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News in Review
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Food Quiz
Industry Discussion
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You do have a customer database, don't you?
By: Brandon O'Dell
Communication. In one form or another, it may be the most important thing that happens within a restaurant. Just like your employees, your customers need to know what is going on in your business. How do you communicate with them?
If there is one thing I try to get across to every business owner, it's that no matter how great your product is, if no one knows about it, it won't sell. This fact makes marketing your most important job as a restaurant owner. You have an obligation to yourself to build relationships with your guests, and to let them know, with plenty of notice, every special thing that is going to happen in your business. The most effective way to do this is by collecting contact information from your customers and building a customer database.
A customer database is made up of key facts about every customer that comes into your restaurant. Your database should contain first and last names and addresses of your customers at a minimum. Email addresses, telephone numbers, birthdays, and anniversaries can help you make easier contact with customers and tailor special offers to them. You may also want to know favorite dishes, dislikes, and what day you collected the information.
The biggest benefit of a customer database is giving you the ability to spend your marketing dollars on those most likely to come into your restaurant... I'm talking about those who have already been there. To many owners, spending their marketing dollars on people who already know about their business seems like a waste of money, but the truth is that the greatest potential for increasing sales lies with those who already know where you are located, what you sell, and how great a value it is. These are the people who take the least convincing. You already have a relationship with these people.
Think about it, if you were giving away free booze to attract people to your house for a party, who are most likely to come, complete strangers or people who have been to your parties before? Your business is no different. Convincing people to come back more often than they had already planned is much easier that attracting new people, whether it's a house party or a restaurant.
By collecting information from your customers, you give yourself the means to invite them back more frequently, to try and make them regular guests. You have the opportunity to get them to come back when YOU want them back, not just when the mood hits THEM.
There are several ways to collect customer information. You can simply ask for it, hand out comment cards with blanks to fill in with their information, offer a signup for a "VIP" club, or collect information for a prize giveaway. You may also want to think about contacting other merchants in your area to see if they have customer databases they may want to trade with you. Someone who visits another business close to you is also likely to give you a try since they make regular visits to...
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Procrastination is one of the most common and deadliest of diseases and its toll on success and happiness is heavy.
- Wayne Dyer
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View updated pricing and information each week on the website for the following food-commodity markets:
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Beef, Veal & Lamb |
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The September 1st US cattle in feedlot inventory was 1.2% smaller than last year. Cattle placements into feedlots during August were 2.4% larger than 2008. The October 1st near slaughter ready cattle supply is estimated to be 2.4% less than the three year average for the date. Available near slaughter ready cattle supplies are expected to tighten during the next two months which should temper beef production levels. Holiday season interest for ribeyes and tenderloins typically builds in the coming weeks. Modest ribeye and tenderloin price increases may be forthcoming. Price USDA, FOB per pound.
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Dairy |
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August US milk production was .3% less than last year due to a 1.8% smaller milk cow herd and a 1.6% increase in milk per cow yields. August marked only the second occasion since June 2004 that monthly milk production fell below the prior year (July 09 was the other). Milk farmers reduced the milk cow herd by a net 30k during the month. The CME cheese markets are moving higher but could steady or turn modestly downward soon. The CME butter market is trading well below the international price average which could lead to an increase in export demand. Prices per pound, except Class I Cream (hundred weight), from USDA.
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Poultry |
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The August broiler type chick hatch was 3% smaller than a year ago. August pullet placements for the hatchery flock were also down significantly (7%) from 2008. The hatchery flock is projected to be 5% smaller than the previous year by the winter. All of the aforementioned issues suggest that chicken production cutbacks will continue for the long term. Despite the chicken output slowdown, the boneless skinless chicken breast market is trending sharply lower with product in the east selling well under $1.20 this week. Additional chicken breast market declines may be pending. The wing markets are inflated. History suggests that the wing markets could peak soon and then move modestly downward. Prices USDA, FOB per pound except eggs (dozen).
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Seafood |
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August US Gulf of Mexico shrimp landings were 10.2% larger than the five year average for the month. 2009 through August Gulf shrimp landings were 8.6% more than the five year average. US Gulf shrimp landings could fall some next year if fuel prices rise from here. Additionally, a lower US dollar may limit US shrimp imports. Both of the above factors may be modestly bullish for the shrimp markets in 2010. Prices for fresh product, unless noted, per pound from Fisheries Market News.
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Pork |
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Pork production last week was .2% larger than the previous year. Pork output should continue to seasonally increase in the coming months which could put downward pressure on many of the pork markets. Seasonal charts indicate that the belly market could be fairly steady during the next week or two before turning downward in October. August 31st total pork (3%), belly (53.9%), rib (18.6%), and trimming (7.8%) inventories were all larger than last year. August ham stocks were 15% less than 2008. Prices USDA, FOB per pound.
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Produce |
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Various portions of the south have received notable rainfall totals in recent weeks which may curtail some early fall harvests. Eastern tomato shipments could remain relatively erratic during the next month or so. Modestly higher tomato prices may be forthcoming. Heavy precipitation is also helping slow the Mexican avocado harvest. However, avocado supplies in the US are adequate and history suggests that additional market decreases may be imminent. The lettuce markets are moving downward. Sufficient lettuce supplies are anticipated to persist. Prices USDA FOB shipping point unless noted (terminal).
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Oil and Grains |
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The corn and soybean harvests are building which is putting downward pressure on the markets. The corn and soybean product markets could bottom next month. Prices USDA, FOB.
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Canned and Frozen Food |
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Tomato Products, Canned - The California harvest is expected to set a record for the last week of September reaching 11.5 million tons. The markets are firm. Prices per case (6/10) FOB, unless noted from ARA.
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Processed Fruits and Vegetables - August 31st frozen cut corn (14%), cob corn (2%), and green pea (4%) stocks were all larger than last year. The markets are steady. Prices FOB per case from ARA.
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Make the most of the year.
Community member Ramis writes...
So now as we all come to the end of the year and we have a prediction of what 2009 will look like as a whole, what are you doing to make the most of it.
I ask this question to help me brainstorm. I have been thinking about slashing prices on one or two items every week as "Out of this world specials!" (i know brandon will say something about my branding) and by having these items reduced, and as long as i am above cost, i dont have to worry, all my fixed costs are covered...
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Add-0n Broiler ?
Community member Bob writes...
I have a 48 inch Wolf range with a 36 inch flat grill and two burners on the side. I would like to buy a lift off broiler to do steaks on. Are they worth getting and will they do the job? ...
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Keeping up with the chains
Community member Joechef2 writes...
I am a chef / manager at a high volume restaurant in the northeast. We are all aware of a slowing economy, chain restaurants running promos that mom and pops can't keep up with and how mom and pops resturants are having a hard time competitively. So what are some of you guys doing out there to help attract new customers and keep your local ones happy. We run daily specials all inclussive for 7.95, happy hour specials llike .30 cent wings, 1/2 price apps, and so o,.but even that seems to be slowing...
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I am Wild and Out of Control
Originally from Malaysia, I grow in clusters on a small evergreen tree. While several of my relatives have smooth or moderately bumpy skin I am wild, out of control. Maybe that way you'll leave me alone. But no such luck for me. Though I try to portray a hedgehog to discourage you I am plucked from my family. My yellowish-brown shell is split open to reveal a white translucent pulp. I even grow a seed in my center in hopes of being passed by but to no avail. You just cannot seem to get enough of my super sweet flesh. Some of my relatives have developed the ability to be sour or acidic but you still just pluck, pluck, pluck. Only two inches in diameter you had think they would leave us alone. Some folks get fancy. They cut off only my top half and serve me like an egg in a cup. Usually eaten out of hand, I am also a great component of a fruit salad. Other uses include canned in syrup, used in stuffings, or cooked along side of vegetables or meat. I am rich in vitamin C and am a good source of iron and potassium. In my feeling, we are best left alone to multiply, but you don't seem to agree so there are not many of us around.
What am I?
The Food Quiz has is brought to you by Culinary Specialty Produce, a specialty produce broker that scours the world for the very best in specialty produce. Contact them at 908-789-4700 or by sending an email to info@culinaryproduce.com.
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