Essential Elements of Successful Restaurants

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Essential Elements of Successful Restaurants

• William D. Kohl, CHA, CFBE, LHD
• President and CEO
• Harrisburg Hotel Corporation

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NO VANILLA RESTAURANTS
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Dont be all things to all people

• Identify a concept/theme and bring it to life
  fully.

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The Restaurant as Theatre

• Number 1 reason people go out to eat

• To feel good and be entertained

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The 12.5 Elements to Success

• 1. The market niche

• 2. Concept / theme / vision

• 3. Décor

• 4. The menu

• 5. The food

• 6. Specialties / signature items

• 7. Basics

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The 12.5 Elements to Success

• 8. Service Style

• 9. Marketing

• 10. Promotions

• 11. Staying relevant

• 12. Training

• 12.5 PASSION!!

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The Market Niche

• Who are your customers?

• From where are they coming?

• How frequently will they come?

• How many are there?

• Why will they come?

• What do they want to spend?

• Do they want fast paced or leisurely dining?

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Concept / Theme / Vision

• Carry it through completely

• Be clear

• Create emotion

• Hotel restaurants, could this concept survive on
  its own if you were a free standing restaurant?

• Build everything from the menu

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Décor

• Support the theme

• Modifications do not necessarily require major
  expense
• Consider the following elements

• Lighting levels

• Are they appropriate to support the theme?

• Should they change by meal period?

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Décor

• Support the theme

• Modifications do not necessarily require major
  expense
• Consider the following elements

• Music

• Select the appropriate style

• Define and set the volume levels

• Should it be live or mechanical?

• Do you want it to be background or foreground?

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Décor

• Support the theme

• Modifications do not necessarily require major
  expense
• Consider the following elements

• Costuming / Uniforms

• Complement the theme

• Dont be stuck on industry uniform catalogs

• Enlist input from the service staff

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Décor

• Support the theme

• Modifications do not necessarily require major
  expense
• Consider the following elements

• Props

• Give the restaurant some personality

• Quickly change the feel of the restaurant

• Ok to place abundantly

• Stay away from junk

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Décor

• Support the theme

• Modifications do not necessarily require major
  expense
• Consider the following elements

• Tabletop

• Redefine the mundane, this is your chance to
  show flair and creativity

• China rethink each of the pieces you use to
  present food

• Silver

• Glass wear no excuse for clunky glasses anymore

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Décor

• Support the theme

• Modifications do not necessarily require major
  expense
• Consider the following elements

• Tabletop

• Linen (Or NOT)

• Centerpiece

• Miscellaneous service pieces

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Menus

• The silent sales person- they drive the theme.

• Uniqueness and creativity help promote our
  commitment to quality

• Create quality collateral

• Maintain 40 of your menu items every time you
  change a menu

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Food

• Define your guest

• Cook and serve what the people want

• Design the food offerings for the guests not our
  egos

• Create sizzle through the kitchen. Make it a WOW!

• Dont let your food items become a commodity.

• Use quality ingredients the best in your class

• Keep your popular/signature items. Never take
  them off

• Run specials to test new menu items

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Specialty/Signature Items

• Develop 4 to 6 items directly associated with
  your theme/cuisine

• Make them a WOW!!

• Fill in the blank, We have the absolute best
  ____ in the city, no questions asked. What is
  that item?

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Basics (Soup, Salad, Bread, Desserts)

• Soup

• Garnishes

• Alternative bowls (bread bowls)

• Turrens

• Appetizer / Soup combos

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Basics (Soup, Salad, Bread, Desserts)

• Salads

• The Olive Garden model

• Signature Greens

• Toss at table

• Use cheeses

• Toss to order and season

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Basics (Soup, Salad, Bread, Desserts)

• Bread

• Determine how to store

• Get the best quality

• Design an alternative presentation

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Basics (Soup, Salad, Bread, Desserts)

• Desserts / Coffee

• Often the last impression of your food

• Seek out quality baked goods

• Remember ice cream is popular

• Develop a signature coffee service

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Basics (Soup, Salad, Bread, Desserts)

• Surprises

• Amuse bouche

• Petits Fours and Truffles

• Chocolate dipped fruits

• Chocolate boxes

• Flowers

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Service Style

• Most basic, be informed friendly, professional.

• Consider the following

• Casual or formal

• Simple or complicated

• Team service

• Food runners

• Do what you can to execute. Dont sacrifice
  quality to impress.

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Marketing

• Four vital elements

• Impress the restaurants concept upon the staff

• In-house promotion

• In-house merchandising (think strawberries)

• Efficiently communicate the concept to the
  public outside your doors

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Marketing

• Four vital elements

• Impress the restaurants concept upon the staff

• Knowledge and understanding of the concept, the
  menu, the wine list, and the physical procedures

• Make it an evening at the theatre

• Most guests come in not knowing what they want
  aside from a good meal

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Marketing

• Four vital elements

• In-house promotion

• Hire people who fit the corporate culture/image
  you want to portray

• Under promise and over deliver

• Show appreciation with an occasional freebie

• Develop special in-house food and wine promos
  that define/enhance your identity

• Displays

• Outrageous promotion on your slowest night

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Marketing

• Four vital elements
• In-house merchandising (think strawberries and
  lets go egg roll)

• For hotels

• In-room collateral

• Elevator advertising

• Elevator landing advertising

• Turn down notes

• Wake up calls

• Key packet stuffers

• Lobby posters

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Marketing

• Four vital elements
• In-house merchandising (think strawberries and
  lets go egg roll)

• For hotels

• Shadow boxes

• Table tents

• Banquet note pads

• Concierge referral program

• Food Beverage activity calendar

• Cross sell between outlets

• Lobby cooking demonstrations

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Marketing

• Four vital elements
• In-house merchandising (think strawberries and
  lets go egg roll)

• For hotels

• Food displays at restaurant entrances

• In-house tv channels

• Front desk incentives

• Staff buttons

• Scripting for staff

• Van advertising

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Marketing

• Four vital elements
• Efficiently communicate the concept to the public
  outside your doors

• Determining factors

• How well established is the restaurant in the
  public mind

• What is feasible and affordable

• Do you have partners you can use

• Trade for mention

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Marketing

• Four vital elements
• Efficiently communicate the concept to the public
  outside your doors

• Determining factors

• A press night

• Direct mail to hotel concierges/referral bonus

• Invite hotel staff

• Taxi Cab day

• Quarterly mailings

• Office deliveries

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Promotions

• Use partners

• Use beverage companies

• Partner with media outlets, spas, other service
  providers

• Be shameless

• Talk your concept up everywhere

• Hand out cards and menus

• Always tell the media what youre doing

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Staying Relevant

• Visit the competition

• Copy good ideas

• Look for new trends

• Get feedback from staff/customers

• Read the trade publications

• Look at competitive newspaper ads

• Stay seasonal and announce it

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Training

• Supports the quality, consistency and
  profitability

• Focus on the basics

• Warm welcome

• Fanatical delivery of your standards

• Fond fare well and thank you

• Eye contact, smile and graciousness

• Confidence

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Training

• Develop 4 different methodologies

• Pre-shift lineup

• Daily training topics (5 minutes)

• Weekly training topics (1/2 hour)

• Monthly topics (1-2 hours)

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PASSION

• It all begins with you!