What does this quote have to do with successful restaurant management? Everything. It goes to the core of how to create memorable, dining experiences. Because, make no mistake, we're in the memory business, not in the food and beverage business. When you take that leap, you can see the importance of casting associates to perform, rather than hiring bodies to fill slots. Further, you can appreciate how critical it is to understand the process of acting in order to make those experiences unforgettable. Ponder the plight of restaurants and segments of our business reduced to relying on $1 menus and LTOs to draw customers. As Joseph Pine states, "The experience is the marketing."

You need actors to make this happen. Am I suggesting a wholesale raid of the local community theaters? No. Let your guests continue to enjoy their own theatrical exploits in lights (or tights). You're going to have to get these actors from the same place you currently get the slugs, sleepers and occasional stars on your payroll: the current labor pool. "Forsooth, are thou nuts?" "Patience", says I, "There is method to my madness."

First, start with the possibility that your script, your training, your rehearsal and your show is weak, not procedurally, but in terms of the strength of your associates' intent toward the guest. Take responsibility. Then, take action. Remember the number of bromides that exist to make the point: "Heaven helps those who help themselves"; "Praying without action is just wishing"; "Just do it".

Do what? Supply your staff of 'actors' with powerful intentions. Give your staff concrete Acting Actions which carry each associate through their shift. An Acting Action is an action verb with a specific objective to give it meaning and direction. These are ways for your staff to create and sustain a truthful, heartfelt connection to the guest. It gives them something TO DO, rather than just something to say. Some examples of appropriate action verbs for your front of the house staff might be: to serve, succor, oblige, sustain, give, embrace, bestow, entertain or award. Make it specific, and you make it powerful. For example:

'To serve friends a wonderful dinner'.

Notice that this contains the act of giving. Giving is inherent in truthful performance. Now add to this example the color and flavor of your concept:

'To serve friends the happiest, most authentic Tuscan dining experience in town'.

Now, you have the makings of a unique, one-of-a-kind dining memory, performed by many of the very same people you now see as 'average'. Granted, some will have to go, but you knew that, didn't you?

In the next several issues, I will further explore the correlation between theater and restaurants. Believe me, the single idea of giving each server an Acting Action to energize and focus their shift will pay dividends NOW. Serving is acting, and the best kind of acting is giving your all to the guest.