Keeping customers coming back is a constant concern for operators in the current economy. Anthony LaBriola, executive chef/food production manger
at Imperial Point Medical Center in Fort Lauderdale, Fla., talks about the techniques he uses to entice customers.
In this tough economy, foodservice operators are searching for ways not only to keep the customers they currently have, but also to gain new customers. For Anthony LaBriola, executive chef/food production manger at 300-bed Imperial Point Medical Center in Fort Lauderdale, Fla., knowing what your customers expect, meeting their expectations and making dining special are the ways he keeps customers coming back.
"We have a lot of competition in our area. We're located right on a major highway and there are about a dozen locations where people can leave and go get food, so we do a lot to keep our employees from leaving the hospital to get their meals. You need to do a market analysis of your area and your population. You need to know what they want and what they perceive as a value. For example, is your $8 meal worth the value of $8 for your customers? What are your customers' perceptions of your meals? Do they perceive it to be a value to them? These are the kinds of things you need to ask. We offer a wide variety of foods and have a relatively inexpensive menu-people can get an entrée, sides and a drink for $5.
We also do a lot of theme meals, which are always a big attraction because they break the monotony. For the Super Bowl, we had wings, ribs, a nacho bar and root beer for lunch."