Why Your Restaurant Must Be A "Hot Spot"
Posted 02-15-2009 at 02:28 AM by ARSuarez
Heil folks!
Today, I indulged my whims a bit and took my mother and wife out to a new, small Cuban restaurant in the area. They are called "Las Palmas Cuban Restaurant," and really, their food is top-notch. The service is sufficient enough for a small establishment (husband and wife owned, one pro chef brought over from Cuba), so there are no qualms there.
Personally, I feel these people are a breath of fresh (and exotic) air. To my knowledge, the are the first "genuine" Cuban food service in this region, one of the fastest growing areas of Central Florida. Being only three hours North of Miami, and around two or three directly South of Jacksonville, we have a flood of Hispanic families migrating back and forth from "Little Cuba" across Florida.
Their business... should be booming.
Ouch! I hate that word... "should." Why? Because "should" is never what happens.
"You should do something productive..."
"You should take out the garbage...."
"You should make dinner..."
The only time a "should" gets accomplished is when it... dissapears. When we replace "should" with "will" there is more command manifested.
Anyway, the restaurant is quality for their niche (which is exotic eatery in a primarily white-society; a refuge for local Hispanics... not sure if they realize that), so, if they are correctly marketing their services... can you say "ka-ching"?
Unfortunately, after my observations, this is far from what's happening. The most they have is a weak website with very little time invested in the USP (Unique Selling Proposition) and, if any, very impotent advertising or marketing methods.
Here is an example: when first visiting this place with my sister and mother after a hospital visit, and studied the "way of things." First, and worst, we were the only ones in the restaurant. Ouch! Man, you never, ever want to have just one measely customer. Get some cars in the lot, have the janitor and his wife sit down for a meal - make it look busy.
This was one thing. Second, there did not seem to be a definitive system in place; no initial greeting phase, no discount offerings, no flashy specials (if there were any, I didn't catch 'em), nothing.
Last, and really the clincher for me...
While chewing on my sandwhich, I watched as some guy came in with an empty can of soda. He requested for the attendant waitress (a nice, 18-20 year old girl reading a magazine; I am guessing she is the owners' daughter) to throw it in the garbage can.
Cripes! What did she respond with?
"Sure," and there it went... and so did a prospective customer.
Since then, these people have been on my mind. I am guessing they are relying on word-of-mouth advertising and a little sign they planted outside by the road.
This will not do.
Here is what should have happened:
When we entered, there should have been, at minimum, THREE tables occupied, with (seeming) customers enjoying their meals. The waitress should have said:
"Welcome to Las Palmas! Table for <x>? Right this way, please."
When we were seated, she should have added, "Please take a moment to look over the menu for anything you would like; I'll return in just a few moments to see if you're prepared." She then should go to the back-room, pretending to be busy (unless there were more customers) and returned three or so minutes later.
What now? "Can I get you anything? Any beverage purchase is <free/discounted/etc> if ordered with <reasonably upper scale entree>." Whoa! Upsell.
I also should have viewed the "SPECIAL" sign as if Godzilla had the thing tattooed to its stomach.
And the lost prospect?
"Sure! Hey, would you like a complimentary pastry? We're offering coupons with anyone of the following..." She then proceeds to point out one of two sizeably small but appetizing treats, visibly juxtaposed next to their enormous counterparts... which are not free, but awfully tempting.
Perhaps I should approach them about fixing their system... my wallet is getting rather hungry.
Regards,
Angel
Today, I indulged my whims a bit and took my mother and wife out to a new, small Cuban restaurant in the area. They are called "Las Palmas Cuban Restaurant," and really, their food is top-notch. The service is sufficient enough for a small establishment (husband and wife owned, one pro chef brought over from Cuba), so there are no qualms there.
Personally, I feel these people are a breath of fresh (and exotic) air. To my knowledge, the are the first "genuine" Cuban food service in this region, one of the fastest growing areas of Central Florida. Being only three hours North of Miami, and around two or three directly South of Jacksonville, we have a flood of Hispanic families migrating back and forth from "Little Cuba" across Florida.
Their business... should be booming.
Ouch! I hate that word... "should." Why? Because "should" is never what happens.
"You should do something productive..."
"You should take out the garbage...."
"You should make dinner..."
The only time a "should" gets accomplished is when it... dissapears. When we replace "should" with "will" there is more command manifested.
Anyway, the restaurant is quality for their niche (which is exotic eatery in a primarily white-society; a refuge for local Hispanics... not sure if they realize that), so, if they are correctly marketing their services... can you say "ka-ching"?
Unfortunately, after my observations, this is far from what's happening. The most they have is a weak website with very little time invested in the USP (Unique Selling Proposition) and, if any, very impotent advertising or marketing methods.
Here is an example: when first visiting this place with my sister and mother after a hospital visit, and studied the "way of things." First, and worst, we were the only ones in the restaurant. Ouch! Man, you never, ever want to have just one measely customer. Get some cars in the lot, have the janitor and his wife sit down for a meal - make it look busy.
This was one thing. Second, there did not seem to be a definitive system in place; no initial greeting phase, no discount offerings, no flashy specials (if there were any, I didn't catch 'em), nothing.
Last, and really the clincher for me...
While chewing on my sandwhich, I watched as some guy came in with an empty can of soda. He requested for the attendant waitress (a nice, 18-20 year old girl reading a magazine; I am guessing she is the owners' daughter) to throw it in the garbage can.
Cripes! What did she respond with?
"Sure," and there it went... and so did a prospective customer.
Since then, these people have been on my mind. I am guessing they are relying on word-of-mouth advertising and a little sign they planted outside by the road.
This will not do.
Here is what should have happened:
When we entered, there should have been, at minimum, THREE tables occupied, with (seeming) customers enjoying their meals. The waitress should have said:
"Welcome to Las Palmas! Table for <x>? Right this way, please."
When we were seated, she should have added, "Please take a moment to look over the menu for anything you would like; I'll return in just a few moments to see if you're prepared." She then should go to the back-room, pretending to be busy (unless there were more customers) and returned three or so minutes later.
What now? "Can I get you anything? Any beverage purchase is <free/discounted/etc> if ordered with <reasonably upper scale entree>." Whoa! Upsell.
I also should have viewed the "SPECIAL" sign as if Godzilla had the thing tattooed to its stomach.
And the lost prospect?
"Sure! Hey, would you like a complimentary pastry? We're offering coupons with anyone of the following..." She then proceeds to point out one of two sizeably small but appetizing treats, visibly juxtaposed next to their enormous counterparts... which are not free, but awfully tempting.
Perhaps I should approach them about fixing their system... my wallet is getting rather hungry.
Regards,
Angel
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