Wild Willy's recipe for restaurant success starts with a smile

Nation's Restaurant News,  March 12, 2007  by John R. Hendrie

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Wild Willy's, situated on Route 1 in York, Maine, welcomes travelers on the first leg of the coastal connector to charming seaside communities. It nestles up to the likes of lobster shanties, art galleries and antique stores.

Jim Williams took what is essentially a burger joint and elevated the fast-casual dining concept to a new level of excellence by practicing some basic hospitality. His approach is simple: Greet your guest at the door personally, have a clean facility that smells good, feature a limited menu with high-quality products, and hire talent and attitude. The goal is to exceed the customer's expectations and deliver not only the best burger but also a memorable experience.

Seven out of 10 restaurants fail, so this is not a business for the fainthearted. William's credo is straightforward: Risk and reward go hand in hand. You have to take a risk, so stop whining. It requires hard work, and you must be determined to succeed. You must have a vision--the story you wish to define the dining experience.

Williams believes in the personal touch. He notes that many restaurants rely solely on advertising to hype the expectation, and the actual experience often does not equal the promise. That is why he kept Wild Willy's simple. The building looks like a burnished roadhouse, hardly shabby but certainly unpretentious. The pine interior features booths, comfortable traffic flow, an easy system for ordering and an ambiance that is neither faux nor fake.

You are welcomed at the door, which makes you feel good. Then you look at the menu on the wall. It lists burgers made from Certified Angus Beef; French fries made from Maine potatoes; frappes and ice cream from a local supplier; sodas, beer and wines; and even freshly squeezed lemonade and lime rickeys.

Simple menu, prime ingredients, regional prominence. And you are thanked and wished well as you leave. This is a system and a story that delivers.

Williams is not the retiring type. After a career that included the directing of several McDonald's franchises in the Boston area, he translated his craft and skill set into a thriving restaurant business, where he has designed his own licensing system and empowered his franchisees. The system includes four restaurants in Maine, Massachusetts and New Hampshire.

Williams understands brand awareness--that the brand and the experience include everything from the production system and menu to anything the customer sees, senses and feels. They are buying the brand. Learn from a master and enjoy the Wild Willy's experience.

John R. Hendrie operates Hospitality Performance, a consulting firm in Merrimac, Mass. The website is www.hospitality performance.com.

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