"This is a article from Mr Joe Dunbar which I found can express my message to those food operator who might lost their direction during this critical period" _elvan
Whenever the economy turns down and discretionary income declines, the advantage shifts from hot new concepts to established names. The recent strike in
Well established operators need to listen to their guests. Competition is fierce in many markets. This is an opportunity to regain lost market share. Broaden your base by listening to your loyal guests. If you know everyone by name, be sure to ask friends about lost regulars. Try to find out why you lost their loyalty.
I can remember several favorite spots I abandoned over time.
Typically, I'm most sensitive to a drop in food quality or service. Some of my
friends get tired of a concept due to menu stagnation. This would not be high
on my personal list. I like to visit specialty restaurants with highly
consistent quality.
I always encourage clients to eliminate dog menu items. However, I admit I
stopped dining at a pizzeria in the
They decided to call a thin crust pizza with artichokes, salt cured olives,
anchovies, fresh tomatoes, a dusting of cheese, thyme and olive oil - The
Sicilian. We loved the pie and were disappointed when they dropped it. I'm sure
they had many complaints from patrons expecting a thick crust square pizza with
light tomato sauce and an avalanche of shredded mozzarella. When I told the
manager he should try to revive the pie using a new name, he blew me off.
I'd go back in a New York minute if they offered this pizza again. They'll
never know why I left. I am a silent complainer. Too many fantastic options are
available. Many of your steady guests don't complain to management at all. They
vote with their feet and go elsewhere.
The unusual nature of general ledger accounting is the inadequacy of the
reports for identifying a disastrous week. Imagine your chef quits unexpectedly
and you fly solo for a few weeks without a pro at the helm. The sales will not
show the impact. Your books will reflect a lower management cost and a slightly
higher profit.
In the dining room, patrons expecting the high quality they received in the
past will leave disappointed. They may wait too long to receive a mediocre
meal. A frustrated waiter informs regulars of the chef's departure. You have a
major problem which will take a month or two to show up in the books. Over many
years, the repeat of these bad weeks takes its toll.
People who demonstrate pure loyalty to a restaurant know the operation well.
They know in advance when key staff members are on vacation. These guests know
the nights of the week when their favorite wait staff member is not on duty.
They know when to have a drink at the bar before sitting down in the dining
room.
Now is a great time to greet and listen to your regulars when they come to your
place. Find out what they order and if there is anything which could be done to
improve their experience. Focus on consistently pleasing these loyal patrons.
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