On a macro level we have seen changes in pricing both up and then down that are unprecedented. The cost of the commodities, manufacturing and ultimately freight to deliver it has been on a roller coaster ride. We are seeing commodity or raw product market variables that have frankly never affected the market before take a significant effect. These variables have come from transportation issues, environmental issues, public conscious issues and political issues, not to mention simple supply and demand.
On a micro level our customers (Restaurant Patrons) have been eating out less, not at all, or they simply don't order like they used to. They split salads, entrees, and desserts. They order appetizers as their main entree, skip dessert and get their wine by the glass instead of the bottle. I read an article written at the beginning of the recession by a industry pontiff that stated that our society is too programmed to eat out and that he didn't think the industry would suffer due to a down turn in the economy. Programmed or not if you don't have a dollar to spend you are not going to spend it.
- What to do, what to do?
In the past, we have attracted customers with over the top portions, over the top ingredients and let's face it paid far less attention to service and the value and the experience of it all.
Our society has been programmed to eat out more often and to expect less from the experience. When I was a kid eating out at a restaurant was a treat. You went out to eat less often and when you did you went to get your favorite food prepared unlike anything you could get at home or anywhere else. The dishes, ambiance, and service were all part of the package. Let's face it eating out used to be an experience. Ask yourself this question, when was the last time you had an experience at a restaurant? When was the last time you were wowed by the the whole package?
Our customers are screaming for value. They want smaller portions so that they cost less. The days of taking home a huge doggy bag are gone. Today this is looked on a expensive, wasteful and unhealthy. They want new exciting dishes, perhaps multi ethnic or fusion, even well prepared old favorites, but the bottom line is they want good food with flavor and value. Let's face it, our customer is more informed about food than ever before. They have traveled to the country, or eaten at friends that grew up eating and cooking a particular food, or have cooked it themselves at home. Any way you slice it they may have several sources to get the food you are making. If you are not making it better than they can get it anywhere else you are missing the boat. Good enough is not good enough you need to supply something that truly sets your place apart.
What sets you apart?
Provide and Experience, we all want our customer to repeat and the only way that is going to happen is to provide a good experience. Help them create the memory, tradition or habit to patronize your place.
??? Are you known for your food? Are you setting trends or following? What is your signature dish and are you known for it? Do you make the best ____________ and again are you known for it? - Ask yourself, how is your service? Do your servers make your place an experience? Do they take your customers on an adventure, discovering all you have to offer or are they just taking an order?
- How is your ambiance? Does your place invite people in? Does it project that you are taking care of the customer, or trying to save money on linen and paper goods? Is it clean, can the customer see what your cooks are doing? Cooking itself is a great floor show.
- How do your customers feel when they leave? Do they feel like they are amongst friends? Do they make sure to say goodbye and tell you about their experience? Do they bring friends and family frequently? Are they wowed?
Bryan Knox
Bay Brokerage Product Line Manager
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