Adaptation from Brett Arends article of Wednesday, December 31, 1969 in the Wall Street Journal
You can learn a lot from watching the World Cup — and not just about soccer. In many ways it’s just like the restaurant business — and how it can actually teach you a useful thing or two about surviving in a down economy.
Here are seven lessons that “the world passion: soccer” can teach you about your restaurant:
1. Don’t be shocked by “shocks.” [unexpectedly food truck were a hit]
Who would imagine that France, finalists four years ago, would crash out in such humiliation? That England would draw with Algeria? That Switzerland would beat Spain?
Who would have thought that a common food truck could do just that: a revolution in food trends.
As we have been reminded in recent years, the unusual happens. The only thing surprising is that so many people are surprised.
2. You need a strong defense.[basic of great service works best]
There’s a saying in soccer: “It only takes a second to score a goal.” But as England’s hapless goalkeeper, Robert Green, could tell you after his schoolboy blunder against the United States last week, the truth is slightly different. It only takes a second to concede a goal. Scoring one at the other end can take forever.
Stick to the basics, great service, great food and very customer-friendly menu prices
3. You have to think globally. [Think out side of the box -- innovate (Bento-Box)]
The World Cup is one of the few times fans everywhere drop their obsession with the sporting events, players and teams at home and start to pay close attention to everyone else.
Sure, you’re rooting for Team USA. And the Japanese have been rooting for Japan, and so on. But everyone knows the biggest stories are teams like the Argentinians, the Portuguese and the Brazilians. And we’re all watching anyway.
The Bento-Box from Japan is making headway in the American culture. The restaurants who jumped on this new idea made headway.
4. Don’t get blinded by hope. [WOM doesn't work]
Most restaurant owner do not promote their restaurant they all fall back on the famous: Word of Mouth. The WOM does work, as you can tell most restaurants are only busy during the weekend only. The only survivors will be the ones who market their restaurants day in and day out.
5. Patience wins. [work with your regulars -- they are the core of your business]
Once again the England team has proven, so far, a monumental disappointment to its fans at home. Brazilian soccer legend Pele once explained the problem to a British TV reporter some years back. England, he said, needed to develop patience on the field.
They aren’t alone in this. Too many teams try for the quick kill — kicking the ball up field and hoping for the best. Great soccer teams — especially the Brazilians — take a very different approach. They are famous for passing the ball around dozens of times, waiting for just the right moment to strike. It works.
Work with your customer base, remember that eighty percent of your income comes from your regular customers. An 80 90 seat down restaurant needs about twenty thousand regular customers to make a decent living. A good customer will patronize your establishment 6.5 time a year.
6. Watch your margin of safety. [F/C & P/C stick to a Comprehensive Purchasing Program (a great book keeping is king)]
The Slovenians looked pretty comfortable after securing a two goal lead against the U.S. half way through the match. But in the end they were lucky to escape with a draw. These kinds of turnarounds happen all the time. You can’t get too comfortable. Almost anything can happen.
7. Don’t pin all of your hopes on the referees. [don't place your hopes on previous press or media hoopla -- people forget quickly]
If you have been awarded great press reviews, do not fall asleep with them under your pillow. Keep those alive by continuous marketing. If you ever stop marketing your business you will end up in the dark alley of lost businesses — In other words if you do not want to invest in your restaurant, who will?
