Article

BOOK REVIEW: The Simple Truth About Your Business

Why Focused and Steady Beats Business at the Speed of Light

Alex Brennan-Martin and Larry Taylor

Key Concepts

• Identifying Your "Simple Truth"
• What Customers Want
• What Employees Need
• Power of the "Simple Truth"
• Application

Review

The Simple Truth is about what Brennan-Martin learned in his effort to make the old hard-won ways work today, and endure well into the future. The book is founded on the simple principle that success comes from tried and true methods that have survived the test of time. Brennan-Martin and Taylor introduce the reader to basic business concepts and highlight how these concepts can enhance your restaurant's performance.

The focus of the book is an idea called the "simple truth." Brennan-Martin and Taylor recognize the "simple truth" as what uniquely defines a restaurant in the customer's eye. Many know the "simple truth" by other terms such as mission or vision. Regardless of what you call it, your restaurant's "simple truth" will serve as a guide for every decision you face. It will be the focal point of your operation.

Brennan-Martin attributes his success to the "simple truth" concept. Once you can articulate your restaurant's "simple truth" to your employees, their actions will naturally begin to align with your vision for your restaurant. Everyone will be on the same page because they will have the same mission. When Brennan-Martin harnessed the power of his restaurant's "simple truth," he saw incredible results -- enhanced guest experience, lower employee turnover and greater profitability. Brennan's began outperforming its competitors.

Identify Your Restaurant's "Simple Truth"

Restaurant success is about more than just having great food; it's about creating experiences that are so incredible that they cause diners to return. It's about creating positively memorable experiences and forming lasting relationships with your guests. It is about hospitality. Your goal is greater than a higher check average. It is about creating an emotional connection that consumers have with your brand.

"Never tell people how to do things. Tell them what to do and they will surprise you with their ingenuity." -- Alex Brennan-Martin

Your "simple truth" will articulate your mission in a way that employees will be able to easily grasp it and put it into action. For example, Brennan-Martin's "simple truth" is "Creating Great Customer Memories." Your "simple truth" should be exactly that, simple, focused on the customer, and easy for your staff to implement. No matter what you decide for your mission, it should ALWAYS be focused on the customer.

Critical Questions

The Simple Truth helps restaurant owners answer these crucial questions to long-term success:

• What product (other than food) am I selling to customers?
• How is my product unique?
• Why are customers buying my product?

Brennan-Martin and Taylor describe how this concept can be crafted to fit any restaurant's unique character. They provide the reader with guidance on how to identify and communicate your "simple truth" by focusing on questions addressing what your customers want and what your employees need to know. Once you can articulate your restaurant's "simple truth" to your employees, their actions will naturally begin to align with your vision for your restaurant.

What Customers Want

It is imperative to view your restaurant from the guests' point of view. You do this by asking questions. Whether this is through online surveys, comment cards, or face-to-face discussions, the key is to listen to what your customers are saying and what they want. Be prepared to take action if a guest's comment requires it.

Insightful Questions

Here are some questions you may want to ask customers:

• What differentiates our restaurant from other places you dine?
• What was the most notable characteristic about your experience this visit?
• What would you tell others about your experience this visit?
• Was the meal a good value?

What Employees Need

The Simple Truth also emphasizes the importance of modeling your mission. Employees need you to model your restaurant's "simple truth." Employees want to know what you expect of them. You will only get buy-in from your employees if they see that you put into practice the concepts you are expecting them to put into practice.

Connect with Employees

Another way to get employee buy-in is to connect with your employees. Show them you care. Show them you are on their side. Brennan-Martin regularly asks his employees the following questions:

• Do you feel you are being micromanaged?
• Do you feel adequately prepared to perform your job?
• Do you enjoy working for us?
• Have you formed friendships among other staff members?
• Are you proud to work for us?
• Do you feel our restaurant has a positive culture?
• Are you bored during the day?

Empower Employees

Employees want to be trusted and to be given responsibility. This works to your advantage. Next time an employee comes to you with an issue, do not give them a solution. Remind them of your restaurant's "simple truth" and see what solution they come up with. This empowers your employees because they feel included in the decision making process.

Power of the "Simple Truth"

The power of a "simple truth" is founded in the core belief of plodding. Plodding means small and continuous improvement without losing focus. It is a long-term journey and not a quick fix to your restaurant. Brennan-Martin shows that a focused and steady-paced approach to change has ensured success at his restaurant, Brennan's of Houston.

"You've got to think about the big things while you are doing the small things, so that all the small things go in the right direction." -- Alvin Toffler

Plodders know how to effectively make decisions because they always ask the question, "Is this decision in alignment with my "simple truth"? From the outside looking in, it may appear as if the owner is taking forever to make a decision. They might very well be; however, this is not a bad thing. Slow and steady wins the race every time, especially in the fast paced restaurant industry. You must not forfeit your restaurant's "simple truth" in order to follow current trends. The power of the "simple truth" keeps your restaurant grounded and focused in this fast paced industry.

Application: Get to the Point

(RO.com Insights)

Do you really want to have a "simple truth?" You have to ask yourself, "is it worth the effort to develop a 'simple truth' or mission statement?" Brennan-Martin has shown that a "simple truth" is an effective and powerful way to focus the efforts of your staff and management, and will work in any restaurant. However, it is up to you to put it into action. You have to communicate it and then hold them accountable for living it out. If you abandon your "simple truth," you will lose credibility among your staff members.

First step in crafting your "simple truth." You need to ensure staff buy-in in order to reap any benefits. Be sure to involve staff members and management in the process and keep the focus on the customer. Not sure where to start? How about starting with this example "simple truth": "To create a dining experience so enjoyable you (the customer) can't wait to come back." This customer focused mission statement comes from restaurant owner Robert Flemings, owner of the Magnolia Pancake Haus in San Antonio, Texas. Keep it simple, keep it customer focused.

"The Simple Truth is a customer-focused strategy, but it includes strategic insights into employees and the owner or manager." -- Alex Brenna-Martin

Let's do this. Here are some ways to integrate and communicate your "simple truth." First, keep talking about it. Brennan-Martin created a scorecard for every employee in his restaurant asking the question, "How did you do at creating great customer memories?" If your employees aren't rolling their eyes because they have heard it so many times, you haven't said it enough.

Mention it in pre-shift meetings. Post it in the kitchen. Track "simple truth" behavior like you track costs and revenue in your restaurant. Acknowledge employees whose actions align with your "simple truth" in front of other staff members. When you begin to see the effects of a "simple truth" statement on customer experience, and the bottom line, share those results with your employees to help make the connection. While it may be helping your business goals, let them know how it is also benefiting them. And lastly, do not stop following your "simple truth."

To purchase The Simple Truth About Your Business click here.