Why restaurants go out of affair - pr
Recently a big cheese asked me why so many restaurants go out of business. I answered that too many colonize open a restaurant because it's their dream.
A digit of years ago I was under your own steam along the boulevard near my home and office. I came upon a brand new Continental-type restaurant down a few steps from the street, very atmospheric. Standing exterior was the chef/owner with pride of ownership written all over him. We fell into conversation, I congrat- ulated him, mentioned I was a publicist and he invited me in to talk.
He explained that he was at first from New York, had spent the last decade or so effective as a chef in Florida at some of the top restaurants there. His dream was to open his own place and he certain to do it in New York. His pecuniary "backer," if you could call him that, was a acquaintance in a completely unrelated field with very shallow pockets who had no idea opening and in a row a restaurant was such an classy project.
The owner/chef (we'll call him John) be supposed to have known better but accepted wisdom he could open on a shoestring. A very short shoestring. He hired a attendant who contracted to work for tips and a Spanish-speaking (only Spanish-speaking--no English) busboy. John felt that since the place was so small, no more than 12 tables or so), that as an adequate amount of of a staff. I asked about someone to greet citizens at the door. John said that the kitchen door would be left open and he could run out when citizens walked in. I'm serious! He desperately desirable a publicist, among other things; he said he'd cadge up the money somewhere, and alongside my develop judgment, I went to work. I tried his food and it was actually wonderful. Unfortunately, while this man could definitely cook, he had no idea how to run the front of the house and didn't even have too firm a grasp of the economics of pricing his food. After less than two weeks, his one head waiter left so he was left with a busboy who couldn't speak any English trying to work as a greeter and a waiter.
One sundown for the duration of this time I called the restaurant and there was no answer. Wondering whether my client had gone out of affair exclusive of forceful me, I grabbed mt coat and ran down to investigate. The place was dark and clogged with no sign. As I walked away, two men walked up, planniung to dine there. They saw it was congested and said, "I guess they went out of business. " The next day I spoke to John and he said he hadn't gone out of affair but there was some big sports event that night and he figured there wouldn't be much business so he might as well close for the night. I explained to him that you can't close exclusive of at least a sign and many ancestors almost certainly implicit he had bunged for good.
John admitted he never attention of that.
I was able to drum up a equitably enjoyable quantity of business, critics' reviews (the New York Times reviewed it on radio) and a declare in one of the gossip columns. After two months I could see he had no idea what to do so I quit and the following month so did he. . . he went out of business.
This ought to give you some idea why restaurants close.
Miriam Silverberg is come to grief and leader of Miriam Silverberg Associates, a boutique community relations firm in New York City. Listed in Who's Who of American Women, she has lectured extensively on how to coin exposure and is a contributor to expert journals.
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