| Applebee's just opened their first restaurant in | | | | years and will probably be around in the future. The |
| Saskatchewan, so last Sunday we decided to go | | | | thing I found though is that it doesn't offer anything |
| there with some friends for supper. Once we got | | | | different or extra than you can find at most other high |
| there we were informed there was a 45 minute wait, | | | | end restaurants in the city. They didn't provide anything |
| so we left and tried Eastside Mario's which had a 40 | | | | that would want me to pick them over one of the |
| minute wait. Now frankly I'm not ready to wait that | | | | others. In fact a few things happened that would |
| long, I don't have the patience, so we called Houston | | | | question us even going back. |
| Pizza and they said they weren't busy and there | | | | For example, they wanted to charge $6.00 a plate for |
| would be no wait. All three restaurants were in the | | | | someone who couldn't eat much and wanted to share |
| same vicinity. I'll admit that Applebee's was probably | | | | something from her husband's plate. Adding a 15% |
| busy because it's new but Eastside Mario's has been | | | | gratuity to everyone's bill I thought was a bit |
| open for at least a couple years. | | | | presumptuous. I think its fine to tip but it should be up to |
| So why it is that two restaurants have people waiting | | | | me to decide how much, which is often dependent on |
| to get a table, at a time when we're supposed to be in | | | | the level of service. |
| a recession, while Houston Pizza have empty tables | | | | The thing I out though is they didn't do anything |
| on a night that many people go out for dinner? | | | | different to distinguish themselves from any other high |
| There are a few reasons and a few lessons business | | | | end restaurant. When we went to the Cottage one |
| owners can learn from these two restaurants that | | | | year ago for our anniversary they gave us a |
| have customers waiting to get in. One thing they have | | | | complementary liqueur after our meal. It was one of |
| going for them is their success at branding, the other is | | | | the little things they did to make the evening special. |
| having the advantage of being an international chain of | | | | This restaurant didn't do anything to make it special. |
| restaurants. They have created a distinct environment | | | | Don't get me wrong I don't like a lot of fan fair on my |
| that is different from your average family restaurant. | | | | birthday, but this is one time they could have done |
| They have well trained staff and systems in place so | | | | something to make a positive impression, that would |
| you will receive the same level of service in any of | | | | encourage others to go there when they're celebrating |
| their restaurants. They have items on their menu that | | | | a special occasion. There were about 16 people at our |
| you don't see at most family restaurants. Houston | | | | table and the table next to us was also celebrating a |
| Pizza, on the other hand, doesn't really offer anything | | | | birthday and had about the same number of people. |
| different than you could get at any pizza restaurant in | | | | That's 32 people that may not go back, but if they had |
| the city. It's not that the food is bad, but it's nothing | | | | done everything they could to make it special, perhaps |
| special either. | | | | we would want to go back. |
| What this tells me is that people are still spending | | | | If you do the math the average cost per meal is $40 x |
| money by going out for dinner but, when they do they | | | | 32 that's $1,200. If you consider the number of |
| want it to be more than just the same old, they want | | | | occasion's people celebrate in a year you can begin to |
| to experience something new. The restaurant industry | | | | see the potential that could come from these 32 |
| is very competitive and the ones that will succeed will | | | | people. The added cost of any special offer would |
| be those that serve quality meals with excellent | | | | more than be offset by repeat business. |
| service, and do it consistently. They will offer more | | | | I would have tried to get everyone who came, to give |
| than just a meal, they will create a dining experience | | | | their name and address with the date of their birthday |
| that is fun and exciting. | | | | and anniversary. I'd explain that there are special offers |
| If you read the March issue of the Entrepreneur's | | | | to help people celebrate and that they'd receive |
| Business Bulletin, you'll know I just had my 60th | | | | additional information. You might even mention that |
| birthday. Well, my wife surprised me by inviting some | | | | they'd receive a special gift on their birthday. I would do |
| friends and family to have dinner at Golf's restaurant, | | | | everything I could to get them back because after |
| which is a place we go to only on special occasions. | | | | they've been there four times they're more than likely |
| For the most part everything went fine, they let us use | | | | to remain loyal customers. |
| tickets we had bought for New Year's which we | | | | The principles applied here can be applied to any |
| hadn't used because of a storm that night. Most | | | | business. It's all about doing the little extras that make a |
| people enjoyed their food and the service was ok. | | | | difference. Those businesses that do will have a big |
| Golf's has been around for probably more than 30 | | | | advantage, because so few do. |