With the explosion and growing popularity of reality TV chefs spreading like wildfire, our customers have learned to be food critics as never before. Having educated themselves with Giada, Gordon Ramsay, Top Chef, Kitchen Disasters and America’s Next Great Restaurant, our customers are now “America’s next great food critics.” They’ve seen skeptical judges critique the smallest variances in food standards and are now eager to do much of the same at our establishments. And why not?! It makes them more interested in their dining experience and more likely to take notice of our efforts to provide quality and service. This is the type of excitement we need in our industry—informed and educated customers who are eager to get out and sample new restaurants and try new dishes.
I may be looking at the glass half full, but don’t we always as restaurant owners? I enjoy listening to the conversations of my customers about menu items they have tried at other restaurants. It helps me to stay on top of what flavors and types of food they like to see on a menu. This potential burden of more attentive, edgier customers in a tight economy is both a challenge and an opportunity for us to be at our best and to cater to better, more educated and likely, more appreciative diners.
Though we don’t often like to admit it, we all have room to improve. Who better to take advice from than the people who frequent our establishments? These are the very people who help us keep the lights on—let’s let them have a say. We can find out what keeps them coming back to our restaurants, but we should also seize the opportunity to ask what they think we could do to make it better. While social media is hot right now and can provide anonymous, instantaneous feedback, we already have our own “social network” right in our restaurants with no investment in new technology or consulting fees. What about just having our servers ask what the restaurant could do better and then following up with that customer at their next visit? Why not give our customers a sense of ownership in the success of our business? Their loyalty will not waiver when they feel they have left their personal mark on the place.
Though we may not all be TV-ready personalities, we are indeed under the spotlight of our customers who will (hopefully) compare us to these newly minted TV stars. Let’s find ways to give our customers the chance to be engaged and active in the success of our restaurants. Why not embrace the newly found “glamour” of running a restaurant by welcoming “America’s next great food critics” as customers and making them part of the dialogue? They may become our most loyal customers.
God’s Blessings and Bon Appétit,
Mary Rowley, FMP |
Led by WRA Chairman of the Board Mary Rowley (Goose Blind, Green Lake), Member Services Committee Chair Terry Bolland (Summertime Restaurant, Fish Creek) and our Board of Directors, we have had a very successful beginning to our membership drive.
The key ingredient to the success of this effort so far seems to be the “peer to peer” approach: members talking to non-members about what WRA does for them as business people. I had the privilege of being involved in a number of these member-to-non-member conversations and I want to share some of them with you.
Networking opportunities was a key reason for joining WRA. Current members talked about chapter meetings as a great venue to discuss the business climate and find out what other operators, within and outside of their market area, were doing to react to local conditions or take advantage of trends. In other words, this easy access to information about who is doing what and how they do it is a great value.
Members also indicated that individuals they met at WRA functions were more willing to exchange email addresses or phone numbers to continue networking. Many of these contacts were outside their immediate market area and, therefore, less anxious about sharing information. Additionally, fellow members are potential customers.
Bottom-line enhancing services were important to all members. The ability to access WRA staff professionals with questions about laws and regulations was considered a major money saving benefit. WRA knows restaurants and how laws affect restaurants in Wisconsin. It’s hard to get that kind of restaurant-specific information anywhere else, unless you pay expensive outside consultants. In addition, WRA contacts regulatory agencies on behalf of members to confidentially and anonymously assist with sorting out specific business problems. This can be a huge relief to an operator who may be worried about contacting an agency directly. When a lawyer is needed, WRA can point you in the right direction to ensure you are paying someone with experience in representing restaurants. The value of access is clear for WRA members who use our professional information and “hotline” consulting services.
Saving money with special member pricing on property/casualty and workers comp insurance from Society Insurance and credit card processing from Heartland Payment Systems were at the top of the list for member satisfaction. In most cases, the amount saved with either one of these program exceeds annual WRA dues.
Protection from burdensome laws and regulations was considered extremely important when talking to non-members. I remember one such meeting in LaCrosse where a member was talking about this to three prospective members. Being close to the border of Minnesota where there is no tip credit, this issue was on their minds. They soon realized that WRA is the only player on the field who can protect restaurant operators’ option to use a tip credit. Additionally, WRA played a key role in stopping attempts to index the minimum wage as well as passing laws to prevent local governments from mandating paid sick leave and local minimum wages. As one of the three prospective members put it, “You’ve got our back; we should belong.” All three joined WRA.
These are just a few ways WRA “has your back” and saves Wisconsin restaurants money. My hope in sharing these conversations is that you will join in our continuing membership drive and talk to your non-member peers about why you belong to WRA. This is a great story to tell. By telling it, you help to increase WRA’s strength to protect and serve our entire industry. Numbers make the difference in everything.
Have a Happy Holiday Season and may 2012 bring every success. May God bless you all! |
