Where'd December Go?

Good thing we're always planning 2 months ahead, huh?  Look for January's (or should I say March's) calendar next week!   Happy Holidays - which ever month you're in...
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Notes from Table 12......

Question for the Day.... How do you let people know about your specialty items?

Single diners can be an asset, not just a smaller check and tip. I eat by myself several times a week. Sunday I was traveling and stopped at Bailey’s, about 50 miles from home. The regulars in town each have their favorite meal and I am no exception. I had driven several miles out of my way to have their perch dinner. The restaurant was packed, but had room
for 1 at the bar.
It turned out to be a great place to play my game for single diners.
The bartender was friendly—very helpful when a person dines alone—in fact we had mutual friends in the town where I live. My order came quickly, 8 perfectly sautéed perch fillets, baked potato and coleslaw on the side with a slice of piping hot Texas toast covered with a special cheesy garlic sauce. It was just the way I remembered from the last time. My neighbor at the bar asked, “What did you order?” I answered, “My favorite perch dinner. It’s great!!” “It does look good. How about it honey? Shall we get perch instead of a hamburger?” he said to his wife on the other side.” He turned back to me and said, “We’re from out of town. We thought we would come in for a quick sandwich.” “Bailey’s is known for it’s perch dinners. They sell literally tons of perch during the summer. If you’re from out of town, you’ve got to experience it.”
Score two dinners instead of hamburgers. As I finished my dinner the customer on the other side of me said, “I heard you say that what you are having is Bailey’s specialty. What was it? We’re from out of town too. I was going to have a hamburger but that really looks good.” I told him about the perch that can’t be beat. When they were called to their seat they said,, “I understand that your perch dinners are really good…..”
Score two more dinners instead of hamburgers. I checked the menu before I left and found that the perch dinners these people ordered had brought in an extra $20 over the cost of hamburgers for the restaurant. They should have been paying me for eating there. I should tell Bailey’s I would be glad to pose for a “My Favorite” slugger or poster advertising that great perch so people will know about it when I can’t be there…

From the Diner’s Barstool at Bailey’s

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Notes from Table 12......

Visit msnbc.com for Breaking News, World News, and News about the Economy

Questions for the day…
What changes are you making as a player on the customer-restaurant team to provide a reasonable, quality dining experience so everyone wins?

How can your in-house advertising provide your customers opportunities to dine economically at your restaurant without going broke?

If your customers happened to watch the Today Show on NBC this past November, they may be taking a closer look at your menu.
Menu engineering and saving money when you go out to eat were topics on the show’s agenda. The basic message was that restaurants use menu engineering to try to coerce you into buying what they want to sell through use of menu engineering techniques, implying that the restaurant was not doing this for the benefit of their customers, but only to benefit themselves.
The second topic, saving money when you go out to eat, suggested a few ways for diners to lessen their bill, such as, order appetizers rather than a whole meal or order a doggie-bag at the beginning or the meal and save half for later.

These topics inspired a disturbing thought….is it Restaurant vs. Customer, or Customer vs. Restaurant?

In today’s scary, New Age Economy, it seems to me the best plan is for Restaurants and Customers to work together for two reasons:
1. Customers do not want their favorite restaurant to go broke. They want to be able keep coming back.
2. Restaurants want their customers to be able to afford to keep coming back so they don’t go broke. Customers and restaurants should have the same goal—don’t let the great dining experience go away without trying a team approach.

Customers and Restaurants need to be on the same team.
A perfect example of the non-team approach happened at a well-known chain the other morning. They had 4 breakfast specials at $6.99 each listed on a sheet stapled over the top over their usual, inexpensive offerings. I finally looked behind this “big breakfast” menu and found my usual $2.99 simple breakfast with three major changes: The price was $3.79, the coffee was not included and the biscuits were smaller.

On the other had, I have recently seen several examples of the new team approach, restaurants helping customers eat more economically without losing the dining experience. Here they are:
1. One of the chains recently changed their menu dramatically. They have a smaller menu that continues to advertise their features with pictures and descriptions but provides more economical options: Fewer selections on the menu help restaurants be cost-effective to keep their prices down.
2. In addition, the same restaurant offers ½ servings for the diner with the smaller appetite and pocketbook. Doggie bags are still available but they realize the customer is not in their restaurant to shop deli-style for later. They are here for the ambience, friendliness and an economical, fun experience.
3. Another restaurant in town offers smaller-portion desserts at a reasonable price to enhance their customer’s experience in an economical way.
4. I recently had breakfast at a restaurant that included coffee with their breakfast entrée specials for the day. Their customers will not be surprised when they get their bill. One price includes all.
5. Drink specials at another restaurant welcomed their customers, a free drink with an entrée order on Tuesdays.
6. A local restaurant recently asked customers to participate in helping to develop their new menu by voting on their 3 favorite entrees that they usually order. The results were collated and included in the planning when fewer items were picked for the menu.

“Bring a friend” day on Tuesdays and or Thursday could be a popular way for customers to be on the team. The customer brings in new business and the restaurant provides a free drink for both. Word-of mouth is the best advertising, and with a free sample provided by the restaurant, is the ultimate example of an unbeatable team working together.
Overall, the psychology of eating out is more about how valuable your customers feel at the end of the experience, providing them with a great incentive to return for another meal.

Submitted from the Diner's Seat at Table 12

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Notes from Table 12......

Question for the day…
Does your restaurant have a plan for enticing people to leave their warm house during the winter months? The temperature is down to zero. The wind is howling outside and snow is sweeping across the lawn. Today Table 12 is our kitchen counter with a cup of coffee. We usually eat out at least once every day, either lunch or dinner. But really….is there anything that would entice us to go out to eat in this weather?
We were at our kitchen counter having our morning coffee and discussing our plans for the day. The day before we were at one of our favorite restaurants where we were presented a menu with an insert. I think they called it a slugger. The owner told us he is using the insert in his menu to let people know about his specials every week. Wish I could remember what the special was for today. The selection of canned soup wasn’t great at home, but going out in this weather calls for something more than just memories.
As we had coffee, I checked my computer for e-mails. I couldn’t believe it. I had an e-mail from 3 different restaurants in town where we often go to for lunch. Each restaurant had a coupon attached for printing out. I showed them to my husband. We made our lunch plans for the next 3 days.
Day 3 was a trip to Goog’s, the best hamburger place in town. The coupon said, one “hamburger of the day” at regular price, a second hamburger, ½ off.
Day 2 we picked OBI, just down the road. They sent an e-mail copy of their winter lunch menu advertising “old fashioned lunch prices” for everything on the lunch menu. Hope the weather is better tomorrow but they have great food and friendly service.
Today, however, we couldn’t resist the one from one of our favorite restaurants downtown. The picture at the top of the e-mail was of the restaurant on the outside with blowing snow just like outside our window. The attraction was the heated street and sidewalk (no snow or ice). A second picture showed the inside as it was decorated for the holidays, cozy and warm. But the coupon was what really got us out of the house for lunch on such a miserable day: a free, refillable cup of coffee or hot cider with cinnamon if you came to lunch at 11 am. We could even do a couple of Christmas shopping errands on those clean sidewalks.
What attracted us to the three restaurants? Memories of good food, good service, and friendly staff who called us by name. The real payoff to these three restaurants was when they touched us at home especially when the weather was bad.

From the Diner's Seat at Table 12

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Notes from Table 12......

Hog Wild is the place to go for the best barbeque in town. Not only is the food consistently good with both pork and chicken barbeque on their menu, but the service is fast for the lunch and dinner crowd. The servers are always smiling and helpful. It has casual sit-down facilities but take-out or catering are two of their other specialties. One might ask, “How do you know so much about their take-out and catering services?” The answer is, they have started to use ultimate, in-house advertising.
The first thing you see before you walk in the door are posters advertising specials for eating in, taking out and catering. Their menu is on a chalkboard but as you stand at the counter, small take-out menus are available. They leave nothing to chance.
As I had a delicious pork sandwich with sweet sauce, I began to wonder if there was any other marketing tools they could use to boost business….What if they had fold-up business cards with easy-to-read phone numbers and contact information with a mini-menu inside that are put on your tray as you pass through the line?....Just right for the purse or shirt pocket.
My mind continued the “what if” game. What if they put a postcard-size ‘calendar for the month’ on the table to remind everyone of coming holidays for that month? It could include a place to jot down birthdays and anniversaries, just so you won’t forget Valentines Day in February or your wife’s birthday. They would want you to take it with you so you can remember the monthly important events. What if they had you turn the card back in on the last week of the month, with your name and e-mail information on the back, to get a special coupon sent to you when you come in the following month?
Oh-oh, it’s time to get back to work. I can’t wait to come back to Hog Wild, especially for the food…Another idea before I leave—What if there was a place on the back of the monthly calendar for customers to make a comment or suggestion when they turn it in or what if they…..I’m going to need a new job if I don’t get back to work.

From the Diner's Seat at Table 12

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Ode to the Artichoke – Oda a la Alcachofa

In 1947 a young Marilyn Monroe (then Norma Jean) was crowned Artichoke Queen of Castroville, Ca.
Also, it has been said that artichokes are aphrodisiacs. Coincidence? I wonder...
Artichokes are a significant source of vitamin C, folic acid and magnesium. Nearly fat-free, the artichoke is about 25 calories (per medium artichoke) and is low in sodium. Artichoke stems, which are often thrown away, are perfectly edible. Peel them and cook along with the artichokes, slice into salads or pasta dishes.

Artichokes had long been restricted to fine dining or ethnic menus. Joe 6-pack's love affair with the 'choke began when somebody whipped together the first Spinach Artichoke Dip - and added it to their Appetizer section. Since then (maybe the mid 80's?), the artichokes’ appeal has spread to all menu categories.

Try these fun artichoke dishes:

Artichoke Lasagna
http://italianfood.about.com/od/bakedpasta/r/blr1603.htm

Chili Artichoke Dip
http://www.rd.com/advice-and-know-how/chili-artichoke-dip-recipe/article33386.html

Creamy Artichoke Chicken Soup
http://find.myrecipes.com/recipes/recipefinder.dyn?action=displayRecipe&recipe_id=1157822


Here's an Arti-JOKE!

Knock Knock
Who’s there?
Artichokes!
Artichokes who?
Artie chokes when he talks with his mouth full...


Submitted by Charlotte Barnes, GVSU Intern

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The specials you serve are a huge opportunity. This was from an article in Restaurant Hospitality Magazine....

More than two thirds of consumers order from specials menus at full-service restaurants, primarily because they perceive these specials offer a better price/value. Customers also look to specials for new and unique menu items.

With so many customers ordering specials, you'd be wise to look at this part of your menu as a chance to boost check averages while creating a point of differentiation between you and your competitors.

On the other hand, if you've been offering a specials menu that is not so special because your offerings change too infrequently, you may not be profiting from this part of the menu as you should.

So, how do you put this information to work? Hmmmm... Isn't this convenient, the solution is right here - at your fingertips!
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If I Had A Million Dollars...

So, are you all familiar with that Bare Naked Ladies’ song, “If I had a Million Dollars"? Well, It’s great, and somehow everyone always knows the lyrics to it. Isn't there a line about Lobster Dinner? If not, there should be...

In this case, using a higher priced feature of the Live Lobster Dinner, it makes the other entrees seem like a huge value. . This technique can also be used in menus….you don’t plan on selling a ton of the higher priced entrées, but it fixes the mind at a higher price point, therefore making the others seem to be a better value.

What could you get with a million dollars?! This day and age….unfortunately, saving it would be the best idea…
.

Submitted by Tressa Mills
Wannabe Rock Star
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Let's see. Socks for Dad, Sushi for Grandma...

Now, this is a unique gift idea!

What a great way to build a loyal fan base - Teach 'em everything you know! 

Sushi is intimidating...  it's exotic and exciting...

It's not something you just whip up at home. 

So, Wasabi Sushi Lounge in Brookfield, Wisconsin, teaches Sushi class.  Can't you just hear the Buzz created when someone is handed a gift certificate for Sushi School!  

That's gonna make for some good water cooler conversation.

P.S. -  Isn't their MyMenuLab Poster beautiful?   I'm thinking of  signing up, myself!

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Thomas's Dining & Catering, Livonia Michigan

We all make mistakes... from Time to Time. So Mark decided to just get out there and make the best of it. Face the music with a nice little Buzz Card offering a discount on a return visit.

So, in a perfect world, we wouldn't need a fancy schmancy card like this... but isn't it nice to know you have one if you need one?

Mark, congrats on taking a positive approach to customer satisfaction!

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Chubby Trout, Elkhart Indiana

Way to make it happen Dan Zondervan, SYSCO Grand Rapids! 

Working hard to create a Beer Slugger for the Chubby Trout, Dan had to take picture, after picture, type list after list... only to decide it would be best to use a menu page to create a fantastic Beer Menu! After all the effort, the Chubby Trout now has a fantastic new Menu piece ... and Dan has enhanced his MyMenuLab skills!.Creative thinking and customer service!

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Notes from Table 12......

Question for the day...
Does your restaurant have a plan for saying thank-you during the holidays?

A few years ago my husband and I were alone for Thanksgiving. It was just the two of us so we decided to go to a restaurant on a town not far away that had advertised “An Old Fashioned Thanksgiving Dinner” from noon to 5 p.m. We had never spent a holiday in a restaurant before and I wasn’t sure what emotions I would feel eating without friends or family. I was in for a nice surprise.
We drove about 30 miles to one of our favorite places to eat on special occasions. As we walked in the door, we were greeted by an elderly couple who said, “Welcome to our place. We are so glad you came. Would you prefer a sit-down, family-type meal or our buffet? The food is the same for either meal.” They gave us a card listing the dinner items and the price for each type of meal. The price for the buffet was a little less because of the need for less service, so since there were only 2 of us we opted for that.
The lady escorted us to the stairs where several young people, dressed for the season were waiting. The woman leading the way said, “John would you take these folks to the buffet area? Tell them about Thanksgiving Dinner at our house.” The boy smiled and said, “Sure. I am John, one of the restaurant family members. Every year we get to come to work with our folks on Christmas or Thanksgiving. Let’s go into the buffet area and I will tell you the rest of the story.”
John took us to our small table for two in a room that was warm with all the turkey and fixin’s smells coming from the buffet over in the corner. Music was playing and the table had a small centerpiece in the middle. John asked “May I sit down with you for a minute and tell the rest of our story or are you in a hurry?” We were so glad that this was not going to be a “fast-food” experience that we urged him to go on with the story. John continued, “Mr. Atkinson, our owner, grew up in a home far from any of his extended family. He was an only child. He and his parents decided, when he was about 8 years old that rather than spend the holidays home by themselves, they would help serve the holiday meal at a nearby homeless shelter. The shelter provided a free meal to anyone who was alone at Thanksgiving or Christmas whether or not they were homeless. It became the family’s favorite holiday tradition. When Mr. Atkinson grew up he opened this restaurant, which has been very successful. He contributes to the meals for the homeless by providing the food. One year, he and his staff were discussing whether or not they should stay open for Thanksgiving. They decided if they could make it a homelike meal, there were people who would opt for this instead of staying home and ordering pizza because there is no place to go or their family is too far away. Really, they are not homeless but they are without family.”
The story was interrupted when a woman came to our table with a cup of cranberry punch for each of us. She said to John, “I see you’re telling our family story. Sorry to interrupt. Would you like some punch?” “No,” said John, “I’m saving up for our family dinner at 6 p.m.” “Well,” I said, “it is obvious everyone decided to keep the restaurant open. How long have you been doing this?” He said, “This is our 5th year. We all have a great time because we can come with our folks and help out. Afterwards we have our family dinner here at the restaurant. After the dinner, we sing songs, play a couple of games, and a movie is available for the little kids. We do the same thing on Christmas Eve day from noon to 5 p.m. Of course, at our family dinner afterwards, Santa Claus appears and everyone gets a gift.”
“Sounds like you really enjoy this.” I said. “Yes, but I haven’t told you the best part. At our Family Thanksgiving Dinner Mr. Atkinson gives every family who works here 3 gift cards to the restaurant as part of our folk’s bonus. They are to give gift cards to people they know who are going through a rough time. The gift cards include a shopping trip at the shopping center here in town. That’s really the best part.”
We had never heard such a story. It made our first holiday season alone very special. What a way to thank the community and a treat for those who would normally spend the holiday alone!


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