ELECTRONIC HOUSE CALL - November 9, 2007

I am excited. Next week Joel Cohen and I will present our fourth annual Birthday Bash, this time at the Mall of America in Minneapolis. Every year we take a different look at restaurant marketing and this year that look will be completely different from anything we have ever done before ... or are likely to do again.

I suspect that many powerful insights will come out of our two days together. To the extent I can capsulize anything, I will include it in a future EHC. I will share the more involved concepts will members of my Gold Group. You can get a free 90-day Gold Group trial membership by taking me up on my Best Free Offer Ever. Try it. You'll like it!

INSIGHTS R US
Are You Delegating ... or Dumping?
I have always maintained that as a consultant, I get paid more for what I can learn than for what I know. On a recent project, I got a real "aha" that might be worth a bit of reflection.

We were talking about the importance of delegation and how to get the staff more involved in the operation of the restaurant to free up time for the owner to have a life. My client was saying that he had tried to give away a lot of his tasks, but the staff just wouldn't take them on. As we continued to explore ideas, I got hit with a blinding flash of the obvious! He had been trying to give away the jobs he hated -- the ones that he had been complaining about to his crew for years. No wonder he wasn't getting any buy-in!

I grant you that every job we have to do is not a real favorite. (When I was managing a hotel in St. Croix, I still recall spending several hours in a [still in use] septic tank trying to get our plumbing system functional again!) Still, I assume that every job you have to do is necessary to make the business successful ... and that is certainly nothing to complain about.

Instead of complaining, just do what you have to do with a smile and start educating to your crew as to why it is important to the success of the business. When someone shows a little interest, get them involved in the process. A little coaching, a little encouragement and before you know it, they will be ready to take it off your hands. Then do the same thing again with another task.

DO YOU WANT WHINE WITH THAT?
What Are You Pretending Not to Know?
While we are the subject of complaining, let me add another observation: You know that you hate to find whiners and complainers on your staff. Well, you are the role model whether you want the job or not. Make sure you do not start whining yourself.

If you complain a lot, it is probably a sign that you are starting to get burned out. Better find a way to slow down and get a little time away before you create a really huge problem. Remember that when you lose it, the whole place loses it.

In a broader sense, there is never an acceptable reason to complain about anything. Complaining cannot solve a problem or change a situation -- that can only happen by direct action. For many folks, complaining is just an unconscious habit, but one that works counter to a positive work climate.

So stop grumbling, find the joy in everything you do and take action where it is called for. When you start passing along the jobs you love to do, rather than the ones you hate, you will find a lot more volunteers willing to share the load. When you focus on what you like about your work rather than what you don't, life will get easier for you ... and for everyone around you.

If any of this strikes a responsive chord, let that insight be an affirmation of the importance of taking charge of your own destiny. You cannot be a victim without your consent. Most often, you give that consent just by how you think, so start to notice the quality of your own thinking. If you notice that you are dwelling on anything negative, just stop it. It is all good news. Have fun!

WHAT’S WRONG WITH THIS PICTURE? - PART 4
Crafting Promotions That Work

Last week I talked about the need for a clear offer that is a good value and with a logical reason for making it. This week I will continue my dissection of this promo piece with three more observations on what is missing and how it might be improved. Use these points as a checklist to evaluate -- and hopefully improve – your own promotions.

The Offer Should Include a Premium
My basic rule is that you never reduce the cost of your basic products. This is why I think that premiums work much better than discounts in the long run, especially for restaurants. Discounts can be like a drug -- once you get hooked it is almost impossible to break the habit. For example, the pizza industry has educated the public not to buy a pizza without a coupon. They all hate it, but feel that if they stop, their competition will overwhelm them. A premium is a value-added free gift to someone who comes in or who makes a purchase. One retailer I know found that adding a premium increased his response rate by 30%.

There Should Be a Reason for Immediate Action
This means a clear expiration date, limited availability or a bonus for fast response. These all work well in creating a sense of urgency on the consumer's part. The idea is to trigger action while they have your piece in their hands. If it goes into "the pile," it will never again see the light of day.

There Should Be a Strong, Clear, Direct Call to Action
Tell the person exactly what you want him to do. Do you want him to pick up the phone and call? Go to a website? Come in to the restaurant or sign up for a special event? When? What will happen when they do? Don't assume that they will figure it out on their own -- they won't be willing to do that much thinking.

When we finally finish with the autopsy of this piece, I'll give you my suggestions on how I would re-write it to really kick butt! Oh yeah, and I'll also declare a winner in our little marketing contest.

THE NOVEMBER SURVEY
The Price of Loyalty
A few years ago, guest loyalty programs were a new idea and one that I strongly endorsed. What I liked is that they reward the behavior that an operator wants to encourage -- repeat business. Is that still the case? Have loyalty programs lost their advantage now that they are more common? Do they still work? Do they generate more money than they cost?

Our last survey of the year takes another look at loyalty programs -- who has them, how they are structured and how they are working.

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.

THE PERPETUAL QUESTION
"What did you learn from your staff today?"
Wonder of wonders! We actually got a fresh answer to the perpetual question this week! My thanks to Karen for breaking a long string of recycled responses.

I learned from an interview that our company is not nearly as in-tune with food cost as our competitors. I interviewed a cook today and learned about the million dollar spatula. WOW!!! It's pretty awesome how an interview with an employee can help you re-focus!! -- Karen Burkholder, Akron, PA

There is a lot of valuable information available to help you be more successful. It is tucked away in other peoples' heads. All you have to do to tap this powerful resource is to first to ask ... and then to listen to what you hear with respect.

Your purpose in listening is not to agree, disagree or have an opinion one way or the other, but rather to ask good questions and explore unfamiliar comments until you are sure you understand what the other person really means by what they say ... and why it makes sense to them. You will receive new information to the extent that you are truly open to it.

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

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: 0 Total: -12

I at least managed to stay even after a week on the road. I'll take that as a win ... although I would have much preferred to see a few more pounds drop off.

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: -1 Total: -10
Cindy Casady -- Goal: -30 Last Week: -6 Total: -15
Tom Combs -- Goal: -65 Last Week: -3 Total -15
Chris Corrigan -- Goal: -25 Last Week: ? Total: -4 (no report)
Trice Micheals -- Goal: -50 Last Week: ? Total -5 (no report)
Steve Ulrey -- Goal: -12 Last Week: ? Total: -2 (no report)
Bill Breslo -- Goal: +5 Last Week: ? Total: +2 (no report)

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