and half those seats are already reserved with cash deposits. The Bash is different every year so this unique event will not -- cannot -- be repeated. If you want to learn how to think like a marketer (and you do!), you will never get a better opportunity than this.

The sort of person who should be at the Birthday Bash will jump on this event NOW -- before the seats are gone. Those who pass it up will forever be prohibited from complaining about sagging sales, high turnover or murderous competition. You had your chance. The Universe Rewards Action! Take some!

Find out more about the Birthday Bash ... while there are still seats available!

KEEPING YOUR SHIFTS FILLED
The October EHC Survey
Everything in life has its cycles and I am starting to sense that the labor shortage we lived through several years ago is coming back. This month let's take the pulse of the current labor market and see what smart operators are doing to keep their shifts filled ... with the right people.

As usual, I will send copies of the survey results to everyone who participates. In the meantime, you can download copies of all past EHC surveys -- including the massive WOW Ideas collections.

Add your thoughts to this month's survey.

BIG MISTAKE = BIG OPPORTUNITY
Cash In on My Confusion While You Can
It was a classic "Senior Moment." I pulled the last DVD set of my staff training program off the shelf, went into a panic and ordered 20 more sets. Big mistake! The next day I discovered 15 DVD sets that I just hadn't labeled.

They will all sell eventually, but I'd like to unload the extra sets to make the inventory more manageable. This is where the Big Opportunity comes in.

I only have ten excess DVD sets left ... but purchase one at the regular price of $197 and I will throw in 20 copies of 50 Tips to Improve Your Tips, an $89.95 bonus! But I can only honor this deal for the next 10 orders, so act quickly.

Take advantage of my goof. The next 10 orders I receive get the book bonus.

THE PERPETUAL QUESTION
"What did you learn from your staff today?"
Every week I ask you this question and judging from the overwhelming lack of response, you have either ceased to notice, become immune to it or think that somehow it must only apply to others.

Just as an experiment ... just this once ... take some time next week to sit down with at least one or two of your key staff and really listen to them. No agenda, no arguments, no judgments. Just drop distractions and be with them for the sole purpose of trying to understand and learn something that you didn't know before.

Then click on the link below and tell me what you got from it. It sounds simple -- and it is -- but it will change your life if you have the courage to try it.

Never doubt that the most important (and profitable!) skill you can develop is your ability to truly listen ... on all levels.

What did you learn from YOUR staff today?

I will continue to collect your answers to this important question until they put me in the ground. Just click on the link above and contribute your insights for the common good ... and your own as well!

LIGHTEN UP!
The Noble Experiment Continues
Here is the weekly report on my personal project to lighten up:

Goal: -50 Last Week: +4 Total: -7

With the arrival of the fall rains, I haven't walked in the woods as much this week. Obviously it shows. Time to work out an alternative exercise plan.

A growing number of folks have joined me in this audacious venture. I applaud their courage in "going public." Do you have a goal regarding your weight? Do you have the guts to put yourself on record? We all seem to get better results when there is someone or something to hold us accountable.

Mary Jo Beniger -- Goal: -25 Last Week: 0 Total: -9
Cindy Casady -- Goal: -30 Last Week: 5 Total: -12
Tom Combs -- Goal: -65 Last Week: -4 Total -12
Chris Corrigan -- Goal: -25 Last Week: -2 Total: -2 (no report)
Trice Micheals -- Goal: -50 Last Week: -.5 Total -6.5
Steve Ulrey -- Goal: -12 Last Week: -2 Total: -4
Bill Breslo -- Goal: +5 Last Week: 0 Total: +1

If you are interested in how it's going for us, scroll down to the bottom of the EHC each week and check out the progress. If you could care less, don't!

© 2007 Restaurant Doctor