I’ve noticed, from watching too many episodes of
Kitchen Nightmares (a DVR is a curse), that all small business can learn something from
Gordon Ramsey's formulaic approach to restaurant turnarounds. The show is eminently predictable but entertaining nonetheless. It's formula, and it's lessons, are applicable to many small businesses. First, the typical revelations for featured restaurateurs on
Kitchen Nightmares, followed by the truism for all small businesses:
· KN: Your issues are grounded in the fact that you
have no prior restaurant experience.
o
A track record and case studies are important
tools in selling. Know what it is you are offering your customers
· KN: You think Gordon will love your food and you
just don’t know why business is poor.
o
You can’t be so close to your business you miss
the bigger picture.
· KN: You will be surprised and angry when Gordon
doesn’t like your food.
o
Your business is your baby, but you have to be
realistic about how good and how unique what you are providing actually is and
be prepared to change. A lack of complaints is not a series of endorsements.
Regularly poll customers to identify areas of improvement.
· KN: Gordon will not like that you use a microwave
and use canned and frozen ingredients.
o
Your offering must be unique to you. What is
your vision, mission, your unique value proposition? You cannot simply do the
same thing
faster or cheaper
· KN: You will yell at Gordon and ask him who he
thinks he is.
o
Invite criticism. Criticism and failure are
difficult but necessary to success. Do not create an atmosphere where employees fear
complaining or offering suggestions.
· KN: Gordon will find icky things in your kitchen.
o
Stay organized and responsive to your customers.
· KN: Gordon may close your restaurant for a good
scrubbing if it is extra icky.
o
Remain ethical and fair in all your business
dealings.
· KN; Gordon finally makes you realize some things
about yourself.
o
Take time to think, strategize, and redirect.
· KN: You will agree to start acting an owner.
o
Know your goals, your priorities, and create plan
to move forward.
· KN: Gordon will simplify your menu and feature
fresh, simple ingredients from local merchants.
o
Keep it simple, stupid. Always worked, always
will.
· KN: Gordon will update your drab, 80s décor.
o
Thought leadership is critical to your brand.
Stay on top of changes in your industry. Better yet, create them.
· KN: Your service will initially be poor on re-launch
night.
o
Change is painful. Change takes time.
· KN: Suddenly your staff will get it together.
o
Hire good people and trust them to get the job
done.
· KN: Gordon will meet with you and your staff
afterward and tell you how far you’ve come.
o
Reward and recognize small wins along the way.
· KN: You will hug Gordon.
o
Sit back and enjoy the fruits of your labor.
...and there will be cursing. Lots and lots
of cursing.
As I've been saying for years, marketing is far broader than marketing communications, the role with which it is often wrongfully equivocated as marketers become increasingly reliant on data to drive decision-making .
