50 PROVEN WAYS TO BUILD RESTAURANT SALES & PROFIT
Trade paperback, 144 pages, 5½"x8½"
Published by Hospitality Masters Press
50 Proven Ways to Build Restaurant Sales & Profit is the sort of book you have been hoping
someone would put out. If you could get 50 of the best ideas from the best minds in the business in an easy-to-read
book for only $15, wouldn't you want it in your professional library? Well, this idea is the essence of the
Hospitality Masters Series and the first book is here.
These are some great ideas from Gloria Boileau, Susan Clarke, Barry Cohen, Howard Cutson, Tom
Feltenstein, Peter Good, Jim Laube, Bill Main, Phyllis Ann Marshall, Bill Marvin, Rudy Miick and Ron Yudd. Each
notion is capsulized in one to three pages so you can quickly pick up an idea and get back to work. This is truly a
working book for working people!
Here's what the industry is saying about this book:
"This book fits the way we operate. It is fast-paced and packed with hard-hitting tidbits. In a few minutes,
I can pick up a great idea and get back to work!"
-- Greg Hunsucker, Co-Owner, V's Italiano Ristorante, Kansas City, MO
"What a great idea! I can't tell you how many management books I have started and never finished. This one
has exactly the sort of information I can really use - concise and to the point. I want copies for all my managers
-- Mark Sneed, Director of Operations, Phillips Seafood Restaurants,
"You can't miss with advice from the best of the best! I like that the book doesn't preach. It credits me
with enough intelligence to be able to adapt these ideas to fit my particular situations. Why didn't somebody do
-- Mark Valente, Owner, Marc's Restaurant, Wheatridge, CO
"This book contains hundreds of practical ideas in an easy-to-read format that can help any operator
increase sales, reduce costs and improve profit margins. It is a useful book for any food professional from
multi-unit director to small kitchen manager."
-- William Dillon, VP for Market Development, ARAMARK Campus Services, Philadelphia, PA
"An invaluable collection of insights and experience from professionals who understand our business . . .
filled with some simple "how to" solutions."
-- Marjorie Mintz, VP Human Resources, The Levy Restaurants, Chicago, IL
"A super-concentrated collection of immensely valuable sales and profit-building ideas. This book will be a
tremendous resource to anyone in the hospitality industry."
-- David Newton, Director of
Operations, Applebee's, Pittsburgh, PA
"This book is the perfect resource for busy food & beverage executives. Every page is loaded with common
sense that I can put in my managers' hands for quick training of important issues. It's like a total Restaurant
University in a book!"
-- Greg Gallavan, F&B Director, Winter Park Resort, Winter Park, CO
"As the owner of a restaurant, I am always searching for ways to improve my sales and profit. [This book] is
a practical and effective tool for my management staff and myself to use for continual growth and
-- Chris Shake, Owner, The Fish Hopper, Monterey, CA
"This book is filled with clear, concise advice that can definitely increase the bottom line. I've read
industry books that are twice the length with half the insights of this one."
-- Richard Ysmael, Corporate Director, Motorola Hospitality Group, Schaumburg, IL
Internationally-recognized professional speaker specializing in environmental enhancement, image and
Internationally recognized as the #1" high energy/high content speaker author on attitude, employee motivation,
customer service and sales
Award-winning chef, national speaker and CEO of Old San Francisco Steak House
Howard Cutson, FMP
Principal of Cutson Associates and a sought-after speaker on customer satisfaction and beverage operations
The nation's leading authority on foodservice and hospitality marketing
Peter Good, FMP
Nationally-recognized motivational speaker and trainer to the hospitality industry.
Jim Laube, CPA
President of the Center for Foodservice Education and consultant in profitability and financial management.
Nationally-known author, consultant and speaker and 1996-97 President of the California Restaurant Association
Phyllis Ann Marshall, FCSI
Principal of FoodPower, specialist in concept development, growth strategies, and merchandising with food and
Bill Marvin, The Restaurant Doctor
The most-booked speaker in the hospitality industry, author, consultant and advisor to operators around the
Rudy Miick, FCSI
Nationally known consultant in hospitality operations and performance improvement
Assistant Director of Food Service for the United States Senate Restaurants and an experienced speaker, trainer and
50 PROVEN WAYS TO BUILD RESTAURANT SALES & PROFIT
CONTENTSAbout the Hospitality Masters Series
Part 1: BUILD SALES
01. Marketing: keep it in the neighborhood - Tom Feltenstein
02. Get flexible, get cozy, get wealthy! - Phyllis Ann Marshall, FCSI
03. Expectations: the key to guest satisfaction - Susan Clarke
04. Pre-shift sales briefing - Bill Main
05. Build sales through environmental enhancement - Gloria Boileau
06. Start a late night menu - Bill Marvin, The Restaurant Doctor
07. Change your menu to spark customer traffic - Tom Feltenstein
08. "WOW" your sales: the ZORK interview - Barry Cohen
09. Wine sales for dummies - Howard Cutson, FMP
10. Pick a signature item and grow for it! - Phyllis Ann Marshall, FCSI
11. Making discounts work - Tom Feltenstein
12. Your uniforms leave a lasting impression - Gloria Boileau
13. The specialty drink menu - Howard Cutson, FMP
14. Tap the power of sampling - Bill Main
15. Build sales by creating more value - Susan Clarke
16. Stop wasting ... people! - Phyllis Ann Marshall, FCSI
17. Be #1 without being #1 - Tom Feltenstein
18. Sales mix: a tool for creating profit - Ron Yudd
19. Alcohol-free alternatives - Howard Cutson, FMP
20. Lunch on the Fast Track - Jim Laube, CPA
21. Put empty space to use - Phyllis Ann Marshall, FCSI
22. Color influences buyers - Gloria Boileau
23. Scripting and role play - Bill Main
24. Zone merchandising - Tom Feltenstein
25. Build loyalty, not the check average - Bill Marvin, The Restaurant Doctor
Part 2: CONTROL COSTS
26. Beat the clock to raise productivity - Jim Laube, CPA
27. Position descriptions that improve productivity - Bill Marvin, The Restaurant Doctor
28. Checklist for a profitable purveyor relationship - Ron Yudd
29. Garbage - a blinding flash of the obvious - Bill Main
30. Improve beverage controls - Howard Cutson, FMP
31. Lower Worker's Comp premiums - Jim Laube, CPA
32. Purchasing for profit - Ron Yudd
33. Change your work week - Bill Marvin, The Restaurant Doctor
34. Avoid the great bartender rip-off - Howard Cutson, FMP
35. Develop inventory stats - Jim Laube, CPA
Part 3: ADOPT PROFITABLE IDEAS
36. Screen applicants, not applications! - Peter Good, FMP
37. "WOW" your staff: create psychological ownership - Barry Cohen
38. Open your books to maximize performance! - Rudy Miick, FCSI
39. 24-hour recruiting - Peter Good, FMP
40. The power of presence - Bill Marvin, The Restaurant Doctor
41. "WOW" your community - Barry Cohen
42. Hire your way to profit! - Rudy Miick, FCSI
43. Just say charge it! - Jim Laube, CPA
44. "WOW" management: just TEAM it! - Barry Cohen
45. The wrong trainer - Peter Good, FMP
46. Hiring a bartender - Howard Cutson, FMP
47. The menu gauntlet: only the strong survive - Ron Yudd
48. Employee evaluations in 10 minutes or less - Peter Good, FMP
49. Higher motivation=lower turnover +more profit - Susan Clarke
50. Art & Science - Rudy Miick, FCSI
EXCERPTS FROM THE BOOK:
ABOUT THE HOSPITALITY MASTERS SERIES
You may have heard the old exchange:
Q: What is the secret of success?
A: Success comes from good judgement.
Q: Well, where does good judgement come from?
A: Good judgement comes from experience.
Q: OK, but where does experience come from?
A: Experience comes from bad judgement!
The joke would be funnier if it weren't so accurate!
Have you noticed that the School of Hard Knocks has a high enrollment? When wrestling with a problem, have you
ever wished you could pick the brain of an industry expert who has "been there and done that" instead of just
volunteering for yet another "valuable learning experience"?
Well, that is precisely the purpose of the Hospitality Masters Series of books.
We tapped the leading consultants and speakers in the foodservice and lodging industries for their most
successful ideas on a series of topics essential to success in hospitality.
Hospitality Masters Press was formed to collect these gems, distilled from years of industry experience with
their own (and other's) triumphs and tragedies, and present them in bite-sized pieces that even the most harried
manager can quickly digest and apply.
The consultants, speakers and authors whose ideas are collected here are the best of the best in our business.
At any meaningful gathering of industry leaders in North America, one or more of these experts is probably sharing
insights in a standing-room only seminar or workshop.
When the leading operators in the US and Canada look for professional counsel, these are the names on the "short
list." Our contributing authors produce the tapes that encourage and inspire thousands and write the books that
become standard industry references.
50 Proven Ideas to Build Restaurant Sales and Profit is the first in a most valuable
and exciting series. We welcome any comments you may have on this book as well as your suggestions for future
We believe the books in the Hospitality Masters Series will become must-have additions to the professional
library of every foodservice and lodging executive.
We think you will agree.
Profitability is the interaction between income and expense. If you can increase revenue or lower costs, you are
likely to have more money on the bottom line. If you can do both, you are guaranteed more profit.
The most immediate way to build the bottom line is to boost sales. You do not have a cost problem that cannot be
covered by higher volume. In the pages that follow, you will find tested ideas to help you gain more sales from
your existing customers as well as powerful ways to bring in new patrons.
The other piece of the profitability puzzle is costs. Nobody ever got rich by saving money but you can not afford
to waste your resources. Because this book is intended for the seasoned manager, we did not spend time writing
about more conventional ways to control costs (like portion control.) You should already know about things like
that. The cost control section includes potent but less obvious ideas on how to save money and get more bang for
Adopt profitable ideas
Finally, because hospitality enterprises are organic entities, the book includes a few ideas that are a bit more on
the philosophical plane to help start you thinking on a more productive level. If you can allow yourself to open up
to some new directions, you may be surprised at the possibilities you will start to see.
About this book
This is not a "how-to" manual. In fact, you may find seemingly contradictory ideas in here. The industry experts we
have gathered in this book cannot tell you how you should run your business - the goal is only to share ideas that
have worked for others. You must decide which ones, if any, are appropriate for you.
Each thought in this book has been condensed to its bare essence so some may raise more questions than they
answer. If this happens, the contributing authors can provide more clarification . . . but only if you ask! Contact
information is included in Appendix A.
How to use this book
This book is a collection of bullet-proof ideas from battle-tested veterans - use it that way. Keep it close and
refer to it often. Ideas you are not ready for today might be perfect answers a few months from now.
Get copies of this book for all key members of your management team and have pass-around copies for your staff.
The cost is minimal and the potential gain is huge. (Helping others to make you more money is a very smart thing to
A closing thought
Good ideas will not make rich - it is the application of those good ideas that will make
life better. This book should make you think. Ultimately, the real power in these ideas may not be in the ideas
themselves, but rather in what they cause you to think of. We hope you will adapt these notions to fit your needs
and take them to a new level! Good luck!