Friday, June 3, 2011

Marketing: Restaurants 101 - Step Three (understanding chefs)

Today, we're continuing the Marketing to Restaurants series. If you are just joining us, you can read the other two posts:
  1. Preparing a hit list
  2. Comparing menu, products and pricing
Step Three: Understanding Chefs

This is an absolute must for farmers. Many of us farmers are not naturally out-going people-pleasing type people. Yes, that is a stereo-type and what I'm going to give you here is also a stereo-type for chefs.  However, I have found that even when I'm wrong in assuming this, no offense is taken. In fact, quite the opposite. The chefs I talk to know that they and their time is respected.

Chefs are:
  • Artistic
  • Picky
  • Busy
  • Tired
  • Take Charge
  • Schedule Oriented
Think about this a moment and imagine.

The kitchen is hot. They are commanding a crew of twenty plus helpers running around which they have to keep busy or they'll trip over them. The dining room is full of 40 hungry, picky customers who expect their food to be perfect every time and are paying top dollar for that perfect meal. Not to mention the phone on the kitchen wall is ringing off the hook with farmers trying to sell them their products and yammering on and on about the weather and other such nonsense (this is from their viewpoint).  Oh, and did I mention the delivery truck out back waiting for an invoice to be signed, payment and directions to where they want the products?

So, tell me, if you were in this situation, would you be cool, calm and collected?

Respect them. If you don't, they will hear the disdain in your voice. You'll probably get cussed at and hung up on. It's all about them. If you are country music fan, Toby Keith's I want to talk about me is a great marketing song.  The focus is on them.

Read the chef's story if available. Most restaurants will have a little bit of information on their website about the chef. Read between the lines and try to get a feel for the type of person he or she is.

That's all for this week. We'll continue with marketing to restaurants next week.

Your turn to share:

How are you liking this series so far?
Are you finding it helpful?
Has anything I've written surprised you?

Do you agree or disagree with anything so far? Let's talk.

1 comment:

Michael Kilpatrick said...

One thing that we always stay aware of is what meals they serve- if it's lunch we want to stay away from 11-2 or so. We usually don't bother calling/delivering after 4 so to stay away from dinner time.

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