Rambling Out to Eat

Rambling more than Musing

Pretend that you are not in “the business” and that you feel hunger approaching. You have just gotten home from work, ditto your significant, maybe the kids are also showing hunger signs.

We are hungry, it’s the time that we like to eat, “let’s grab a bite,” meaning “let’s go out to eat so we don’t have to cook or do dishes.” We are not thinking about “dining out,” we are thinking about “EATING.” We are also thinking about not cooking and not cleaning dishes and about rationalizing the extra expense and not going “overboard.”

In the USA approximately half of what we eat is prepared outside of the home. More than half of that is purchased from a chain restaurant, take-out, franchised sandwich shop. We do so because it’s predictable, mediocre food in a clean environment served by sometimes artificially cheery wait staff. We don’t want surprises; we don’t get surprises.

I recently read some contradictory survey results from different organizations that ask us questions. One survey (NRA) showed that the average American eats out 4.5 times per week. The US Census Bureau recently published data that claimed that less than half of Americans “dined” out last year. I detect a “terminology-gap.” Maybe we need to standardize the terminology. Here are my proposals:

Dining out is what we do when we get fancied up and vacuum the car and go to a place that has valet service. We expect to be properly-served a very tasteful meal and expect to credit card the bill because nobody in their right mind would carry that much cash.

Eating out is what we do, usually on a lark, when no one feels like cooking or getting changed, and we go to a place that probably has lots of televisions, all displaying different programs, which doesn’t matter because you can’t hear any of them. Fried foods probably make up at least half of the menu. You know you are not going to get away for less than $35.00, but it beats cooking and doing the dishes. The chains dominate this market.

Filling the cavity is what we do when we order take-out pizza or go to a fast-food joint. It’s cheap and fast and satisfies the craving: that is what we are looking for.

None of the above is what we do when we go to a supermarket take-out, or Oriental, or a healthy-specific (organic, gluten free, vegan, etc.) food establishment.

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RestaurantOwner.com

This organization does a great job of helping independent restaurant owners turn a profit. Their fees are reasonable; IMHO it would be foolish for an owner not to be a member. But if you are too cheap to dish out the monthly fee, then they will provide you with free monthly profit tips.

You probably know about all of this stuff anyway, but you probably forgot some of it, so just smile, get back into the kitchen, and cook some more frigg’n peas.

What’s a Restaurant?

What ia a restaurant? That’s a dumb question. We all know what a restaurant is. It’s a place we go to when we are hungry and don’t have the option or don’t choose to eat at home.

Imagine what the first restaurant was like; it had to be the second business on the planet. Probably a Neanderthal woman browning dinosaur parts over some burning logs. In exchange for the food, she probably received some skins and maybe a few cut logs for her fires.

She probably felt pretty satisfied by this arrangement; it had to make her feel good. Really though, she had the world by the nuts. She had no competition, no taxes, no permits, no health inspectors, no payroll, no equipment to break down: what was there to worry about? If someone was hungry, they had to go to her; she was the only game on the planet.

Sooner or later, we can be sure, some Neanderthal upstart squatted over burning logs browning some wings and brewing their own soup. This was the second restaurant (later franchised, now known as Friday’s) and we were off to the races.

As more competitors appeared, it became apparent that a restaurant without customers was only an expensive commercial kitchen.

You might be the greatest chef in the area, you might be a very savvy buyer, you might run an extraordinarily clean operation, your front people might be charming: without customers, it’s less than nothing. It’s a lot of time, effort, and hordes of money… pissed away.

Getting customers in the door for the first time takes good marketing: getting them to come back takes art, science, charm, some magic, and yes, a good portion of empathy. The person (people) coming in the door have a need and a desire, along with some expectations. You fulfill those needs and desires, exceed those expectations, and they might come back. If you fail, they are gone and you’d better have a great marketing plan and a huge budget.

You’re in the business, you know this stuff – I’m not telling you anything you don’t already know. There is so much stuff that you need to know all the time: schedules, inventory, menus, recipes, specials, taxes, payroll, maintenance, repairs, health codes, checkbook, spouse’s birthday…sometimes we forget what we know. Sometimes we take care of the big things and the little things sneak in and whack us.

In our industry, the chains have been swallowing the independents. The point of these memos is to remind us of the stuff we know so that big chain restaurants don’t bite us. Now smile, get back in the kitchen, take care of the details and cook some frigg’n peas.

In the jungle, people worry about lions and tigers and snakes. The greatest threat to one’s life in the jungle is the mosquito. Their kill numbers are thousands of times what the larger animals are. Watch out for the little things.

Getting Out of the Weeds

I’ve spent a lot of years trying to figure out what makes one place successful and another place a dismal failure. Every time I think, “that’s it, – that’s the magic formula,” something whacks me on the head and proves my theory wrong. So now my theory is, “there are no simple theories.” Restaurant success comes by way of some art, some science, some business savvy, a good dose of intuitive psychological common sense and tons of elbow grease. A bit of luck never hurt either. The only guaranteed way to make a million bucks in a restaurant is to start off with three or four million. We used to say, “start with two million,” but that is no longer enough if you want to finish with a million. What seems to be universal is that there seem to be thousands of ways to lose money, but not so many ways to make it. Seems there are no guaranteed ways to turn a profit, but there are thousands of tried and sure ways to lose your shirt.

Restaurant Stuff’s mission is simple, to help you, the independent restaurant guy or gal, to not lose your shirt, to outperform the chains, and to have some fun. I won’t talk about recipes or cooking, that’s not what I’m good at. I will revert to kitchen patois and drop some f-bombs and occasionally resort to colorful language, so if that’s the sort of thing that rustles your feathers, if you are offended by this type of language, then this won’t be a good place for you. Now smile and go back to cooking some frigg’n peas.

Nothing astonishes men so much as common sense and plain dealing.

—-Ralph Waldo Emerson

Get Your Restaurant Online

This is a guest post by Lily Robinson. Lily is based in the UK, works for a pharmaceutical company and does freelance writing assignments. Her expertise is promoting healthier lifestyle through the promotion of sport, exercise and natural dietary alternatives rather than an early adoption of drug treatment; which naturally leads to online expertise and a passion for independent eateries.

Get Your Restaurant Online

Does your restaurant have a website? Most do, some don’t and there are a number of reasons why restaurateurs and other small business owners don’t take the techno-plunge.

If you don’t have a website yet, read on. If you do, read on too and see if any of these ideas could be incorporated into your own website.

Take the Techno-Plunge

Independent restaurants are clearly not working with a budget the size of the large chains. But despite this there is no excuse not to have a website. Websites are as essential as menus. In fact, websites are your menu.

In the same way as a menu shows you what is on offer at a particular establishment, websites show customers all the options they have when the want to eat out. If your restaurant isn’t on the menu, it won’t get picked. You need to gear up for the digital age and get on line. Fast.

Independent Restaurants Have An Advantage

Whilst it may feel like you’re battling against Goliath in the form of large restaurant chains, in actual fact, independent restaurants have an advantage over larger chains, and need to play to their strengths. Individuality is their strength, and this needs to be reflected in their websites.

People tire of the large corporate restaurants in time, and want something more adventurous, more original, more romantic. All these elements can be played to in your marketing. A website which emphasises your unique dining experience will go a long way to helping people decide to choose you. You need to emphasise the difference, not try and hide it.

Website Packages

Today you have many options if you’re completely internet newcomer. Simply because websites are so important to businesses, suppliers of the service have made it incredibly easy for anyone to have a website, for very little outlay.

Companies such as 1&1 offer deals to give you a website and ‘host’ it for you (put it online) for very little outlay. You can design the website yourself and add your own photos and wording. They have ready-made templates for you to start with, with a number of restaurant templates on offer. You could start with one of these off the shelf offerings, and customise it as you get more confident.

How To Optimise Traffic

Traffic is the number of people coming to look at your site, and the search engine that people use to look for restaurants, such as Google, need to know you are there so that you come up in results. If a customer searches for local restaurant in the area, yours needs to come as close to the top of search results if you want to be notices.

For this you need to write to content of your website to include restaurant SEO words which will push you higher up the list. SEO stands for Search Engine Optimised, and just means the words most commonly associated with the thing you are trying to sell. Your words might be ‘Italian, Detroit, oven-baked, fresh produce, family-run’ etc etc, words which show what you have to offer and characterise your restaurant. So if someone types a search into Google which says ‘Italian restaurant Detroit area oven baked’ for example, your site should hopefully appear in the list of results.

It’s easy. Sites like 1&1 offer this service for free and will ask you for a list of words for you to submit. You can also ask a marketing company with SEO specialism to help you with it.

Ways of Standing Out

One of the ways you can stay in control of your website is to change the content regularly, with the coming and going of each season. With packages it is easy to do this and you have full control.

If you have a new menu to announce, do it through your website. A new chef? Post a biography of him and a photo. Special offers? Get them on the site. By keeping your content fresh and displaying your menu online you make it easier for customers to choose you. They might look at your site and be tempted, but choose not to go. The next time they look they might see a special offer which pushes them your way. Bingo. Customers.

Add a Blog

Another way of keeping content fresh is to link to a blog. You can produce your own magazine, in effect, all about your restaurant, and add articles on any topic you wish. Make sure you present your best face to the world.

Know a friend who takes great photos? Ask him to come and do a proper job on your images, and give him dinner as payment. He’ll enjoy the challenge, and good photographs make a world of difference. Dim, dreary photos can deter people from going to a place.

Photographing your food is a particularly difficult to do, and seldom comes out well. It may be best to pay someone like Shutterstock for the use of a professionally snapped image which best approximates your dishes. They have thousands to choose from. It’s a good option, and infinitely preferable to badly photographed food.

See How It’s Done

For a great example, look at how this independent UK restaurant presents itself. Fish & Grill’s site has been professionally designed, but look at how well it conveys what you can expect.

Beautiful bright interior, professionally photographed food – which could be stock photos – and a range of offers on a dedicated page. Reviews from the press have a whole page, which will be a strong influence on customer choice.

The slide shows give a sense of liveliness and movement, which energises the site. You might not have the skill to match this site just yet, but it shows how these tips can be used to best effect.

Fish & Grill

http://images.foodepedia.co.uk/restaurants/Fruits-de-mer.jpg

©2012 la10duh.com la10duh.com is © copyrighted and protected under copyright law and all applicable international, federal, state and local laws, with ALL rights reserved. No part of this may be copied, or changed in any format, sold, or used in any way other than what is outlined within la10duh.com under any circumstances without express permission.

13 Tips to Beat the Heat

This is a guest post by Bryan Furgison.

Bryan Furgison is a food enthusiast with several years of experience in the food industry via culinary art and restaurant management. He is an online publisher for the http://www.coldtechcommercial.com Coldtech Commercial, which specializes in prep tables, restaurant supply, commercial appliances.

13 Tips to Turn The Stressful Summer Season into a Fun and Profitable Way to Beat the Heat

Summer can be a stressful time for restaurants. There’s an increase in business with everyone out and about in the summer sun, and staff gets to see everyone else enjoying the weather. Meanwhile the restaurant is busier than ever, and the stress of trying to pull in larger crowds along with the combination of the heat can really take a toll.

Don’t sit back and let your staff wilt! Try out some of these fun ideas to not only get your staff in the swing of summer, but attract guests without relying on your staff.

1) Decorate for Summer

Whether it’s a pail of sand and some seashells, or adding plants and umbrellas to the décor, you should add a little summer pizazz restaurants attire. This gets the atmosphere going and increases the chances your guests will associate your restaurant with summer—not a bad thing by any stretch.

2) Introduce a Summer Menu

This can basically be your regular menu, but highlight a few new additions. A few things you should consider:

Healthier options – for those trying to slim down and get in shape this summer

Grab and go options – for those who want to enjoy your great menu but still head to the local park or water hole
‘Cool’ foods – things such as cucumber salads—food that will bring a cool taste to summer

3) Feature Local and Seasonal Foods

Try brining in local crops from a farmer—be it watermelon, strawberries, basil, cilantro, berries, beets, chard, lettuce, etc. etc. By introducing local food into your menu you not only establish a great and healthy seasonal flavor, but also establish yourself as caring about your local community—something that should hopefully garner a few new guests at least.

4) Give out Free Water/Iced Tea

Advertise your restaurant as offering free water and iced tea to anyone who needs it. This represents your restaurant as a standup business, and maybe helps pick up a bit of extra guests for those who stop by for a quick drink and decide to stick around.

5) Feature Summer Drinks

Include summer drinks that everyone can enjoy. Margaritas—both virgin and normal—are always a huge hit in the summer. Try inventing a new wacky summer drink with an unusual name. Have fun with it!

6) Offer Late Night Happy Hour Specials

If your establishment already stays open past the dinner hour, you should definitely be offering great late night happy hour prices. People love to mingle on summer nights, and offering them an affordable option should bring them out in droves.

7) Welcome Pets

Due to sanitation and health laws you might not be able to let them come all the way inside the restaurant, but make a designated pet area. Let it be known that you’ll provide water for any pet that needs it. Likely you’ll pick up some guests from folk looking to just stop by, while looking like a real community minded business.

8) Highlight Outside Dining

Make sure you have some form of outside dining. Typically this can either be patio seating or even just having a few outside tables.

Recently it’s become popular to have a garage type door installed into the side of the building. This fades rather seamlessly when down, especially if there’s a few decorations (posters, etc.) over it. When summer comes however, it can lifted up exposing the restaurant to the outside. It’s great for downtown locations and restaurants with social settings.

9) Bring in Local Musicians

Find someone whose music you enjoy—or think your guests will—and invite them to play at your restaurant. Even a simple acoustic guitar and quiet singing can really add a lot of atmosphere.

10) Misters

No, I don’t mean invite more gentlemen to your restaurant. Have some gentle water sprayers—away from the tables, of course—that guests can use to help cool off.

11) Sign up for an Outdoor Festival

Having a booth at a local outdoor festival can really help get word out about your great food. This is a perfect opportunity to expand beyond your normal customer base.

12) Bring in Summer Merchandise

Give some away for free and have some available for purchase. Even a few hats, shirts, and sandals can help bring in additional profit. And don’t forget, each of those is a free walking advertisement!

13) Host a Contest

Have a summer themed contest, with the giveaway being free tickets to the nearest waterpark (or something else summer themed). This should draw a crowd, both for the contest and the prize, and hopefully a few will stick around for the food.

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The idea here is to get brainstorming. Every restaurant should be doing something special for the summer. It encourages both the guests and the staff. Aim for something that will consistently pull in a crowd and create a friendly, comfortable setting. The more you can connect to your local community, the more likely you’ll survive the summer in style!

4 Tips – Keeping Your Cool when it’s Frigg’n Hot

4 Tips – Keeping Your Cool

when it’s Frigg’n Hot

Most of the country has been experiencing an uncommonly hot summer. This kind of heat can beat the crap out of a restaurant management and staff. It’s difficult to give 100% effort when you are feeling only 60% functional.

Customers are probably feeling the same way. This can make for a lot of ornery people. Add heat to heat and flares ups occur.

How do you manage the heat when you’re feeling wilted and the staff is looking individually depleted? Carefully.

Keep reminding yourself that the staff feels as crappy as you do.
Keep reminding the staff that you are mindful and sympathetic to their discomfort. If they believe that you don’t give a crap about how they feel, they will respond in kind.
Keep reminding yourself that your customers are also probably cranky.
Keep reminding yourself to keep your cool, and if you feel you can’t, -then fake it. Better a fake cool boss than an overcooked maniac.

You know this stuff, but there’s so much stuff to remember and the brain is so overheated. So fake a smile, drink some Gatorade, offer some to the staff, think about skiing in the Alps, and get back into the kitchen and stir the frigg’n peas before they overheat and boil away.

If you are going through hell, keep going. –Winston Churchill

Create a Family-Friendly Atmosphere by Installing Baby Changing Stations in Restroom Facilities

This is a guest blog by Doug Elway. When I first heard of the subject matter I poo-pooed it. Who wants to hear about baby changing stations? Then I thought about it: it’s been a long time since I had the “kid crap patrol,” as we termed it, -and I do remember changing the kid in an open trunk of a car for lack of a better place.

Create a Family-Friendly Atmosphere by Installing Baby Changing Stations in Restroom Facilities

I have some truly encouraging news to report to independent restaurateurs nationwide: Americans seem to be spending more at sit-down restaurants, an indicator that the economy is improving. Over the past year through January, sales at these “full-service” restaurants, as referred to by the government, were 8.7 percent higher than in the previous 12 months, according to the New York Times. This was the fastest growth witnessed since the booming 1990s. Americans spend roughly $220 billion at full-service restaurants.

Of course, it is important to highlight the point that the restaurant industry is fiercely competitive. Consumers will take prices, services offered, location and food quality into account when weighing their dining options. Today’s consumers are also more tech savvy than at any other time in history. It has become easy to find restaurant reviews online through such sources as Zagat, Yelp and Urbanspoon. The truly on-the-go consumers will use their mobile smartphones to instantly pull up restaurant reviews. I remember having to make a decision between two restaurants that were side-by-side and I chose the one that received the better feedback, as displayed on my smarthphone.

In such a competitive and sophisticated environment that we live in, it is important for restaurants to try to garner a competitive edge. Even in these advanced times, the small things, such as a friendly staff that smiles, count heavily toward a business’s success. Restaurants should especially strive to create a genuinely family-friendly atmosphere. One way restaurants can do this is by simply installing quality baby changing stations in all their restroom facilities.

Independent restaurateurs would be making a very wise decision investing in these baby changing stations. Parents of children can enjoy their meal in peace knowing that challenges will not arise if they need to change any diapers. In this sense, the presence of baby changing stations in restroom facilities adds to a positive overall customer experience, which may translate to repeat business. Furthermore, the presence of these changing stations creates a more sanitary environment, which is especially important in a restaurant. These units are easy to maintain, clean and come in a variety of shapes and forms, including horizontal, vertical and stainless steel. Some of these different high-quality Koala Kare changing stations can be viewed here at BabyChangingStation.com.

If you want your restaurant to enjoy a reputation as a family-friendly, sanitary establishment, it is mandatory that you have quality baby changing stations installed in your restroom facilities. This will translate to repeat business and strong word-of-mouth. Also, be sure to install these changing stations in both men’s and women’s restrooms. According to the U.S. Census Bureau, among single parents living with their children, 18 percent are men.

Doug Elway is a single father to a baby girl, web content coordinator for babychangingstation.com. Doug appreciates restaurants that feature changing stations in their restroom facilities and often comes back to these establishments.

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©2012la10duh.com la10duh.com is © copyrighted and protected under copyright law and all applicable international, federal, state and local laws, with ALL rights reserved. No part of this may be copied, or changed in any format, sold, or used in any way other than what is outlined within la10duh.com under any circumstances without express permission.

Customer Loyalty Rewards – Not

Customer loyalty rewards, -you know the ones that I’m talking about, the “reward card” programs where a business will get you to sign up for a scanable loyalty card, -sounds like a great concept for an independent restaurateur, but these reward programs can also alienate patrons.

Cards

First of all, who needs another card to carry around in their wallet or handbag? I refuse these things more often than not, but still have a dedicated wallet in my glove-box filled with them. When I remember to use these, I seldom feel like I’m getting anything special. When I forget the card in the glove box (most of the time), I usually end up feeling like I’m getting screwed because I can’t verify that I’m a loyal customer–or even more annoying, get to play a guessing game with the cashier as to which phone number was used when I signed on to this.

I went into a supermarket last week to grab a couple of items and I didn’t notice any prices until heading toward the register area where my favorite cookies were on sale for $2.50. I’ve been trying to stay away from these addictive little sweeties …but a deal is a deal.

I went for the shortest checkout line, which was the self-check line…you probably know the rest of the story. I didn’t have my card and the $2.50 cookies cost me $3.75. I was either in too much of a hurry or too proud to go to the customer service desk and get a refund, so I ate the cookies in the car and vowed that if I do have to go back to that store, I’ll fill a carriage with stuff that I don’t need and leave it in an aisle.

Thinking about it now, the stores that have customer loyalty cards are the ones that I most try to avoid. I almost always leave them feeling like I got suckered.

A number of independent restaurants and most chains have been offering cards. The reasons to offer them are good; they seem like win-win and they make sense, except that I don’t think many operators think about the number of customers alienated and pissed-off by these things.

You create loyal customers by treating them exactly like you enjoy being treated. Do you really need the customer to carry an ID, and do you really need to be able to track on a spreadsheet what their favorite side dish is and how many times they had dessert and how many cocktails they had? (If you want to track all of that stuff just get a corporate job.)

You know this stuff, but sometimes you forget. So tonight, take a stroll around the dining room. If you see a familiar face, stop by their table and thank them, maybe comp them a dessert. If you see an unfamiliar face, ditto. Then smile and get back into the kitchen to stir the frigg’n peas.

The two most dangerous lies in business are:

1.-You can’t lose

2.-You can’t win

Only Slightly Stupid

On LinkIn’s independent restaurant group (IRO-Independent Restaurant Owner), there is a discussion thread that has gathered a lot of interest. One member asked, “What is the greatest single common denominator that all successful restaurant owners have in common?”

I’ve been around this business for a long time and initially, I thought that the question was dumb. There is no single trait that all successful restaurant owners have-none that I can discern. This is a varied group of business types, foodie types, artist types, analytical types, renegade types, you name it, that type might own a successful restaurant. Yes, I have even seen lazy owners become successful (they hire well).

What follows is a list of what industry people thought was the correct “must-haves” to be successful in the industry. Some answers drifted away from what the owner is to what s/he does, to what the restaurant accomplishes, -but you’ll get the drift.

Consistent marketing with beautiful graphics on the menu.
Gratuitous restaurant personality.
The staff.
Philosophy to be a boss.
Love of the restaurant business with knowledge and intelligence.
Their own money.
Charm
Great food and impeccable service.
Set the bar in whatever market you are in.
Postcard marketing with perfect photos and 2 for 1 ads.
Intelligence and ability to learn.
The show is the thing.
Attention to detail.
Hospitable attitude of entire workforce.
A good accounting system.
Finding a hungry crowd.
Find who likes your food.
Perseverance.
Experience.
An eye for detail.
Hands-on.
Hands-off. Delegate.
Ability to put butts in seats and cash in bank.
Skilled workers employed by skilled owner.
Ability to create a guest.
Gray matter (brains) matters most.
Mastery of the fundamentals.
Courage.
Don’t be all things to all people.
Customer ratings, value of experience.
Systems-taught, monitored, enforced.
Systems with creativity.
Effective pricing of menu.
Quality, consistency, and service.
Hiring the right staff, so, owner can work on the business, not in the business.
Test, Test, Test.
Decisions based on metrics, not emotions.
Stubborn Dedication born of Love for our Business.

The fact of the matter is, as an owner you have to be a lot of different things, and you have to find balance and flexibility: and you have to find a way to be pretty good, if not great at most of those things. Most who try their hand at this business end up in failure. It’s not supposed to be easy.

I think that the only common denominator might be that the owner be slightly stupid and a risk taker enough to get into the business, but also have a vast reserve of qualities and abilities to succeed. But you are already smiling because you really know this stuff and you are probably already back in the kitchen stirring the frigg’n peas.

I used to be indecisive but now I’m not sure. –sign on church board

The Origin of the Peas

I recently wrote an article about some local farmers in Southeastern Massachusetts for a regional magazine (Coastalmags.com). I’ve been in the food business my entire life, but I really don’t know crap about farming. Farms are where the food comes from, what else do we need to know?

Local farmers have a lot in common with independent restaurateurs. There might be some lessons learned from these folks. Like restaurant owners, they work long hours with no guaranteed income: they have a passion for their work, and invariably, they are proud of their products.

A couple of decades before the restaurant business wandered into chain domination, the farm business had gone big. Independent farmers struggled to survive while competing with massive farms and co-ops. Sound familiar?

Connecting with local farmers could highlight talents and benefits that both independent enterprises offer.

You are a restaurateur; I know that you are very sensitive to pricing issues on both sides of your ledger. You need to keep your clientele price satisfied and you need to find value from your suppliers. Local farmers won’t give you the marketing buzz, -they are generally not very good at marketing, and they won’t always give you the cheapest price, -but they will give you genuine value. And, they will almost always give you products that taste better.

These guys aren’t going to be pounding on your door with the local vendors; you might even have to search them out. Give it a try-you might even find a new friend.

I know that you might have been thinking about this stuff, but there are so many details to tend to when running a restaurant, you hardly ever have enough time to make a to-do list, much less read one. So when you are stirring the frigg’n peas, think about the farmers and commit to making a few calls and try to stir up some new relationships. And please, smile and keep on frigg’n stirring the pot.

He made that movie before he died.

– Yogi Berra commenting on Clark Gable’s role in “Gone with the Wind”

May 2013
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