(Aug. 12) There’s little need for mass advertising for your restaurant, says Tom Feltenstein of Tom Feltenstein’s Neighborhood Marketing Institute, West Palm Beach, Fla. Conduct at least 60% of your marketing within your restaurant — on the menu, through internal merchandising, through data capture or through direct contact with your customers.
Take the money you would have spent on print ads and develop a policy to pick up the tab for one table once a week and don’t tell customers which night it will be. “Expect double-digit sales increases never spending money outside the four walls,” he says.
FOR WHAT IT’S WORTH
Source: National Restaurant Association
Make plans to add a little attitude to your fall menu with baby kiwi. Use it as a garnish, salad ingredient or in tarts. The bright green grape-size kiwi is juicy and a bit sweeter than the larger varieties and baby kiwis have a smooth, edible skin. That means no peeling.
These are available mid-September through October from Hurst’s Berry Farms Inc., Sheridan, Ore, and from. Frieda’s Inc., Los Alamitos, Calif.
FOR CORN SAKE
Get all you can off the cob during the summer sweet corn banner months. Perhaps you didn’t know.
- Florida is the top sweet corn-producing state, followed by California and Georgia.
- One small to medium ear of corn yields about 1/2 cup of kernels.
- For the sweetest corn, ask your supplier for the yellow supersweet variety. Nearly all the Florida crop is a form of supersweet.
- White corn looks interesting, but it costs more since it’s not as widely planted.
- Bicolored corn is about 80% yellow and 20% white.
- Steam-grill corn by soaking the ear with the husk on and placing it on the grill for six to eight minutes.
- For spicy corn, brush the cob with chili-flavored butter.
- Boil cobs to make a corn stock for corn chowder.