My 10X Restaurant™ Program is based on my proprietary methodology called The 7 Core Competencies of Restaurant Excellence™
I have seen what the very best restaurant operations have in common. Success does leave clues and if you understand and maximize each of these 7 Core Competencies, you too can reach the top.
Just like building a house, your foundation is everything. The same is true of your restaurant. A solid foundation is the cornerstone of your business and your foundation is built upon two things: core values and brand identity. Without a solid foundation you are just building a business like a house of cards.
Competency 1: Core Values
I have seen first hand the main reason that restaurants get off track. They are out of congruency with their core values. Here is where you have to be honest and trust me that is not easy at times. Of course we all have an image of how we wish to be seen in the world. The question to ask…is that really you? Are you a family style restaurant, is sustainability important to you? These are the questions that a core value assessment will help you answer. You really need to know who you are and what your want your business to stand for. I pull out my core values worksheet everyday to make sure that I am inline with what my core values are. It guides me when I have tough decisions and keeps me true to what I hold close.
Competency 2: Brand Identity
What is in a brand? Everything! The number two reason I see restaurants fail is brand dilution. You start with an idea, a dream, a vision of what your restaurant will be. Along the way you take some friendly advise from this person or that person (neither have actually ever owned there own restaurant) and before you know it…your restaurant changed. It takes tremendous courage to follow your own path. It takes even more courage to stay committed to your brand identity! I was very fortunate to work for 5 years with celebrity chef Wolfgang Puck and the one thing I learned more than anything was to ALWAYS PROTECT THE BRAND. If you are not sure what your restaurant is, how do you expect your customers to know?
“50% of restaurants close within 3 years.”
Competency 3: The Menu
Your menu is your number one marketing tool. It is the one thing you know that all guests are going to see and read, yet often menu design and engineering is a second thought. The menu sets the tone for your brand promise: what you are offering the customer in exchange for currency. Menus need to incorporate form, function and cost.
Competency 4: The Staff
As an owner, operator & manager who you select to interact with your guests cannot be more important. Creating a culture and a team that can carry out your business vision and reach your goals all comes down to this…who you select. I like to incorporate a behavioral survey called ProScan to increase the probability of getting only the very best for your business. You’ll learn the basics of behavioral theory and learn how to motivate, inspire and lead your team to a better business.
Competency 5: Operations
This is the mechanics of your business. Setting up systems, manuals, policies and procedures. It’s the tools your team needs to run the restaurant without you having to be there 24/7. This is a key step in getting you from working in your restaurant to working on building your restaurant. The majority of operators never get past this phase and get trapped working in their business and it never has a chance to really see dramatic growth. This is what really separates the under a million gross sales from those that do a million+ in revenue.
Competency 6: Marketing
You can have the greatest restaurant in the world, yet if no one knows about it your business will not survive. You need to develop a 12 month marketing campaign that allows you to keep your business name in the market. As a 29 year veteran of the restaurant industry, it is sad how many restaurant owners do not have a cohesive marketing plan. When a lot of restaurants get in financial issues, the first thing they cut in the budget is marketing! Big mistake. Contrary to popular opinion, a well designed and consistently implemented marketing plan has a huge contribution to the bottom line. Understand the cycle of marketing, social media, web presence and customer loyalty programs is the frame for my Restaurant Marketing System™.
Competency 7: Profitability
This is the art of making money in the restaurant business. It is the finance behind operations. Most restaurant operators are adept at running the operations of a restaurant, very few know how to make profit in the restaurant business. Theoretical food cost vs. actual food costs. Controlling labor and managing your P&L is our focus here. You’ll learn the intricate details behind purchasing and building successful vendor partnerships.
There are quite a few restaurants that struggle with one or more issues that with coaching could get them on the path to profits.
The 10X Restaurant™ Program is designed for independent restaurant owners and operators who want to take their business to the next level. To break out of the mediocre state they might be in and really develop and maximize profits and business potential.