Christmas lights slung on the exterior, and Dick’s visage prominently displayed, will build the right expectation. A concept like this does best in tourist locations or near major league sports venues. Over 70% of their guests are tourists. It is a great place to visit with a large group so everyone gets in on the joke. Moderate prices prevail. The signature ribs dish is served in a galvanized bucket. All of this reinforces the totally relaxed atmosphere and the memorable experience. But not everyone gets it right. One particular restaurateur called for some help in his business. He felt he was in a good neighborhood, but his sales were below expectations. A consultant went to visit the restaurant as a customer to determine what was lacking. The building was about 60 years old, a multi peaked stucco building. Since there was a small parking lot, a valet took the car. That is a service usually reserved for higher prices white tablecloth restaurants. The host was well dressed in an expensive suit and sat the party and handed menus. The tablecloth was a patterned red oilcloth. That would be serviceable, but very much out of step with the other clues given so far into the experience. The carpet in the room was a subtle British racing green plaid. A simple question leaps to mind. What kind of food do they serve, and how much will it cost? Not a clue! Actually there were numerous clues. But they didn’t fit together in any useful manner. Many restaurateurs simply don’t send the right message with the tools at their disposal. In planning a restaurant, if your logo, your architecture, your curb appeal, your selection of surfaces and materials to the uniforms, menu and pricing are all elements that need to be congruent. All those elements need to be able to answer those seven magic questions.
On the Border is a Dallas-based restaurant chain. As the name implies, the cuisine is neither totally Texan nor Mexican but a blend of both. The building line is reminiscent of the architectural style of the Alamo. At the same time, the canopy over the doorways feels like a Mexican sombrero. The expectation here is a casual dining experience. We expect the music to be a foreground component. Dress is casual both for the guests and the staff. Check average is expected to be under $30 per person. Simply, this would be a more “fun” dining experience than the formality of Morton’s.
Red Robin is a strong family friendly atmosphere. It has a check average closer to $20. It is light, bright and festive. Alcohol sales are relatively low compared to others in the category. This does look like a good, fun place to go. Its facade is its promise. Dick’s Last Resort is a 17 unit chain started in 1985 in The West End of Dallas, Texas. The logo alone says volumes. It would be impossible to legally underdress for this venue. The corporate motto is to "Go sloppy." Guests are subjected to obnoxious wait staff. They are given paper hats made of butcher paper. Slogans are written on the hats so others can laugh at the wearer.
HOSPITALITY NEWS NOV | Page 37
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