Most season or occasion-based activities or promotions in restaurants have somewhat taken gone extremes. Some very much like everybody's promotions. Like mother's day would always include a special treat for mom or a gift certificate for salon services.
Some have gone extremes to crazy contests and entertainment which have not been thought of previously. Sadly some come out not matching the activity at all. It is one thing to be unique but it is definitely another thing to be weird especially in the food industry.
I have always believed in maximizing a restaurant's profit potential by offering services and promotions that will be complementary to your current offerings. A good idea is to sell merchandise items or gift baskets on special occasions to dining guests in the restaurant itself. You can also extend this some more by offering discounts for hese gift baskets at a specified minimum receipt in the restaurant. So this works both ways for you.
If your a fine dining restaurant, it might not be a good idea unless you're selling premium watches or perfume. Keep in mind though that selling merchandise and special gift baskets in the restaurant should be pushing your brand positively and not hurting your image. Try also to make sure that the items you sell are exclusively sold in your restaurant.
Friday, May 30, 2008
Monday, May 26, 2008
PR for your Restaurant
PR or public relations would be the more effective means to get media attention for your restaurant. i believe that sometimes print advertising, per se, tend to be blatant selling and customers are not buying it.
PR is tricky. Surprisingly, most of them can be obtained free Others you have to get at a certain fee. The hard part is the correct writing of your press release to convince editors to publish them.
So the first thing you have to do is to know what it is about the restaurant that makes it interesting like a specialty, your unique selling proposition or a promotion. Editors receive loads of press release so you have to try to stand out from all of them.
Second, write an article about the topic you choose. Write something that is printworthy ,not a term paper or opinion letter for the editor. Send them to the editors of the publications you choose. Check out the newspaper's instructions on how to write and send press releases AND FOLLOW IT! The worst you can do is to upset editors with not following instructions.
PR is tricky. Surprisingly, most of them can be obtained free Others you have to get at a certain fee. The hard part is the correct writing of your press release to convince editors to publish them.
So the first thing you have to do is to know what it is about the restaurant that makes it interesting like a specialty, your unique selling proposition or a promotion. Editors receive loads of press release so you have to try to stand out from all of them.
Second, write an article about the topic you choose. Write something that is printworthy ,not a term paper or opinion letter for the editor. Send them to the editors of the publications you choose. Check out the newspaper's instructions on how to write and send press releases AND FOLLOW IT! The worst you can do is to upset editors with not following instructions.
Tuesday, May 20, 2008
Functional and Elegant Kitchens
The kitchen is a restaurant's engine room. Therefore, if you are just designing your kitchen or has plans of redesigning it, there are a couple of factors you have to keep in mind.
SHOW KITCHEN OR NOT? If customers see your kitchen from the dining area, then it's high time to look for a good designer and an aesthetic and functional kitchen. The usual stainless steel would do but would not really be an aesthetic treat, would it? If it will be a visible kitchen (from the dining area), then you just might think of using lighting fixtures that enhance the kitchen and beautiful copper sinks and shining or colored pots and pans. Your staff's uniform should also be spruced up to something a little bit more savvy.
SPACE. Over the clients I have had, space allocated for the kitchen have been extremes. Mega-spacious to mega-crowded! Because most of the time, the kitchen is not thought of as much as dining room. The space you allocate depends on your menu (how many stations do you need, seating capacity, complexity of the menu).
MENU. As I just said, your kitchen would also depend on the requirements of your menu. Is it a specialty house that will only require one or two stations? Or a complex full-course menu with all the stations you can think of? Your menu would also dictate the equipment you need to have space or floor space allocated in the kitchen.
STAFFING. You don't really need a 90 square meter kitchen if you only have 2 or 3 people in the kitchen. Give each staff at least 4 square meters of space to work in including the work table or any equipment he or she has to operate.
FORM OR FUNCTION? Most kitchens now have the 'function'. However, since it has become a fad to let customers into the ktichen and see the action, it might be time to go for 'form'. Copper kitchen sinks give your kitchen a warm look. Colored walls and well-designed cupboards and stations give it the vibe.
OTHERS. Ventilation should be considered. Access to the back entrances, materials to use for table tops and walls would depend on your location.
Ready to redesign your kitchen? Go order that copper sink now!
SHOW KITCHEN OR NOT? If customers see your kitchen from the dining area, then it's high time to look for a good designer and an aesthetic and functional kitchen. The usual stainless steel would do but would not really be an aesthetic treat, would it? If it will be a visible kitchen (from the dining area), then you just might think of using lighting fixtures that enhance the kitchen and beautiful copper sinks and shining or colored pots and pans. Your staff's uniform should also be spruced up to something a little bit more savvy.
SPACE. Over the clients I have had, space allocated for the kitchen have been extremes. Mega-spacious to mega-crowded! Because most of the time, the kitchen is not thought of as much as dining room. The space you allocate depends on your menu (how many stations do you need, seating capacity, complexity of the menu).
MENU. As I just said, your kitchen would also depend on the requirements of your menu. Is it a specialty house that will only require one or two stations? Or a complex full-course menu with all the stations you can think of? Your menu would also dictate the equipment you need to have space or floor space allocated in the kitchen.
STAFFING. You don't really need a 90 square meter kitchen if you only have 2 or 3 people in the kitchen. Give each staff at least 4 square meters of space to work in including the work table or any equipment he or she has to operate.
FORM OR FUNCTION? Most kitchens now have the 'function'. However, since it has become a fad to let customers into the ktichen and see the action, it might be time to go for 'form'. Copper kitchen sinks give your kitchen a warm look. Colored walls and well-designed cupboards and stations give it the vibe.
OTHERS. Ventilation should be considered. Access to the back entrances, materials to use for table tops and walls would depend on your location.
Ready to redesign your kitchen? Go order that copper sink now!
Sunday, May 18, 2008
should your restaurant go green?
Should your restaurant join the 'save-the-earth' campaign and go green? If you ask me, I would say yes. The earth is in dire need of every cooperative soul to save it from destruction. If safe , clean water run out, if the global warming gets unbearable and if we run of out of trees for paper, your restaurant just might be in trouble too.
The reason some people are not as cooperative in this campaign is because of convenience. Most of the things we have to give up to join the advocacy are those that are convenient for us like plastic bags, styro and plastic take outs and such. But really, I think that it is all laziness and disinterest.
So you ask: How do I pitch in in the drive? There are a few simple steps you can start with.
MINIMIZE USE OF PLASTIC BAGS. Purchasers should advise or use reusable containers when purchasing. Plastic bags should be minimized. Another is using paper bags for takeouts rather than plastic bags. Also, it might be time to shift to actual plates, spoons, forks and glasses instead of disposable ones. I have seen a lot of fastfood chains making these move. Of course, it is a balancing act for most of them.
RECYCLE. This just might be one of the easiest things to do. Restaurants accumulate a lot of canned and plastic containers from catsup, sauces, seasonings to soda and beer cans. Gather these up and sell them or recycle. Newspaper and magazines used in restaurants should also be sold instead of just being thrown away.
USE ELECTRICITY AND WATER-SAVING MEASURES. Use CFL lamps and designs for your restaurant that allow as much light into the place as much as possible. This is to minimize use of too many lighting fixtures. It is also important to defrost freezers and clean lightings to optimize electricity consumption. Schedule frozen goods stock release to avoid constant reopening of freezers. If your restaurant is a big area, make sure that the area is not open entirely to help you conserve on electricity on air-conditionng and light.
If before it is a standard to serve water once guests are seated, this has been revised due to water conservation measures.
Bottomline it will be management's will to help in these measures.
The reason some people are not as cooperative in this campaign is because of convenience. Most of the things we have to give up to join the advocacy are those that are convenient for us like plastic bags, styro and plastic take outs and such. But really, I think that it is all laziness and disinterest.
So you ask: How do I pitch in in the drive? There are a few simple steps you can start with.
MINIMIZE USE OF PLASTIC BAGS. Purchasers should advise or use reusable containers when purchasing. Plastic bags should be minimized. Another is using paper bags for takeouts rather than plastic bags. Also, it might be time to shift to actual plates, spoons, forks and glasses instead of disposable ones. I have seen a lot of fastfood chains making these move. Of course, it is a balancing act for most of them.
RECYCLE. This just might be one of the easiest things to do. Restaurants accumulate a lot of canned and plastic containers from catsup, sauces, seasonings to soda and beer cans. Gather these up and sell them or recycle. Newspaper and magazines used in restaurants should also be sold instead of just being thrown away.
USE ELECTRICITY AND WATER-SAVING MEASURES. Use CFL lamps and designs for your restaurant that allow as much light into the place as much as possible. This is to minimize use of too many lighting fixtures. It is also important to defrost freezers and clean lightings to optimize electricity consumption. Schedule frozen goods stock release to avoid constant reopening of freezers. If your restaurant is a big area, make sure that the area is not open entirely to help you conserve on electricity on air-conditionng and light.
If before it is a standard to serve water once guests are seated, this has been revised due to water conservation measures.
Bottomline it will be management's will to help in these measures.
Sunday, May 11, 2008
Desperate Marketing
Restaurants in very competitive situations are in for rough times. Restaurants in malls, tourist areas, shopping areas, school compounds and other busy places usually have a fierce contest in retaining guests and keeping the restaurant sound.
As a result, a restaurant owner or manager has to put his brains to work in matters of promotions. Aside of course from trying to keep the food and service in tiptop shape.
I have seen all kinds of tricks from eat-all-you-can's, loyalty cards, value meals, freebies, sexy servers, singing staff, discounts to, yes, even celebrity waiters.
However, I try to lean away from those promotional activities that cheapen a brand or a restaurant. These are the activities that give discounts, 2 plus one kind of gimmick and such. These are usually called desperate marketing moves.
Discounts are a total turn-off for me especially if obviously used improperly. When I say used improperly, either the discount is too small to even be inviting to diners or to big that the food is practically given away for free. Sometimes discounts are too strict. But let me point out that in general, discounts should not be used in good times like lunch or dinner service or busy days.
2 (or any number) with a plus one or any number kind of promo is another major desperate move. Usually done with items that are not fast-moving or items where the restaurant gets a good deal with the supplier.
Let me point out though that for most casual dining restaurants, the two said desperate marketing moves are a totally sad option to take. However, if your place is a canteen or eatery or fastfood it just might be beneficial IF used properly.
The problem with desperate marketing moves is that they lower your sales yet increase your expenses. It also makes it difficult for you to return to good prices for you when times get better. It is best to build your brand and keep the food and service quality up every time. There's no better marketing tool than a good reputation.
As a result, a restaurant owner or manager has to put his brains to work in matters of promotions. Aside of course from trying to keep the food and service in tiptop shape.
I have seen all kinds of tricks from eat-all-you-can's, loyalty cards, value meals, freebies, sexy servers, singing staff, discounts to, yes, even celebrity waiters.
However, I try to lean away from those promotional activities that cheapen a brand or a restaurant. These are the activities that give discounts, 2 plus one kind of gimmick and such. These are usually called desperate marketing moves.
Discounts are a total turn-off for me especially if obviously used improperly. When I say used improperly, either the discount is too small to even be inviting to diners or to big that the food is practically given away for free. Sometimes discounts are too strict. But let me point out that in general, discounts should not be used in good times like lunch or dinner service or busy days.
2 (or any number) with a plus one or any number kind of promo is another major desperate move. Usually done with items that are not fast-moving or items where the restaurant gets a good deal with the supplier.
Let me point out though that for most casual dining restaurants, the two said desperate marketing moves are a totally sad option to take. However, if your place is a canteen or eatery or fastfood it just might be beneficial IF used properly.
The problem with desperate marketing moves is that they lower your sales yet increase your expenses. It also makes it difficult for you to return to good prices for you when times get better. It is best to build your brand and keep the food and service quality up every time. There's no better marketing tool than a good reputation.
Sunday, May 4, 2008
Designing Your Menu
I like Gordon Ramsay. However, in one of the episodes of Kitchen Nightmares, he said that if a restaurant has pictures on its menu, run out the door. I honestly don't know why!
Now I am saying this because I like putting photos in menu. That is depending on your restaurant type.
As a general rule, if it's a casual dining or family type restaurant, I put pictures. For fine dining ones, no pictures allowed. Why? For me, pictures, can put the "casual" impression. So if you have a fine dining restaurant, please don't put any pictures.
In the Philippines and most restaurants I have been to in Asia, most menu books have pictures. Just look at Friday's menu!
Now, please make sure that you think about the following when designing your menu.
One, if you decide to use photos, use them sparingly and make sure that the pictures do not drown out the items in your menu.
Two, use good photos. Make sure that the lighting and colors are great and that the pictures help sell the food, not make them look icky or something.
Three, if possible, please use descriptions. Works better than photos sometimes.
Four, arrange your menu list in a way that the dishes are given their own spotlight and your high profit margin dishes are highlighted. Start with appetizers, soup, main dishes and so forth.
Fifth, use your inside front cover to feature specials.
Lastly, a simple, picture-less menu should be clean-looking and arranged in a way that it gives a great impresson of the food to come.
Now I am saying this because I like putting photos in menu. That is depending on your restaurant type.
As a general rule, if it's a casual dining or family type restaurant, I put pictures. For fine dining ones, no pictures allowed. Why? For me, pictures, can put the "casual" impression. So if you have a fine dining restaurant, please don't put any pictures.
In the Philippines and most restaurants I have been to in Asia, most menu books have pictures. Just look at Friday's menu!
Now, please make sure that you think about the following when designing your menu.
One, if you decide to use photos, use them sparingly and make sure that the pictures do not drown out the items in your menu.
Two, use good photos. Make sure that the lighting and colors are great and that the pictures help sell the food, not make them look icky or something.
Three, if possible, please use descriptions. Works better than photos sometimes.
Four, arrange your menu list in a way that the dishes are given their own spotlight and your high profit margin dishes are highlighted. Start with appetizers, soup, main dishes and so forth.
Fifth, use your inside front cover to feature specials.
Lastly, a simple, picture-less menu should be clean-looking and arranged in a way that it gives a great impresson of the food to come.
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