Reader: updated database will help operators keep guests

Nation's Restaurant News,  July 2, 2007  by Jorgen Moller

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Editor, NRN:

The phenomenon of helping the little guy exists only in America ["Excellent food does not guarantee survival as escalating rents smother even great ops," June 18, page 23]. When an independent operator with a large up-to-date database of loyal guests communicates with them about why he needs their help, they will do just about anything to help him survive--including traveling to a new location where the landlord is happy to have him.

But he has to ask. It's that simple.

With an active guest database, an independent will be in charge of his or her own destiny.

It's amazing to me that we can have an industry as large as ours in which a majority of operators are totally clueless as to how to market their restaurants with a database of guests they have fought so hard to win. More than 90 percent of independents still do not know the power of a database of guests.

--Jorgen Moller

former owner of Out of Denmark Delray Beach, Fla.

COPYRIGHT 2007 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
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