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"It's
ShowTime, Baby and You're the Show"
Part
II
Know
your Guest
"A
restaurant is a kind of living theater in which diners are the
most important members of the cast."
-
Warner Leroy
OK, that's a broad statement. Let's get more specific. Well,
it reminded me of a quote I saw from Bradley Weiser, CEO of Tu
Tu Tango.
"The
idea was to create a party atmosphere in the studio of a Bohemian
artist. Its popularity is based on the human element, the interaction
between patrons and entertainers, whether painters or belly dancers.
Customers never know what they're going to see, what will happen
next or how they'll be drawn into the activity."*
What
is the connection? Well, yes, they both refer to theater. In addition,
the guest plays a key role. The guest interacts and helps shape
the drama. In Vol. I, issue 1, we talked about understanding your
current guest. The smart restaurateur must also be aware of consumer
trends. If your only frame of reference in developing your unique
story is the local eateries, you may be out of business soon,
maestro. Here are the fundamental currents driving the guest's
world. It is happening as we speak. The world is moving that
fast. And you need to think about your business with them
in mind.
- Affluent
Baby boomers growing in population size, wealth and disposable
income. Gen X'ers are also growing, but their wealth has been
impacted more by the fall of Tech stocks. Still, they both
indicate a willingness to spend more of that wealth in better
restaurants, even in harder economic times. They have different
reasons for feeling the way they do but both will look for
similar dining experiences. This will help higher end &
casual concepts.
- The
guest is more sophisticated about quality and wants new dining
experiences. The experience should be less structured. The
guest seeks safe indulgences and nostalgic adventure. They
want to be engaged not just sold. The Experience Economy
posits that in this era of "experience", the memory
of the purchase can create added value. Guest loyalty and
return visits will depend on the quality of that memory. This
is important for restaurants in every segment.
- Multi-layered
flavor, fresh preparation, combined with a yen for 'the good
old days' of American comfort food provide an opportunity
for innovative twists on classics. Consumers are interested
in ethnic and regional cuisine. Indulgence is in. Convenience
is a must. Eating is permissible sin. Sensory aspects are
critical. Quality, quantity, authenticity and pleasure are
the portals in new wave of dining concepts.
Do these trends change if the economy slides and guests begin
'to save"? MY BET IS NO, if you deliver on the promise inherent
in the trends.. If anything, these cravings will become more pronounced
as Boomers and X'ers feel some pain and have to cut back in more
substantial ways. But it will raise the bar, big time. When someone
is suffering from "good times withdrawal", his or her
appreciation and appetite for sensory stimulation will increase.
Think about it. Ever try to cut down on some minor sin of the
flesh? Then you slip and have a little taste. It's good, right?
Right. Your guests are in the same boat. There is nothing like
deprivation to make someone crave a sensory thrill. Cater to their
need for heightened stimulation, for sensory indulgence. They'll
feel rewarded. And they'll return to you and not the other guy.
Is that all there is too it? Yep. Just about. But, you still need
define & measure your guest's behavior in your operations.
Last time, you read a horror story on what happens when you don't
do your homework. Today, we covered getting an overall sense of
the ocean in which you now float. Next, we will review how to
figure out where you are. Why? Because you are still a ship on
the sea and you need to get your bearings, matey. -->
Next newsletter, Know your Guest (Part III).
* Restaurant & Institutions 10/15/00 "In
Serving La Vida Loca"
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Part
1 - Know your Guest
Part 2 - Know your Guest
Part 3 - Know your Guest
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