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Through the Window, By Roy Bergold

An Owner's Perfect Day.

By Roy Bergold

November 17, 2008

If you have read all 34 of my columns, you know that I have spouted off about what I thought you could do to be the perfect owner, manager, employee, and even customer of a quick-service restaurant. In my opinion, of course.

Well, several of you readers have asked to have these gems of goodness, these pearls of pulchritude, all together in one place. I guess this is so you don't have to carry around 34 magazines to achieve perfection. I can understand that. So, here in one place, are the results of my 32 years of experience in the business, trying to be the perfect boss and manager.

To start with, there are four groups of people any restaurant owner needs to manage and play nice with. They are his family and friends, the customers, the employees, and the suppliers. No problem, right? Just balance all four and spend the rest of your free time playing old Mozart records and tasting wines from Montana. So, what are some of the things you can do during your day to make life easier for you and all four of your objectives?

I will cover family and friends at the end of this piece, even though they are the most important people.

On to the customer. You gotta think like he does. That's like saying jumbo shrimp or military intelligence. Can't be done, but you can try. First, look at your store through his eyes. Is the paint peeling, are there weeds in the landscaping, is there landscaping? Does the place look inviting, lit up at night? Is the lot striped? Ray Kroc wanted to go to Ace Hardware to buy some paint one time when he pulled into a lot and couldn't figure out where to park. We convinced him not to. Would love to have seen those lines.

Can you see your ingress and egress signs? Can you find the drive thru? Are there enough trash cans and are they empty? Easy stuff. Go inside. Can you go inside or is the front door so heavy nobody can haul it open. I have seen people grow old tugging on the front door. Is it nice on the inside, condiment table filled and wiped, floors and tables clean, ceiling devoid of dollar bills with ball point pens through them, (yes, I have seen this happen), music at a level that allows conversation, and overall inviting to more than the Goths?

Well, that took you just a few minutes, right? Now, the tough part, you have to be nice to your customers. Talk to them. To do that you have to be in the store, not in the office, heck, don't have an office, make the restaurant your office. Ask them specific questions. Are the fries hot and salty enough, not how's the food. Act on what they say. Be there for the three rushes, breakfast, lunch, and dinner. In the off times, get active in the community. Do store tours for the scouts, speak at the rotary club. Be Mr. Restaurant in the community. And, from Midnight to 6 a.m., do the paper work.

Now, your employees. Meet with your manager and listen to what he has to say. Really listen. He is your front line. Empower him and the crew to solve problems. Praise people when they deserve it and teach when there is a problem. Be a nice person. I have never seen the over-bearing boss thing work. Remember their birthdays and anniversaries. Have crew parties, particularly at the holidays. Give regular written performance reviews, and, if deserved, regular raises. Don't make them ask. Be understanding of school obligations in your scheduling. They have other lives, too. Truly practice the Golden Rule with your people.

Suppliers? Get the stuff and pay them, right? Nope. Make them partners in your business. After all, they are customers, too. Listen to their ideas on how to be more efficient with your deliveries, less wasteful with food. Talk to them about the need for a fair profit, both you and them. Invite them to your crew party to meet everyone and be recognized as an honored partner of the restaurant. Establish a relationship and you will get the best deal and won't have to be switching all the time.

And now the most important people to you: your family and friends. Sure, the customer is the heart of your business but your family is the soul. You have to figure out how to do everything I mentioned and still make your family No. 1. We all love this business or we wouldn't be working 25 hours a day at it. Involve your family if you can; they want to. The concept of Mom and Pop still works really well. Everyone having a part of the business will make it so much more successful. A restaurant that is handed down generation to generation is a landmark in the community. And, it is just plain fun for the whole family to solve the problems and share the rewards.

There in one page is my philosophy of running a restaurant. I have not included everything because some things are just plain common sense and I don't want to insult you.

Live for your family and work for your restaurant, but love it or become a nuclear physicist. Your choice.

A Peaceful and Happy Thanksgiving. Happy Trails.

 

Copyright: Roy Bergold





Roy Bergold About Roy Bergold
Roy started his career at the Leo Burnett Company in 1967. Two years later he decided to sell hamburgers instead, and began his adventure at McDonald's. Starting as an assistant advertising manager, he became manager, national advertising manager, director of advertising and promotion, assistant vice president of advertising and promotion, and vice president of advertising. He retired from McDonald's in 2001 as Chief Creative Officer. Along the way, he was responsible for U.S., as well as all advertising worldwide. While under his care, McDonald's earned every creative award possible, including Cannes, Clios, and the Four A's best five year campaign. Roy lives happily in Payson, Arizona, with his wife, dogs, and horses.

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