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 EHC #566
 Insights for the Professionally Curious
December 5, 2008
One of my more difficult weekly tasks is to decide what information to leave OUT of this edition of the EHC. It's not that I don't love you, just that the folks who are paying for the Special Edition deserve to get more ... even if that incredible investment only averages 75 cents an issue! I apologize for the necessary surgery ... and I hope you will eventually decide that your business is worth forty bucks a year!
Good Morning!

I have been stringing Christmas lights all week and trying to wrap up several projects that have been pending for awhile. "Tis the season and all that ...

I have one final trip this year -- a short jaunt back to Cape Cod this weekend to see my sister and collect all the extra CDs from the monthly MIS mailings. (She handles the fulfillment on the Series.)

Perhaps we should have a special offer on these incredible interviews before the end of the year so you can pick up some of what you've missed.

Bill Marvin
The Restaurant Doctor

Is There Gold In Your Garbage Can?
Feedback Is Where You Find It

I received this note from my colleague, human relations consultant Robert Kausen:

While eating in a number of restaurants in Southern California last week, something occurred to me that may be old hat to all of you in the food industry. I had taken spinach from a salad bar in a very well known mid-scale national family restaurant chain. A number of pieces were wilted and had turned dark and mushy. I did not make a fuss, I just segregated the bad stuff out and left it on my plate. After all, it was not a big enough deal to verbally complain.

Then it occurred to me that watching what is left on people's plates when the table is cleared could provide some excellent feedback. Did the chef who had grossly oversalted the beans in that national Mexican chain ever realize what had happened? The untouched bowls could have raised someone's curiosity -- especially if more than one table left them.

When we left the hashbrowns was it because we were on the Atkins diet (some places make a point of offering a cottage cheese alternative), because the portion was too large, or (as was the case) because they were greasy and soggy? People in the food industry may already use this observation to gain feedback, but most of the time I see the leftovers shoveled into the trash without a glance.

My Response:
In truth, the dishroom is one of the greatest opportunities we have for guest feedback, for exactly the reasons you mention. Good operators monitor it closely. The rest ignore it at their own peril. If you are checking the trash only for the purpose of looking for discarded flatware, you are missing the biggest treasure of all -- meaningful guest feedback.

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, an All-Star Staff, Seamless Service and Culinary Commitment. The list continues.

6. Community Connection
Most independent operators are fixated on marketing, believing that all they need to succeed is to get more people through the door. That is important, of course, but people only come back because they want to ... because you have become their favorite restaurant. That is more the result of continued connection than of endless marketing hype. Part of that connection is personal and part of it comes from maintaining contact and awareness with past and potential guests in a way that makes them inclined to patronize you more often.

A Place of Hospitality will provide independent operators with the support and templates needed to effectively keep their seats filled. In addition to a realistic marketing plan, participating restaurants will have access to templates that will help them effectively manage promotions, develop a profitable website, maintain a responsive database, support community activities, create clubs and classes, manage loyalty programs, increase personal connection, stay visible in the community and generally maintain top-of-mind awareness within their market area.

(more next week)


A Place of Hospitality is taking on a life of its own. I appreciate the 296 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.
Classic Holiday Idea #1
Light Up Your Life

At this time of year I always remind you to stock up on those small, clear Christmas tree bulbs. The clear ones do not carry a holiday connotation and they are an easy way to add sparkle to a room.

Look for dark corners and "black holes." Fill them with lights and watch the energy of the room come up. Put them in the landscaping outside your place to catch people's eyes, particularly during the dark days of winter. I used them to add interest to buffets and receptions all year.

Pennypinchers will be tempted to wait until after Christmas to get them on sale, but even at full price they are a cheap fix ... and right now the stores are full of them. In another three weeks, you will not be able to find one to save your soul.

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

  • Do The Work! - a rant on shortcuts -- avoid them and own the market, ignore them and someone will own you!
  • Need a Recipe? - some of my favorite online resources to find that illusive recipe you need at two in the morning
  • What Did You Learn From Your Staff Today? - how one operator learned about a few fatal flaws ... just in time!
  • 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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