Synopsis: Susan Jeffers is quoted in Heart Steps: "We have been taught that negative means realistic and positive equals unrealistic." For restaurateurs that includes conventional wisdom about hiring, training and retaining great help. The labor pool stinks. The work ethic is non-existent. Labor costs rise, as service quality declines. Hospitality is a forgotten art. These are 'realities' we believe. What we believe and what is possible are two very different realities. Today, consider a new paradigm.
Issue #43 April 23, 2003
 


Putting The Theater Into The Service

"Today's restaurant is theater on a grand scale."

- Marian Burros the Quotable feast

"Undoubtedly, we become what we envisage "

- Claude M. Bristol, Heart Steps

The Method Marketing newsletter attempts to cover all the salient aspects of developing and running profitable restaurants that create memorable dining experiences. One area that has gotten some attention, but needs more detailed investigation, revolves around hiring, training and retaining great help. The central truth to making any restaurant venture work is having great people. Method Marketing goes even further. The most memorable restaurant experiences are the product of the right people, with the right attitude performing roles they relish within a story they believe. That requires a major shift from a world of shoddy standards, fewer available workers with even fewer skills and increased competition for that shrinking pool of talent. Today, the working definition of good service has been reduced to getting the order right and on time. So let's explore the old and the new paradigms.

Old Hire/Train/Retain Paradigm

    1. Write Job description.
    2. Write procedures and place in book.
    3. Put help-wanted ad in newspaper/banner on window/applications in foyer, all saying "Now Hiring!".
    4. Hire warm body, preferably with pulse, because no one answered ad, but somebody happened to walk by.
    5. Bemoan fate with fellow restaurateurs, "Jeez the labor situation is terrible. Snagged me another one of them slugs today."
    6. Take deep breath, create positive visualization and determine to turn dross into gold.
    7. Give Dross start date. Discover Dross calls in sick.
    8. Observe that Dross comes in late on first day with shirt tail out and something crusty on the breast pocket.
    9. Give Dross manual to read at table 25.
    10. Find Dross slumped face down and asleep on page 2 of manual.
    11. Discover that Bob and Sally, once also dross, but now on the schedule, thank the Lord, call in sick. You are short two servers. Panic.
    12. Assign Dross a station.

Result? Memorable service. (Oh yeah, you bet!) Hourly turnover? 180%.

New Hire/Train/Retain Paradigm:

It's Showtime, Baby and You're the Show!

    1. Write your story.
    2. Define the roles for your 'actors'.
    3. Put a 'Casting Call' out and initiate a generous referral bonus program.
    4. Hold a "group audition", where candidate 'actors' interview each other in a group. Make it a party.
    5. Hire for attitude, energy and sense of humor.
    6. Laugh with fellow restaurateurs, "Everyone wants to work here."
    7. Bring in your prospective 'actors' and let them eat and experience the show first hand as guests.
    8. Share the technical aspects of the job. 'Block out' the process by demonstrating what you want them to do. Share your story and your soul. Let them hear about the role from your current 'actors', and ask the new 'actor' how they might see the role.
    9. Offer a costume/uniform.
    10. Have current 'actor' rehearse new player (shadowing).
    11. Review the performance after they finish. Ask, "What did you see, feel, learn?" Share what you see. Set specific goals for improvement.
    12. Handout one 'Atta-boy' dollar for successful first preview, and put actor' on the schedule.

Result: Memorable service. (Oh yeah, count on it!) Hourly turnover? 75%.

In the next issue we will explore how to incorporate this concept into your "4-Walls" Business and Marketing Plan. You've got to start somewhere, and it might as well be with something that envisions greatness.

For additional information click here for "Deliver on Your Promise"

Have any questions about this issue? Please feel free to email me at rick@rickhendrie.com, or call me at 617-547-5123 or 617-335-1011. I'll do my best to help you out.

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Mark your calendar! On May 15th Don Moore, President of Chi-Co and I will be doing a tag team presentation to the Association of Independent Certified Public Accountants in Chicago at their annual National Restaurants Conference. It will be held at the Renaissance Chicago Hotel. The topic: What Makes a Restaurant Chain Last?

Seminars:

Now, for a little shameless self promotion. Looking for a high-energy speaker, capable of personalizing a presentation to meet your needs?

Click here to read more about how we can be of service to your organization.

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"It's Showtime Baby, & And You're The Show!," gets published every three weeks and concentrates on concrete ways you can take advantage of the emerging "Experience Era".

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