Tips to Staying On Top
During Economic Times
During challenging economic periods it is important
that your performance is at its best to maintain
continued success in your operation. Good operators
realize that during tough times it is more
challenging to get customers into their restaurant
as they tend to be more conservative in their
spending habits during these periods. Here are some
tips to help you stay on top during challenging
economic times:
1.
Maintain High Standards - During difficult
times customers have a tendency to eat out less
often and/or to trade down (i.e. eat at lower priced
restaurants). In order to maintain market share you
must always make the customer feel welcome and
appreciated and provide the customer with a good
price value experience - providing the customer with
a consistent quality product at a reasonable price.
Additionally you must keep the premises clean to
insure the restaurant looks at its best at all times
as well as keeping the equipment well maintained.
2.
Emphasize the Details - a. recognize
customers when they enter the restaurant with the
proper greeting, b. give the customer prompt and
courteous service, c. use suggestive selling to
increase the guest check average (would you like
French fries or a salad with your sandwich?, would
you like dessert?, etc.), and d. thank the customer
when they leave and ask them to come back again.
3.
Be Creative in Reaching Customers - a. use
trade dollars to advertise -offer newspapers, and
radio stations, etc. food certificates for your
restaurant in exchange for advertising and this will
result in you paying approximately 33 cents (the
cost of your food) for each dollar of advertising;
b. implement menu specials for different seasons and
special holidays; c. have sales contests for food
servers to improve suggestive selling (the food
server that has the most improved guest check
average for the month wins a prize); and d. have
contests for employee of the month to help motivate
employees
4.
Maintain Proper Controls - a. emphasize
proper portion control with all food items in the
kitchen and in the dining room and b. implement an
energy conservation program - 1). put light timers
in restrooms, storerooms and in other back of the
house areas, 2). Convert lighting to energy
efficient bulbs and convert conventional light bulbs
to fluorescent lighting where possible, 3). turn off
gas burners when not using them, 4). install time
clocks to control lighting, HVAC systems and
compressors, and 5). minimize heat and air
conditioning loss by using insulation and proper
window coverings.
By
practicing the above points you will have a good
chance of maintaining and increasing market share
and keeping your business in the black during
challenging times.
Restaurateur of the Quarter - Todd
Kniess of Liaison Bistro
Todd Kniess opened his new Berkeley restaurant
LIAISON at 1849 Shattuck Avenue (at the corner of
Hearst) in March 2001 after a lifetime of experience
in the business. Todd was raised in Connecticut as
the son of a caterer. He eventually graduated from
the Culinary Institute of America and then worked
for a number of companies including the Ritz Carlton
Hotel in Naples, Florida, the Fairmont Hotel in New
Orleans, and most recently under the guidance of
Chef Roland Passot and Entrepreneur Edward Levine as
Chef De Cuisine of The Left Bank restaurants in
Larkspur and Menlo Park.
With so much experience working for others, Todd
decided to bring his own brand of French bistro
cooking to the edge of the “gourmet ghetto” of
Berkeley after working with Restaurant Realty to
find an appropriate location. He serves the entrees
homestyle on oversized platters which gives diners a
chance to take a taste of everything that is being
served. The menu is a reflection of Todd’s training.
He also has managed to keep the prices reasonable in
order to become a frequented spot.
Good luck to the young chef on his first endeavor on
his own.
