Educate the Customer

The restaurant entertainer is the ambassador for the restaurant and should keep abreast of any restaurant specials events.  In every restaurant, there is a server’s station and the majority of restaurants will post messages instructing servers to promote an upcoming event.  One of my restaurants has a message board in the back, above the servers’ food pickup counter, listing food and event specials.  Other restaurants will have street marquees listing events, posters in the lobby or will have information at the hostess desk.  Restaurant entertainers need to make themselves aware of the upcoming events so they can tell customers or explain the upcoming event to them.

Normally, restaurant entertainers, being independent contractors, are left out of the information loop. By keeping abreast of the upcoming events, a restaurant entertainer can prepare for the event and make sure they have the right materials.  Once I was working what I thought was a typical, busy Friday night when a half hour into my shift I came to find out the restaurant was running a Halloween special.  Kids in Halloween costumes eat free; Parents in costumes eat half price. 

Most my regular Friday night customer were unaware of this Halloween special.  I, being new to the restaurant, did not hear anything about it so I could not promote the event the weeks prior.  The restaurant did have a good turn out and tips were good. But as a restaurant entertainer, I felt I could have increased crowd size or convinced more adults to dress up.

Restaurant entertainers who stay in the information loop make themselves an invaluable asset to a restaurant’s management.  Let management know that you are promoting or what to promote an upcoming event.  Ask management if they have fliers for customers to take.  Show the owner that you are working with them to make the event a success.

Your involvement with any restaurant promotion can lead management to hire you for the event.  So far, management’s main focus has been on the event and may have simply overlooked your service.  Should management approach you about an event, negotiate wisely. Is the restaurant charging different rates? Do you entertain at a different restaurant that night?  Are you off the night of the event?  Is the event on a holiday? All these factors will help you determine the price you charge.  I recommend that you inform management that you are not sure of your schedule and will get back to them the next day.  This tactic gives the performer a slight edge because you can now analyze what you want to do and not make a quick affirmative reply.  You many want to negotiate for paid supplies, a chance to perform a show, an increased rate for less time.  Let management know what your terms are: If they were catering food for your event, they would not provide their service free. You can give them a discount, but it’s off the hour rate.

I normally perform at a local country club for St. Patrick’s Day. This particular year, it fell on a Friday.  I informed my restaurant months in advance that I would not be in for that holiday. A few days later, the country club banquet manager called informing me they were having the St. Patrick’s Day party one week earlier. So I went to my restaurant and told management I was available to work St. Patrick’s Day.  He immediately wanted me to come in early St. Patrick’s Day and work for tips.  I said. “Sorry, I don’t work for tips, but since it is my normal Friday night gig, how about you pay the normal rate for the two hours and I will come in an hour early and, if needed, stay later until I decided to quit.”  He agreed.

The owner of the restaurant knew St. Patrick’s Day is one of his busiest days of the year and was concerned about extra expenses. But once I convinced him that this was not an extra expense, he had no problem paying me my normal restaurant fee.  Next year, St. Patrick’s Day will be on a Saturday and, if they want me, they will have to pay my hourly rate.  If the restaurant is serious about having entertainment, they will pay for the service.

Assisting the Customer

I was watching TV at home and turned on Iron Chef American. In this particular contest, they had two guest chefs teamed with chefs who regularly perform on the show.  As I watched, I quickly noticed the regular chefs calmly walked around the cooking arena while the guest chefs frantically searched for their utensils. We, as restaurant entertainers, need to be familiar with our restaurant.  We know where the restrooms, telephone, hostess desk and bar are located in the restaurant.  We know the area and what is around the restaurant.  We need to be able to assist our customers in locating the bathroom, banquet hall, or assist in providing driving directions. Many times customers will ask for directions to the restroom, or what to know about local events.  So, it is important for a restaurant entertainer to be knowledgeable about their restaurant, and also the community that surrounds the restaurant.

If you are entertaining in a restaurant for the first time, walk trough the restaurant and look for the hostess desk, bathrooms, coat room, telephones. Also find out were complaints or questions should be direct to.  All restaurants have a manager who can handle these questions, but get the managers name.  This way when asked, you can tell the customer who to ask for and where they can find this person.  Detailed information like a manager’s name, will make your input valuable and appreciated by the customer.

Helping the Wait Staff

When I started working Sunday mornings at a local Crackle Barrel my typical solution to show customers I accept tips was to wear a clear bag with a couple dollars showing.  As the day progressed, I placed more and more tips in the bag.  On a good day the bag is bulging. But on this particular day, I was doing extremely well.  At the end of my shift I sold back my singles for larger bills.  The manger who hired me told me the wait staff was upset with me be because I was taking their tips.  They had seen my bag go from flat to full and they didn’t like that.  The manager told them, “You have to be more like the balloon dude and be happy and friendly and your tips will increase.”  Now that’s not 100% accurate.  Tell the wait staff that you work the entire restaurant while they only have four to six tables.  “If we compare tips, you will find you made about the same amount. It’s just that I (restaurant entertainer) had to work the entire restaurant to make the same”.

The wait staff is your companion on the restaurant floor.  You need to assist them when needed. It may be something as simple as getting their customer a fork, or more difficult as tracking down the waiter/waitress to correct an order.  A simple comment made to a customer can help the wait staff improve their tip.  Inform customers the wait may be longer today because somebody called off and the kitchen is short handed. You are now transferring the problem off the wait staff on to another part of the restaurant.  By doing this you are insuring the wait staff will still receive a tip.  Sometimes people seat themselves or a hostess neglects to inform a waiter of a new table. If you are entertaining at this table – immediately stop and track down a server.  The server will thank you later for getting them another table and possibly, saving their tip.  Servers, like restaurant entertainers, rely on tips to subsidize their income.

Chapter 3 - Working with Restaurant Staff

Every owner’s philosophy differs when hiring restaurant staff.  Some only hire experienced professional restaurant staff while other owners hire high school and college students to represent their restaurant. Professional restaurant staff will observe restaurant entertainment and simply ignore it.  The restaurant entertainment is more of a nuisance to professional restaurant staff. Inexperienced staff have the mindset that you are there for them and may be distracting, interruptive or obnoxious.

Typically, restaurant staff is comprised of counter staff, kitchen staff and floor staff.  Each position has specific responsibilities. And when a restaurant entertainer enters a restaurant for the first time, he or she can disrupt the work flow.  Kitchen staff is now coming on the floor to watch or ask for a balloon. Counter staff are no longer answering phones and are more concerned about participating in the entertainment than performing their tasks.  Wait staff start to neglect customers and want to be part of the show at each table.  The restaurant entertainer must take charge and lay down ground rules with staff. After all, the owner brought you in to help business, not disrupt it.

Let the Kitchen staff know health code does not allow balloons in the prep area. Let the wait staff know you are going to be here every week and there will be plenty of time to ask questions - after the rush.  Make it clear, for now our goal is to make money and turn over tables.  Tell the counter girls that, you are here for the customer first – and maybe you can make something for them later.  Do not let the restaurant staff act like you are an employee, because you’re not! You are outside contractor hired by the owner to help increase and improve his or her business.  Your first obligation is the owner and their customers. 

Trail Night Proposal Dialog

When presenting a proposal to a restaurant, I work very carefully on wording my presentation with restaurant dialog.  Look and listen to the staff’s lingo when at a restaurant:  “No substitutions”, “customers”, “private parties”, “discounts”, “coupons”, and “vendors” are just some of the words that are used in the restaurant industry.  When working on the proposal, make sure you use these words in your description of your services.  This will make it easier for the restaurant management to understand your proposal.  The purpose of this presentation or brochure is to “obtain a restaurant to entertain at.”

Learning the lingo of the restaurant industry is not difficult.  When at a restaurant, read the small print on the menu. When in the coatroom, read the liability signs or look at restaurant discount coupons.  All these documents have words that are common to the industry.  When going out with the family, make a game out of who can find the newest restaurant word.  Customizing your dialog for a specific industry will give you an edge over your competition and improve your restaurant sales skills.

Ask Management and Others

Asking for a lead from restaurant personnel can be a valuable resource.  Two brothers who are executive chiefs opened a restaurant which I was lucky to entertain at. They came from a family that owned and operated restaurants.  There were many nights we would have conversations about restaurants and their owners.  The brothers would have knowledge about any given establishment and would say, “That owner is a jerk,” “or my cousin’s family owns that restaurant.”  These two brothers had restaurant connections that could help me obtain another restaurant.

At another restaurant I work, the owner has been in the restaurant business all his life.  Mom and Dad started a business forty plus years ago and now all three kids have a restaurant.  They all run the same chain of restaurants, but each kid runs their business slightly different. They too have connections.  So when you present yourself to a restaurant and if decline, ask if they know of another restaurant that could use your service.  Recommendations from one restaurant owner to another will get your foot in the door faster.

After working with a restaurant for six months to a year, ask the owner if he can recommend your services for another restaurant.  Inform them you are “expanding your business” and would like to find a restaurant out of his area, so not to compete against their restaurant. Restaurant owners are business people and understand the need to expand customer base to be successful.  Asking for recommendation will ultimately make management consider expanding their restaurant entertainment to other nights.

One owner I approached asked me what days I have available. After I told him Monday and Tuesdays he said, “How about we try Tuesday nights here? We’ll keep Fridays and add Tuesday nights.”

We tried it for six months, but the program never fully took off and Tuesday nights were canceled.  But I was able to increase my revenue and advertising (passing out business cards) for six months.

Waitresses work more then one restaurant. Over the years, several waitresses I have met work two restaurants.  (Tell them “you need to make more money” and would their other restaurant do a kids night?) Wait staff understands this need to make more money and presenting the question in this format helps in getting their assistance.  Wait staff, like owners, have friends and families in the industry. They are easily able to give you valuable leads and a contact person.

Over time you will build a relationship with customers. Ask these individuals if they have any “contacts” that they could recommend.  Being in the right place at the right time doesn’t have to be 100% luck.  Create some luck for yourself and talk with customers.  They may have leads not only to restaurants, hotels, event planners or even corporate accounts.

Asking these three groups for assistance in the right dialog can bring a wealth of information.  Once you have this information, follow through and call upon the lead. This way you can quickly report back to the person who provided you with the lead.  By your prompt response, it shows the individual you respect their input and will make them think harder on providing a better lead next time.

Research Restaurants

With the Internet, it is now easier to obtain information about restaurants and entertainers.  Use the Internet to search for restaurants that have kid’s night or kids eat free specials. Look for entertainers who list on their web site restaurants where they entertain regularly.  This list can provide you with names of valuable restaurants in your area.

Some of these restaurants are national franchises or have multiple locations in one state.  Restaurants with multiple locations may require more entertainers to help promote their kid’s night at different locations or as new restaurants develop.

The search is to gather potential list of restaurants to market to.  Do not market to restaurants that already have entertainers. It will be a waste of your time and resources.  Seek out similar franchises, but in different cities