RESTAURANTS, DROP PRICES, RAISE SELECTIONS NOW
YOU can measure the Breakfast Segment by thee major Player,
The Golden Arches.
"McDonald's" is going to pump up their $1 Breakfast Menu by
adding:
A Sausage McMuffin
A Sausage Burrito
A Sausage Biscuit
A Small Coffee
A Hash Brown,
So while you consider and contemplate what to charge for
breakfast, please keep in mind what $1 brings to the table at
"McDonald's".
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AS ONE RENOWNED CHEF RECENTLY SAID " OUT CAME THE MARBLE,
DOWN CAME THE PRICES, NOT ALL THE WAY TO SHABBY, THE COOKING IS
SMART, THE APPETIZERS, ENTREES ARE FAR MORE REASONABLE."
IF YOUR STILL ADAMANT ABOUT KEEPING YOUR MENU PRICES HIGH
OR REMAINING THE SAME, MAY I ENLIGHTEN YOU ABOUT THE MOST
DRAMATIC FORMAT CHANGE IN THE HISTORY OF THE PREMIER HOTEL
CHAIN THE WORLD?
THE RITZ CARLTON'S #1 RATED HOTEL HAS NOW OPTED TO FEATURE
AN
OUTSIDE "BURGER BAR" WITH NO BURGER PRICED MORE THAN $9 AND
GOURMET ANGUS BEEF BURGERS STARTING AT JUST $6.
THIS IS NOT SOME HAP HAZARD IMPLEMENTATION BY THE RTIZ
CARLTON.
THIS IS A BLUNT AND OPEN ADMISSION OF THE FACT, THE ECONOMY
IN
THE FOOD AND BEVERAGE UPSCALE SEGMENT IS SUFFERING, AND
EXPERIENCING A SIGNIFICANT DECREASE IN FOOD SALES.
IT IS ALSO A MARVELOUS WAY TO ATTRACT NON GUESTS AND
GENERATE A NEW SOURCE OF FOOD AND BEVERAGE REVENUE.
EVEN "EMERIL" IS GETTING INTO THE BURGER BIZ, KICKING IT UP
A NOTCH WITH HIS NEW "BAM" BURGER BISTRO.
"EMERIL" ;LAUNCHED HIS NEW CONCEPT IN OF ALL PLACES, THE
SANDS CASINO RESORT IN BETHLEHEM, PA.
TALK ABOUT DIVERSITY IN BURGERS, FROM TURKEY CRAB, SALMON,
TO PRIME AND GRASS FED BEEF, "EMERIL" IS LOVIN IT WITH "BAM=
"BURGERS AND MORE".
HOW PROFITABLE AND TIMELY ARE THE "BURGER BARS" OPENING, ADD
BOBBY FLAY, HUBERT KELLER AND DANIEL BOULUD ALL INFAMOUS,
NOTABLE CHEFS TO THE OPERATORS OF WHAT I CALL "APPROACHABLE
HAMBURGER EATERIES".
I HAVE THE IDEAL CONCEPTS, BUT SO MAY OWNER/OPERATORS ARE
SLOW TO ACT AND EVEN SLOWER TO REACT.
WHILE YOU ARE STAGNANT WITH LUNCH SELECTIONS PRICED FROM $9
TO $12, AND DINNER DISHES PRICED FROM $14 TO 24 YOU MAY BE IN
DENIAL BUT THE FACT OF THE MATTER IS YOU ARE TAKING A MAJOR
HIT IN BUSINESS.
YOU CANNOT AND SHOULD NOT IGNORE, NOR FAIL TO REACT.
YOUR MENU OF YEARS GONE BY IS OVER WITH AND DONE WITH.
IT IS A NEW MENU MENTALITY IN THE FOOD AND BEVERAGE INDUSTRY
RIGHT NOW.
ONE EXAMPLE OF A DISH THAT "OUTBACK STEAKHOUSES" SHOULD 86
IS THEIR "RACK OF LAMB", FOR $18.95, IT IS THE WORSE PRESENTATION,
THE MOST UNAPPEALING AND SKIMPY DISH " OUTBACK" HAS EVER SERVED.
I HEAR IT FROM THEIR ON PREMISE MANAGERS, PATRONS EVEN
SENDING THE DISH BACK, REFUSING TO ACCEPT IT.
I SURE HOPE THE NEW CEO FROM "AVON" THAT OSI HAS BROUGHT
OVER, WILL LIFT THE LAMB OFF THE MENU, IF THAT'S A "RACK", THEN
"OUTBACK", IS REDEFINING THE WORD RACK TO MEAN "LACK".
NOW, BACK TO THE ISSUE AT HAND.
CASUAL DINING OPERATORS WERE THE FIRST TO REALIZE THEIR
SALES WERE SLIPPING AND SINKING FAST.
ON THE POSITIVE SIDE "OUTBACK" TOOK "SHOCK AND AWE' ACTIONS
BY PRICE CUTTING THAT OFFERED AN APPETIZER AND TWO ENTREES FOR THE
SIMPLE PRICE OF $20.
"OUTBACK STEAKHOUSES" SERVED UP THEIR $9.99 STEAK, AND THEN
PROCEEDED TO ADD FAR MORE LOWER PRICED DISHES.
BUT MANY IN THE INDUSTRY IGNORED NOT JUST THE ACTIONS OF
THEIR COMPETITORS, BUT THE REALITY OF THE FOREVER CHANGED DINING
DYNAMICS.
THE RITZ CARLTON'S NEW "BURGER BAR" WILL OPERATE ON FRIDAYS
AND WEEKENDS FROM 11AM TO 8PM.
FROM THE AFOREMENTIONED 'BLACK ANGUS BEEF BURGERS TO GOURMET
HOT DOGS AND A CHICKEN SANDWICH, THIS IS AS FAR AS YOU CAN POSITION
THIS FORMAT FROM THE RITZ'S TYPICAL $19 "EXECUTIVE LUNCH" NOW ON
THEIR MENU.
RIGHT NOW "DINING PRICING" IS EVERYTHING.
SELECTION AND VARIETY IS SECONDARY.
YES, YOU MUST SERVE EXCITING AND DELIGHTING DISHES, BUT THE
PRICE MUST BE RIGHT.
THE "RITZ CARLTON" I SPEAK OF IS A FIVE DIAMOND RESORT,
NAMED THE #1 HOTEL IN THE US AND #3 HOTEL WORLDWIDE FOR VALUE AND
QUALITY THIS PAST YEAR.
THE $9 BLACK ANGUS BURGER WILL BE SERVED WITH BACON, CHEDDAR
CHEESE, BBQ SAUCE AND A "JUMBO ONION RING".
SIDE DISHES INCLUDE, CRISPY FRIES, ONION RINGS.
FOR THOSE PATRONS SEEKING A "LIGHTER SIDE", "THE RITZ" WILL
OFFER FRESH FRUIT, COTTAGE CHEESE AND SALAD WITH BALSAMIC VINEGAR.
CREATIVE AND VISUALLY ENHANCED COCKTAILS, FROZEN DRINKS, AND
LARGE DRINKS ARE WHERE THE MONEY WILL BE MADE.
THE UPSIDE TO THIS DOWNSIDE "BURGER BAR" IS AS I ALWAYS SAY,
"THE MONEY IS AT THE BAR".
WITH THE FINAL TOUCH BEING THE NEW "MILKSHAKE MANIA" THE
RITZ WILL ALSO SERVE HAND DIPPED MILKSHAKES, ALL WORTH THEIR MILK
PRICED AT $6.
YOU HAVE TO GIVE YOUR PATRONS SOMETHING TO "CRAVE" TO KEEP
THEM COMING BACK, AT THE RIGHT PRICE, THE RIGHT PORTION AND THE
RIGHT PRESENTATION.
NOW YOUR HESITATION AND REFUSAL TO REBRAND YOUR MENU TO MEET
THE REALITY OF THIS NEW YEAR IN THE FOOD AND BEVERAGE INDUSTRY MUST
BE TOTAL DENIAL, BECAUSE WHEN "THE RITZ CARLTON" TAKES SUCH DRAMATIC
AND BOLD ACTION, SURELY YOU SHOULD AS WELL.
YOUR DINING BUSINESS IS SET, NOW ADD TO
YOUR FORMAT
You are known near and far for your
food, your service and your ambiance.
But the segment of the night life your
missing is, where all the money is made.
While Patrons, Locals, Tourists know
your the place to dine, they don't even think about your the place
to party?
The key to balancing your books is to
add the "PARTY HOURS" to your format, and enhance your entire image.
How can you simply let dining patrons
dine, delight and depart?
Why would you?
Your lack of remaking your "Night Life"
is a major mistake.
You think, closing at 10pm or 11pm
every night after your "Food Service" is saving you money, but in
reality , quite the opposite.
Your losing tens of thousands of
dollars monthly.
Why any Restaurant with a bar, that can
create a "make shift" dance floor in a heartbeat, ignores this
tremendous cash resource simply does not get it.
If your restaurant holds 100, 150, 200,
patrons, just think instead of serving food, with labor intense
costs, food costs, back of the house costs, you take those 100, 150,
200 Party People and serve them from your bar.
You lower all your overhead and improve
your gross revenue as well as your bottom line by over 200%.
Instead, Now struggling eateries are
opening for lunch, thinking that is where their niche is, WRONG.
It's at "THE BAR".
It costs you nothing.
OPEN AND HONEST RESPONSES TO MY QUESTIONS FROM AN OWNER OF AN
UPSCALE RESTAURANT WITH CLUB PROMOTER CHAOS:
I recently asked an Owner of
an upscale Restaurant to specifically tell me about their Night Life
and what it consisted of. I asked 7 Simple Questions, here are the
Owner's Answers and my Response.
What is the image of this restaurant as far as Night Life
goes? It's uprscale with variety of patrons
depending on which promoters are promoting for the night. Tips are
lousy and we have large turn over of staff because of this.
MY RESPONSE:
You let club promoters
decide what image and perception your Night life is going to take
on?
Why would you depend on
various club promoters to determine what type of Patrons you have
as customers?
The reason tips are lousy
are, because frankly speaking the club promoters are attracting
the wrong element, that don't tip and do not bring in quality
customers who spend and tip, thus the large turn over of staff.
Why would you continue to
let these club promoters destroy your club Night Life?
I mean there is no logic, no
upside, no positive reasoning for you to continue these club
promoter/relationships.
What is your dress code at night and do you presently
charge a cover charge? dress to impress but
we haven't been strict enough on it, Cover is dependent on what
the promoters are charging for the night. Anywhere between $5-$15.
Women are less.
MY RESPONSE:
You have dropped your dress code, because of the
inability of these various club promoters to attract stylish,
trendy and upfashion patrons.
Why would you allow a club promoter to tell you the Owner
what your cover charge is going to be each night, and let it vary
from $5 which is way too cheap to $15 which is way too high, there
is no consistency at all, let alone women pay less.
Do you have a main web site, if so may I have it's web
address, please? no
MY RESPONSE:
Why would you not have a web Site?
Not only are you a Restaurant, an upscale eatery, but you
are also catering to a Night Life Market, you are so out of the
loop on marketing.
Your reliance on Club Promoters is beyond common sense and
in no way to your benefit.
What are your Promotions for New Year's Eve the full
format and cost? VIP package is $350-$400
which includes a suite at the Marriott, pre-party on top suite
floor, dinner for two, and limo shuttle every hour back to room,
champagne toast.
MY RESPONSE:
Catering to just VIP Packages for New Year's Eve, was
totally off the mark.
In this Economic Turmoil, everyone cannot afford to shell
out $350 to $400 for the Package that you are offering.
You missed out on targeting so many $50, $75 Patrons, that
do not want nor desire nor can afford these Packages.
They are too limited.
Are you a destination location or in the heart of the
dining and entertainment district?
destination
MY RESPONSE:
Being a destination location means you have to reach out
to Women, and more Women with "The FUN" and "The WOW FACTORS" that
you have none of.
You are simply going through the motions of being totally
dependent upon an outsider to pack your inside.
When Patrons have to travel to frequent you, there must be
an almost endless array of "FUN" and "WOW", otherwise why should
they bother?
Are you using club promoters and if so why ????
Yes, but would like to immediately stop! I
loathe them, but don't know how to promote our business with the
same budget and same results. It's our first nightclub.
MY RESPONSE:
Club Promoters spend next to nothing to promote, and if
the results are so good, why are your employees leaving in droves?
Because they are not being tipped.
Who wants this kind of customer?
If you loathe club promoters why are you so extremely, I
mean beyond practical, reliant upon them to represent, to produce,
to present and to promote your nights, giving them all the power,
authority and act as if they are ill replaceable.
They are on a one to ten, a ZERO in your need for them in
order to pack your Night Life.
You have no one to blame but yourself.
Aren't you fed up and disgusted with what is going on
inside YOUR "Night Life" Nights?
WHAT ARE YOU PREPARED TO DO ABOUT IT?
NOTHING AND JUST LET YOUR NIGHTS DIE A SLOW DEATH AND LOSE
EMPLOYEE AFTER EMPLOYEE WHO IS NOT STAYING, BECAUSE THEY CANNOT
MAKE A DIME WITH THE ELEMENT THESE CLUB PROMOTERS
ARE BRINGING IN?
THESE CLUB PROMOTERS ARE NOT SPENDING ANY MONEY TO PROMOTE
THESE NIGHTS.
WHY DO OWNERS LIKE YOU ALLOW THIS TYPE OF RELATIONSHIP TO
CONTINUE?
WHEN YOU COULD DO ALL OF THIS YOURSELF AND WITH A FAR
UPSCALE
QUALITY PATRON PARTYING WITH YOU.
What is the ratio of women to men on any given Night Life
Night? equal
MY RESPONSE:
The
reason Women are not flocking to your Nightly Party Hours are
because they have no reason to.
They are
in fear, they do not feel comfortable, they do not want to mingle
with the current low grade males you have each night, they are not
treated with respect, with regard and do not want to be hassled,
and hustled by ill mannered, poorly dressed, non tipping slobs.
You
should have WOMEN SIX AND SEVEN OUT OF EVERY TEN PATRONS.
I will never understand how any owner can
justify this type of format, relationship with club promoters and
yet do nothing to stop this insanity.
FINALLY THIS OWNER'S CLOSING REMARKS,
"All of these competing clubs in our area are using the
same promoters. They all feel the same way as I do. We don't
want to be black listed by these promoters and their followings
that it will ruin our business when we are trying to stay
alive. We can't afford the negative publicity that these
promoters can do to our business."
I CAN'T EVEN FATHOM BEING IN FEAR OF DOING AWAY WITH
A CLUB PROMOTER, OR YOUR FEAR OF BEING "BLACK LISTED", AND MAYBE
EVEN PUT YOU OUT OF BUSINESS. WHY WOULD ANY CLUB TOLERATE USING
THE SAME CLUB PROMOTERS AS EVERY OTHER CLUB?
NO CLUB NEEDS A CLUB PROMOTER, LET ALONE ONE WHO
COMPETES AGAINST THE VERY CLUBS THEY ALSO PROMOTE AT. WHY WOULD
YOU GIVE A CLUB PROMOTER SUCH POWER, IT'S YOUR CLUB?
THIS IS ONE OWNER WHO SERIOUSLY HAS LOST CONTROL OF ALL
FACETS OF THEIR NIGHT LIFE FROM THE DOOR CHARGE, DRESS CODE,
GENRE OF MUSIC, QUALITY OF PATRON, AND OPERATES IN TOTAL FEAR.
DO YOU HONESTLY THINK YOU CAN'T PACK YOUR OWN NIGHT LIFE
WITHOUT A CLUB PROMOTER?
IF SO, THEN PLEASE, CALL ME @ 941-921-7027 OR EMAIL
BECAUSE, IT'S TIME TO TAKE BACK YOUR "NIGHT LIFE".
RESTAURANTS,
BISTROS, EATERIES, THE #1 CATEGORY FOR INCREASED FOOD SALES ARE
APPETIZERS.
YOU DON'T NEED TO SERVE
"SURF & TURF" ANY LONGER, YOUR PATRONS WANT CREATIVE "BITES", YOUR
BAR SHOULD BE SERVING "BAR BITES", PUT YOUR CULINARY TALENT TO
PRESENTING "OUTSTANDING APPETIZERS", BUT WITH A NEW
CONCEPT.
"SIZE SERVINGS".
I DESIGNED A "SIZE
SERVING" MENU THAT PUTS AN EMPHASIS ON THE SIZE OF THE PORTION,
THE VARIETY OF THE SERVINGS, AND OF COURSE THE PRICE.
THE "APPETIZER" HAS
OVERNIGHT BECOME THE FASTEST GROWTH AREA OF FOOD SERVICE BOTH IN
CASUAL AND FINE DINING.
THE REASON: DINING
DOLLARS, OF COURSE. DISPOSABLE DOLLARS TO DINE HAVE DECLINED BIG
TIME.
DID YOU KNOW THAT 25% OF
FINE DINING ESTABLISHMENTS, NOW OFFER MINI BURGERS ON THEIR
APPETIZER MENUS?
THE DAYS OF JUST SERVING"
CHICKEN WINGS
ONION RINGS
MOZZARELLA STICKS
NACHOS
CHIPS & SALSA
ARE OVER.
PATRONS IN EVERY REGION OF
THE USA WANT A MUCH MORE DIVERSE APPETIZER MENU WITH SIZING
CHOICES AS WELL.
YOU INCREASE YOUR SALES,
YOU OFFER SAMPLINGS OF MAIN ENTREES, YOU DECREASE YOUR FOOD
COSTS, WHILE INCREASING YOUR FOOD REVENUE.
BARS THAT DON'T SERVE MORE
THAN PIZZA SLICES AND THE TYPICAL BAR FOOD ARE MISSING OUT ON HUGE
INCREASES IN FOOD SALES.
AS PREDICTABLE AS YOUR
EMPLOYEES ARE PREPARING THIS "FAST FOOD" AT THE BAR, IS AS BORED
AS YOUR CUSTOMERS ARE WITH ORDERING IT.
YOU REMAIN COMPLACENT AND
INCONSISTENT IN A TIME WHERE REBRANDING AND CONSISTENCY CREATE
THRIVING
FOOD AND BEVERAGE
OPERATIONS.
TAKE A 5,000 SEAT
CONVENTION CENTER IN MY AREA, THE SARASOTA/BRADENTON INTERNATIONAL
CONVENTION CENTER, THAT STILL HAS WHAT THEY CALL A "SNACK BAR",
IT IS HIDEOUS, NO CREATIVITY, NO FOOD FLAIR, NO PLATE PAZAAZ, JUST
THE SAME BASIC, BORING, OLD SKATING RING MENTALITY FOR WHAT IS
SUPPOSE TO BE AN INTERNATIONAL CONVENTION CENTER.
OUT OF TOUCH MAKES YOU OUT
OF REACH OF TODAY'S VERY SAVVY DRINKING, DINING AND DEMANDING
PATRONS.
IT'S YOUR OWN FINANCIAL
WELL BEING AND SURVIVAL.
TAKE FOR INSTANCE LAS
VEGAS, WITH "CITY CENTER" OPENING NOW PREMIERING 20 DIFFERENT
RESTAURANTS, EATERIES, BISTROS, MANY WITH WORLD FAMOUS CHEF NAMES
AND BRANDS, IT IS GOING TO BE A FILET TO THE FINISH TO DRAW IN
PATRONS, TO GENERATE SPECTACULAR DISHES AT REASONABLE PRICES ALONG
WITH SINSATIONAL DRINKS AT
ACCEPTABLE PRICES.
THE SERVICE, THE
PRESENTATION, THE ATMOSPHERE, THE AMBIANCE, THE EXPERIENCE HAS TO
BE " I CAN'T BELIEVE THIS PLACE, THIS FOOD, THIS WAIT STAFF, THIS
DRINK, THIS ENERGY, I AM TELLING EVERYBODY".
LAS VEGAS HAS REACHED IT'S
LIMIT ON BUILD OUTS, BUILD UPS OF ANY MORE RESTAURANTS, CLUBS,
BARS, IT NOW BECOMES NOT EVEN A GAMBLE BUT A KAMIKAZE MENTALITY OF
CRASH AND BURN TO EVEN ATTEMPT A FORMAT IN VEGAS THAT RIGHT NOW IS
NOT ALREADY OPERATING.
ON A DIFFERENT LEVEL BUT
IN THE SAME VEIN ARE CHICAGO, NEW YORK, LOS ANGELES, MIAMI, FORT
LAUDERDALE, ATLANTA, EVERY ONE OF THESE CITIES ARE IN THE MIDST OF
A PRICE/PORTION/PLATE/PREMIER PROMOTION/PARTY PLACE AND THAT
DEMANDS FAR MORE THAN SOME LAME MENU, SOME LAZY STAFF, SOME LAID
BACK, EGO DRIVEN JEANS & T-SHIRT DJ, SOME LOOSE ATMOSPHERE THAT
ALL ADD UP TO A DISASTER, IN VEGAS AS WELL AS THESE CITIES, MANY
ESTABLISHMENTS ARE GOING TO EITHER TRY TO SELL OUT, TRY TO FIND A
NEW PARTNER, TRY ANYTHING, OR TRY NOT TO CLOSE DOWN.
NEVER HAVE SO MANY
RESTAURANTS, CLUBS, BARS, BEEN IN A VULNERABLE POSITION OF HAVING
TO THINK BEYOND THEIR HALF FILLED GLASS, TO FILLING THE GLASS ALL
THE WAY UP.
MANY PARTNERSHIPS ARE IN
VERY TENSE RELATIONSHIPS RIGHT NOW, DECISIONS ARE NOT BEING MADE
BASED ON
WHAT'S BEST FOR THE FOOD
AND BEVERAGE ESTABLISHMENT, BUT RATHER HOW CHEAP CAN WE GO, HOW
CAN WE CUT TO THE BONE, WHO CAN WE LAY OFF, WHAT CAN WE DO LESS
OF, REDUCING, AND CLEARLY PANIC OPERATING IS NOT GOING TO TURN
YOUR PLACE AROUND.
YOU NEED PATRONS, YOU NEED
WOMEN, YOU NEED MORE WOMEN AND YOU NEED SPENDERS, STOP TRYING TO
ECONOMIZE AND START THINKING ABOUT MAXIMIZING YOUR FORMAT, YOUR
MARKETING, YOUR DEMOGRAPHICS, AND YOUR BOTTOM LINE.
DO WHAT I WOULD.
HAPPY, HEALTHY, HAPPENING,
NEW YEAR.
