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The light at the end of the tunnel is flickering; it is no longer pitch dark. Pop those heads out of the bunkers,
take inventory and take charge. Indications are everywhere
that the upside of our economic slide is in sight, and those
savvy hospitality businesses must move from survival mode
into full swing, prudently tempered, of course, accentuating
your positives. Market share advantage is just waiting for
you, ripe fruit for the pluckin’.
So you nervously peek out, surveying the hospitality
landscape. It really has changed forever. Consumer patterns are different, mind-sets altered, appetites diminished.
Your brand and signature products and services must have
adapted, too. It is not business as usual, nor will it be.
There is a new drumbeat — value, honesty, sensibility,
quality and integrity, which should have been the underpinnings of your brand anyway. Many businesses have held
it together over these difficult months. They have managed
smarter and become more resourceful and innovative. They
adapted, yet maintained their market presence. For these
leaders the payback is an opportunity to expand their market share. They are deserving.
Three actions you must plan immediately might look
counterintuitive to the old school. But, if we have learned
anything, it is that this school session is out, and a new
term has arrived.
First, you need to effusively thank your customers,
guests, visitors and patrons, those who have remained loyal
and those who are just beginning to know you. Now is the
time to expand your market share by telling your customers that they are better than sliced bread. Those who
love you need to be caressed with adulation, and they will
tell others. Make them feel special, reward their attention,
fan the fan base. With every transaction, every “touch,” seek
their feedback, listen to them and respond, for they will help
drive your expansion plans. Unsuspend your customer relationship management strategies. You built your database,
now use it.
Secondly, start to advertise again. Get your word out to
the marketplace about what you have been doing, what
your plans are for the future, and how you have changed.
We all need a new message. Very likely, you have bludgeoned your marketing budgets — a reasonable maneuver. However, understand that everyone else has done this
too, so the marketplace lacks any clamor or news. Be the
first to shout!
Lastly, invest again in employee training and development. You probably are down to your core staff. They need
to be reassured and motivated, for they take your message
to market and deliver your excellence. With all the alternatives through a “blended” training investment, there simply is no excuse. Arm your people and unleash their vigor.
What a wonderfully exciting time to be in hospitality —
providing comfort, care, sustenance, entertainment and
attention to those huddled masses who crave the light! ■
Ragsdale Hendrie is a principal of Merrimac, Mass.-based Hospitality Performance. For more information
visit www.hospitalityperformance.com.
This article does not necessarily reflect the opinions of the
editors and management at Nation’s Restaurant News.
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