Chairman's Message

From the Jan/Feb 2008 issue of
Wisconsin Restaurateur Magazine

Great Expectations

by Dale Leffel, fmp
Belvedere Supper Club, Marshfield

Most times you get what you expect out of your employees, so always expect the best! These expectations will ultimately be reflected in your bottom line.

As we learned in high school, energy is converted from one form to another, but it is never created or destroyed. You could apply that to your business—you and your team of employees are the fuel (or energy source) that keeps your restaurant going. Work with your staff to convert negative energy into positive—as a leader, show by example that a positive attitude on your part usually converts to a positive customer attitude and a positive bottom line producing healthy paychecks for all.

It takes high-spirited, positive energy from your entire team, managers to dishwashers, to produce a seamless, positive experience for your customers. A smoothly running restaurant operation is much like the appearance of a graceful swan gliding across the surface of the water­—we don’t see the swan’s feet churning madly and mightily under the water powering her glide that is seemingly so calm. The constant demands of a restaurant operation and high expectations of customers can easily lead to turbulence and chaos both in the kitchen and in the dining room without that positive energy from each of your employees along with a strong conductor.

What do our customers expect from us? Nothing less than perfection… Use their demands as incentive for you and your team to aim high. Of course we’re only human, but take this time in the new year to view your operation with the critical eye of a demanding customer—use their perspective to evaluate your restaurant (physical condition, service, menu, taste, price, food safety, etc.). Turn your customers’ high expectations into a positive force in your operation.

We all know that restaurant operators in the changing world of the restaurant business must wear many hats. But their role as team leader (leadership never seen by their customers) may be their most important one for the future of our industry. Members of your team could be our industry’s stars of the future if your passion for your work ignites theirs.

Competing in today’s crowded market, harnessing new technology, getting the most of your staff and pleasing your customers are challenges we all face. Without great expectations of ourselves and our employees, we don’t have a chance in this industry. When you need solutions to daily problems, business tools to save you time, information on laws and regulations, or an advocate to help you with the bureaucracy, don’t forget that you can apply those great expectations to the WRA. Call the WRA Hotline at 800-589-3211 or go to www.wirestaurant.org. WR