Adaptation

“Obstacles are those frightful things you see when you take your eyes off the goal.” Hannah Moore author and philosopher.

I attended a food show yesterday and spent some time discussing the current state of the industry marketplace with many industry experts, vendors, brokers and successful operators. The most common insight I received from them was that this “down season” was going to end, and that it was important that operators emerge from it in as strong a position as possible. Now is the time to explore how to bring more profit to the bottom line. How they suggested accomplishing this took many forms, some of which I would like to share with you today.

I think that the most important advice of all that I received yesterday was to preserve or improve product integrity. This means that saving money to improve profitability should not start by cheapening the products that you are bringing in the back door. This is a short cut and will eventually lead to bad things for your establishment. Trying to squeeze an extra buck out of your menu by downgrading your ingredients is readily apparent to your regulars and is not putting your best foot forward with your new customers. In this economic environment consumers are still spending, it is just that they are being more judicious about how and where they are spending. The quickest way to alienate your core business and not earn new repeat customers is by sacrificing your food quality in an effort to save a buck. Keep your product integrity and consistency and you will survive.

Another significant piece of advice that I picked up was that we should all be working toward finding new things to offer your customers without departing from your already successful brand. New flavors, new toppings, a new side or a seasonal offering will go a long way towards keeping your customers interested. Don’t necessarily expand your menu, but rather bring in an item or two as a special or offer a variation of an existing menu item as an alternative on your specials (keep the chicken sandwich, but now offer a Chipotle chicken sandwich as a special) – it keeps your inventory dollars under control and adds to your establishment’s allure.

One more that I thought was pretty good was to focus on expanding salads, fish and pork as menu options. Due to the high demand and consequent high costs of wheat and corn, livestock that feed on corn in particular will continue to escalate in price (feed prices increase and are passed on to the market). As it warms up, people will shift their focus to lighter menus and offering salads and fish in particular will strike a chord with consumers. As a result, you will be offering a seasonally popular meal that has less cost volatility for you. You can’t ask for a much better combination in this market!

Last but not least is menu pricing. It is not the same market as it was a year ago….shortening, eggs, flour, milk, cheese, meat, and chicken in particular are priced significantly higher today than they were a year ago. Consumers are being bombarded with news reports that things are more expensive. They expect it. They can’t expect you to try to save the economy by holding your prices steady. You WILL catch flak about raising your prices. The customers will get over it if you continue to provide value for their dollars. Consumers are still spending - they are just being more discerning about where they are spending their money. They will come back if you continue to serve GOOD food at a fair price. If your product is consistent, quality and fairly priced in the market, they will return – you are familiar, they have a relationship with you, and your food is good.

We can no longer afford to sit back and react to movements in the marketplace. We need to be proactive and in front of what is happening out there. To sit back and try and ride it out while doing what you have always done is not a good choice. The market is changing. You must be too!

Your Customers, they’re at 7 and counting...or Sweatin' the small stuff

This week I am excited to announce that I have a guest writer, Ken Wasco. Ken is a member of the National Speakers Association and the GFS marketing team who's gained a wide reputation in the food service industry for presenting timely seminars and workshops on obtaining higher levels of personal effectiveness through an emphasis on communication skills. As a highly regarded and entertaining presenter Ken has conducted thousands of sessions and written many articles on accomplishing results through people. Ken will be presenting two new seminars in Ft. Wayne, IN on March 26th entitled "50 Ways to Get New Customers Today" and "50 Ways to Keep Your Customers Happy." His presentations are a must see!

Here’s a news flash - people love food! They love every thing about it - they love to make it - they love to serve it - they talk, read and think about it - but mostly people love to eat it. Food’s basic to life - necessary - timeless - yet it always somehow seems new - and it’s always exciting. It has to be the ultimate disposable! Because people always seem to be looking for it. What a great business to be in.

Here’s another news flash. Food’s a people business. Can you imagine a conversation about food that didn’t include a reference to people? People are what food is all about - it’s purpose for existing. The idea of people and food are inseparable - they go to together - like a burger and fries, ham and eggs, salad and dressing - I’m getting hungry - let’s eat!

In the food business we love recipes, menus and concepts - they’re are a lot of great ones out there - but when you take off your operator hat and put on your consumer one it becomes obvious that the best food experiences always have a great people element attached. When the food is right and the service is too the experience moves to memorable and the impression is set. That’s why at Gordon Food Service we are proud to offer this new dimension of RSVP because we know that when you mix great new ideas with great people you earn yourself great success. After all, basically “Foodservice… it’s about people.”

So let’s get going. You already know that when it comes to dealing with people there is no one “sure” method that works for everybody - despite what the marketers of books and tapes tell you - you’ve learned that there is no “one size fits all” magic approach that produces great results every time. In food service there is no short cut to effectiveness. To work foodservice magic in the kitchen you need a great recipe, quality ingredients and the willingness of someone to devote the time it takes to do it well. It’s not that much different with people. Accomplishing results with people is just doing a lot of little things well - little things that along the way add up to big thing things. Things that impress people.

Impressions happen all the time, and it is human nature to be continually forming them. But first impressions - now they’re unique. They happen fast. So fast in fact that by now you’ve already decided whether this new feature of RSVP will be worth your time. And whether you will read again next month. First impressions happen quickly - they lead to action and their effect is long lasting. In today’s world people will give you only seven seconds before they form that first impression - that’s it, that’s all you’ve got - and in those seven seconds you have to win a customer, keep a customer, and keep a customer coming back.

First impressions are created before a customer ever walks in the door. And that first impression can happen anywhere before they do. A newspaper, internet or telephone book advertisement may create it - a drive by and glance at your parking lot may do it - how clean and inviting the look of your entrance is may be it. Every impression reinforces the next action but you have to be aware that the first impression starts it all out. For most of us that happens when we hear about something from someone else. Your menu has to be creative and the food great but what makes the experience memorable and what gets others talking - is always the people.

So here’s the secret to finding out the first people impression your place creates - become your customer - walk out the back door and walk in the front. What is the first people experience you encounter in the first seven seconds? Whatever you see and smell will be the same for your guests, but what you hear combined with that will be the key. Who is the first person you saw - how’s the greeting - did the person smile - did they walk toward you - did they look you in the eye - did they invite you in - what did they say? Now pick up the phone - give your operation a call - how did they answer - could you sense that the person was smiling and inviting you over?

Remember, in the fast paced world of today you’ve only got seven seconds to create a great first impression - make ‘em count.