Embrace Technology; Focus on Value, Experience, Panelists Say

We came away from the executive keynote panel at the NRA Show with more than a craving for Chipotle burritos and Buffalo Wild Wings. We came away with great ideas from five industry leaders, including Chipotle founder Steve Ells and Buffalo Wild Wings CEO Sally Smith.

Other panelists were wine maker and restaurateur Joseph Bastianich, Chef Daniel Boulud and hospitality consultant Damian Mogavero. Chicago broadcaster Steve Dolinksy moderated the discussion and fielded questions from the audience and Twitter.

Much of the discussion focused on the economy. "We have to show a lot of effort in a time where people are thinking about value," Ells said.

Bastianich said it was more important to keep up top-line revenue than exert pressure on customers to raise the average check. "It's our responsibility to provide an incredible experience and exceed your customers' expectations," he said.

Smith suggested looking at hourly sales or sales by product, rather than check averages. That helps staff understand that you need to sell 20 more hamburgers an hour, she said.

Similarly, Boulud and Mogavero mentioned the importance of staff training. One of Mogavero's clients noted that a hot shot waiter's bottled wine sales were 90 percent lower than his peers. The server revealed he was uncomfortable opening wine bottles, so he underwent a training refresher. The next day, his sales went up.

Panelists also offered tips for negotiating with suppliers and driving revenue and shared their thoughts on industry trends. Mogavero advised operators to embrace technology and train staff to use it. It must become part of your culture, he said.