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Enthusiastic entrepreneurs and talented chefs are continually opening new restaurants with visions of serving creative food and reaping social accolades from a community who love what they offer.  They look for a great location with good foot traffic, or plenty of parking, and decent rent. But restaurateurs have nearly lost their way, as they hold onto ideals of the pseudo-Victorian model of foodservice we have been accustom to for decades. Nevertheless, the reality of statistics show that six of ten will fail within year one, and another two by the fifth. Many reasons indicate poor execution of plans, but one overwhelming reason is that the basic concept of foodservice has dramatically changed in the past two decades, and most are not keeping up with trends. Successful restaurants today are leading with sustainable food sourcing, using local produce, impeccable staffing, as well as personal décor, entertainment, and convenient services we didn't even conceive in the past. However, we need to get past the idea that a restaurant is a kitchen and a dining room collaborating in a live performance. The kitchen produces food, and the dining room is a retail space. When, in the traditional sense, they work in concert, they epitomize the concept of 'fine-dining.'  Yet, they can work as separate revenue centers, as well. "Diners are increasingly buying prepared food at places that aren't restaurants. They're going to convenience stores with made-to-order food, or grocers with prepared food, like Whole Foods, college stores, corporate cafes, community centers, and food trucks. In fact, one-third of prepared meals this year won't come from a typical restaurant or fast-food joint." *1 Struggling with outdated Concepts Unless you are in a 'major metro-area' drawing from a large population, having tables full of diners is a constant challenge. Few restaurateurs are sure how to capture their niche in the local community. Everyone struggles with a variety of cuisines and concepts; meanwhile, 'standards of service' are nearly extinct.  I live in a small twin-city area in the Sierra Foothills, where the combined population is around 18,000, including some outlying areas off two State Highways. There are well over 225 non-franchised independent restaurants in a 15-mile radius. Other than a few neighborhood breakfast cafés, I can count only a handful of operations where one generally needs a reservation on the weekend. These few operate at a level of service and quality; most others lack the knowledge or incentive even to attempt. Many don't even understand the basic principles of hospitality. They fill no niche and struggle to fill tables. This phenomenon is not unique to my community. The concept of dining out is changing radically. The numbers illustrate it. Going out for dinner is on the decline. Derek Thompson, of the ATLANTIC, who has written extensively on trends in foodservice writes, "a decline in traffic, along with rising labor costs, has forced restaurateurs to raise their prices to pay the rent. As a result, dining out is getting more expensive."    Thompson continues on these trends in food, "In 2015, for the first time on record, Americans spent more money at restaurants than at grocery stores.  In 2020, more than half of restaurant spending is projected to be "off-premise"—not inside a restaurant. In other words, spending on deliveries, drive-throughs, and takeaway meals will soon overtake dining inside restaurants, for the first time on record." (*1) The Changing Landscape of Food Marketing Many others who follow restaurant trends have written about the changes in foodservice, particularly highlighting the 2017 merger of retail giants- Amazon and Whole Foods. (I wrote about it too, in another article. (*2) Since their alliance, the landscape of food marketing and delivery has transformed how we think about the future of restaurant concepts and foodservice in general. The titanic shift they are influencing is how food gets to the consumer's table and the alternatives possible — mostly involving new technology. These changes impact how one orders, or pre-orders for a sit-down meal or window pick-up. These practices will not just be seen at fast or casual operations and go beyond the singular idea of home-delivery. These shifts will affect everyone in retail food sales within a decade; restaurants, grocers, caterers, and any food-related retail. Technology, backed by design changes in a restaurant, can help a busy parent pick up packaged salads and sandwiches, or even pre-cooked meals to enjoy in-home a few moments later. Also, Door-Dash and other delivery services are just beginning to impact off-site restaurant sales. Offering Alternatives for Dinner We still think in Victorian sentiments when it comes to how dining service should look. We don't sit down as a family at Sunday dinner as we did a few decades ago. So why do we keep opening restaurants based on past ideals without offering the market some alternates that it wants? Every casual, or 'fine-dining' restaurant needs to consider adding value to the guest experience by anticipating possible needs. The couple dining tonight has a brother home babysitting that could be an added meal sale made at the time of offering the dessert selection. It would be best if you had a simple way to build this marketing into your server's dessert presentation. Better yet, offer a selection in a merchandising case for pre-made salads or microwavable entrees visible on the way out the door! Pre-orders, take-out, and delivery are just the beginning of what guests are expecting. Adding one more movement to the picture is the Home Meal Kit, which in 2017 was a  2.5 billion dollar business with growth rates projected at 30-40 percent in the next decade.  These are boxes of ingredients delivered to your door with recipes for making gourmet dinners at home. There are at least twelve players in this field who are doing everything from supplying grocers, like Kroger, to home delivery. *3 Some Historical Perspective Looking back from the '50s when McDonald's fast meal delivery at a walk-up order window began a new era in food. Then Casual and Family restaurants like Applebee's or Cheesecake Factory-filled a niche. In the '90s Fast-casual's like Chipotle introduced high quality and offered custom made quick service. Today's newest trend, in large cities, is fast-casual, where pricing and service are reduced, and food quality takes priority. In all these examples, a selected menu item is chosen, and nearly everything is made to order. This time-consuming method isn't necessary to serve quality food! Today's guests want good food, convenience, and options as to when and where they consume it. Yes, Fast-food still fills a particular niche, then again many people don't want to sacrifice quality and nutrition for convenience. Look, for instance, on how a bakery is laid out.  The baker displays his delicate goods in rows at a counter. You select items, they are bagged and sold, and you consume them either at a counter, a small table or take them out the door for later. Prepared Foods are the Future I'm a proponent of 'fine-dining.' My career involved several high-end dining rooms including one of the Big-Four, as San Francisco's Nob Hill Hotels have often been referred. Therefore, using and teaching techniques of this style of service is always in my wheelhouse. So, I don't dismiss any of that in today's foodservice. 'Fine dining' techniques must be understood and incorporated, as in the maxim, 'know the rules, then you can break them.' That said, I realize time has changed how social interactions, as well as the costs of running a restaurant, require a paradigm shift in our thinking. Prepared foods, as I view it in this article are an extension of the 'finer food idea' that was the core of classic dinner houses. So now it's time to get quality foods to the diner in a whole new fashion. While guests are demanding products that are healthier and better quality, they also expect a host of conveniences to get food on the table. Seated dining service demands are less formal, convenience-driven. Yet, even in casual dining, we still embrace the notion: a) order, b) make the order, c) serve the order.  The new reality is a universe where food is created and consumed today entirely different than even a decade ago. Not all food is immediately eaten nor needs to be made only when it's ordered. Beyond the fact that not everyone wants a hot meal, and dozens of ideas for to-go items can fill the bill, the hot meal concept, as one alternative, is about holding, packaging, and making the ease of reheating for possible short distance travel and convenience. One cannot open the doors of a restaurant, pub, or delicatessen without dealing with a new approach to foodservice. Time for a shift in thinking The progression of foodservice which came out of the traditions of 'fine-dining' still resonates with many restaurant operators. The model is simple: sit down with a menu, a server takes the order, food is made in the kitchen, then the meal is taken to the table. However, that model doesn't work in many people's lives, even when they have time to enjoy a meal with family or friends. They may want to eat a quality restaurant cooked meal in their home dining room.   Ordering can now be an App on the phone, an actual call to your restaurant, or through a third-party delivery service. If you are in a centralized locale and have parking, you can offer 'Grab n Go' items from a hot-case or as pre-orders. If a guest can walk-in the store, select from a well-stocked merchandising case, or pick up an order, possibly already paid through an APP, it's quick easy, and they will do it often. - To show how a program in To-Go foods works, I offer a couple of examples. In a seaside town along the Central Coast, I was managing a gourmet foods market, which at the time was known for its imported Italian meats and cheese selection from around the world. It also made custom sandwiches, which at lunchtime had lines out the door as people waited for the best sandwich in town. To assist in sales, and cut down on wait times, we put together a cold case of the most popular combinations of sandwiches, premade with containers of salads, and available condiments. These sold out nearly every day. These pre-made sandwiches wouldn't satisfy everyone, as you can't put 'sprouts' on a sandwich that will sit for a few hours, yet in most combinations, worked very successfully. To add to the interest, I added a display of picnic baskets. They were nice with glassware, utensils and cloth napkins near this cooler. Ideal for a Big Sur picnic, baskets increased sales by creating a solution for those longing for a day on the Coast. In a more populated location, friend Chef Mitch, in a Mid-Town Sacramento Italian dinner house, told me of their success in an aggressive To-Go Program. They have a small retail coffee, salad, sandwich kiosk just a few feet from the main dining room, also accessible from the lobby of an office building where the restaurant is located.  They roast their own turkeys for sandwiches and salads, use quality bread, and everything except espresso and coffee is prepared ahead of opening. Selling items at competitive pricing to other retailers in the area, they do well over $2000 a day in pre-made items. The Kiosk concept is quick and easy for hundreds of workers heading to work or on lunch break. The two biggest expenses in setting up a take-out program, after any investment in new equipment, are going to be the extra labor and packaging costs, besides, of course, cost of raw food ingredients. Food costs and its packaging should be designed into the menu pricing directly, as you are building a brand with your packaging. It may cost upwards of $2.00 per serving if using compostable, compartmental clamshells, or oven-ready containers. Implementing a new To-Go Foods program If you think you are ready to set up a take-out, home meal program, here are just a few logistic details you need to consider. Set a goal of increased sales on new items Overview- foods that fit your current menus Projected Costs- New Food Costs, Labor, Analysis of Packaging needs, Food Safety consideration for travel, Display- where and how, POS considerations- how to ring up sales, Production Scheduling, Timeframe to roll out a new program. You need to think about the end consumer. How and Where is this meal consumed? It's not unlike when I take on a food photography shoot. I think from the beginning, how the food will be cooked, plated, and the styling of everything that goes into the photo. You need to do this about who your customer is, and how do they consume your food? Get over the made-to-order concept entirely while approaching this program. Think, instead, how can you package and make your signature items look presentable in a box. Moreover, finally, consider asking your current guests what they want, and how can you feed them in a different way than having them sit down in your dining room.  Oh, and just another thought, I'm open to discussion, if you want to brainstorm your ideas. David B Townsend is a Food Service consultant working in the Sacramento region and Sierras. He designs custom food programs to create a take-out food plan which works within our existing food operation; deli, coffee shop, or casual restaurant. Recognized, from decades in food service, He has created diverse programs from convenience stores to 'fine-casual' to increase sales in off-site catering as well as grab-n-go services. Reach him at: 530-263-7763 / dbtown@att.net Also, check out" Menu Descriptions Create Exploration Catering Off Site Events Townsend Home Page *1 Derek Thompson  the ATLANTIC Jun 20, 2017 "The Paradox of American Restaurants."  *2 David B Townsend  Ambrosia-Blog- Aug 2017 "Amazon-Whole Foods, this changes everything in foodservice " *3 https://www.foodpolitics.com/2019/08/weekend-reading-foodnavigator-usas-special-edition-on-meal-kits/ #homemealkit, #takehome, #prepackage, #togofoods, #restaurantmarketing

Opening a new restaurant, or updating your concept requires doing something which seems counter-intuitive at first. Design the menu with higher food costs than usual and instead, offer great deals below your competitive market prices. You first need customers, and having a full dining room is a lot better than great costs with only a few new customers each day. You need cash flow, not high profits at this stage. Fill the room first. Then build guest counts, and check averages over time. Here is another example. You're a full-service restaurant in a destination locale or a small hotel with a dedicated room for food service- breakfast and lunch or maybe three meals weekends. Your business can not merely rely on overnight guests to keep the operation viable. Fully booked rooms around town may fill you up on occasions, but regular occupancy averages tell another story. You need the locals both for cash flow, and essential word of mouth referrals. Let's talk about promoting your food establishment through improved service and a reasonably priced menu. Improved service I've discussed in a prior article (5-star service). Pricing your menu based on an 'ideal' food costs may affect your ability to gain support from your community if you can't compete with them on overall appeal. One of many insights I learned years ago from a successful multi-restaurant operator Bill Lee ( SUR Restaurant, Carmel ) on the Monterey Peninsula, which in the 80's and 90's saw dozens of places come and go, is that food costs are not of critical importance when you first open. If the food is good and service exceptional the crowds keep returning. Now, the food not only needs to be high quality but fit a niche and be modestly priced to allow people to feel good about returning to try many different items on the menu. Once you build a loyal base, you can bring down overall costs with better purchasing, new menu items like higher end desserts or wines, and appetizers. Allow me to present a three-step process which can get you on-track to build a large local customer base while promoting your brand as the local favorite. Locals become frequent diners and they talk around town to both other residents and, if your town is a popular destination, they will often interact with out-of-town guests. Once you build this base, you keep up interest by introducing them to new and different specials and thereby increasing the average check. In basic outline here is how it works: 1- run higher food cost- attract the locals as a reasonably priced dining spot. 2- locals fill your dining room and talk you up, keep your dining room full with the added perception to incoming visitors that you are a great place to dine. 3- build check averages through new and distinctive items, signature desserts, appetizers, odd or rarely seen local wines & beers. And all done with great standards of service that keep the locals and visitors coming back for more. Let me explore this concept in more detail. In an average well-established restaurant, you strive for and succeed if your food cost is in the 30-35% range. National average for full service is 32%.* I say run a 35-40% cost and makeup in cash flow what you don't get in net profit. Stay with me, it's not as crazy as it looks. Locals want and need a better place to eat. If you can get them in the door at a price which is 'perceived value' ..... as being way better than a $8 hamburger at a local take-out, wow them with good service, you will have them eating with you several times a month. Lowering the price will create a sense of value to the locals and not only will they come into your place more often, but tell every tourist and friend they encounter how great the meal and service staff is. You may just eliminate the cost of some of your expensive advertising. Here's an example: Let's take an entree with a $18 menu price, at 30% cost. 20 dinners at $18, 30% basic food cost- meal cost $5.4 ($360 gross-108= $252 net) 30 dinners at $15, 36% basic food cost- meal cost $5.4 ($450 gross-162= $288 net) In this example- your profit difference is negligible, but your cash flow is nearly $100 greater, and with only 10 more meals, you won't need any additional staffing to accomplish ten more meals for the night. You could way over think this with bell curve charts to see what point the higher guest counts, with the optimal staffing costs equal out to the same overall profits, as with each 20 extra meals you will likely have added costs for staff and linens, etc. So, just imagine if you were able to double your volume in full dinner service, plus add another handful of patrons only looking to hang out in a busy place with a beer and appetizer? The point is this: 1- You provide consistently good food at a great value even though it may involve a higher than normal food cost. You build traffic and repeat guests. It makes your restaurant full when out of towner's arrive and see the place busy. Higher food cost may reach above 35 to 40%, but volume can then make up better cash flow vs. higher profits. 2- Without increasing pricing, add new items and build guest check averages. Add better or hard to find wines, better desserts, more diverse appetizers. The same guest who has come in with a partner that spends on average $22 per person now ends up spending 28 or $30 and comes in just as often. Create a loyalty program, so every once in a while they get a bargain by offering a second 'daily special' meal at half-off, or a free appetizer, when they order the wine of the month. a variety of promotions can create the sense of value to the locals and through direct mail, or email you can keep them in the loop. 3- Statistics show that higher check averages in the $15- $25 range have the highest profit range of 3.5% *. So although the first goal is to build the loyalty of guests the ultimate long-range goal is to increase check averages. This higher check average then becomes a normal selling technique for the servers who are also selling to the overnight hotel guests. It's a method to better sales and finally more stable profits. A recent newcomer in the Sierra Foothills area along a popular highway route to several communities is a venue which is part entertainment pub, and restaurant. The opening menu shows a 'grass-fed beef' burger at $13, and a side salad add $3. While across town, the same 'grass-fed beef' burger (may not be the same local ranch) is currently $12 and comes either with a side salad or house fries. My observation is this: how can a new place with unproven service staff charge up to four dollars more as they open the doors to build an entirely new clientele, while they are likely working the kinks out of the kitchen operation? I think this is entirely the wrong approach. It proves my point- start with high food costs, fill the dining room and work out costs as your operation becomes stable and consistent. * Full-service restaurants at all levels spent about 32 percent of each dollar on the cost of food and beverages, 33 percent on salaries and wages, and from 5 percent to 6 percent on restaurant occupancy costs. Profit margins, however, varied according to the cost of the average check per person. Those with checks under $15 showed a profit of 3 percent. Those with checks from $15 to $24.99 boasted the highest profit margin at 3.5 percent. * from article by Aurelio Locsin

I have a rule that I think is universal, although I’ve not seen any articles in current media calling it the ‘Three Minute Rule’ as it relates to the restaurant business. I often use it to exemplify the importance of creating a first impression as one of my first segments in training new servers in any restaurant, even if the staff is experienced. It applies to a couple of essential stages in the food service process. It is these first impressions that set the mood for a first-time guest for what can be the anticipation of satisfactory to excellent service, or potential disappointment. 1] Bartender- greet within 3 minutes Your bar is packed. Couples are just having drinks, others waiting for tables. You're slammed. However, you must be aware at an instant if someone sits at your bar or immediate bar service area. Even if you can't make them a drink, you have a half dozen orders coming in from the Dining Room; you need to place a napkin and greet them " Hi, I've got a few drinks to make for the dining room, but I will be right with you." Alternatively, " Hi, I'll be with you in a couple of moments" is all you need to say if pressed for time. You don't even have to get the order, just the greeting within three minutes will buy you another three to-5 minutes or so to catch up. However, if you leave them hanging for that total of 8 minutes- you've already lost them as a return guest. 2] Newly seated guests in your section of the Dining Room. You have 3 minutes to get a greeting and possibly get the drink order. Like the bartender, if you only have time to say hello and let them know you will be back to get the drink order and answer questions, at least let them know you are aware of them being seated. 3] After you bring the main dish: While you are delivering the entire, check water and wine, make sure there is proper silverware and ask if they need a particular condiment, more napkins, or anything. Three minutes after you bring the entree make a pass by the table. You don't need to speak or interrupt; it's best you say nothing unless asked. Just let your presence be in the guest eyesight because if there is a problem, they will be looking for you. There may be the wrong entrée or something like a drink refill needed. But do NOT interrupt them with ' how's everything' at this three-minute mark. This, at times takes a bit of intuition on your part, as maybe this particular table seems a little more demanding and you need to say something while making your presence known. Some people just like the attention. But in general, wait a few more minutes before you interrupt their meal. In another 5 or so minutes, this is when you can check in with a comment and see if you can sell another glass of wine. NOW, this far into the meal is where most servers fail. If you checked in at 3 minutes into the meal and never return, you're missing out on selling another glass of wine, making sure they have water or bread. This moment is when your attention to a follow-up on service is critical. This is when your tip, in the guests' mind, will go from 15 to 20% plus. As an added detail that fits the three-minute rule: if you notice the kitchen is having a rough day and delivery of an item is taking longer than YOU expect, you need to practice a preemptive stance. Three minutes after your awareness of the problem go to the table and let them know, "just to let you know, your appetizers are taking a bit longer than is normal; I'm going to go check with the kitchen". This type of anticipation is the kind of thing that will ease any anxiousness a guest may begin to feel about waiting for food. Then go find out why and let the guest know. Don't ever lie or keep them guessing. 4] After clearing the main dish- get guests a dessert menu or present the check- This one can be tricky. In most fine-dining applications a check is never given without the 'host' of the party asking. In casual dining, its a bit more fluid. Some people want a check within a few moments of the clearing the entire table. Others still prefer to ask when they feel the night has come to its end and will ask. You, again, will need to use your intuition on this for proper timing.

LISTING OF IDEAS TO: INCREASE SALES -NEW MENU ITEMS- HIGH PROFIT - [GARLIC MASHED POTATO VS. PLAIN] & -HIGHER END DESSERTS [HOUSE MADE FLAN OR CRÈME BRULEE] something most won’t try at home -OFF-SITE CATERING OF SMALL PARTIES -HOME MEALS FOR TAKE-OUT -PER-PACKAGED SALES TO LOCAL DELI- GROCERY- I.E. A SIGNATURE LASAGNA, OR OTHER ENTREE -CREATE MENU MEAL DEALS- ENTREE, TWO SIDES, DRINK FOR SET PRICING WHICH PERCEIVED AS LOWER THAN INDIVIDUAL- USE SIDES AS HIGHER PROFIT ITEMS = (SIDE OF MASHED LIST ON MENU AT $3.50 BUT BUILT INTO DEAL PRICING AT 2.5, AND FOOD COST EVEN AT LOWER PRICE AT 25-30% ) IMPROVE SERVICE STANDARDS THROUGH TRAINING -WINE / FOOD PAIRING CONCEPTS -BASIC WINE TYPES- CHARDONNAY, SAUVIGNON BLANC, CABERNET, MERLOT, ETC -FINE DINING TECHNIQUES - STEPS TO PRACTICE FOR REFINING THE TABLE SERVICE, or - UP-SELLING IN CASUAL SETTING, WHEN PAYING ASK GUEST IF THEY WANT A TAKE-HOME DESSERT AT SPECIAL PRICING- STREAMLINE PURCHASING AND WASTE REDUCTION -NEGOTIATE BETTER PRICING FROM VENDORS -USE ITEMS IN MULTI-MENU ITEMS -ADVANCED BUYING FROM LOCAL FARMERS- GUARANTEE LOWEST PRICING -USING PREP ITEMS FOR A STOCK/SOUP BASE I.E. POTATO PEELS, CARROT TOPS, TRIMMINGS, -BUYING BULK OF DRY GOOD ITEMS. REVAMP THE MENU TO ACCOMPLISH MANY OF THE ABOVE CONCEPTS.

Using Social Media - I have been following a few small independent restaurants and food shops in my area for the past year. While most try to stay abreast of social media as a marketing tool many fail to gain any significant following and from those I’ve spoken with don’t generate any real sales increases. There a a lack of 'irresistible' curiosity in their post and I think it is due to the quality of content and imagery. First, they don’t write related context or even a basic description of what they post. Second, they show you an item of food with no context, no story. It's a sandwich, so what? Third, the photography is lousy. Inadequate or no lighting, just an iPhone quick pic, and very little in the composition to create drama. Limited Perspective will not Promote your Brand- One example is a market showing a picture of the daily sandwich, on the same ciabatta bread, each day with a slight variation of the ingredients. However, this is just boring as there is no intrigue, no story, no panache. A Sandwich needs a human touch. Someone eating it would be so much more interesting. Picture a couple, young or old couple depending on your demographics, sitting at a small café table with your sandwich in hand, in the background a bottle from the wine selection, and a side salad featured in the cold case. Showing the same viewpoint of a sandwich day in and day out you can’t expect anyone to jump in the car to come to buy one. You need to create a reason to buy, sell the satisfaction, not the lunch special. If finding a live model is too much to set up a shoot just a picture of the sandwich with a suggested side and Lemonade can with a frosty glass sitting on a small café style table. 1] Style your photo shoots - You need to create a story when you set up a photo- even if it is merely through the use of props. An Asian style salad as an entrée could be shown with a Japanese teapot and small cup, chopsticks and a bamboo vase with flowers. Alternatively, instead of someone eating, as I suggested earlier, just a hand in the frame serving a dish or a fork cutting into a fluid poached egg. Taking this more active than passive ‘action’ helps to communicate the moment of enjoyment. 2] Take great photos - You need good lighting. Period. And not just a ‘key light’ but some reflective balance lighting, with a reflector or second source. Sometimes a backlight can help create a dramatic effect where the food is highlighted from behind rather than directly above or in front. Avoid the Flat look of a typical flash photo. 3] Assign or Hire someone to direct the process - Art Director If you don’t feel comfortable designing or laying out these shots, on your own, it’s best to hire a photographer who specializes in food, and possibly a stylist as well. You need some to take on the role of art direction.

If you searched the web for a couple simple formulas to calculate food costs, and are looking for just a basic formula or two, you get false leads and click on a dozen pages only to find you need to join, pay, or download something. It's a waste of time. Here is a basic formula, (with more to come) which you will find helpful. I will give you the Excel spreadsheet version simply for asking if you email me your request. No strings attached. If I get a ton of requests, this may take a day or two, as this is not an 'automatic' reply. Its me and my PC. Be Patient. email: dbtown@att.net I will forward an Excel Spreadsheet you can then use and change to your liking. Food Cost Margin: =(retail-cost)\retail type this into the cell, where 'retail' is cell B43 =(B43-C43)/B43 type this into the cell to then calculate the Food Cost: =1-D43 B C D E 40 RETAIL COST GROSS FOOD MARGIN COST 41 This sample offers the option of meeting a Food Cost that is desired and how much your retail needs to be based on ingredient costs 42 43 $12.00 $4.30 64.2% 35.8% 44 $12.50 $4.30 65.6% 34.4% 45 $13.00 $4.30 66.9% 33.1% 46 $13.50 $4.30 68.1% 31.9% 47 $14.00 $4.30 69.3% 30.7%

A few decades ago, at the beginning of my F&B consulting career, I developed a series of questionnaires, one for servers, and one for Owner/managers. The servers, potential hires or existing, were tested with 20 questions regarding basic food knowledge, i.e., what is a Beurre Blanc Sauce, what does saute mean? Are you familiar with a method for table service that doesn't' require you to ask each guest which dish goes where?  It provided a starting point for setting a training outline, based on current levels of knowledge. Likewise, the questionnaire for the owners asked them to prioritize ten areas of their operation to prioritize issues they felt were affecting their success or profitability. Now, a couple of decades later the general concept of it stays relevant. Here is that list: Rate 1- 10 from most important to least. [ ] Guest relations- service, mailing lists, special events like theme dinners, or wine tastings. [ ] Accounting Systems- A/P, A/R invoice tracking, and accurate tracking of profit. [ ]Menu Costing/Planning/Presentation of the dish [ ]Increasing Guest Check Average [ ]Cash Flow: improve vendor credit, lower inventories, better purchasing practices. [ ] More Productive Employees: lowering payroll, and turnover, Higher sales. fewer mistakes, etc. [ ] Tracking Sales/Menu preferences: customer trends, server performance, best and worse menu items. item profitability vs. popularity of an item. [ ] Cash Control: Registers, Server banking, missed drinks or self-made salads on checks (server accountability) [ ] Employee Manual- procedures and policies [ ] Inventory Systems: security of high-cost items, tracking breakage (liquor) lower inventory and discount purchasing. Ask yourself "are these areas are of a concern?" Prioritize them from one to ten. It can be helpful and even reveal a hidden bias in your approach to potential issues. Of these ten areas, I can help with half of them through marketing and training: Guest Relations, Menu design & presentation, Increasing Check Averages, Employee Productivity, and finally the Employee Manual, in part, by creating procedures related to creating excellent guest service. For more information on any of these areas read articles from my Ambrosia-Blog.

Your 'Brand' communicates your value and appeal to a potential guest. Let them know what makes your business unique. If you're known for comfort food, the best Mac & Cheese, or healthy portions tell it through a consistent story. Do you exceed normal expectations? If your hotel serves a Continental Breakfast is there a signature item? I know of a Sierra Foothills restaurant which serves a variety of the best Eggs Benedict in the County. However, the Classic with Canadian Bacon is purposefully missing. There Branding is 'be adventurous' in that you are directed to try a Crab Bennie, a Southwestern, or Florentine. It works just because it makes you want to try them all. How you convey this in your advertising and social marketing is mostly based on visual communications. Retail in this age of online shopping is often thought of as 'entertainment.' Restaurants, in particular, need to create the experience which both satisfies a basic need, but also does it with elements of entertainment.  Staging, or servicing that end is the visual appeal in everything you present.   From the décor, uniforms, table settings, meal presentations, use of color, photographs, graphics, signage, and standards of service you define your 'brand' in your marketing.   It is essential to develop a message that reflects your business as distinctly different from your competitors. Packaging is an integral part of Branding- your logo on a bag is naturally good but requires expensive printing of hundreds or thousands of bags. Branding can also be about a simple label on the cover of a heavy foil heating container to re-heat your 'to-go' lasagna. It can be the folding container you supply with a cake order if you provide a wedding cake. Branding is about distinguishing yourself from the others. A deli can utilize a microwavable container to the guest, so there is no need for transferring your meal to another container. Bags, foil containers, logos on everything that walks out of your storefront will continually emphasis and show your Brand. Graphic: OBH, designed by Charles Carter, Pacific Grove, CA 1977

I live in Nevada County in the Sierra Foothills of California, where the farm to fork movement has gained so much strength in the past decade Sacramento has begun to call itself the Farm-to-Fork Capital. All this would not be possible without the small farms and ranches in several counties surrounding the SAC area including foothill farmers who support the growing trend in fresh, organic, sustainably raised food. In addition to numerous wineries, there are more than a dozen produce farmers who supply grocers, restaurants and most offer fresh picked vegetables at the Farmer's Markets that take place all summer long. There are a handful cattle ranches also in Nevada County providing organic grass-fed beef to local co-op grocers and restaurants. Recently, however, I discovered Cosmic Roots Ranch, a pig farm which raises a unique breed of pig; Heritage Mangalista Pigs* (pronounced mahn-ga-leets-ah) indigenous to Hungary. Its name means “hog with a lot of lard.” 'Cosmic Roots Ranch' is a farm about five miles out of Grass Valley city limits and in addition to produce and has fresh eggs from free-range hens they have a variety of pork products they make with the processing help of a couple of meat processors, one being Manas Ranch Custom Meats in Esparto, CA. I went out to buy fresh eggs, as that was initially attracted me to the farm, as I'm an aficionado about Hollandaise Sauce and having fresh eggs is the only way for me. After picking my eggs, I asked about the Pork. Ellen, one of the owners, showed me the freezers full of ground pork sausage, bacon, ribs, liver, steaks, and other cuts as well as organ meats. Upon seeing all this deliciousness, I came home with a sample of Italian Ground Pork to try in my favorite Bolognese sauce. As mentioned, there are dozens of local produce farms in Nevada County, and a couple grass-fed beef producers as well. It's great the area is developing into a diverse Ag region, with the Cosmic Roots Ranch producing these great Pork Products as well as Eggs, Seasonal Produce, and Lard based Soaps as well. Enjoy. Check out Cosmic Roots Ranch * Meet the Mangalista, the Hairy Pig That’s the Kobe Beef of Pork I am a Pinterest poster and follower, mostly to post my food photos and other interests. I saw a shot of an appetizer that intrigued me to try a small plate presentation of Grilled Shrimp with Sausage. So with fresh local ground pork in the refrigerator, I decided to try a similar photo shoot with the same two well-paired ingredients. Not only simple to make but very tasty as a quick pre-dinner bite. I rolled the sausage into small balls and pre-cooked them to brown them. I did the same with the peeled shrimp, only to get them from a raw state. Then, after cooling, I assembled them with a skewer. Shrimp are surrounding the small meatball. When ready to serve, one places them on a grill or a cast cast-ironiron skillet to reheat, adding a bit of liquid of hot sauce and stock to keep them from sticking and adding a hint of spice. MY APPETIZER-SHRIMP & PORK

David Townsend follows restaurants, food products, and marketing trends. His career began on the Monterey Peninsula as a Bartender advancing into restaurant management into fine-dining establishments like the Old Bath House Restaurant, Cafe Majestic, and the Mark Hopkins Hotel. aring ideas, facts, research, as well as lighter items of interest in his new Food Blog, Ambrosia-Food, Wine, Fun. David Townsend follows restaurants, food products, and marketing trends. His career began on the Monterey Penisula as a Bartender advancing into restaurant management into fine-dining establishments like the Old Bath House Restaurant, Cafe Majestic, and the Mark Hopkins Hotel. Ambrosia is published through his website dbtownsend.com One of his recent articles on Wedding Food Planning was published in the Grass Valley Union in February 2016. Comments are also welcome on any of the stories, with topics that include: "5-Star Dining in a Casual Setting", "Building Guest Loyalty," and "Off-site Banquet Logistics." Find the Blog at www.dbtownsend.com / articles-blog.

Today’s restaurant guest require visuals on social media and most operators try to keep up with media posts by taking food-selfies to show off daily specials, new desserts, and other eye-catching posts. Most of these cell phone cameras take a basic photo, but lighting is often flat creating an image that may not accomplish the task of intrigue and calling out to be involved. One basic foundation to overcoming the quick impression on Instagram is to create a plate presentation that will overcome some lighting issues or composition of the frame. This comes from well thought our presentation, or food styling. Food styling is the presentation of food on a plate. You create this presentation in the placement of items, variations of color through sauces, condiments, vegetables, even the shape and color of the plate itself. Steak on a plate with white potatoes and a few green beans may be a classic ''blue plate special" of days past, but it doesn't fly with today's sophisticated diner. It begins before any element of cooking begins. Deciding how to build the presentation will dictate some of the methods you cook a particular item. Creamer potatoes in skin add a dark rustic accent, while the same potato peeled is a delicate white orb sitting in a pool of cranberry sauce is an entirely different look. Your menu becomes the signature of your particular style or cuisine. According to Global Restaurant consultants Aaron-Allen Associates: "the menu is the single most important piece of marketing collateral that a restaurant has." Giving some fairly in-depth thought to how you present each item on your menu will make you realize that even if a guest takes a badly lite Instagram shot of your best dish, it still will look better than your competition due to an excellent presentation. Better yet, having professionally executed photography of the best items that you put out on media is the best way to 'brand' yourself and your menu. A menu on your webpage and associated photos shared on social media determine whether a potential guest even walks in the door. You have complete control of how you show off your cuisine and create your brand through great visual presentations. Restaurants can benefit from hiring a food stylist to revamp their menu, update their social media presence, and have the potential guests find intrigue in your visual presentations. As a plan to highlight your best qualities, Townsend helps you create 'brand' by focusing on food styling, fine-photography, and compelling copy-writing to tell your story in social media and web design & content. David B Townsend is a food writer, restaurant consultant working in Northern California Visit the site or click the links below for more photos and articles. To see a galley of food shots: Click Design a menu for Take Home Meals: For more articles on food and the restaurant business: AMBROSIA

Let us assume you have a solid concept, choice locale, and adequate financing to start a restaurant. You've got a business plan, worked out loans and secured your location. Now, comes the fine tuning of the process, to engage everyone involved to pull the project together. What I've outlined is how everything from this moment forward is interrelated to your concept through a visual approach to marketing. As we have become so absorbed with visuals in social and other broadcast media I use the term 'visual marketing' to illustrate the need to think of your concepts like the stylist or scene designer does when approaching the look of a movie. Like a good movie, the director works with dozens of people to bring about the final cut. For a Restaurateur, this visual approach involves numerous choices. Font styles, colors, uniforms, menu format, as well as plate presentations. Together they'll represent your vision. It is also essential to define your 'style of service.' And herein lie some of the 'service attributes' you will need to address. Continuing the entertainment metaphor service is a dance performed with grace and well-practiced skill by your staff. All these factors and impressions play into the concept. They need to be well thought out and designed into the operation and staff training. During my career in San Francisco and the Monterey Peninsula I spent many hours during the opening weeks of a new operation directing and managing the hurdles which come from every direction. To get a head start on setting a standard of service, in the weeks prior to opening, I would request servers to spend at least one full shift in the kitchen. This insight gave them the knowledge as to the process of how the food comes into the building and how it transforms into a sauce or entree and what it takes to make a great meal. To continue the thought, you also need to know the sauce is made; and in this case, how to execute the vision through a series of stylistic decisions. You need to visualize everything from the use of excellent photography, the graphics and logo to the finished look of the plated entree. All these parts of the scene define you and project your concept, and become a BRAND. I give you a top-ten list you need to consider as part of this planning. Mostly there are in the realm of marketing, but also touch on related issues which could impact marketing success, such as food safety. Marketing today involves technology awareness and savvy; not only in social media but in its use for ordering, bookkeeping, and having systems to maintain customer preferences and knowledge on your part to take advantage of the information. 1 BRANDING- Define your CONCEPT and STYLE with daily specials and signature items. Maybe you have a killer recipe for Roast Chicken, House Stew, a Shepard's Pie, or dishes the Chef has a passion for cooking. These become your signature and the 'go-to' items for locals seeking out classic comfort foods. Having notable side dishes like Polenta that you serve the most entrees, Crispy Kale or house-made Kimchee also help define your Brand. If local veggies are prominent and you can request a grower to supply them you create a brand of sorts where regulars always know whatever is fresh in season you will have to enjoy. Also, change your basic menu, weekly, or bi-monthly. Give guests a feeling that they need to come back and try newer items. Keep a basic 8-10 standards on the menu, but add another 3- 5 items every few weeks. Photograph dishes and push them out on social media. 2- POS System is critical - FIND ONE that is specific to restaurants and has sales and marketing tools like CRM* and email marketing. A good system with help you generate repeat visits and grow your customer base. Do NOT buy a 'retail' terminal! You need a 'restaurant' specific POS to expedite orders, control costs, track inventories, and help with marketing. Here is just a handful of ways a restaurant POS will work: 1- Table management, order items are sent to the kitchen, seating order of guests, splitting checks, and more. 2-Inventory controls to keep you aware of supplies and prevent out-of-stocks. Enables you to track employee performance through check averages. 3-Integrated accounting & monitor costs and sales. 4-Sales and marketing tools like *Customer Relationship Marketing (CRM); email marketing and customer data to help you generate incentives for repeat visits and grow your loyalty programs. As of this writing, the top 5 system recommendations from financesonline.com are 1] TouchBistro 2] Revel Systems POS 3] Toast POS 4] Lightspeed Restaurant 5] NCR Silver. There are dozens of systems, and they can range from under a thousand dollars to tens-of-thousands. You need to research and find one that does not only what you need to start, but can grow with and add modules as needed. Most now are cloud-based systems with growth and advancement available as you need them. 3- DONT WORRY ABOUT FOOD COST - at first. For the first four to six months allow food cost to be high. Instead of trying to get a 28-32% let it approach 40%. Aim for a full dining room with competitive pricing. It will keep people coming in the door and make them feel they can try new items over and over without the perception that you are a 'special occasion' restaurant. As you develop more specials, refine the purchasing process and negotiate better costs, you start to add higher profit items you eventually will get to a stable food cost. Cash flow is more critical than profits in your first year of operation. Keeping the Dining Room full of paying guests at fair pricing is more valued than a half-full room of high check averages. Here's an example: Let's take an entree with an $18 menu price, at 30% cost. 20 dinners at $18, 30% basic food cost- meal cost $5.4 (360-108= $252) 30 dinners at $15, 36% basic food cost- meal cost $5.4 (450-162= $288) In this example- your profit difference is negligible, but your cash flow is nearly $100 greater, and with only ten more meals, you won't need any additional staffing to accomplish ten more meals for the night. 4- DEVELOP A GREAT GUEST SERVICE TRAINING PROGRAM- From the start of the hiring process to on-going daily reviews of specials, and monthly wine tastings servers need numerous hours of training. They need to know basic sauces, some basic cooking techniques, and most important- table etiquette. Have them opt for working a kitchen shift or require it based on the skill level or your community of available workers. This effort gives them some knowledge of what grilling 'rare' means, how a sauce is made, and how to the whole process works from backdoor to tabletop. If you serve a Chipotle Aioli, your server better know what ingredients make up the sauce. The training is best headed up by the Dining Room Manager or a Consultant's input helping get ready for opening. And in most communities, you probably need to start looking for good people as soon as you have a place to interview and can set aside a few hours each week. 5- BUILD A TEAM- You need players who will commit to success: chef, dining room manager, cooks, bookkeeper, and a marketing person. Building a team entails relaying your vision and how their role plays into that vision. If you take the term literally, you are going into the 'food SERVICE business,' and everyone needs to understand how that plays out. The kitchen staff cannot fight or blame a server if the guest doesn't like a dish- JUST REDO IT. A bookkeeper answering the phone needs to be polite and help someone who may call about a transaction. The principles below apply not only to the serving staff and dining room but to all in the organization 1] Attitude- Treat the guest with dignity and respect. Suggests items based on what they are already ordering. 2] Aptitude- Know the menu- period. For cooks and others, know your job thoroughly. Aptitude requires you know that great service comes from sincere desire to help someone enjoy a night out. 3] Anticipation- Knowing the next steps in the service sequence. Stay ahead of the game. 4] Grace -Possible the most important attribute of a great server. It's about being in a graceful, rehearsed dance. For the kitchen, again, it means being humble in that sometimes things go bad and you need to make things right to please the guest. 6- YOU MUST HAVE A RETAIL AREA FOR TO-GO AND PICK-UP - the Amazon/whole foods concept will be the business model of the future. The idea needs to be planned into the entryway or a common area. Set up a refrigerated display of items for locals to drop in and get a packaged meal ready to reheat at home. Salads, simple entrees, that are always in stock - Chicken Alfredo, Half-Roast Chicken, House Stew- all in packaging that can be reheated in an oven, or microwave. Also sides of potato salad, mixed greens, house dressings, etc. This to-go concept will add hundreds of dollar per day if you keep up rotations and stock. It becomes a separate revenue source with little-added labor costs. A long-time friend and Chef Mitch Davis, who runs the kitchen at Il Fornaio in Mid-Town Sacramento does nearly $2000 a week in 'to go meals' and coffee from a side counter off the main dining room. Most major grocery stores have now embraced this 'to-go' concept. 7- SOCIAL MEDIA PROGRAM- every plate is 'styled' to be photographed. Have a staging area to shoot photos and promote specials or new items. Put someone in charge. Tie this to the Catering Manager or Dining Room Managers job description. When you do on-site or off-site catered events- take lots of pictures to post on Instagram, Facebook, etc. to constantly promote your 'special events' venue. If not doing banquets/events- have the Dining room manager take photos of daily specials for posting. You may want to consider a small area of the kitchen or bussing area where you can permanently install high-quality lighting to have an instant place to take photos of plated items. Don't just use a tablet or phone, buy a decent DSL and lens to get great close-ups. 8- FINE TUNE YOUR BAR / STYLE - homemade mixes, or quality purchasing, style of bartending- signature drinks, The resurgence of 'fine-art cocktails' has made its way into every high-end restaurant concept. Some bars make their infusions of vodka and mixes. If you utilize your bar for the higher profits, as is the norm, you need to decide if you can make in-house 'simple-syrup', 'Sweet N Sour' and other bar-mixes. If you don't take on DIY mixes, find a good boutique brand you can buy for consistency in flavoring. There is a lot of new brands of high-end bar mixes on the market. Look to brands like Tomr's Tonics, Fee Brothers Bitters, and check out sites like Kegworks for distribution of all kinds of bar supplies. One of my discoveries early in my restaurant career was Bossiere Dry Vermouth. Not only does it make one of the best Martini's but also makes for a great addition to the kitchen for a herbaceous reduction with a filet of sole or other lightly sauteed fish. I proved the merits of Bossiere while bartending at the Hotel Majestic in the mid 80's with Herb Caen hosting a martini tasting with about 10 of his 'Caenian friends'. They named the Bombay Gin-Bossiere Vermouth 6:1 'best Martini' of the night. * SF Chronicle April 24, 1986. * Food Service at the Bar? If you are going to provide food services like small plates, appetizers, or tapas, it will require a busser assigned and other factors for food delivery so as not to intrude on the bartenders being away from the bar. 9- An on-going cleaning and food-safety program. One 'perceived' unsafe meal and your days could be numbered. Keep staff off-duty any time they are sick. One minor stomach bug, inadvertently transmitted by a server handling glassware while setting the table could come back to haunt you with a guests perception of 'food poisoning'. Remember what happened at Chipotle? They had some significant issues, but they also had a bank-vault of money to fix the problem. You likely don't have that luxury. 10- FIND AN ADVISOR / MENTOR, OR CONSIDER HIRING A CONSULTANT. A consultant can help overcome some of the hidden pitfalls of opening with great reviews from the public. You only get one, maybe two chances to impress a new customer. Your mentor/consultant can train staff for the opening add set up standards and procedures. They can also help your Chef style plate presentations and photograph items to use in your initial marketing and social media. Unless you have a proven record in the Food Service business, you would be best to spend a few thousand dollars on a Food Specialty Consultant in order to stay on track and get everything right from the start. Finally: There are hundreds of articles available online to examine the various steps to opening a new restaurant. Many, I found, delve into the steps you need have accomplished well before anything I've spoken here. My hope is you realize after all the hard work and financial investment you take the marketing beyond traditionally thought as paid advertising and Public Relations. In today's visual world of Instagram, Facebook, and others the approach you take to marketing is reflected in every plate, every servers appearance, every menu you hand out. It has got to be a Visual representative of your Concept, your Story, your Brand. #branding #foodservice #resturantmarketing