Restaurant Reality: An Ask
A few weeks ago, in response to a Restaurant Reality blog/newsletter, a reader wrote to suggest that we watch a TED talk he thought would be a good message for us to hear. That email disappeared or I would provide the link, but the essence of the message in the talk was, “If you want something, ask for it!” The presenter was a musician that had developed a large community of followers but was struggling, so she tried something unique: Asking. The result was overwhelming support.
I am an old, white, West Coast, American male, son of the independent pioneering spirit: I don’t need you, I don’t need anybody.
So, how does one go about asking? What would I ask for? What makes me think I deserve it? …whatever “it” is.
What becomes more and more obvious is that the typical restaurant business model is failing. In our case, I like to think we would be eking by but for the hole we are still climbing out of since the remodel. Year-over-year revenue is up, even with closing the Marketplace. Our pricing is in line, though the onslaught of cost increases continues. Our staff is lean, polished, professional and committed… though wages have climbed almost 2x what they were just a few years ago. We have all of the elements of success!
Yet, I had to borrow $10,000 from a friend to cover payroll last week. We know a lot of people in our community are struggling with the shifting paradigms of this crazy world. I know I’m weary. Still, on a purely personal note, I’m as happy as I’ve ever been. (‘Tis a gift to be simple!)
So, I thought, what would I ask for?
It was a question I couldn’t answer while shaving (I don’t shave) so I asked around. Last week I brought the subject up with Frank. Frank is pressing 90 and is a legacy customer much beloved by all the staff. In 1955, the year I was born, Frank founded a chain of pizza shops in the Midwest. It wasn’t always a chain and Frank can describe bewildering conversations with his wife as they met challenge after challenge at the kitchen table. He also described how, in tough times, they stretched and extended themselves further to take care of and feed people. It’s a decent values-match, so Frank’s input particularly resonated.
Frank pointed out what we have so often heard, that the investments we have made and our approach to relationships have created more than just a restaurant, but a valuable community asset. Bethany’s Table is the Village’s community center.
How could it be better for us to do less?
There are 9,000 subscribers to our newsletter. I believe at least a third of these call us “our restaurant.” The degree of ownership amongst our customers and the volume of support we receive from our regulars is overwhelming at times… and humbling. What more could we ask for?
Well, I guess we could ask to survive.
What would this request include? Private dining and special events are the keystone to our success. Might some of the business folks, admins, planners and social butterfly readers give us an extra nod? There’s cash flow – getting us to a sustainable level of business, and there’s cash – just having enough in the moment. Should we start a supper club? Look for investors? (For which I do not seem to be making a good case.) Take on more debt? Start a GoFundMe? Raise prices?
There is such a wealth of experience, insight and wisdom amongst our customers. We have chosen our path based on our values. We have a loyal staff, they work hard and are rewarded for their efforts. While such stability is expensive, I believe it is less costly than churning through the chaos of turnover, training and hiring failures.
Help me out here.
What are your thoughts? Is there an “ask” that resonates? Is there a silver bullet? Is there a cartridge belt of lead bullets? Shots need to be fired. Where should I aim?
Feel free to email me at David@BethanysTable.com.
