A friend once told me that operating a restaurant is not rocket science. I’m sure he meant well, although my initial reaction was to get a bit defensive. We all know that running a restaurant is enormously difficult, thus the reason why so many fail at it. Right? AS others would view it…how hard can it be? Prepare delicious food, advertise, open your doors and collect the money. This was part of my defensive reaction pointing to the lack of knowledge about restaurants that so many possess. Then I started to think about it. I began to observe restaurants in my neighborhood and those that I patronized while traveling. I watched how they operated through the eyes of a customer with a deep knowledge about what happens behind the scenes. I concluded that my friend was not wrong.

Restaurant operation: successful restaurant operation, is an accumulation of small inflection points. Points of operator/customer contact that, on the surface, seem somewhat minor, but taken together are the difference between success and failure, a positive review or a nuclear social media post that cuts like a knife. The more I viewed these restaurants through the lens of my friend’s comment, the more I saw how restaurants miss the mark and drive the failure nail deeper and deeper into their beating heart. Does this sound dramatic? Yep, it is dramatic for a reason…far too many dreams, great ideas, years of sweat and tears, and check books are drained and crushed because the details are viewed as incidental. So, under the heading of “for what it’s worth”, here is my unscientific (TOP 25) research – details that can lead to crushing failure or restaurant excellence.

[]       FIRST IMPRESSIONS: If it grows – trim and water it; if it has a surface – paint it often; if it can collect dirt or rubbish – sweep and mop it; if it lights up – change the bulbs before they burn out; if it is a sign – make sure it is in good repair; if it requires human interaction – make sure it is timely and served with a smile. You get the picture.

[]       SOUND VS. NOISE: If you play music in your restaurant, make sure it fits and is at a volume that allows others to talk. If you do play music, make sure your sound system is an investment in quality. Before you open, or even start construction, invest in a sound technicians’ advice regarding sound and noise control through proper construction materials, sound baffles, or speaker placement. If not managed upfront, noise can kill a guest’s experience.

[]       TABLETOP IS IMPORTANT: Make sure those tables sit without rocking – chairs as well. Before you buy 100 chairs for your dining room, buy two and have your staff sit in them for extended periods of time. What they feel like is important to the restaurant experience. Choose furniture style for function as well as aesthetics. Keep the table setting clean, uncluttered, and appropriate to the concept. Let the plate of food take centerstage.

[]       DECENT SILVERWARE, CHINA, AND GLASSWARE: Invest in the frame and tools for your food and beverage and make sure it fits the concept and the price point. A $100 check average restaurant deserves quality silverware, high end plates and bowls, and the right glasses for wine, beer, and distilled beverages. This is your canvas that cooks and bartenders will paint on. If your check average is $10, you may not need to invest in sterling silver, but make sure you select durability, functionality, and feel.

[]       CLEAN SILVERWARE, CHINA, AND GLASSWARE: Now that you made this investment why would you ever allow a plate, bowl, cup, piece of glassware, or flatware leave the back of the house unless it was sparkling clean, unchipped, and free of water spots. The perception of “unclean” serviceware is a huge turnoff for guests.

[]       WATCH WHAT YOUR STAFF WEARS: Okay, so you might make an argument against uniforms (although I am a fan), but at least have a standard. I visited a Mexican restaurant the other day where every server had a different style, some with torn jeans and others in shorts with dirty sneakers and a kitchen employee came into the dining room with a T-shirt, shorts, and sneakers without socks. I immediately connect that with a lack of caring, no respect for the operation, and questionable sanitation. It seems to me that the tighter the job market, the less concern restaurants have for how their employees look and act.

[]       CLEAN WITH A VENGENCE: Windows, tables, chairs, floors, walls, BATHROOMS, signage – everything! Nothing turns customers off quicker than a restaurant that is not clean, really clean, spotlessly clean. This is paramount. The same holds true in the kitchen – CLEAN is a lifestyle, not a just a goal.

[]       THE PHYSICAL MENU IS IMPORTANT: This is you most important in-house advertising. Make sure that when presented to the guest it is attractively laid out, spelled correctly, described well, and free of rips, tears, stains, and overused folds.

[]       TELL THE STORY THROUGH EVERYTHING: People may visit your restaurant the first time because they are curious or have heard something favorable about the food, but the return time and again because they connect with your story and the way it is told. Your story should be evident through the ambience, the menu items, the way that service staff act, and how they present what you are all about. Keep the story consistent.

[]       TRAIN YOUR STAFF TO CARE: Above all else, we are in the hospitality business. That means we care about our guests. We care about their state of mind, the burdens they bring through the door, the quality of their meal, and the overall experience they receive. Your staff must be onboard with this. This means hire caring people…you can teach them the technical aspects of the job and reinforce the need to care, but if they do not bring that desire to make people happy with them, it cannot be taught.

[]       DON’T RUN OUT OF STUFF: Whoever told restaurants that “86….” Was an acceptable excuse for disappointing guests was wrong. Guest may arrive already knowing what they really want, the menu reinforces that, and their mind is set in anticipation. To simply provide the excuse: “I’m sorry but we are out of that item tonight”, is unacceptable. They will be disappointed before they even start and that is hard to recover from.

[]       FEED YOUR RESTAURANT EYES: Restaurant eyes are experienced eyes that can zero in on the details of the physical plant and the execution of service and food. Restaurant eyes pick up on the details of cleanliness, the correct assembly of plates from the kitchen, the tabletop appointments, and the effectiveness of service and the delivery of honest hospitality. Unfortunately, restaurant eyes can fade over time. The small things tend to be ignored, and the eyes are less willing to follow through with things suddenly viewed as less important. However, the small things add up quickly so you must constantly refresh those eyes. Visiting other restaurants helps, pushing aside all other projects during service helps, and giving other employees license to use their eyes as well can help to fill in the gaps. Don’t let the small things add up!

STAY TUNED FOR PART TWO.

Plan Better – Train Harder

Harvest America Cues Blog

www.harvestamericacues.com

Over 900 articles on nearly every restaurant/chef leadership topic imaginable

Don’t forget to order your copy of: A Cook on the Run – available through: http://www.iuniverse.com , http://www.amazon.com , or ordered through your local bookstore.