Watch our “Catering Kid” Video
I am celebrating today! We have printed and distributed more than 5000 copies of my book. We’ve raised more than $10,000 for Share Our Strength in the Process. Something to be proud of!
I thought I’d include a short excerpt for you as we all focus on ramping up our operations for the last 4 months of 2012. There are great catering months ahead!
Here is an excerpt from my book (page 22), Get Catering and Grow Sales! – A Strategic Perspective For The Mulit-Unit Restaurant Executive
“As you read on, consider the evolution of our industry over the last century. In the beginning, there were independent operators. This was followed by expansion of some independents into multi-‐unit operators. Then came the expansion of the corporate build-‐out model. Once the business logic proved out and systems and technology caught up, our industry moved on to expansion through franchising. As this model gained traction, the technology improved and operators became more sophisticated.
Consider the revenue channel of drive-‐thru for the QSR segment over the last several decades. In order to shift that consumer behavior, it required innovation and awareness, retooling as operators for guaranteed service execution, and new innovation and investment in technology. Just ask guys like Tom Feltenstein and Ed Rensi. They were there. They invented it. There was no drive-‐thru channel before that. All these years later, drive-‐thru revenue represents a lion’s share of our community’s revenues. Nobody could have predicted that. The same thing happened with breakfast under their management. But, through their great thought leadership it became a standard for many brands. And so, our industry grew.
I want to bring to your attention that in Get Catering and Grow Sales! I propose that catering is the next natural top-‐line growth channel for our multi-‐unit restaurant industry.”
If you’d like to order some copies of my book for your organization, or if you are a supplier to the restaurant industry and would like to provide a great gift to your customers, order copies today. All the net proceeds go to Share Our Strength.