The Awards Game...

"I don't deserve this award, but I have arthritis and I don't deserve that either".    - Jack Benny

I'm not big on awards because I believe they have become too political and too advertising driven. There is an almost endless supply of awards floating around the restaurant business, and the people who despise them the most usually don't get them in the first place. If you get the kudos in Zagat, you will find a way to love this publication. If they slam you, it's not worth the paper that it's printed on.

Some awards are better than others, and yes, there are awards that you pay to receive. As shameful as this might be, too many restaurateurs think nothing of writing these particular checks (you get the award, but you have to buy an ad in my book). It's a beautiful thing where everybody supposedly wins.

The real issue is what does an award do for the bottom line? In a recent conversation with an owner concerning this subject, the awards game became something a bit more significant. The restaurant in question is located in the Lancaster, Pennsylvania area, and this gentleman had some high praise for the DiRoNa folks (Distinguished Restaurants of North America).

On a recent Saturday evening, he noticed a couple perusing his wine menu and he stopped to ask them if he could be of help. They (a doctor and his wife) told him they had driven from upstate New York to visit his restaurant. They went on to say that every single weekend, they traveled to a different DiRoNa restaurant. It was a hobby of sorts, and they were almost always pleased with each experience. DiRoNa does have some 800 winners, so if the good doctor stays healthy and doesn't miss a weekend, they have an outside shot to hit them all.

The owner estimated his annual DiRoNa sales revenue at somewhere around $200,000. It might not match a personal appearance on Oprah, but it ain't bad.

There are a myriad of reasons why guests walk through your doors, and it's impossible to totally quantify things like awards. As much as the process is often disconcerting, awards can mean good things for your restaurant. When a doctor and his wife travel hundreds of miles to your place because you won an award, it can only be interpreted as exceedingly good news.

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