Remember this? Remember getting your FIRST dollar when you opened your business? Remember how excited that made you? You held that dollar in such high regard that you put it out on display for years to come! It was symbolic proof that all your hard work and preparation to open your restaurant resulted in a customer willing to spend money on your creation. Without somebody coming in and spending that first dollar, your restaurant would never officially be operable. What a great symbol! What a great feeling! What a great lesson!
Much like anything else in life, we end up taking for granted and expecting the things that were once extremely important to us. And why shouldn’t we? If we are making money every single day, why shouldn’t we expect that to always continue? It’s important to remember the hard work that went into achieving your results, even when at times the results seem to come rather easily.
We are a nation filled with dollar stores and dollar menus. The public let us know immediately what they thought of McDonald’s higher prices on some of the most popular dollar menu items. In their first full month without the dollar menu, McDonald’s same-store sales dropped by .8 percent. On the same note, this past year, popular dollar store “Family Dollar” reported a 3rd quarter net sale increase of 9 percent compared to the previous year. We are in a recession, but listen to your customers who hold the value of a dollar tightly. Hold that dollar in as high regard as your customer base and it will grow.
Instead of just framing your first dollar, think of the possibilities that could exist if every dollar held equal weight to you. Could you build an entire brick and mortar establishment out of dollars?
If every dollar was of equal importance to you, could your restaurant thrive, AND could you help out the community? The restaurant below is Fat Smitty’s in Discovery Bay, WA. Since 1985, he’s had customers signing and putting up dollars on his ceilings and walls. In 2012, he took down $10,316 in $1 bills and used it to build a new dining hall for a Boy Scout camp and to make a large donation to St. Jude Children’s Research Hospital.
Treat each day of business with the same excitement and passion that you treated your first day of business. Nothing is automatic, and success should not be expected; it has to be earned. You hard work, both past and present, has led to the customer that is standing in your door today. If they enjoy your business enough to spend their hard earned money there, try to picture their money framed on your wall and value each and every one of them. A successful restaurant is about having four great quarters. And let’s not forget that four quarters equal a dollar!