APRIL 2014 - RESTAURANTS SHOULD HAVE LATE NIGHT, NITELIFE!
A REAL STORY TO SHOW CHEF OWNERS AND OUT OF TOUCH WITH LATE NIGHT LIFE OWNERS OF RESTAURANTS, HOW IT SHOULD WORK FOR YOU. YEARS AGO, AN AWARD WINNING CHEF, WAS PREPARING TO OPEN A TOTALLY UPSCALE RESTAURANT AND BAR ON ST. ARMANDS CIRCLE, WHICH IS A UNIQUE, SOPHISTICATED SHOPPING AND DINING MECCA.
HE HAD INVESTORS SPEND OVER $800,000 ON THIS EXTRAORDINARY DINING AND DANCING EXPERIENCE.
JUST BEFORE HE OPENED, I WENT TO HIS FRONT DOORS, HAVING NEVER MET HIM, I WAITED ALONG WITH NEWSPAPER AD SALESPEOPLE RADIO AD SALES PEOPLE, MAGAZINE AD SALES REP, DRECT MAIL AD SALES PERSON, WE ALL WAITED, AND THEN HE CAME WALKING UP TO THE FRONT DOORS, THE ADVERTISING REPS ALL ASKED HIM, WHO HANDLED HIS ADVERTISING, HE TURNED AND POINT TO ME AND SAID "HE DOES".
SO BEGAN, A TWO YEAR RELATIONSHIP, THAT INCLUDED A NIGHTLY CONVERSION FROM UPSCALE DINING TO SOPHISTICATED NIGHT LIFE THAT INCLUDED, WEEKLY THEME NIGHTS, SPECTACULAR FASHION AND ART EVENTS, FOOD FLAIRES, DJs, HIGH ENERGY DANCE BANDS, AND EVENTS EVERY SINGLE NIGHT.
WAS IT A CHALLENGE, I LOVED THE PRESSURE.
HE WAS PACKED EVERY NIGHT. FIRST THE DINING, THEN THE ENTIRE DINING ROOM AND BAR AREA BECAME A NIGHT LIFE ADVENTURE, HOLDING 300 PEOPLE.
THE FOOD SERVICE ENDED @ 10PM, BUT WE MAINTAINED A "SIMPLY DELISH" MENU SERVED ALL NIGHT TILL CLOSING, REQUIRING JUST ONE CHEF & DISHWASHER.
I PLACED A FEMALE IN A TUX AT THE FRONT DOOR, COLLECTING THE COVER CHARGE, CHECKING IDS. DID HAVE 3 MALE HOSTS IN TUX SHIRTS, BOW TIES, BLACK PANTS AND SHINY SHOES.
I USED THE MEDIA, OR RATHER MANIPULATED THEM TO PROVIDE PRINT AND NO AIR COVERAGE OF WHAT NO OTHER FOOD/FUN UPSCALE RESTAURANT WAS DOING.
I BROUGHT IN EVERY OTHER UPSCALE ESTABLISHMENT'S CUSTOMERS.
THE FOOD WAS SPECTACULAR, THE NIGHT LIFE WAS STUNNING.
THERE WERE THREE OTHER NIGHT LIFE VENUES ON THE CIRCLE, WE EMPTIED THEM ALL OUT.
THAT IS HOW I OPERATE, I GO RIGHT FOR THE HEART OF THE COMPEITITION.
HE AND HIS INVESTORS WERE ELATED AT THE FINANCIAL RETURN AS WELL AS THE QUALITY OF PATRONS.
THE MAJORITY OF SPENDING WAS ON CHARGE CARDS, WE HAD NO ATM, I ABHOR ATM MACHINES.
TO CHARGE A CUSTOMER A FEE, TO WITHDRAW CASH TO SPEND AT YOUR ESTABLISHMENT IS ABSURD AND PURE GREED, FRANKLY.
I CREATED AN EVENT CALLED "GLAMOUR & GLITZ", I INVITED ALL THE POWER FEMALES IN THE COMMUNITY WITH GREAT LOOKS AND BODIES TO MODEL. I USED MY OWN FASHION BOUTIQUE'S STYLES AS WELL AS ANOTHER STORE. I HAD A JEWELRY STORE BRING OUT TENS OF THOUSANDS OF DOLLARS IN "BLING". CONSISTING OF: NECKLACES, BRACELETS, EARRINGS, ANKLE BRACELETS, I EVEN WENT TO THE EXTENT WHERE THE FASHION PERMITTED, TO HAVE THE MODEL WEAR A "BELLY CHAIN WITH DIAMONDS". I RENTED A CATWALK,
I HOSTED THE EVENT. I TIED IN A CHARITY FOR WOMEN TO ENHANCE THE NIGHT.
IT WAS A OVERWHELMING SUCCESS. MY CHEF WAS OVERJOYED.
I HAD HIM SERVE AS MANY DISHES TO DINING GUESTS AS HE COULD, HIS KITCHEN WAS FULLY STAFFED, SO AS OFTEN AS HE POSSIBLE, HE WOULD COME OUT WITH HIS CULINARY AWARD AROUND HIS NECK, HIS PREMIER CHEF UNIFORM WITH RESTAURANT LOGO AND HIS NAME EMBOSSED, PUT HIS OWN CREATIONS SUCH AS THE "PHONEIX DRAGON" IN FRONT OF THE GUEST.
THE PRESSURE ON ME WAS ENORMOUS AND I LOVE PRESSURE. SO IT WAS, WITHOUT EVER APPROACHING HIM IN ADVANCE, IT WAS A MOMENT IN TIME AND EVER SINCE I HAVE TAKEN THAT EXPERTISE, THAT HANDS ON EXPERIENCE AND APPLIED IT TO HUNDREDS OF CASUAL DINING, UPSCALE DINING ESTABLISHMENTS, WHO'S OWNERS, MANY CHEFS, HAVE NO CLUE ABOUT THE NIGHT LIFE REVENUE.
SO YOUR DREAM IS NOW A REALITY!
You always wanted to open your own Restaurant with a Bar.
So now it's open.
But where is the business?
Your in a good location, a lot of foot traffic, a nice front, a stylish interior, a diverse menu, good servers, a great Chef, but where is the Business?
You have sent out emails, texts, Face Book, your own web Site, but this is your third month open of your first year, and you are scared.
You listened to everyone you thought knew everything about how you should create your dream into a reality.
You priced your menu just right, your wine list is fine, your beer selection is heavy on Craft Beers, you have live music during dinner, a Stylish Female Singer who plays both guitar and then goes to her keyboards. You have a very romantic and illuminating atmosphere.
But nobody is coming in, at the rate of table turnovers you need.
Your Reservations are weak.
The comments from those that do dine, drink, maybe even dance are, it's "delicious, dynamic, ", but they don't come back often enough, they don't bring their friends with them, and they don't stay long.
Where did you go wrong?
I know why..........................................
RESTAURANTS YOU NEED TO COOK UP YOUR NICHE! WHAT MAKES YOUR RESTAURANT STAND OUT? DO YOU HAVE RESERVATIONS BOOKED FOR ALMOST EVERY NIGHT MONDAY-SATURDAY? DO YOU HAVE YOUR SERVERS IN THE LATEST STYLED APRONS? ( THEY ARE AWESOME) DO YOU OFFER A UNIQUE SELECTION OF "CRAFT BEERS FROM YOUR OWN STATE"? DO YOU FEATURE UNIQUE "CRAFT DISHES" EVERY NIGHT? OK, I WILL ANSWER ALL OF THESE QUESTIONS FOR YOU, THE ANSWERS ARE "NO". CONSIDER A "CRAFT DISH" SUCH AS "THE PORTOBELLO VOLCANO". MARINATED PORTOBELLO TOPPED WITH CARAMELIZED ONIONS, GARLIC MASHED POTATOES ATOP SAUTEED SPINACH AND QUINOA" OH, BUT YOUR A MEAT AND POULTRY EATERY, SO NO ONE WILL ENJOY THIS DISH? WRONG, THE MILLENNIAL GENERATION, WHICH YOU PRESENTLY ARE NOT ATTRACTING TO YOUR RESTAURANT WILL DEVOUR IT. MILLENNIALS ARE CRAVING NON MEAT,"CRAFT DISHES".WHILE YOUR KITCHEN IS STILL BROILING STEAKS, USING FROZEN VEGGIES AND POTATOES, YOU WONDER WHY PATRONS ARE NOT FLOCKING TO DINE AT YOUR EATERY? DO YOU EVEN CATER TO VEGETARIANS AND SEAFOOD AFFECINADOS? NO! BUT YOU SHOULD.
WHY DON'T YOU HAVE A "FOODIE TRUCK" THAT REPRESENTS YOUR RESTAURANT, OUT SELLING/OFFERING SELECT MENU ITEMS TO PEOPLE ALL OVER YOUR COMMUNITY? INDEPENDENT RESTAURANTS CANNOT COMPETE WITH OUTBACK, BONEFISH, AND THE OTHER MAJOR PLAYERS ON TV OR IN PRINT. NOR SHOULD YOU. BUT WHAT DOES MAKE PERFECT SENSE, WHAT IS FINANCIALLY FEASIBLE, IS HAVING YOUR OWN "FOODIE TRUCK". THAT'S RIGHT, DON'T WAIT FOR DINING GUEST TO COME TO YOU. GO TO THEM. OF COURSE, YOU CANNOT FEATURE YOUR ENTIRE MENU, BUT YOU CAN OFFER YOUR TOP FIVE ITEMS, AND CREATE STRICTLY SMALL PLATES, YOU APPLY THE "K.I.S.S." FORMULA, "KEEP IT SIMPLE STUIPID". YES, YOU SEND OUT YOUR "FOODIE TRUCK", IT IS DESIGNED ON THE TRUCK WITH A UNIQUE, CRYSTAL CLEAR GRAPHIC OF YOUR FOOD, YOUR NAME, YOUR ADDRESS, YOUR PHONE # AND YOUR WEB SITE. NOT YOUR FACEBOOK PAGE, THAT IS NOT RELEVANT. YOUR WEB SITE IS WHERE YOU WANT YOUR PATRONS, POTENTIAL PATRONS TO CLICK ON, ONCE THEY TASTE HOW GREAT YOUR SMALL PLATES ARE FROM YOUR "FOODIE TRUCK". THIS IS 2014, AND YOU SHOULD REALIZE THAT WHAT USE TO WORK, DOES NOT ANYMORE. RUNNING NEWSPAPER ADS ARE WORTHLESS. PUTTING RADIO SPOTS ON, NOBODY LISTENS TO. USING BASIC INSTUTIONAL ADS IN UPSCALE LOCAL MAGAZINES DOES NOT BRING IN FRESH NEW FACES. THIS IS A NEW AGE, A NEW TIME, A NEW WAY FOR ALMOST EVERY ELEMENT OF OPERATING A RESTAURANT.
RESTAURANT OWNERS, DO YOU KNOW WHAT:
"GRILLED MAPLE- DIJON ARTIC CHAR", IS?
"GRILLED TERIYAKI VEGETARIAN BURGERS", ARE?
"CALIFLOWER STEAKS" ARE?
"SEITAN" IS ?
"PISTACHIO- DIJON-ENCRUSTED CARRAMUNDI" IS ?
Then you Chef, are totally out of the "Food Fusion" of Today!!!
RESTAURANTS, STOP SERVING FROZEN FOODS:
Serve Locally Grown Produce
Serve Fresh Baked Bread, Rolls and Croissants
Serve Fresh Seafood
Don't continue to by from SYSCO just because the Foods are cheap and frozen.
Don't serve processed Meats.
"OLIVE GARDEN" NOW RUNNING TV SPOTS, OFFERING PASTA DISHES FOR $10.99 DO YOUKNOW HOW MUCH PASTA COSTS IN THE QUANITIES THAT "OLIVE GARDEN" BUYS IT?THESE SAME DISHES SHOULD BE NO MORE THA $8.99
BUT "OLIVE GARDEN" IS SO CONFUSED, THEY CAN'T UNDERSTAND WHY THE MILLENNIALS DO NOT WANT ALL THE BREAD STICKS THEY CAN EAT, OR ALL THE SALAD THEY CAN EAT. WHAT MILLENNIALS WANT ARE GREAT TASTING DISHES THAT ARE HEALTHY, "86", THE MEAT, EASY ON THE SODIUM, LOW IN CHOLESTEROL. VISUAL TO THE EYE. THEY SEEK UNIQUE EATS.. THEY ARE VERY HEALTH CONSCIOUS OVER "GLUTEN FREE", "VEGAN", "RAW". THEY LIKE #HASHTAGS WITH FOOD PHOTO'S AND FRIENDS TAKEN AT THEIR FAVORITE RESTAURANT. FOOD TO MILLENNIALS IS LIKE FINE WINES TO WINE CONNOISSEUR. PRICE MEANS ALOT FOR THE VALUE OF THE MEAL, MILLENNIALS WOULD RATHER SPEND THEIR MONEY ON A SMART PHONE THAN BUY A CAR, THEY LIKE PREFIXED PRICES AND HAPPY HOUR DEALS WITH SMALL UNIQUE PLATES. THEY LIKE TO SHARE DESSERTS THAT ARE MADE WITH LIQUOR, MADE WITH HEALTHIER INGREDIENTS AND LOWER IN CALORIES AND LOWER IN SUGAR AND FAT! TRENDING NOW ARE LETTUCE WRAPS, FILLED WITH FRESH, TASTEY, HEALTHY PRODUCE WITH A SAUCE LITE MADE FROM GINGER WHICH MILLENNIALS ALL KNOW HAS MAJOR HEALTH BENEFITS. TRENDING IN HEALTHY SNACKS.. MILLENNIAL'S ARE TURNING TO DELICIOUS DISHES THAT FEATURE HEALTHY ALMONDS, COATED IN A BOLD WASABI & SOY SAUCE, THAT ALSO, HEATS UP THE BODIES METABOLISM WHICH BURNS CALORIES AND MELTS FAT. MILLENNIAL'S ARE DOING SHOTS OF APPLE CIDER VINEGAR PRIOR TO EATTING THEIR MEALS, IT LOWERS BLOOD SUGAR AND HELPS PREVENT THE MEALS FAT CONTENT TO STAY IN THE BODY. ASK YOUR CHEF IF HE OR SHE IS AWARE OF THESE NEW COOKING TRENDS, IF NOT, THEN THEY SHOULD BE. THE LOCAL FOOD CRITICS AND FOOD WRITERS WILL EMBRACE AND REPORT THESE NEW ADDITIONS TO YOUR REGULAR MENU. I SPECIALIZE IN A UNIQUE SET OF SKILLS, THEY INCLUDE "INVIGORATING RESTAURANTS TO THE TRENDS OF THE MILLENNIALS". EMAIL: RichUnger@promotingnightclubs.com
WHAT YOU SHOULD KNOW ABOUT MILLENNIALS:
• 55% prefer communal tables at restaurants.
• 68% ask friends, before selecting a restaurant
87% will splurge on a nice meal, even if their $ is tight
40% will order something different each time they eat out
Millennials eat out the most frequently at lunch
Millennials tend to eat 4 smaller meals a day at different times
30% eat foods that are certified "Organic" as compared to 21% of Gen X-ers and 15% of Boomers.
They prefer whole foods over processed foods.
They will spend more on ethically sourced meat, & farm to table experiences.
80% want to know more about how their food is grown.
Millennials Top Trusted Brands include "Whole Foods" and "Trader Joe's".
Millennials prefer small bath handcrafted beers and artisanal cheeses than the "Big Brands, other generations have bought.
From Dining to Drinking from Shopping to Night Life, Millennials are an entirely different demographic, than the food and beverage Industry has ever had to market to, cater to, sell to...............................
HERE'S A "RICHIE REALLY WOW CONCEPT":
Your Restaurant invites guests to meet a renowned winemaker for an "Interactive Dining, and Wine Learning Experience". There's no better way to learn about wine and improve your palate, and taste memory, than to experience a wine dinner in the company of famous winemakers. You take a Thursday early evening at 6pm and you offer all wines from this Vineyard, and a four course Italian Dinner for $65.
Your winemaker is at the "Event" to discuss the history of his winery, and the characteristics of the wines he has paired with the Italian Specialties.
The Menu I recommend for example, should include: Portobello Mushroom Caps stuffed with spinach and fontina cheese with a balsamic glaze paired with a 2011 Torrontes, followed by a butternut squash ravioli with shallot, walnut and pine nuts in a butter sauce, accompanied by a 2011 Chardonnay. A 2009 Vineyard Reserva will be poured with Veal Scaloppini, pan-seared with scamorza cheese in a Marsala Wine Sauce. The Chocolate Souffle' is served with a 2009 Grand Reserve Vineyard Wine. Wine Tasting's are done in Supermarket Liquor Stores in many States, but to present the "WONDER OF WINE MAKING with DINING", is a major "WOW FACTOR". Ask your Southern Wine & Spirits District Manager, not your salesman, but go over his head, and have SWS provide a Winemaker to Host this very special Night.
The online Social Media Marketing is crucial, as well as your local MEDIA Food Reporters, and Critics. This is a once a year, Annual Spectacular WINE/DINE/EXPERIENCE.
You don't have to be an Italian Restaurant to host this Event, bring in an outstanding Italian Chef for the Evening.
THE KEY IS TO SHOW DIVERSITY IN your Food, your Wine, your Format.
WHY YOU SHOULD HAVE NIGHT LIFE AFTER FOOD SERVICE!
The "Back Of The House" is NOT where the REAL $ is anymore.
Times have changed dramatically, far more, than even you want acknowledge or accept.
The Real $ is in The "Front Of The House", when Dining Service ENDS.
I WILL NEVER UNDERSTAND WHY, IF YOU HAVE A BAR IN YOUR RESTAURANT, YOU DO NOT HAVE NIGHT LIFE? YOU DON'T EVEN NEED A DANCE FLOOR, I CONVERT RESTAURANTS INTO MONEY MAKING AFTER 10PM REVENUE HAND OVER FIST FORMATS, WITHIN 30 DAYS YOUR PACKED. IT REQUIRES CONSISTENCY, FEARLESSNESS, RELENTLESSNESS AND MOXIE.
STOP CLOSING AT 9PM, 10PM GOING HOME DEPRESSED, BECAUSE YOUR FOOD SERVICE WAS NOT GENERATING THE CASH YOU EXPECTED!
STOP GOING HOME WITH A HALF EMPTY PLATE, INSTEAD OF A FULL GLASS.
STOP, LOOK, LISTEN, AND CONSIDER THIS:
RESTAURANTS WITH NIGHT LIFE TAKE IN TRIPLE THE FINANCIAL REWARDS, VS RESTAURANTS WITHOUT IT.
THINK ABOUT THIS, IT'S APRIL, 2014, AND YOU STILL OPERATING AS IF IT'S APRIL 1994.
YOU HAVE ALL THE BASICS IN PLACE FOR NIGHT LIFE FOUR NIGHTS A WEEK, BUT YOU HESITIATE, PROCRASTINATE AND PERPETUATE A DINING EXPERIENCE, THAT SIMPLY LETS YOUR PATRONS LEAVE BECAUSE YOU GIVE THEM NO REASON TO STAY.........................................
I HAVE A PARTICULAR SET OF SKILLS, THEY ARE CALLED "INVIGORATING YOUR RESTAURANT". EMAIL: RichUnger@promotingnightclubs.com