Until recently, I was a semi-silent investor in two local restaurants: Stacey’s Café and Stacey’s at Waterford. My long-time business partner, Stacey, co-owned and managed them. My duties involved smiling and nodding while pretending to understand what was going on. Eventually Stacey would make a recommendation with implications that I was not equipped to evaluate. So I would enthusiastically agree while hoping I had not given my approval to have the dishwasher killed for tardiness.
This model worked well for everyone, except perhaps for the dishwasher who I haven’t seen lately. And I was good at my end of it. I spent 16 years in corporate America, so I am not just bragging when I say my “pretending to add value” skills are second to none.
This summer, Stacey thought it would be amusing (for her) to see what happened if I actively managed one of the two restaurants. This seemed like a great idea to me. After all, I am highly experienced at making funny comics about managers. How hard could it be to transition from mocking idiots to being one?
So I jumped right in and declared myself the top executive of Stacey’s at Waterford, in Dublin CA. (www.eatatstaceys.com). I figured “executive” would be the position least likely to involve moving food from one place to another. I would be bad at food transportation because every time I eat, I end up with carbohydrates on my forehead. I can’t tell you how many times I’ve heard the question “Would you like an extra napkin for your back?” So I stay away from anything that looks like useful work. I am an idea man.
By “idea man,” I mean I take ideas from other people, age them until their origin is disputable, and introduce them as if they came to me in the shower. The staff’s job is to concentrate on a spot on the wall behind me, thus reducing the likelihood of involuntary eye rolling. They are all good at it except for Emma, who claims she has a lazy eye problem.
Our biggest challenge comes from the chain restaurants that are flooding into the area. They are sucking customers out of the independent restaurants like a vacuum cleaner on a row of ants who are coincidentally also going out to eat. To compete, I decided we needed to ramp up our banquet and event activities, a competitive advantage the chains couldn’t match. But first, we had to make sure our food and service were the best in the area.
In my first two months, we hired a great new Chef, changed the menus, introduced a new menu for kids with lower prices, hired a Director of Events, redesigned the web site, and upgraded the table service. Customers tell us they are delighted. And banquet/party events are booking fast.
As executive manager and non-transporter of food, I take all the credit, primarily because Keith, Emma, Nathan, Cody, Cindy, Kristina and the rest of the staff don’t have their own blogs. That’s the way I like it.
A few months ago, I asked readers of this blog to suggest events for the restaurant. The restaurant staff evaluated the list and we started rolling them out. So it’s your fault if something doesn’t work. Upcoming, we have:
- Murder Mystery night
- Halloween dance
- Singles nights
- Half-priced wine night every Monday
- Happy Hour
- New Year’s Eve bash
- My book signing
- About a dozen more events in development
See the redesigned web site for dates and times under the “events” button. www.eatatstaceys.com.
The most frequent suggestion I get is to use the Dilbert angle to bring people into the restaurant. Okay. Here’s my offer. You probably don’t live in my area, but you might know someone who knows someone who does. If you can convince that person to book a banquet/party with 20 or more people, I will send you a signed Dilbert squeeze doll and a signed book. The person who books it will get the same.
You can actually reserve the entire restaurant for major parties or wedding receptions. Or maybe you know someone who works at one of the companies in my area and has a meeting coming up: Safeway, Sybase, Oracle, Carl Zeiss, AT&T, Top Con, Robert Half, Comcast, Blackhawk Networks, Kraft, Morgan Stanley, Clorox, Chevron, MicroDental, etc.
If this doesn’t work, I believe it is Keith’s turn to get blamed, assuming he hasn’t started his own blog by then.