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E-Mail Newsletter: Issue #286
December 2, 2008
In This Issue...
* Bickell's Blog: It's Called Marketing...
* New @ RR
- And Sometimes It Rains
- How to Cut the Fat and Keep the Sizzle
- Cell Phone Marketing for Restaurants
- The Old & New Wines of Sicily
* Marketing & Service Tip: Body Share
BICKELL'S BLOG: It's Called Marketing...
By Robert Bickell
It's one of the great mysteries of restaurant life. An owner seeks a highly qualified chef to take the restaurant to the next level. The owner pays the chef a boatload of money, and not unexpectedly, the restaurant is better than ever. The place even has the potential to go way beyond the next level. Things are happening and you've got to love that winning feeling.
But wait a minute - the owner is pretending that that talented chef isn't even there. Go to the web site and check the "About Us" and read the menu. Not one word about the chef. What am I missing in this picture?
My guess is that the owner is fearful that the chef is already planning his or her next move. The fear factor has taken over, and the owner is reluctant to promote someone that won't be there for the long haul. Or perhaps the owner is worried that over time, the restaurant will be unable to afford the new-found talent.
This is a tough business that is now more difficult than ever. You made the decision to pay the money and it's working. So tell the world about it! You acquired a major asset and you are afraid to allow it to really happen.
Maybe it's time to get a dog, or perhaps look for something else to do.
Post your comments & thoughts to Bickell's Blog at RestaurantRamblings.com
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NEW @ RR:
And Sometimes It Rains
- by Anthony Anton
As President and CEO of the Washington Restaurant Association, Anthony Anton sees a lot of restaurants. While admitting that we're in a down cycle Anton lays out 8 ways you should be proactively thinking about your present and future. (Read more...)
How to Cut the Fat and Keep the Sizzle
- by Roberta Chinsky Matuson
Roberta believes that those restaurants that cut the fat, without cutting the sizzle will thrive in any economic climate. Check out her five tips for making it happen in your restaurant. (Read more...)
Cell Phone Marketing for Restaurants
- by Jaime Oikle & Ola Ayeni
I get into it with Ola about how cell phone marketing can work for your restaurant. It's a 37 minute interview filled with cell marketing 101 info specifically about how restaurants can capitalize on this techno-savvy (but simple) marketing technique. (Read more...)
The Old & New Wines of Sicily
- by Bill Nesto
Bulk wines are history as Sicily's producers bottle premium wines from native and international grapes. (Read more...)
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MARKETING & SERVICE TIP: Body Share
By Shep Hyken
Let's start with two questions: 1) Do you have all of the possible business you could have from all of your customers? 2) Do your customers know about all of the "things" you can do (or sell) them?
A server in a restaurant shouldn't just take an order. They should try to up-sell the guest into appetizers, desserts and daily specials. Why? It isn't just about the guest having dinner. It is about them having an awesome dinner. The server that gets the guest to enjoy the dessert special they didn't know about not only enhances the guest experience, they most likely grow their tip.
Most restaurants have the opportunity to experience growth with existing customers. It is a disservice to not let your customers know what you can do for them. If they already love doing business with you, there is no reason why they shouldn't be open and receptive. Customers want to be up-sold!
It is far easier to keep a customer than to get a new one. Look for opportunities with your existing customers and make sure they know all of what you can do for them.
Shep Hyken, CSP is a professional speaker and author who helps companies develop loyal relationships with their customers and employees. For more information on Shep's speaking programs, books, and other learning products, please contact (314) 692-2200. Email: shep@hyken.com Web: www.hyken.com. For information on customer service training, go to www.TheCustomerFocus.com.
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