Green and Growing

When Ray Kroc said “green and growing,” he meant something completely different than the subject of this month’s issue. We now talk about green as being environmentally friendly; he meant that if your business was fresh and green, it was healthy and competitive. However, the two have a lot in common. So I thought maybe it would be a good idea to take a look at what he meant, and how it ties today to what the industry is developing into on an environmental basis.

Ray felt you could assess your place on restaurant row, and how you were doing, by taking a real close look at your restaurant, a novel concept. We learned to study the store as a customer might, not necessarily as a technical expert would. And, there were several environmental concerns that went along with this look-see.

It all starts by parking your car a few blocks from your store and walking the area around the store. What do you see? What’s the neighborhood like, what other businesses are there? These become the people you market to and partners you can potentially work with to get more customers. New businesses want to find customers and old businesses are seeking loyalty and return. You can work together to provide both. Is there old or new construction in the area? Perhaps you can jointly use consultants to upgrade your buildings to be more environmentally friendly rather than everyone being on their own— sort of a neighborhood chamber of commerce.

As you walk around, be aware of the litter problem. Talk to those who seem to be the cause, and, once again, partner up. I have advanced the idea before of using off-duty help to clean up around the store. You can do the same with other businesses.

Now, walk up to your store. How does it look? How does it sound? I was walking a restaurant area in Houston once, for exercise and because I was curious. One drive-in had a music system going full volume with heavy metal rock ’n roll. Talk about noise pollution. And several had outside doors wide open in 90-degree weather. Wonder what their energy bills were. And, speaking of that, watch the HVAC for air pressure. I went to a McDonald’s once and couldn’t get the front door open. Try explaining negative air pressure to a senior who can’t budge the door. What about shades blocking the sun both for energy use and the comfort of the diners? And, what colors are you using both inside and out? You can sometimes make people feel better with just the right décor color. And, you can definitely make your restaurant package jump off the shelf if the building is attractive.

How’s the temperature inside, what about drafts? Went to a mom and pop in Wisconsin last week: The front door opened directly on to a table for four. Their noses were blue. That table should not have been there. Poor people were eating egg popsicles.

Is the store inviting, well lit with the right fixtures? Is it clean? Is there a good aroma? Is seating straightened up, napkins in place? If there is a condiment station, is it well stocked and clean? Is the serving counter clear of newspapers and other debris? How do you as a customer feel about eating here? You should be comfortable and all of your senses should be at ease. You should look forward to the experience as well as the food. A restaurant should be an experience that involves all of the senses, not just taste.

By the way, while you are here, talk to a few customers. And listen. Ask specific questions, not generalities. People respond to specifics.

All of this should give you ideas to improve your restaurant, whether it’s operations, service, food, or greening up.

But, for heaven’s sake, do what you are going to do because it will make your restaurant a better place for your customers, not just as a marketing ploy. Don’t do cosmetic changes because you can advertise them. If you decide to green up, do it because your customers will profit from it. I knew an operator who cleaned up around his store once, marketed the heck out of the process, and never did it again. It takes commitment and consistency to be successful with green.

And, as you have seen in this issue, the meaning of green has changed dramatically over the years. It used to mean litter pickup. If you were doing that, you were a good guy. Now, it has to do with energy use, building construction, materials, water recycling, detergent, food safety, uniforms, and, of course, litter.

How in the world do you keep track of all of this? Prioritize and pick those areas that will be the best advantage for more sales and those that will help the environment the most. Write a green plan as you would write a business plan. Change it as needed or as new ideas are advanced. Do what’s best for you and your customers.

The Roy Award

Well, I scoured the industry this month for a Roy Award. Could have been a slow month for great marketing, but I just didn’t see the quality of marketing that I want to give the award to, so, no winner for this month. Now, I know you disagree, because I bet your company is doing great stuff and I just haven’t seen it. So send some of your great ideas my way.

A Peaceful Life and Happy Trails.