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 EHC #564
 Insights for the Professionally Curious
November 21, 2008 
One of my more difficult weekly tasks is to decide what information I am going to leave OUT of the Complimentary Edition of the EHC. It's not that I don't love you all, just that the folks who are paying for my weekly rants deserve to get their money's worth ... even if that money only averages out to 75 cents an issue. So I apologize for the necessary surgery ... and hope you may eventually decide your business is worth another forty bucks a year!
Good Morning!

Wow! I am freshly back from New Orleans and The Last Birthday Bash ... truly an exceptional couple of days. I was particularly impressed with the group that joined us this year.

They were alert, inquisitive, creative and just good fun to hang out with. They are already leading operations in the markets they serve ... so why would they invest time and money to improve when they really don't have to? Perhaps that is the reason they are doing so well.

And what was the key insight on how to outwit, outsell and outlast your competitors? It is the level of personal connection your guests have with you, your staff and your restaurant ... just as it always has been.

Bill Marvin
The Restaurant Doctor

Twenty Questions
Beware the Tableside Inquisition

How many questions do your guests have to answer during their meal? This may sound like a silly question, but in a conversation with "Coach" Don Smith, he relayed a story about one restaurant where the count was close to twenty!

It starts with "Smoking or Non-Smoking?" continues through choices of salad dressings, starch, etc. and ends up with coffee and dessert questions.

An enjoyable and effortless dining experience creates the good time your guests want. Logic seems to suggest that the more choices you give a guest, the more likely they are to be get exactly what they want. This could be true, but the process of making all the choices can be cruel and unusual punishment!

Giving people unlimited choices does not necessarily enhance their dining experience. In fact, it may only allow them to eat what they would eat at home and restaurants ought to be more special than that. There is a lot to recommend a unique house dressing, signature soups and distinctive side dishes. It is easier on the kitchen, faster for the service staff and more interesting for the guest.

Becoming A Place of Hospitality™
Rethinking Restaurants

Past the human dimension, we have identified six functional areas of concern that must be in balance to create a memorable dining experience and create A Place of Hospitality. In previous issues, I outlined my thoughts about Fiscal Fitness, Enlightened Leadership and an All-Star Staff. The list continues.

4. Seamless Service
A survey of fifty thousand restaurant-goers found that 62% of customer complaints nationwide were about service. While good service does not automatically equate to hospitality, A Place of Hospitality will always deliver the experience of being remarkably well-served.

Even with the right attitudes in place, there are right and wrong ways to do things -- dos and don'ts, rules and rationales that create unobtrusive, responsive service no matter what the setting.

The consistent delivery of hospitality comes from an effective and appropriate service program addressing elements such as service sequence, standards, catering, takeout, sanitation, bar operations, inventory control, coaching and professional development - in short, all the processes, procedures and personal skills involved in guest-contact positions.

(more next week)
A Place of Hospitality is taking on a life of its own. I appreciate the 293 operators who have helped the cause by responding to the general survey. Have I heard from you yet? Once I hit 300, I'll cut it off.

The November Survey
Surviving The Downturn

Most areas of the country are feeling the pinch of the down economy and many restaurants are seeing a major reduction in their usual sales volume. One response is to cut costs -- and you should certainly stop any bleeding -- but there is no way to save your way to prosperity.

Necessity is the mother of invention and tough times will surely bring necessity to the fore. This month we want to collect the approaches that operators are using to hold their own ... and hopefully steal market share from less creative competitors.

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.

Here's What You're Passing Up To Save 75 Cents!
In This Week's EHC Special Edition ...

  • Doing The Work - what I caught legendary New Orleans restaurateur Ralph Brennan doing on Monday night ... and what it says about his continued success
  • Shooting Yourself In The Foot - the personal quirk at the root of restaurant failure and staff discontent
  • What Did You Learn From Your Staff Today? - how one restaurateur learned to get more from her staff ... the easy way
  • Special Offers on Management Resources - while I am still in that business
Solve the problem of what to talk about in your next staff meeting. Upgrade to the EHC Special Edition and get it all!

Copyright ©2008 William Marvin. All rights reserved.

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