From The Chairman
BY Mike Vaughn

With summer now upon us, I must reflect on the events that are helping to shape the growth and direction of our NCRLA Charlotte Chapter. First off is membership, which has grown by more than 25 during the second quarter of the year. Hats off to our board, long-standing members and our regional director for “preaching the gospel” about the merits of membership. The growth of our organization will only give us a bigger voice in shaping the legislative issues that govern the business community in North Carolina.

Speaking of legislature, there have already been several proposals introduced in the short session that could potentially increase our costs of doing business. Included in the Senate budget is the proposed transfer of the Division of Environmental Health (DEH) from the Department of Environment and Natural Resources (DENR) to the Department of Health & Human Services (DHHS). NCRLA shares the concerns of many others that this bill will increase costs for everyone involved and will mean more fees for restaurants. NCRLA will work hard to make sure this is removed on the House side and left out of the final budget.

There is also a proposal to require restaurants with drive-thru windows to have two outdoor trash cans to help prevent litter. NCRLA will work to remove this from the House budget since it unfairly targets the restaurant industry. We may need you to contact key legislators on these issues in the coming weeks.

Our Hospitality Education Foundation Golf Tournament held at Charlotte Golf Links on May 17 was well-attended and helped generate funds for our scholarship fund. Many thanks go to the Golf Committee and our many hole sponsors, participating vendors and SYSCO Charlotte for signing on as our presenting sponsor. This issue of the Charlotte Hospitality News has a complete recap on the day’s activities. And thanks to all the golfers who turned out to brave the liquid sunshine and made the event a success!

So until next time, I wish everyone a successful month as we all work together towards becoming One Community. One Vision. One Voice. If you’re not a member, come aboard our train and help us make a bigger difference! Thanks.

NCRLA Charlotte Hosts Hospitality Education Foundation Golf Tourney

By Tom Stroozas

The 19th Annual Golf Classic returned to Charlotte Golf Links on May 17 when restaurateurs and suppliers battled it out to raise more than $10,000 for the Charlotte Chapter and the NCRLA Hospitality Education Foundation. It was an excellent showing, given that the sun never showed its face, temperatures hovered in the upper 60’s, and there was a constant threat of rain.

In keeping with tradition, there was a plethora of events featuring skill and luck that made the day fun-filled and memorable. Winners of the Long Drive Contests were Joe Fusaro (EZFoodOrder.Com) and Mike Rayfield (SYSCO). Their prize was a selection of prime steaks, compliments of Stockyards Meat Packing Company. The winners of the Closest to the Pin were Randy Martin (Sonny’s BBQ) and Mike Henninger (Lowcountry Shellfish). Each received a selection of prizes from Lowcountry Shellfish and Bojangles’. Jim Foster (Selwyn Avenue Pub) was victorious in a putt-off to win the Putting Contest and a prize package worth about $3,500.

Thanks to Joe Panko and Classic Art, this year’s winning teams were awarded sports memorabilia and select golfing implements. Congratulations to our winners: First Place: Sharin’ Foodservice (Mac “Gwalter” Combs, Steve Shirley, Johnny Smith and Phil McLain); Second Place: S & D Coffee (Larry Caldwell, Robert Lazorik, Alan Hilton and Juan Valdez); and Third Place: Sonny’s Barbecue (Steve Tubel, Randy Martin, Richard Randall and Bill Stiefel).

We’d like to thank to all the sponsors, who through their continued and generous support, made the day fun and successful, as well as committee members Sandy Hulbert, Sam Sakwa, Pauline & Scott Echols, Jon Abbott, Clyde Gilfillan, Tom Cox and Bobbi Lisi. Please see the accompanying sidebar for alit of our generous hole sponsors. Hats off to Hospitality Education Services and US Foodservice for being our contest sponsors and to SYSCO Charlotte for stepping up as our signature presenting sponsor.

A tip of the coffee mug goes to S & D Coffee for providing the morning coffee that has kept us all coming back for the last 19 years. We also appreciate the help of the folks from Bikini’s Bar & Grill and the delicious “dogs-at-the-turn” cooked to perfection by Chef Brian from Tavern on the Park under the supervision of Clyde Gilfillan.

Most of all, thanks to all of those who played to make this a great scholarship event in memory of Mary Margaret Traxler, founding publisher of Charlotte Hospitality News. Finally, kudos to Ed Tubel and Sonny’s Barbecue for cooking up some of the best food on the planet. The post-tourney cookout was truly the highlight of the day.

Yes, there will be a 20th annual tourney in 2011! Mark your calendars now for Monday, May 16. We promise to have real sunshine this time, so plan now to wear those shorts and tank tops. See you then!

We have Bottomed Out…FINALLY!

Citing better-than-expected performances in several foodservice segments, Technomic has adjusted its 2010 U.S. foodservice industry growth forecast upward from a negative 1.6% to a positive 0.6%. This adjustment was published in May 2010.

"The most significant changes are in the commercial sectors, with full service restaurants, hotels and recreation, in particular, showing better-than-expected improvements," said Joe Pawlak, Technomic vice president. "The limited-service restaurant segment is also up slightly over earlier estimates."

Technomic's revised forecast confirms that the foodservice industry has hit bottom and is now beginning to bounce back. "There are definitely signs of improvement," says Pawlak, "although the recovery will be slow going forward."

Additional details on Technomic’s current forecast for all major U.S. foodservice segments can be viewed at its web site, www.technomic.com, or by contacting Technomic at 312-876-0004.

The WOW Factor
35 Seconds of Marketing & Sales Building Insights

By Joel Cohen, Restaurantmarketing.com

What Does YOUR Front Door Say?Is it Boring…(I’ll Bet They Never Noticed)

I bet if you asked your guests what is written on your front door, they wouldn’t be able to tell you. In fact, I bet you can’t remember either.

You probably have your hours posted on the door, but do you think your guests ever read it? Of course not. They already know you’re open for lunch and dinner. Think about these tidbits as well:

- Some restaurants have their address posted on the door. Why? Your guests already know where they are.

- Some restaurants have the phrase, “Hours of Operation” on the door. Why? You’re not a medical facility and you’re not an operation. You’re a place where people get a great dining experience.

Wouldn’t it be better to post something like "Great Dining Experiences For Lunch & Dinner?” Or why not post what you're famous for?

It’s time to update your front door with something that’s WOW. It is, after all, one of the first things your guests see. Yes, it is just a door. But the bigger picture is this: the way to make a difference, the way to get attention, the way to get talked about, is by taking a new view of things. When others zig, you need to zag.

Start by taking a good look at your front door. Does it attract your attention? Does it make you smile? Or ... does it just do nothing?

See you next month with another 35 seconds of WOW. If you can’t wait, visit my web site: www.RestaurantMarketing.com

Service...the Winning Weapon!
Restaurant Survival Tips

By Ross Howard, SYSCO Charlotte

What it comes down to these days is that your service reputation can become your most effective weapon against losing market share to competing restaurants. Marketing research into customer’s decisions on whether to return to a particular restaurant a second time has revealed that service is the most important element in their decision. Poor service turns customers away faster than mediocre food.

Think of your service package in two parts. The first is providing quality food items, fairly priced, courteously and efficiently served in clean and attractive surrounding. This is what any restaurant is expected to provide. You do not get bonus points for having them; these are givens. It is what you do above and beyond these aspects of serving that adds to the experience. It is what your restaurant does to support, complement and ad value to the expected practices. Examples are signature menu items, meal deals, catering services, carryout and delivery services and special treatment of children or senior citizens. Such amenities and services provide “added value” to the purchase.

The reality is that no chain or independent can sustain product or price advantage over the competition long term. The reason is competitors will copy your amenities and menu items and match or beat your prices. Serving good food and offering good service are essential and fundamental for success. It is the extras – calling customers by name, bringing them their usual cocktail, seating them at their favorite table, assigning them their favorite server, showing some concession to them that first time customers do not get, thanking them personally and making them know their business is appreciated – that makes your restaurant stand out from others in the market.

Restaurants have a natural advantage over other retails businesses in satisfying customers with their service. Consider that people go to restaurants to have a good time and they usually arrive in a pleasant mood. Restaurants are places where very important life experiences and memories take place. Consider the number or birthdays, anniversaries, wedding receptions, job promotions, retirements, wedding proposals and major business deals that take place in restaurants.

A higher state of mind predisposes people to enjoy themselves, and people will have a good time when they are in this mindset. They are more forgiving then generous. They spend more and the food tastes better. They are more open to recommendations on what to order. They tip better and they are more likely to tell their friends what a wonderful restaurant they visited.

NCRLA Mission

To protect, promote, inform and improve the restaurant and lodging industries in North Carolina.

The restaurant and lodging industries are continuously evolving, and the North Carolina Restaurant and Lodging Association has a responsibility to its members to adapt and respond to those changes. The core values listed below are the association’s constants; guiding NCRLA in a direction that strengthens the industry and delivers genuine value to members.

Integrity: NCRLA believes our words must echo our deeds. We maintain a steadfast adherence to a strict ethical code in all the work we do and encourage the same from our members, staff, vendors and all other associates.

Professionalism: NCRLA is the steward of the hospitality industry. We serve as a powerful industry advocate with state and federal legislative/regulatory agencies and in other arenas in which we are called upon to represent the interests of our membership. NCRLA leaders, staff and individual members, when called upon to represent the association, do so with professionalism and conviction.

Expertise: NCRLA is passionate about serving North Carolina’s hospitality industry. We strive to be experts in industry knowledge and service, becoming an indispensable resource that provides top-level benefits to help our members succeed.