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Method
Marketing Newsletter: Volume 2 Issue 25
April 19th, 2002
Writing
Your Story
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Synopsis:
A
successful concept is supported by a well thought-out story.
The best ones are usually composed by those who operate
the restaurant. Sit quietly by yourself and write out what
you imagine the perfect visit would be like for your guest.
Put in all the sights, sounds and smells that stir your
appetite and desire to visit. If it helps, make it a group
activity with key staff. But whatever you do, tell us, through
your story, what got you into the restaurant business to
begin with.
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"When
in doubt, make a fool of yourself. There is a microscopically
thin line between being brilliantly creative and acting like the
most gigantic idiot on earth. So, what the hell, leap" *
Cynthia
Heimel
*The
Penguin Dictionary of Modern Humorous Quotations
Your
guests define 'value' by the totality of the experience:
the service, the décor, the food and its flavors
and aromas and the cost: all details that create a memory.
The most memorable experiences come from an organized,
well-rehearsed and communicated performance. Great 'word
of mouth' is built note by note, scene by scene, act by
act, so that by the end of the visit your guest walks
away 'wowed'. Or bored. Or, worse of all, disgusted. It's
your choice. |
Every
successful restaurant is supported by a story. It may not be
written anywhere (and that is one of the places one gets into
trouble), but someone has a vision somewhere of what their restaurant
should be like. I have been asked on more than one occasion
what constitutes a 'story'. That is, what are the elements you
should include when you sit down to compose the exact details
of what you want the guest to experience when they come to your
establishment. What should it sound like? Should you show it
to anybody? Here are the basic answers:
- Sit
down and imagine what the 'ideal visit" will be like.
Include elements of décor. Mention the sounds and the
aromas, as well as, the sights.
- Incorporate
the operational ideals by which you intend to live.
- Ask
other members of your team to give you their ideas and dreams
for the concept.
- Write
it all down and then think about it, again. Does it include
everything you wish your concept to be?
- Use
it as the guiding document for all creative work, yours or
anyone elses.
I thought it might be helpful if I show you part of a story
I wrote for a concept called OBO's WoodFired Grill and Beach
Bar. I created it as a guide for menu development, restaurant
design and advertising. It captured 'the feel' of the place,
as well as, the key elements I wanted the guest to experience.
OBO's WoodFired Grill and Beach Bar:
EAT, DRINK & BE MERRY
OBO: oh-bow n. 1: A chef who laughs and grills
with equal fervor 2:
The perfect
blend of simple ingredients to create profound flavors 3:
The Laughing Spice God of Fun 4: Just the right balance of
indulgence and repentance 5: Veneration for quality and
abhorrence for pretension 6: The contraction of "Oh
Boy!" which can mean a whole lot of different things depending
on the circumstances, if you get my drift.
This place is a trip! A comfortable, funky, fun ride through
three distinct lifestyles: The Old South, The Caribbean Gulf
and MexAmerica, each of which have distinct subcultures and
the cuisines that go with them. OBO's WoodFired Grill and Beach
Bar mixes these cultures in a casual, carefree way. This is
not a geography lesson, but a ride through memories, flavors
and sensations --things with roots and meaning.
The Old South offers the comfort of Carolina Low Country, Alabama
Roadhouse and Texas Barbecue foods -- relaxed, messy and sensual
in equal measure. The Caribbean Gulf covers the wild celebration
of Key West, Cuban Miami and Cajun Nawlins. MexAmerica cuts
a broad geographical and culinary swath through Albuquerque,
Phoenix and Los Angeles. Each area is more a state of mind than
a physical place. The music runs the gamut from Zydeco, Reggae
to Latin Soul, from American Roots, Blues to Blue Grass.
The bar is a wild marriage of a Texas juke joint and the Rum
Cabanas on the beaches of Jamaica. You'll likely see thatched
huts and neon, with margaritas in oversize martini glasses and
Jack Daniel's straight up. Over the bar, Jhaboo, The Rum King,
lays prone with a Planter's Punch raised toward the sky.
Every guest gathers to celebrate with Jhaboo. The mirror against
the back bar lets them see others, as men and women do not live
solely in the realm of the spirit or by bread alone. Bacardi
is nice, too.
The rest of the space is devoted to enabling people to better
enjoy other people. The décor is fun. We use paint to
maximum effect, creating color schemes and textures that give
OBO's WoodFired Grill and Beach Bar a visually exciting quality.
When you enter, behold the shrine to OBO, Laughing Spice God
of Fun! World music vibrates and the beat mixes with unmistakable
aromas of baking and smoked barbecue.
This is a restaurant that takes its food and friendliness seriously
and everything else with a grain of spice. It is designed to
have the kitchen, in all its magnificent, loud, extravagant,
sexy, messy, colorful opulence be the center of attention. Virtually
every guest will be able to see the kitchen producing OBO's
WoodFired Grill fare. It is theater in its most profound with
the players, led by the chef, communicating with each other
and with the guest in the uniquely irreverent and knowledgeable
vernacular of a kitchen devoted to great eating and great fun.
A guest witnesses the grill searing their steak, the spit turning
over the wood flame and the ten-burner stove firing up sautéed
dishes of renown. Every plate explodes with abundance, color
and savory aroma.
OBO's is noisy. It is devoted to guests gathering in casual
or dressy attire and having a party at their very own clubhouse.
The
table top of each table is a focal point because, that is where
the second act of our culinary entertainment takes place - between
the plate, the fork and your tongue. We use good china and have
color play its role here as well. We are not pretentious. We approach
seats and tables as sturdy, functional and comfortable. You
won't find a trendy chair design in OBO's. You may even find
different chairs and tables. Sacre' Blue! Mon Dieu! Oh Boy!
But always, OBO's!
OK, enough fun for one issue. You get the drift. Now, go on,
start writing.
Next
newsletter, "Just Doing It". -->
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