The Case for Online and Mobile Ordering for Independent Operators and How to Get Started Page 24 RECIPEMAPPING Page 32 Understanding the Concepts, Provisions and Terms of Your Lease Is a Key to Restaurant Profitability Page 45 Does the World Really Need Another (And Should You Be Burger Joint? the One to Create It?) $5.95 U.S. / CANADA Page 18 HIGHLIGHTS MAY 2016 Does the World Really Need Another Burger Joint? by Howard Riell 18 (And Should You Be the One to Create It?) Chain concepts from McDonald’s to Burger King to Shake Shack have made ground beef between two slices of bread their signature items, and have flourished across the landscape — never mind the countless successful independents that have local loyal followers. If you aspire to go down this well-worn path, you need to do some serious soul searching on what you can bring to this crowded table. Press Send by Diana Lambdin Meyer 24 The Case for Online and Mobile Ordering for Independent Operators and How to Get Started If you can manage an iPhone or order a movie through Netflix, you can figure out online ordering systems that work for your operation. And if you can’t perform those basic tasks, you better find someone who can do it for you. Structures by Timothy J. O’Connor Coming to Terms: Understanding the Concepts, 45 Provisions and Terms of Your Lease Is a Key to Restaurant Profitability How do you know that you have the right lease for your restaurant? Unfortunately, this may be a hard question to answer since owners may not understand many of the details about the lease. Should this worry them? Maybe it should. The Case for Online and Mobile Ordering for Independent Operators and How to Get Started Page 24 RECIPEMAPPING Page 32 Understanding the Concepts, Provisions and Terms of Your Lease Is a Key to Restaurant Profitability Page 45 About the Cover Illustration by Doreen Hann A lot of operators have hit the proverbial jackpot by building concepts around Does the World the all-American burger. Is there room for yet another burger place? Plenty of Really Need Another(And Should You Be Burger Joint? the One to Create It?) independent restaurateurs seem to find ways to bring something new and exciting Page 18 $5.95 U.S. / CANADA to the market. 4 | PROFITABLE RESTAURATEURS ARE ALWAYS LEARNING TABLE OF CONTENTS VOLUME 13 | ISSUE 5 Publisher Opening Remarks by Barry K. Shuster Gary Worden 7 [email protected] Mind Over Matters: Don’t Let a Lizard Run Your Restaurant Perhaps the difference between success and failure is simply controlling Associate Publisher/Editor-in-Chief that primitive part of our minds that runs for cover when threatened. Barry K. Shuster, CHE [email protected] Profit Insights by RS&G Staff Content Director, RestaurantOwner.com 8 Jim Laube Our monthly appetizer of useful and interesting restaurant [email protected] industry information. Art Director Justin Kite Contributors Joseph Abuso, Tom Bruce, Alisa Cleek, Esq. David Denney, Esq., Doug Duerr, Esq. Jodie Eisenhardt, Joe Erickson, Gene Gentrup Arthur Gordon, Larry S. Green, Esq., Kelly Hartman Randy Kirk, Mel Kleiman, Jim Laube, Mark Laux Matthew Mabel, Diana Lambdin Meyer, Howard Riell Ed Rhodes, Stephani Robson, Chris Tripoli Copy Editor Gene Gentrup Circulation Todd Butcher, Information Officer SM 32 RecipeMapping by Tom Bruce Linda Wulff, Manager RecipeMapping is a three-step process that allows you to add new items [email protected] to the menu consistently, methodically and profitably. This month, we Subscriptions look at how you can offer your guests Calamari Steak Lunch and Crustless Stacey Everett Southwestern Quiche without losing your way or your shirt, with special thanks to Pietro Murdaca and his staff of Pietro’s, Lodi, California. Finance Ginny Young What Our Readers Are Administrative & Editorial Offices PO Box 14236, Parkville, Missouri 64152-9811 38 by Diana Lambdin Meyer Building, Buying & Remodeling Telephone: (816) 741-5151 East of the Rio Grande: Avenida Cantina of New York City Facsimile: (816) 741-6458 If you’ve seen the 1993 Matthew McConaughey movie, “Dazed and Electronic Mail: [email protected] Confused,” you know a little bit of the inspiration for Avenida Cantina, To Subscribe to Restaurant Startup & Growth, an authentic Tex-Mex restaurant that opened in January 2016 in New call 816-741-5151, ext. 105 York’s East Village. Identification Statment: Restaurant Startup and Growth magazine (ISSN 1552-9746) is published monthly for $39.95 a year by RS&G LLC, a 40 Ask a Lawyer by Amy Weber Missouri Limited Liability Company, Smooth Propeller Company, Inc., File Quirks: 6 Questions You Should Be Able to Answer Managing Member, located at PO Box 14236, Parkville, MO 64152- When Employees Ask to See Their Personnel File 9811. Application to mail at Periodical Prices is Pending at Kansas City, Missouri and additional mailing offices. POSTMASTER: Send address It happens at the worst moment. You’re in the middle of a busy lunch changes to Restaurant Startup and Growth, PO BOX 14236. Parkville, service, midtask, and an employee says, “Hey, can I have a copy of my MO 64152. No material may be reprinted without written permission. personnel file?” Subscription inquiries call (816) 741-5151. 50 New Products & Services A description of useful food products, equipment and services for your restaurant, and how they can benefit your operation. 54 House Call by Bill Marvin In Search of the Silver Bullet Great food and service are only the price of admission to be in the restaurant game. The quality of your hospitality is what separates you from the pack. MAY 2016 | www.RestaurantOwner.com 5 MAY 2016 Start Turning Your Restaurant Into a More Successful Business Today The Official Website of Restaurant Startup & Growth™ Whether you’re a seasoned veteran or are in the process of opening your Reaching New first restaurant, you know that creating a restaurant from scratch and turn- Restaurant Operators ing it into a profitable and successful business is one of the most challenging is a Key to Successful propositions there is. Foodservice The restaurant business is very complex, especially if you’re an indepen- Marketing Programs dent. Achieving success today requires more than a timely concept, good To learn more about marketing food and friendly service. Restaurants must also have effective systems and opportunities in RS&G’s print, very good controls to generate a sufficient profit. online or e-mail programs please RestaurantOwner.com specializes in providing systems training and tem- call 816-741-5151 and ask to speak plates to help independent operators standardize their operations to pro- with Gary Worden or Mark Young. vide their guests with what they want most—a consistent, high quality, ex- cellent dining experience every time—regardless of who’s on the floor or in Or e-mail us at: the kitchen. [email protected] [email protected] Independents often struggle with developing internal systems, proce- dures and controls, resulting in disorganization, inconsistency, frustrated RS&G is also represented by several employees and disappointed diners. On RestaurantOwner.com, you’ll find knowledgeable people located a comprehensive download library of professionally developed restaurant around the United States. forms, procedures, manuals, systems, checklists, training manuals and other They can be reached at the templates that can be easily customized and adapted to the specific way following locations: that you do business. In addition, RestaurantOwner.com contains a wide array of content and S OUTHEAST resources on direct-response marketing, cost control, financial manage- Chester Baumgartner ment, staffing and much more. (727) 641-5436 Mobile [email protected] Articles & Special Reports Training Manuals SO UTH CENTRAL Members Only Discussion Forum Startup Resources Melissa Murphy (830) 608-9888 Online Multimedia Seminars Operational Checklists (816) 935-6010 Mobile Live Webinars Business Plan Templates [email protected] Member Success Videos System & Procedures MIDWEST & WEST COAST Gary Worden Member Surveys RS&G Magazine (816) 741-5151 [email protected] Together, Restaurant Startup & Growth and RestaurantOwner.com provide CLASSIFIED a wealth of insights and resources that can help you achieve your dream of Michelle Kerkvoorde creating a restaurant that consistently delivers an exceptional experience (310) 897-1926 for your guests, a satisfying work environment for your staff and sustainable (816) 741-6458 Fax financial rewards for you and your family. [email protected] 6 | PROFITABLE RESTAURATEURS ARE ALWAYS LEARNING OPENING REMARKS Reaching New Restaurant Operators Mind Over Matters is a Key to Successful Don’t Let a Lizard Run Your Restaurant Foodservice By Barry Shuster Marketing Programs Only Thing We Have to Fear Is Fear Itself that would cause others to freeze, such as skilled pilots who are able to safely land an airplane that unexpectedly – Franklin D. Roosevelt loses power to an engine or emergency room physicians who can save the life of a critically injured person. resident Roosevelt understood that people are You might not be an airline pilot or a surgeon, but you often controlled by fear, and that fear makes are responsible for the success of your restaurant, and Ppeople make bad decisions. are often faced with unexpected challenges in difficult In fact, if you can make people sufficiently afraid, circumstances. There is no substitute for experience; you can control them. Think about the messages that however, you have to survive in business long enough to are often conveyed by people running for political of- get experience. In the meantime, you might have to rely fice these days. on the experience and expertise of others. The most primitive part of our brain is called the Our magazine’s tagline, as you will see on every other amygdala.