Restaurant Marketing by Students Beat Out Restaurant Owners
Posted by Michael Hartzell
Restaurant owners be afraid. Be very afraid. Your restaurant business may be in jeopardy. Not because of what you are doing, it is because of what an organization such as Washington DECA does. They teach high school students about business success and marketing. The event I attended was about restaurant marketing.
Yesterday I said "here come the judge" to myself and sat quietly to listen to those with fresh new ideas. As I listened, young people would come and introduce themselves one by one and role play. The students were put in the position as a manager of a restaurant and they proposed a marketing plan to the owner (who was me...the judge).
They were given scenarios and told to come up with a proposal in 10 minutes. They then had about 10 minutes to present the proposal to the mock owner (me as a judge).
I was blown away by every student. My requirement was to "score" each based on five performance indicators, but regardless of the score... each of them had great insights. They were amazing to say the least!
Think about it. You are given a scenario with the clock ticking away and you must come up with a 10 minute presentation and be judged by a stranger who will score you for a competition. The winners will move on to the next level of competition and represent the state.
I was blown away. You, as a restaurant owner, better hope these young people do not go into the work force as your competition. Soon they will be in the work force and may potentially take some of your business away based on what I heard.
So here is YOUR test. I will share the scenario if you promise to go to the Washington DECA website and give them support. If you have a similar organization in your state, volunteer there.
I know it seems a little contradictory. You, a restaurant business owner or manage, are being asked to support an organization which trains young people to be your future competition. They will also come to work for YOU and help YOU lead YOUR teams and manage YOUR business. So, instead of competing, why not support the training and then hire them?
What a place for recruiting Washington DECA is! Never run short of staff who are ready to push to the next level when you connect to such an organization.
OK - Here is the scenario. Can't answer this? Then go back to High School.
Student: You are to assume the role of manager at ANTHONY'S, an Italian restaurant that has been in business for 50 years. The owner (judge) has asked you to describe realistic goals and objectives for the restaurant over the next 10 years. ANTHONY'S is located in a city that has 175,000 people. The population has more than doubled since the restaurant has first opened. ANTHONY'S is known for long waiting lines of customers on Friday, Saturday and Sunday evenings. The restaurant has a reputation for outstanding food and service. As the manager, you realize that the restaurant needs total remodeling. You also believe the menu needs to be updated to reflect the latest consumer demands and tastes. The owner of ANTHONY'S (judge) likes the nostalgia of the original restaurant. S/he has been so caught up in the overwhelming amount of business that s/he has not had time to think about the restaurant's future. The owner (judge) has scheduled a meeting with you to hear your plan for gathering marketing information in order to make wise decisions about the future of the restaurant. You must explain the research that you will conduct to find out what competitors are doing. You must also support your plan of action with information that you have gathered at ANTHONY'S. You will present your findings and plan to the owner (judge) in a role-play to take place in the owner's (judge's) office. The owner (judge) will begin the role play by greeting you and asking to your ideas. After you have presented the information and have answered the owner's (judge's) questions, the owner (judge) will conclude the role-play by thanking you for your work.
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If you decide to take this scenario on? There are five performance indicators the students were evaluated on:
- Explain the need for hospitality and tourism marketing.
- Identify infomation monitored for marketing decision making.
- Assess management information needs.
- Conduct marketing analysis.
- Set marketing goals and objectives.
(Remember, they only had 10 minutes to prepare.)
Does any of this sound familiar? Owner is too busy? Waiting lines? Old restaurant? Thinking about the future and creating restaurant marketing plans for the future?
My hat is off to Washington DECA and the other organizations like them.
I have hired dozens of students who have participated in Washington DECA over the years. Every one of them offered my restaurant businesses something special.
Still a fan, supporter, and now a judge of Washington DECA. How about you?
Here is where you can be involved: Washington DECA
Take-aways:
- Support your local organizations such as Washington DECA.
- Future leaders for your business will come from Washington DECA.
- Are you as smart as a high school student? Or is more education needed?
- Take a second look at your restaurant. What needs to improve?
- Hire high school students to review your status and propose an idea. Have a contest. Give them a reward. Get fresh new perspectives. You may be surprised just as I was.
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