Business – How to operate a restaurant

Keep repeating:

Without customers I have no business

Without customers I have no business

Without customers I  have no business

Today, I had lunch in a small mom local mom and pop restaurant.  It was busy.  So, it was my duty to investigate and report on this successful operation. 

The menu looked pretty standard: eggs, bacon, pancakes, hamburgers, wraps, salads, fries.  There were no “Top Chef” attempts here to impress; just hot, generous portions of the basics. 

The menu was good.  

The menu was not unusual.

However, on a special menu next to cash register, I spotted the unusual. 

Special #1 – Egg sandwich WITH coffee $1.99.  An egg sandwich  WITH meat and WITH coffee $2.49. 

Cheaper than McDonalds and freshly made. 

I like this. 

A breakfast sandwich and coffee for LESS than the price of coffee only at Starbucks. 

I like this.

If you are offering a Special, make it SPECIAL.  These specials were special.

Special #2 – For The Early Bird – served from 6AM to 8AM – 2  eggs, 3 bacon, 3 sausage, 2 toast, 2 pancakes WITH coffee $3.99. 

Cheaper than IHOP or Denny’s.

I like this.

I mentioned to the owner that his “Specials” seemed like really good deals. 

He said, “Oh, yah, we sell 50-70 specials most mornings.  Sometimes construction guys will come in and double or triple up on them.”

I asked, “And you still make money at these prices?”

He said, “We keep the lights on.”

As a student of entrepreneurship, you know what he added,

“Lots of times people come in for the “specials”  and then buy other things.  Sometimes they bring other people who order but don’t want the specials.  Lots of times breakfast people get used to coming here and come back for lunch.  Those darn specials keep us busy.”

Yes, yes, yes and yes.

I asked him, “These specials are so good, why don’t you have a sign out on the main road advertising them?”

He laughed, “That’s OK.  We’re busy enough.”

Of course, we know that unsolicited advice is usually taken for criticism so I shut up, smiled and left. 

Looking at the overall operation, this owner has the potential to move into the elite category.  He has the customer base.  However my sense is that he is making his week’s pay and is content to do what he has always been doing and unmotivated to do more.

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