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Can You Be Any Clearer???

I worked with a gentleman who had a restaurant who just couldn’t seem to draw the type of crowd he wanted to. The food was pretty good, there was a definite ambiance to the place, prices were pretty reasonable, but something just didn’t click. When asked what he thought the problem was, he couldn’t quite get his finger on it. So I asked him what type of message he wanted to send to his clients. His response was to have a restaurant that was known throughout the area as a romantic, waterside dining establishment with fine food, wine and great service.

Okay. Sounds reasonable. Well…at first. I asked his front of the house what kind of place they felt it was. There thoughts…a fun place to work, with good food, a family-like atmosphere with decent food. I asked what the guests most popular wine was. Robert Mondovi Merlot. Hmmm…interesting. What’s the best wine? Same response. What are the best cordials? Blank stare. What was the best, romantic dessert on the menu? Chocolate cake with freshly sliced strawberries for two. Milk with that?

Okay…I think we are getting something…

I asked the cooks the same question. There response was similar…a fun place to work…the food was easy to prepare; they were paid okay, but weren’t learning much. The hardest part about the job was cleaning up at the end of the night. Well…duh. What do you like to do to make the food like nice? Parsley – on the rim and a few sprigs on the side of the plate. Don’t get me wrong…I love diners…but the last place I am taking my wife for Valentine’s Day is The Golden Star Diner. This was “diner-esque”

So we have a fairly consistent response across the board. However it wasn’t what the owner said he was trying to project. As a matter-of-fact, their vision of the place was more of a glorified diner than the romantic spot he was trying to project…because he didn’t do anything to make the vision consistent, it lead to the demise of his business.

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What about your business? Does your team share your business beliefs? Is your product, marketing, presentation, facility, etc. consistent with your beliefs? I read a story about Ben & Jerry’s Ice Cream, a values-driven organization that has consistently demonstrated it’s beliefs by supporting farming communities, creating eco-friendly packaging for it’s ice-creams, etc. Read about it for yourself at www.benjerry.com. Can a transparent, values-based business be successful? Just look at their bottom line.

At Aepiphanni Business Solutions, we are dedicated to serving the needs of small business owners. We specialize in helping you develop strategies for your organization, and are committed to your success. If you have further questions about creating your strategy or developing your vision, please give me, Rick Meekins, a call at 678-265-3908, or email us at [email protected].

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