"Give 'em the pickle!" is the signature line of hospitality legend Bob Farrell who I interviewed for a Gold Group CD awhile ago. I thought of that phrase again this week when I got the following note from a subscriber:

He wrote: My wife and I are having an argument and you need to be the final authority. The argument is over dipping sauces (i.e. cocktail sauce, tartar sauce, ranch dip, etc.) I say that these items must be charged for if the customer receives more than usually provided with the appetizer or meal. My wife says that these items should be included in the price.

I argue that if you did that it would make the price to high, and leave the wrong impression with the customer. She argues that it will leave just as bad an impression if the customer is charged for these items. This simple argument is bringing down the house ... what do you think?

I responded: By now you should have learned that the correct answer to any difference of opinion involving your spouse is always, "You are absolutely right, dear!" That being said, I vote with your bride. You have to price the item to include the amount of dip the average person uses, just as you include an allowance for garnish and other condiments.

If they want more, the answer is always a cheerful "of course" with no extra charge. It doesn't make sense to risk alienating a guest over four cents worth of tartar sauce ... and how often does it happen anyway?

The Secret Ingredient

To stand out from the competition you must bring something unique to the market. What is your secret ingredient -- the special "something" that your guests can't get anywhere else?

This month we look at what you are doing to keep yourself top-of-mind as the economy causes diners to re-think their options.

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.

Click here to add your thoughts to this month's survey.

• Play A Bigger Game - the series on how to make yourself recession-proof continues
• Credibility In The Cup - how to tell if you are taking your coffee program seriously enough
  
• What Did You Learn From Your Staff Today? - an insight into how the most important lessons you learn from your staff ... are about yourself!
  
• Special Offers on management resources and services.
  

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