DiRoNA PRESENTS NRA SHOW PANEL ON MANAGING TOP RESTAURANTS
Leading Restaurateurs Share Strategies for Achieving Excellence in Restaurant Operations
New York, NY, May 29, 2006 – Consumer knowledge and expectations are on the rise when it comes to fine dining. What marketing strategies and best practices can restaurant operators employ to manage those expectations? How do some of the most recognized restaurateurs in the industry remain on top?
The Distinguished Restaurants of North America (DiRoNA) explored these questions and more in an educational panel session entitled, "How You Too Can Operate a Top-Notch Restaurant," at this year’s National Restaurant Association (NRA) show in Chicago.
The session, held on Monday, May 22, from 10:00 a.m. to 11:30 a.m., happened to compete with a surprise visit from President George W. Bush at the NRA Show, but still attracted a group of about 100 restaurateurs eager to improve their businesses. The crowd represented restaurant owners and operators, industry reporters and students, who came from near and far—some as far as Africa—to discuss strategies for fine dining success.
Peter Elliot, food critic/columnist for Bloomberg LP in New York, NY, moderated the session. Panelists included: Tony May, proprietor of San Domenico NY and DiRoNA board member; Charles Marshall, chairman of DiRoNA and co-owner of Mr. Stox Restaurant in Anaheim, CA; Bob Spivak, founder, president and chief executive officer of The Grill on the Alley Restaurants and DiRoNA board member; and Shelley Cooper, executive chef at 30º Blue in Bay Point, FL and DiRoNA board member.
The panel explored several key issues, such as how to exceed customer expectations, what it takes to please today’s knowledgeable consumer, effective restaurant marketing and tips for maintaining satisfied employees.
With Bush’s presence at the Show, however, immigration became the hot topic. When Elliot asked the panelists’ opinions on the current immigration issue, he received a range of responses, from “indifferent” to support of employee participation in the rallies. Spivak said he gave all of his employees the option to take a day off in May for local immigration rallies, and because of his generosity, he was forced to close four of his 24 restaurants due to the lack of staff. “We could never have bought that kind of employee loyalty,” Spivak said.
On the topic of employee relations, panelists agreed that the key to guest satisfaction and a better bottom line lies in keeping employees happy. Spivak, who manages a staff of roughly 1,800 among his 24 restaurants said, “If you take care of the guests and the staff, the rest will take care of itself. The single most important thing in a restaurant is the environment.”
Tony May, who employs about 50 staff members, emphasized that the relationship between management and employees needs to be mutual. “Our employees are important to us, but we should also be important to them. It is a partnership and we are in it together,” he said.
In addition to satisfying employees, customers and critics, many restaurateurs have recently had to deal with natural disasters. The panel debated if they would rather be faced with a surprise earthquake in California or knowingly prepare for a hurricane in Florida.
Based in Panama City, Shelley Cooper has survived several hurricane seasons. She noted that she works with her staff to purchase materials, board up windows and move glassware in an effort to protect her restaurant. Returning to a flooded restaurant after a storm, she added, is “like seeing a child in pain.” Luckily, her restaurant has never suffered severe damage.
Another issue discussed was the delicate balance of keeping long-time, dedicated customers coming back while incorporating innovative items to attract a new audience. “Restaurants get the guests they deserve,” explained Spivak. “You can change the menu without rocking your foundation. Keep the standby, popular items and presentation and add in new menu items. If you are going to stay alive, you have to stay fresh.”
To schedule an interview with a DiRoNA chef/restaurateur or a member of DiRoNA’s executive staff, or for more information on the latest trends and developments in fine dining, please contact Cara Clinton at 212.297.2109.
Note to Editor: Photos available upon request.
About DiRoNA:
DiRoNA was established in 1990 to promote the fine dining industry. This non-profit organization conducts independent restaurant inspections and offers the only fine-dining guarantee in North America. The DiRoNA Award of Excellence is bestowed upon only the most distinguished fine dining establishments. To be eligible, restaurants must be in operation, under the same ownership and theme, for a minimum of three years. A rigorous, anonymous 75-point inspection process scrutinizes every aspect of the dining experience—food, wine, service, physical property and décor. To date, fewer than 800 restaurants have received the DiRoNA Award. Visit www.dirona.org.
Chef2Chef News Desk