This is a simple test. I’d
like to say that there is no “right” or “wrong” answer, but if you are a
restaurateur, you know better. The right answer makes a difference to your
success. The wrong answer doesn’t make your food bad or your service providers
indifferent. In fact, as you’ll see from my experience, your food and service
can be very good — but you lose anyway.
Here’s my story. A couple of
months back I spoke at the Colorado Restaurant Association’s WestEx: The Rocky
Mountain Regional Foodservice & Restaurant Exposition. Now I dine out
frequently; it is part of my lifestyle. But I have no choice when I’m on the
road, so then I eat out “better.” Why not? The company’s paying, so fine dining
here I come! Steak, seafood, some wine — there’s no stopping me when I’m giving
my all for the company.
My colleague Dan and I worked
the event, and our first night we had an interview scheduled. The woman we were
to meet chose the restaurant for our dinner meeting, Del Frisco’s. I’d never
been to Del Frisco’s, although I have since learned that there are 6 locations
in cities where I frequently travel. The specialty is steak; as a “low-carb”
(okay, I cheat too much, make that a “lower carb”) kind of guy, it was
ideal.
The restaurant made a fine
impression on me; service and food were very good. It reminded me of another
steak place I enjoy, Ruth’s Chris, because you had to be very careful not to
touch the very hot entrée plate when it was brought out. The final tab, which
included drinks at the bar before dinner (that’s how you really run up the
tab!), totaled $223.78, or just under $75 a person. All in all, a good evening,
and I had a positive first impression of Del Frisco’s.
The next night we ate at The
Palm. I want to state up front that I am a member of their diner loyalty
program. Three reasons: 1) I enjoy when restaurants reach out to me and express
their desire to somehow reward me for my loyalty. 2) My business is focused on
teaching restaurants how to market better, particularly the implementation of
effective but low cost permission-based loyalty programs, and I like to see
what the industry is doing. 3) I enjoy the food and service at The Palm.
As should be expected in a
restaurant of this caliber, service and food were also very good. The bill
totaled $135.90, or just about $ 68 a person. I attribute the lower cost to our
not having a few drinks at the
bar before sitting down for dinner.
So overall, I had two
comparable experiences at two different restaurants. Both restaurants had very
good food, prepared and presented well. They both provided very attentive
service, and even the atmosphere seemed somewhat similar to me, although I’m
sure each restaurant could point out numerous differences if I asked them. I
could easily go back to either or both restaurants to dine again.
Now the test: I’ll be in the
Denver area on business again, but for only one night this time. Which of these
two restaurants should I visit? Think about your answer. Consider the implication
of my choice — one restaurant will generate about $ 70 per person in revenue,
with good gross margins and profitability. The other restaurant gets none of my
business on this trip.
Oh — one important thing I
neglected to mention. Three days after I returned home from Denver, while
eating my burger (no bun) at home for dinner, I was opening my mail. Included
in the day’s bills, magazines, coupon packs and other assorted junk mail, was a
thank-you letter. It was from The Palm, signed by my waiter, and in it he
expressed his appreciation for my dining visit and hoped to see me again.
Now what was your answer
again?
Mason Harris is a dynamic
(and modest!) speaker and has authored ENTRÉE
Marketing: Six Critical Principles for the Overworked Restaurateur. Feel
free to share your questions, comments, and marketing issues with Mason via
email at mharris@hutzpahmedia.com
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