Small Business School
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Small Business School  last update: 12-2005  |   go to the homepageSmall Business School
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A Concept Restaurant
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Overview Transcript Case Study Video
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Pay Attention To Details
Small Business School

HATTIE: I expect a certain thing, and I as a customer--my expectations are set. I mean, I come in here and you give me that great food. But you give me so much more.

MARC: It's the whole--it's the total picture.

HATTIE: It's the package.

MARC: The business is a business of details where if you as the guest notice the details, we didn't take care of them. That's what makes a restaurant vs. a place to eat. If the salt shaker is greasy or not full, you're going to notice it. If it's clean and full, you don't even see it.I mean, that's one of--if I do everything right, everything right, ambience, cleanliness, staff training, right people, advertising and everything, and my coffee's burnt, and it's the last thing you have when you leave here, and your burnt taste, I'm not a restaurant. It's all those details.

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Transcript Segments
Small Business School
1. Become A Local Icon
2. Do What You Know
3. Know What You Are Selling
4. Find A Deep Spiritual Connection
5. Invest In Real Estate
6. Develop Multiple Revenue Streams
7. Make Marketing Fun And Funny
8. Give, Give And Give Again
9. Know The Dishwasher's Name
10. Pay Attention To Details
11. Make Marketing Personal
12. Exploit Your Assets
13. Recharge Your Battery
14. Face Down Problems
   
 
Small Business School

HATTIE: This has something to do with the way you dress, as well.

MARC: Absolutely. I dress very, very carefully when I come to work. See, when I started in this business, the first day I showed up at my summer job when I was 16, I was wearing a tie. And my father said `Nice tie. It's going to get stuck in the disposal.' When I come into my establishment, it is the most carefully I dress out of anything I do. And the reasons are multi, but one is, I want the guests to know that this is big time for me. This is it. This is the most important thing I'm going to do is see you come in here. I want to make a positive impression.

HATTIE: So you have respect for them.

MARC: It's a big event, for me.

HATTIE: You have respect for the customer.

MARC: Right. I'm trying to show them the respect. I'm trying to show them how important this is. I got dressed up because you're coming in to eat. It's a big day to me. I never say to anybody, `Why are you here?' I say, `Glad you're here.'

HATTIE: Exactly.

MARC: And if people ask me if they should have lunch--I even know a guy, a barber, that tells me I need a haircut. So you know I'm telling people it's time to eat.

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