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Read the Video Transcript by Clicking Here...
In part one I shared this theory that I’ve proven over and over again that in today’s expectation economy you’re being rewarded one step below your efforts (a Good restaurant gets Poor results). In video two I talked about the four strategies to how you become the best restaurant in your area.
I’m going to share with you the the last part of what it takes to become the best. Vision and customer promise.
Vision and Promise:
When we’re talking about vision, what I’m talking about is a 20 year plan to change the world. If you don’t have a 20 year plan to change the world you’re not going to be the best. What are you doing to improve the lives of your employees of your customers and your community? If you want to be the best you have to start thinking about how are we going to change people’s lives.
What’s going to be different, what technology, new ways of eating, what new ways of getting food as a customer are we at the brink of. You got to be thinking that way, you got to have this vision for 20 years from now even if you don’t know how you’re going to get there.
A customer promise is what you will do for your customers. A customer promise is as simple as: we will always call your orders by first name, we will deliver food to your table in five minutes every single time, we will resolve customer complaints on the spot, we will provide fantastic lifestyles for our employees or we will improve the communities that we do business in. Those are just a few examples of what I mean by a customer promise.
I’ve only walked into two maybe three restaurants before I work with them that have customer promises on the wall, their websites and on social media for me to see. When I read that customer promise I feel safe, I feel like I’m in a place where I’m going to be very well taken care of and I can relax, rest and order what I want without being afraid. I can order the more expensive or the more aggressive items on their menu I don’t have to stick to the basics.
So the question really is, do you have this big 20-year vision to change the world and do you have a customer promise that backs that up. Are they written as clear as day so everyone can understand them? Are they published everywhere for people to see? That’s how you become the best!
If you haven’t seen video two or video three please go back and watch it but I hope you’ve enjoyed this three-part video series on how to become the best restaurant.