Archive for March 18th, 2013

WHAT DO YOU DO WITH ADVERTISING?

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What do you do with advertising, you can’t eat it put in your tank or wear it. Regardless of what it claims, it dosen’t make products better but it tries to make us think so. It costs a TON of money. Occassionally it informs but most of the time it’s hype or an offer of a lower price for a product that isn’t even worth the discounted price.

I chose to invest 100% of the advertising budget in a better product and the people and systems it took to make it. WORD OF MOUTH took care of the rest. Have I mentioned we were the ‘HIGHEST VOLUME PER UNIT’ restaurant chain in the world. With zero advertising!

It is harder to run a business to a standard of excellence but it is worth it! Pride, morale and energy are manufactured by performing to such a standard. All the things management tries to artificially create are a natural by-products. The big deal is it’s more FUN! 

We talk about the ‘how’  in my book……coming soon!

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MULTI-UNIT EXCELLENCE?

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Why does ‘chain anything’ have a bad connotation or at least represent mediocrity?  I believe the measure of anything is the RESULT. When confronted with the ‘RESULT’  many chain executives choose to compromise quality and reduce the degree of difficulity rather than confront the management required to maintain EXCELLENCE. 

Sorry, but marketing does not change or even mask the RESULT. The RESULT of this ‘CHAIN’ of events is mediocrity. I address this in my upcoming book. Friday’s was an institution not a chain by using management tools aimed at an UNCOMPROMISING standard of EXCELLENCE! Another shameless BOOK plug!

Trying to compromise EXCELLENCE is like trying to let a little air out of a balloon with at hat pin!”  – Daniel. R. Scoggin

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