During troubling times, aim to accentuate the positive to stave off mental meltdowns

Nation's Restaurant News,  Sept 17, 2007  by Alan J. Liddle

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Short of the pure terror and uncertainty in the months following 9/11, there have been few times during the past two decades when the psyches of so many restaurant owners, workers and guests have been as stressed as they are today.

Perceived government overreaction to some issues, such as nutrition and mismatched names and Social Security numbers, has some operators worrying about possible new legislative or regulatory burdens.

At the same time, some of those foodservice professionals and others are concerned the government might be too hands-off when it comes to other issues like immigration reform and produce safety.

Most consumers are not as sensitized as restaurateurs to the cost issues, logistical challenges and liability concerns associated with proposed solutions to the aforementioned challenges. Nevertheless many feel that government or business or both should be doing more on those fronts.

Adding to the psychic pummeling overall are the situation in Iraq, the increasing focus on global warming, and the fears of many people that their jobs might not survive today's wave of mergers and acquisitions.

The economic challenges facing people in regions where living costs are rising faster than wages and housing markets are jittery also contribute to the mental malaise.

The wear and tear on outlook has been such in recent months that even die-hard "half-full" types and "silver-lining" folks are beginning to wonder if it isn't time to circle up the wagons to make a last stand.

It isn't.

Rather than wallow in despair, this might be the time to celebrate something. Anything. Your mental health and the mental health of your employees and guests and, ultimately, your business's health, may depend on your ability to refocus on the positive things in business and life--a tactic used by survivors throughout history.

If you manage a chain, empower your store managers to devise some off-the-books promotions tied to local customs, events or foods, and encourage them to drag the entire store-level team into the process.

Don't make margin contribution the overriding consideration. Many consumers have figured out the true nature of such "celebrations," some of which feature near-S6 desserts and cocktails in establishments where the average check traditionally is closer to $10 than $20.

Independents should just do more of what they've done for years to compete with the chains.

Given the labor shortage cries emanating from executive suites over the past several years, now might be the perfect time to recognize and support the workers you have.

Look for ideas about how to celebrate your dependable employees, culture keepers and top sellers in a way that makes the point without sending your firm into a bankruptcy spiral. Try scanning the archives of Nation's Restaurant News, checking with your local, state or national restaurant associations or spending some time with your favorite Internet search engine.

Where possible, divert some of the funding earmarked for national advertising or regional mass marketing, and use it to celebrate and reward some of the people dining in your establishments or to expand community outreach programs.

If ever there was a time to call on the power of positive word-of-mouth advertising, this is it.

Throughout your organization, celebrate the service and hospitality that differentiates the restaurant industry from new or strengthening competitors, such as upscale supermarkets with increasingly sophisticated prepared-foods programs.

It will take thoughtful consumers only one or two "wow-worthy" visits to your facility to realize that the $13-a-pound salad of red-peel potatoes, green beans and dill they bought at the fancy grocer on the corner will do in a pinch, but is no substitute for the value or fun that can be found at a restaurant.

California Pizza Kitchen co-founder and co-chief executive Larry Flax succinctly summarized the idea behind this last celebration while speaking at a Nasdaq-National Restaurant Association event.

"Restaurants are a place where people are entertained, and that's an important distinction between markets," Flax said. "I don't think it serves us to let this get too hazy. We need to keep distinguishing what the restaurant industry is all about. We don't want the American public to think that it's all about just getting food."

That seems like sound thinking at a time when restaurant owners, employees and guests have plenty to think about, but too few reminders to let off some mental steam and just try to celebrate what is still good in their daily lives.

Editorial Page Editor: Paul Frumkin. NRN's editorial board: Alan Gould, Ellen Koteff Robin Lee Allen, Richard Martin, Gregg Cebrzynski, Elissa Elan, Alan Liddle and Ron Ruggless.

Alan J. Liddle

MANAGING

EDITOR

aliddle@nrn.com

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