Neighborhood bar

by David Klemt David Klemt No Comments

Cheers to the Spirited Awards Winners!

Cheers to the 2023 Spirited Awards Winners!

by David Klemt

Bartender presenting cocktail

A toast to the nominees and winners!

Cheers to each of the winning bars, teams, and individuals taking home awards from the 17th annual Spirited Awards at Tales of the Cocktail 2023 in New Orleans!

Spirits educator, advocate, and bartender’s bartender Tiffanie Barriere earned the well-deserved Tales Visionary Award. Master Distiller Desmond Payne, MBE, took home the Helen David Lifetime Achievement Award.

Compellingly, a number of so-called secondary and tertiary markets are taking awards back to their home cities. These include Albuquerque, Phoenix, and Portland. Nothing against primary markets like New York City and Los Angeles, but it’s wonderful to see other cities grab the spotlight and shine, make their marks, and let everyone know, “We’ve arrived—don’t sleep on us!”

Unfortunately, Canada didn’t take home any international awards from Tales this year, nor did Las Vegas. Next year, hopefully.

Barcelona, however, can boast that it’s the home of the Spirited Award winner for the World’s Best Bar.

As far as our little experiment with artificial intelligence attempting to predict Spirited Awards winners, the chatbot we selected didn’t do very well. That said, it did accurately guess six out of the 24 awards we presented to the bot for a 25-percent success rate: Best US Brand Ambassador; International Bartender of the Year; Best International Bar Mentor; Best International Restaurant Bar; Best Broadcast, Podcast, or Online Video Series; and Best Cocktail & Spirits Writing.

Raise a glass and toast this year’s Spirited Awards winners. Cheers!

US Categories

US Bartender of the Year presented by Pernod Ricard USA

Christine Wiseman, Marygold’s Brasserie / Broken Shaker (Miami, Florida)

Best US Bar Mentor presented BarSmarts

Chris Patino

Best US Brand Ambassador presented Libbey

Vance Henderson (Hendrick’s Gin)*

Best US Bar Team presented by William Grant & Sons

Happy Accidents (Albuquerque, New Mexico)

Best US Cocktail Bar presented by Absolut Vodka

Century Grand (Phoenix, Arizona)

Best US Hotel Bar presented by Grey Goose

Hey Love at The Jupiter (Portland, Oregon)

Best US Restaurant Bar presented by Amaro Montenegro and Select Aperitivo

Café La Trova (Miami, Florida)

Best New US Cocktail Bar presented by Diageo Bar Academy

Martiny’s (New York, New York)

Timeless US Award

Tiki-Ti (Los Angeles, California)

International Categories

International Bartender of the Year presented by The Busker

Giorgio Bargiani, Connaught Bar (London, England, United Kingdom)*

Best International Bar Mentor presented by Tales of the Cocktail Foundation

Agostino Perrone*

Best International Brand Ambassador presented by Tales of the Cocktail Foundation

Nicola Riske (The Macallan)

Best International Bar Team presented by Angostura Caribbean Rum

ALQUÍMICO (Cartagena, Colombia)

Best International Cocktail Bar presented by Patr​​ón Tequila

SIPS (Barcelona, Spain)

Best International Hotel Bar presented by Perrier

Jigger & Pony at the Amara Hotel (Singapore)

Best International Restaurant Bar presented by Tales of the Cocktail Foundation

Analogue Initiative (Singapore)*

Best New International Cocktail Bar presented by Diageo Bar Academy

Line Athens (Athens, Greece)

Timeless International Award

Long Bar at the Raffles Hotel (Singapore)

Global Categories

Tales Visionary Award

Tiffanie Barriere

Helen David Lifetime Achievement Award

Desmond Payne, MBE

World’s Best Bar

SIPS (Barcelona, Spain)

Best New Spirit or Cocktail Ingredient presented by Lyre’s Non-Alcoholic

Martini & Rossi Floreale Non Alcoholic Aperitivo

World’s Best Cocktail Menu presented by Diageo Bar Academy

Double Chicken Please (New York, New York)

World’s Best Spirits Selection presented by Tales of the Cocktail Foundation

Raised by Wolves (San Diego, California)

Writing & Media Categories

Best Cocktail & Spirits Publication presented by Tales of the Cocktail Foundation

Punch

Best Broadcast, Podcast, or Online Video Series presented by Tales of the Cocktail Foundation

The Speakeasy Podcast*

Best Cocktail & Spirits Writing presented by Tales of the Cocktail Foundation

The Great Mezcal Heist” by Emma Janzen, for Eater*

Best New Cocktail or Bartending Book presented by Tales of the Cocktail Foundation

The Bartender’s Manifesto by Toby Maloney with Emma Janzen

Best New Book on Drinks Culture, History, or Spirits presented by Tales of the Cocktail Foundation

Modern Caribbean Rum: A Contemporary Reference to the Region’s Essential Spirit by Matt Pietrek and Carrie Smith

Congratulations to each of the venues, teams, and individual winners! Cheers!

Bar Hacks Guests

The following Spirited Awards presenters, winners, and TOTC team have appeared on the Bar Hacks podcast. Give these episodes a listen to learn more about these amazing people!

Vance Henderson (episode 20)

Episode 48, Episode 65, and the Hurricane Ida Emergency Episode with Eileen Wayner

Lynn House (episode 52)

Kellie Thorn and Lola Thomas (episode 72)

Roberta Mariani (episode 84)

* Denotes an accurate prediction by DeepAI‘s AI Chat chatbot.

Image: Christian Fridell on Pexels

KRG Hospitality. Bar Consultant. Nightclub. Lounge. Mixology. Cocktails.

by David Klemt David Klemt No Comments

SEO Tips from AI: Hotels & Camps

SEO Tips from AI: Hotels, Camps & Lodges

by David Klemt

OpenAI logo on smartphone screen, resting on laptop keyboard

After asking ChatGPT to suggest SEO improvements for restaurants, bars, and nightclubs, we’ve done the same for the hotel space.

This is part two of our AI-generated SEO tips series. In part one, we focus on restaurants, bars, nightclubs, and eatertainment venues.

For this part, we ask ChatGPT about improving SEO for boutique hotels, independently owned hotels, boutique and luxury campgrounds, and boutique and luxury lodges.

The boutique and luxury outdoor experiential market is heating up. So, I was curious about what keywords and advice ChatGPT would recommend to help operators in this space stand out and improve their odds for discover.

Personally, I found some of the keyword suggestions helpful. However, these are terms we at KRG Hospitality already know to include in our brand identity and marketing plans.

Simply put, I don’t think AI rivals what humans can create when it comes to brand identity and marketing. But, you should read the following and decide for yourself.

What specific terms are the best for boutique or independently owned hotels to use for SEO ranking?

For boutique or independently owned hotels, it’s important to focus on specific terms that highlight the unique aspects of your property and appeal to your target audience. Here are some specific terms that can be beneficial for SEO ranking:

  1. Hotel Name: Ensure that your hotel’s name is prominently featured in your website’s content, meta tags, and URLs to associate your website with your hotel’s name.
  2. Location-Based Keywords: Include location-specific keywords throughout your website to target customers searching for hotels in your area. For example, use terms like “boutique hotels in [location],” “[location] luxury accommodations,” or “independent hotels near [landmark].”
  3. Unique Selling Points: Highlight the unique features and qualities of your boutique hotel. Optimize your website with keywords that reflect these selling points, such as “boutique hotel with rooftop pool,” “intimate luxury accommodations,” or “designer boutique hotel in [location].”
  4. Style and Theme: If your boutique hotel has a specific style or theme, incorporate relevant keywords. For example, use terms like “vintage-inspired boutique hotel,” “modern boutique accommodations,” or “bohemian chic hotel in [location].”
  5. Amenities and Services: Emphasize the distinctive amenities and services your boutique hotel offers. Optimize your website with keywords related to these offerings, such as “boutique hotel with spa,” “gourmet dining experiences,” or “personalized concierge services.”
  6. Local Attractions and Experiences: If your boutique hotel is close to popular local attractions or offers unique experiences, mention them on your website. Optimize with keywords related to these attractions and experiences to attract visitors searching for accommodations near specific landmarks or seeking specific activities.
  7. Sustainable or Eco-Friendly: If your boutique hotel has a focus on sustainability or eco-friendliness, incorporate related keywords. Use terms like “eco-friendly accommodations,” “green boutique hotel,” or “sustainable practices in [location].”
  8. Reviews and Testimonials: Encourage guests to leave reviews on platforms like Google My Business, Yelp, or TripAdvisor. Positive reviews can boost your hotel’s visibility in search results and attract more bookings.
  9. Local SEO: Implement local SEO strategies by optimizing your website for local search results. This includes creating and optimizing your Google My Business profile, ensuring consistent NAP (Name, Address, Phone) information across directories, and getting listed in local online directories.
  10. Social Media Integration: Integrate social media into your SEO strategy by linking your website to your hotel’s social media profiles. Engage with your audience, share updates about your hotel, and encourage user-generated content through social media channels.

Remember to conduct keyword research specific to your boutique hotel’s offerings, style, and target audience. Regularly monitor your website’s performance, track keyword rankings, and adapt your SEO strategy as needed to improve your hotel’s online visibility and attract more guests.

What specific terms are the best for boutique and luxury campgrounds and lodges to use for SEO ranking?

For boutique and luxury campgrounds and lodges, it’s important to use specific terms that highlight the unique features, amenities, and experiences your property offers. Here are some specific terms that can be beneficial for SEO ranking:

  1. Campground or Lodge Name: Ensure that your property’s name is prominently featured in your website’s content, meta tags, and URLs to associate your website with your campground or lodge’s name.
  2. Location-Based Keywords: Include location-specific keywords throughout your website to target customers searching for campgrounds or lodges in your area. For example, use terms like “luxury campground in [location],” “[location] glamping site,” or “boutique lodge near [landmark].”
  3. Nature and Outdoor Keywords: Emphasize the natural beauty and outdoor experiences available at your campground or lodge. Optimize your website with keywords related to activities like hiking, fishing, wildlife watching, or stargazing. Use terms like “nature retreat,” “wilderness campground,” or “outdoor adventure in [location].”
  4. Unique Accommodations: If your campground or lodge offers unique accommodations like glamping tents, treehouses, or luxury cabins, highlight them on your website. Optimize with keywords like “glamping experience,” “luxury safari tents,” or “secluded treehouse retreat.”
  5. Amenities and Services: Showcase the luxurious amenities and services your campground or lodge provides. Optimize your website with keywords related to these offerings, such as “heated swimming pool,” “private chef services,” “spa and wellness facilities,” or “concierge services.”
  6. Sustainable or Eco-Friendly: If your campground or lodge follows sustainable practices or has an eco-friendly focus, incorporate related keywords. Use terms like “eco-conscious accommodations,” “sustainable camping,” or “green lodge in [location].”
  7. Nearby Attractions and Activities: Highlight popular nearby attractions, landmarks, or outdoor activities that guests can enjoy during their stay. Optimize with keywords related to these attractions and activities to attract visitors searching for accommodations near specific points of interest.
  8. Reviews and Testimonials: Encourage guests to leave reviews on platforms like Google My Business, Yelp, or TripAdvisor. Positive reviews can boost your campground or lodge’s visibility in search results and attract more bookings.
  9. Local SEO: Implement local SEO strategies by optimizing your website for local search results. This includes creating and optimizing your Google My Business profile, ensuring consistent NAP (Name, Address, Phone) information across directories, and getting listed in local online directories.
  10. Social Media Integration: Integrate social media into your SEO strategy by linking your website to your campground or lodge’s social media profiles. Engage with your audience, share updates about your property, and encourage user-generated content through social media channels.

Remember to conduct keyword research specific to your campground or lodge’s offerings, location, and target audience. Regularly monitor your website’s performance, track keyword rankings, and adapt your SEO strategy as needed to improve your property’s online visibility and attract more guests.

Takeaway

Just like AI-generated tips for SEO and discovery for restaurants and bars, there needs to be a human element for hotels, campgrounds, and lodges.

Relying on AI to improve search engine ranking isn’t, at this point, the best strategy. Perhaps one day that will change, but today isn’t that day.

The answers to my questions do provide some good tips regarding specific keywords and SEO practices. However, I wouldn’t suggest that operators trust AI to write their listings or the pages on their websites.

As it stands, in my opinion, AI just can’t match what people can do when it comes to marketing, branding, and discovery.

Image: Levart_Photographer on Unsplash

KRG Hospitality marketing support. Restaurant. Bar. Cafe. Lounge. Hotel. Resort.

by David Klemt David Klemt No Comments

SEO Tips from AI: Restaurants & Bars

SEO Tips from AI: Restaurants, Bars & Nightclubs

by David Klemt

OpenAI ChatGPT logo against matching background

We aren’t fans of artificial intelligence “creating” marketing plans but can chatbots help improve SEO by offering keywords and making other suggestions?

Since AI tools such as ChatGPT can instantly crawl the depths of the Internet, we want to know if they can provide “insider” tips. Perhaps they have a leg up when it comes to parsing what helps and what hurts SEO ranking.

Restaurant, bar, and nightclub websites still matter. Consider the latest SevenRooms data in regards to how people discover new places to dine, drink, and socialize. Two-thirds of consumers rely on word-of-mouth recommendations from family and friends. A third use Google.

So, that should show how important it is to ensure your restaurant, bar, or nightclub is showing up right away when people are using search engines.

For the first part of our AI SEO series, I ask ChatGPT for suggestions for restaurants, bars, nightclubs, and eatertainment venues. In the follow-up article, I ask for assistance for hotels, campgrounds, and lodges.

Note: ChatGPT’s answers are provided below unedited. There’s some repetition, which is to be expected.

What specific terms are the best for restaurants to use for SEO ranking?

When it comes to specific terms for SEO ranking for restaurants, it’s important to consider keywords that are relevant to your restaurant’s niche, location, and target audience. Here are some specific terms that can be beneficial:

  1. Cuisine Keywords: Incorporate specific cuisine-related keywords that reflect the type of food your restaurant serves. For example, if you have an Italian restaurant, use terms like “Italian cuisine,” “authentic Italian dishes,” or “Italian restaurant [location].”
  2. Location-Based Keywords: Include location-specific keywords throughout your website to target customers searching for restaurants in your area. For instance, use terms like “best restaurants in [location],” “[location] dining,” or “[location] food scene.”
  3. Menu Items: Optimize your website for specific menu items that are popular or unique to your restaurant. Include descriptive keywords for these dishes, such as “signature seafood pasta,” “gourmet burger with truffle aioli,” or “vegan-friendly options.”
  4. Dining Experience Keywords: Highlight specific aspects of your restaurant’s dining experience. For example, if you have a rooftop terrace, mention it with keywords like “rooftop dining [location]” or “alfresco dining with city views.”
  5. Special Occasions: If your restaurant caters to special occasions like birthdays, anniversaries, or private events, optimize with related keywords. Use terms like “private event venue,” “birthday dinner reservations,” or “romantic anniversary restaurant.”
  6. Farm-to-Table or Sustainable Keywords: If your restaurant emphasizes locally sourced or sustainable ingredients, incorporate related keywords. Use terms like “farm-to-table dining,” “organic ingredients,” or “sustainable seafood.”
  7. Brunch or Breakfast Keywords: If your restaurant serves brunch or breakfast, optimize your website for keywords related to these meals. Use terms like “weekend brunch spot,” “best breakfast in [location],” or “bottomless mimosa brunch.”
  8. Online Ordering and Delivery: If your restaurant offers online ordering or food delivery services, optimize your website with related keywords. Use terms like “online food ordering,” “food delivery [location],” or “order food online.”
  9. Reviews and Testimonials: Encourage customers to leave reviews on platforms like Google My Business, Yelp, or TripAdvisor. Positive reviews can boost your restaurant’s visibility in search results and attract more customers.
  10. Local SEO: Implement local SEO strategies by optimizing your website for local search results. This includes creating and optimizing your Google My Business profile, ensuring consistent NAP (Name, Address, Phone) information across directories, and getting listed in local online directories.

Remember, it’s crucial to conduct keyword research specific to your restaurant’s offerings and target audience. Regularly monitor your website’s performance, track keyword rankings, and adapt your SEO strategy as needed to improve your restaurant’s online visibility and attract more diners.

What specific terms are the best for bars to use for SEO ranking?

When it comes to specific terms for SEO ranking for bars, it’s important to consider keywords that are relevant to your bar’s theme, location, and target audience. Here are some specific terms that can be beneficial:

  1. Bar Name: Ensure that your bar’s name is prominently featured in your website’s content, meta tags, and URLs to associate your website with your bar’s name.
  2. Location-Based Keywords: Include location-specific keywords throughout your website to target customers searching for bars in your area. For example, use terms like “best bars in [location],” “[location] nightlife,” or “bars near [landmark].”
  3. Bar Type or Theme: Incorporate specific keywords related to your bar’s type or theme. For instance, if you have a sports bar, use terms like “sports bar,” “sports pub,” or “sports viewing in [location].” If your bar has a specific theme like a speakeasy, mention keywords like “speakeasy bar,” “1920s-inspired bar,” or “craft cocktails in a hidden bar.”
  4. Drink Specialties: Highlight popular drinks or signature cocktails on your website and optimize the descriptions with relevant keywords. For example, use terms like “craft cocktails,” “mixology bar,” or “unique drink creations.”
  5. Happy Hour and Specials: If your bar offers happy hour specials or unique promotions, optimize your website with keywords related to these offerings. Use terms like “happy hour deals,” “drink specials,” or “late-night promotions.”
  6. Entertainment and Events: If your bar hosts live music, DJs, trivia nights, or other events, optimize your website with keywords related to these offerings. For instance, use terms like “live music bar,” “DJ nights,” or “weekly trivia at [bar name].”
  7. Reviews and Testimonials: Encourage customers to leave reviews on platforms like Google My Business, Yelp, or TripAdvisor. Positive reviews can boost your bar’s visibility in search results and attract more customers.
  8. Local SEO: Implement local SEO strategies by optimizing your website for local search results. This includes creating and optimizing your Google My Business profile, ensuring consistent NAP (Name, Address, Phone) information across directories, and getting listed in local online directories.
  9. Social Media Integration: Integrate social media into your SEO strategy by linking your website to your bar’s social media profiles. Engage with your audience, share updates about your bar, and encourage user-generated content through social media channels.
  10. Events Calendar: If your bar has a calendar of upcoming events, optimize it with keywords related to the types of events you host. For example, use terms like “live music schedule,” “karaoke nights,” or “themed parties at [bar name].”

Remember, it’s important to conduct keyword research specific to your bar’s offerings and target audience. Regularly monitor your website’s performance, track keyword rankings, and adapt your SEO strategy as needed to improve your bar’s online visibility and attract more customers.

What specific terms are the best for eatertainment venues similar to Topgolf or Punch Bowl Social to use for SEO ranking?

For eatertainment venues similar to Topgolf or Punch Bowl Social, it’s important to use specific terms that highlight the unique features, activities, and experiences your venue offers. Here are some specific terms that can be beneficial for SEO ranking:

  1. Venue Name: Ensure that your venue’s name is prominently featured in your website’s content, meta tags, and URLs to associate your website with your venue’s name.
  2. Location-Based Keywords: Include location-specific keywords throughout your website to target customers searching for similar venues in your area. For example, use terms like “Topgolf-style venue in [location],” “entertainment center in [location],” or “[location] eatertainment complex.”
  3. Interactive Games and Activities: Highlight the various interactive games and activities available at your venue. Optimize your website with keywords related to these offerings, such as “interactive golf games,” “arcade entertainment,” “bowling alley,” “virtual reality experiences,” or “multiplayer experiences.”
  4. Social Atmosphere: Emphasize the social and vibrant atmosphere of your venue. Use keywords that convey a fun and engaging experience, such as “socializing with friends,” “lively entertainment environment,” or “party and event destination.”
  5. Food and Drink: Highlight the dining and beverage options available at your eatertainment venue. Optimize your website with keywords related to your menu, such as “gourmet food and craft cocktails,” “full-service restaurant with a bar,” or “delicious bites and refreshing drinks.”
  6. Entertainment Variety: Showcase the variety of entertainment options available at your venue. Use keywords related to live performances, music, comedy shows, or special events. For example, “live music venue,” “comedy club,” or “special event space.”
  7. Private Events and Group Activities: If your venue caters to private events or offers group activities, optimize your website with keywords related to these offerings. Use terms like “private event venue,” “corporate team-building activities,” or “party room reservations.”
  8. Reviews and Testimonials: Encourage guests to leave reviews on platforms like Google My Business, Yelp, or TripAdvisor. Positive reviews can improve your venue’s visibility in search results and attract more visitors.
  9. Local SEO: Implement local SEO strategies by optimizing your website for local search results. This includes creating and optimizing your Google My Business profile, ensuring consistent NAP (Name, Address, Phone) information across directories, and getting listed in local online directories.
  10. Social Media Integration: Integrate social media into your SEO strategy by linking your website to your venue’s social media profiles. Engage with your audience, share updates about upcoming events or promotions, and encourage user-generated content through social media channels.

Remember to conduct keyword research specific to your eatertainment venue’s offerings, target audience, and location. Regularly monitor your website’s performance, track keyword rankings, and adapt your SEO strategy as needed to improve your venue’s online visibility and attract more visitors.

What specific terms are the best for nightclubs to use for SEO ranking?

When it comes to specific terms for SEO ranking for nightclubs, it’s crucial to consider keywords that are relevant to your nightclub’s niche, location, and target audience. Here are some specific terms that can be beneficial:

  1. Nightclub Name: Ensure that your nightclub’s name is prominently featured in your website’s content, meta tags, and URLs to associate your website with your nightclub’s name.
  2. Location-Based Keywords: Include location-specific keywords throughout your website to target customers searching for nightclubs in your area. For example, use terms like “nightclubs in [location],” “[location] nightlife,” or “dance clubs near [location].”
  3. Music Genre: Incorporate specific music genre-related keywords that reflect the type of music your nightclub specializes in. For instance, if you focus on electronic dance music, use terms like “EDM nightclub,” “electronic dance club,” or “techno parties in [location].” If you cater to hip-hop enthusiasts, include keywords like “hip-hop club,” “urban nightlife,” or “R&B parties in [location].”
  4. DJ Names: If your nightclub regularly hosts renowned DJs or has resident DJs, mention their names on your website. People often search for specific DJs, so including their names can increase your nightclub’s visibility.
  5. Event Themes: Highlight specific event themes or special nights that your nightclub offers. Optimize your website with keywords related to these offerings. For example, use terms like “themed parties,” “ladies’ night,” “Latin night,” or “80s retro dance party.”
  6. VIP Experience: If your nightclub offers VIP experiences, bottle service, or VIP table reservations, optimize your website with keywords related to these offerings. Use terms like “VIP nightclub experience,” “bottle service in [location],” or “VIP table bookings.”
  7. Dress Code: If your nightclub has a specific dress code policy, mention it on your website and optimize with relevant keywords like “nightclub dress code,” “dress to impress,” or “formal attire.”
  8. Reviews and Testimonials: Encourage customers to leave reviews on platforms like Google My Business, Yelp, or TripAdvisor. Positive reviews can improve your nightclub’s visibility in search results and attract more customers.
  9. Local SEO: Implement local SEO strategies by optimizing your website for local search results. This includes creating and optimizing your Google My Business profile, ensuring consistent NAP (Name, Address, Phone) information across directories, and getting listed in local online directories.
  10. Social Media Integration: Integrate social media into your SEO strategy by linking your website to your nightclub’s social media profiles. Engage with your audience, share updates about upcoming events, and encourage user-generated content through social media channels.

Remember to conduct keyword research specific to your nightclub’s offerings and target audience. Regularly monitor your website’s performance, track keyword rankings, and adapt your SEO strategy as needed to improve your nightclub’s online visibility and attract more attendees.

Takeaway

Operators need to pay attention to SEO ranking and discovery. They need to own their listings and make sure the information is accurate.

While AI can help with keywords and search terms, it doesn’t appear to be at the point where it can manage your SEO or marketing strategy. There are platforms like Toast, Restaurant365 and SevenRooms that can make marketing simpler. However, people still do the best job.

At KRG Hospitality, for instance, we create brand strategy plans. We also partner with restaurant marketing experts like Matt Plapp and America’s Best Restaurants.

Can AI streamline tasks? Yes, it can simplify and, in some cases, take over some tasks. Can it create effective, engaging marketing strategies that perform better than those created and executed by humans? In our experience and opinion, no.

I think the answers to my SEO questions above are helpful in terms of making suggestions that operators can use today to improve their odds of being discovered by guests. And I still don’t think operators can offload marketing responsibilities to AI.

Image: Mariia Shalabaieva on Unsplash

KRG Hospitality tech stack plan. Restaurant. Bar. Cafe. Lounge. Nightclub. Hotel. Resort.

by David Klemt David Klemt No Comments

We Ask ChatGPT to Write Marketing Plans

We Ask ChatGPT to Write Marketing Plans

by David Klemt

3D render of ChatGPT logo

The hype surrounding artificial intelligence and chatbots in general, and ChatGPT in particular, is still going strong and likely won’t slow any time soon.

Of course, the hype focuses on the capabilities of various AI platforms. So far, the promise is that chatbots and other forms of AI will make our lives easier. They’ll perform “mundane” tasks that bog down humans so that we can center our attention on higher-level functions.

Unfortunately, many companies enamored already with the current capabilities aren’t giving all their employees more complex or creative tasks. Instead, they’re automating what they can—putting their faith in nascent technology—and firing humans.

We’ve played around with ChatGPT before. We’ve also spoken with Bing and Bard. And so far the results have always been…less than impressive, shall I say.

What they’ve produced for us as far as food and drink menus is mediocre, at best. Other interactions have resulted in our request being denied.

So, that got me thinking. Maybe these chatbots can’t secure potential guests reservations or waitlist spots (at least not without significant manipulation). And perhaps the menus it writes are far too basic. Are they able to replace the human element and give us not just advice but an entire marketing plan?

Well, you’ll find out below.

Can you create a marketing plan for an upscale restaurant in Toronto, Ontario, Canada?

Marketing Plan for an Upscale Restaurant in Toronto, Ontario, Canada

  1. Define Your Target Market: Identify your target audience for the upscale restaurant. Consider factors such as demographics (age, income level, occupation), psychographics (lifestyle, interests), and dining preferences. For example, your target market could be affluent professionals, food enthusiasts, or tourists seeking a high-end dining experience.
  2. Develop a Unique Selling Proposition (USP): Determine what sets your upscale restaurant apart from the competition. It could be a unique menu concept, exceptional service, a specific cuisine, or a breathtaking ambiance. Your USP should be compelling and communicate the value customers will receive by choosing your restaurant.
  3. Branding and Positioning: Create a strong brand identity that resonates with your target market. Develop a logo, color palette, and visual elements that convey the upscale and sophisticated nature of your restaurant. Craft a positioning statement that highlights your USP and appeals to the desires and aspirations of your target audience.
  4. Online Presence: Build a professional website that showcases your restaurant’s ambiance, menu offerings, and reservation options. Optimize the website for search engines to increase online visibility. Leverage social media platforms such as Instagram and Facebook to share captivating visuals, engage with customers, and promote special offers or events.
  5. Local Search Optimization: Ensure your restaurant appears in local search results by optimizing your Google My Business profile and other online directories. Encourage customers to leave positive reviews to enhance your restaurant’s reputation and credibility.
  6. Content Marketing: Create valuable content related to the restaurant industry, culinary trends, and fine dining experiences. Develop a blog or share articles on your website to establish your restaurant as a thought leader. Utilize email marketing campaigns to stay connected with customers, share updates, and offer exclusive promotions.
  7. Influencer Partnerships: Collaborate with local influencers, food bloggers, and social media personalities who align with your restaurant’s brand. Invite them for exclusive tastings or events to generate buzz and increase exposure. Encourage them to share their experiences and recommendations with their followers.
  8. Strategic Partnerships: Forge partnerships with complementary businesses in the area, such as luxury hotels, theaters, or art galleries. Explore cross-promotion opportunities, joint events, or special packages to attract their clientele and expand your reach.
  9. Event Marketing: Host unique events, such as wine tastings, chef collaborations, or themed evenings, to attract new customers and provide memorable experiences. Promote these events through your website, social media channels, and local event listings to generate excitement and drive reservations.
  10. Customer Loyalty Program: Implement a customer loyalty program to incentivize repeat visits and referrals. Offer exclusive perks, personalized offers, or a points-based system to reward loyal patrons and encourage them to bring friends and family.
  11. Community Involvement: Engage with the local community by participating in charity events, sponsoring local initiatives, or collaborating with neighboring businesses. This involvement fosters goodwill, enhances brand reputation, and builds a loyal customer base.
  12. Monitor and Measure: Continuously monitor the performance of your marketing efforts using key metrics such as website traffic, reservation rates, customer feedback, and social media engagement. Use this data to refine your strategies and optimize your marketing campaigns.

Remember, an effective marketing plan is adaptable and should evolve based on market trends, customer feedback, and business goals. Regularly assess and adjust your strategies to ensure your upscale restaurant maintains a competitive edge and remains top-of-mind among discerning diners in Toronto.

Can you write a social media marketing plan for a neighborhood bar in Vancouver, British Columbia, Canada?

Social Media Marketing Plan for a Neighborhood Bar in Vancouver, British Columbia, Canada

  1. Define Your Social Media Goals: Identify the specific goals you want to achieve through social media, such as increasing brand awareness, driving foot traffic, promoting events or specials, and fostering customer engagement and loyalty.
  2. Identify Target Audience: Determine the demographics and interests of your target audience. For a neighborhood bar, this may include locals, young professionals, college students, and individuals interested in nightlife and community gatherings.
  3. Choose Social Media Platforms: Select social media platforms that align with your target audience and business objectives. Consider platforms like Instagram, Facebook, Twitter, and LinkedIn, based on their popularity and relevance to your target market.
  4. Content Strategy: Develop a content strategy that showcases the unique aspects of your neighborhood bar. Mix promotional content, such as happy hour deals or event announcements, with engaging and shareable content, such as behind-the-scenes glimpses, customer spotlights, or cocktail recipes. Encourage user-generated content by running contests or featuring customer photos and experiences.
  5. Visual Branding: Create a consistent visual identity across your social media profiles. Use high-quality, eye-catching images and videos that reflect the ambiance, drinks, and overall vibe of your bar. Incorporate your logo and brand colors to enhance recognition and reinforce brand identity.
  6. Engage with Followers: Regularly monitor and respond to comments, messages, and reviews on your social media platforms. Engage with followers by asking questions, running polls, and sparking conversations. Show appreciation for positive feedback and address any concerns promptly and professionally.
  7. Local Influencers and Collaborations: Partner with local influencers, bloggers, or popular accounts to promote your bar. Invite them for tastings or to host events at your venue. Their endorsement can help increase visibility, attract new patrons, and create buzz among the local community.
  8. Promote Special Events and Offers: Leverage social media to promote special events, live music performances, themed nights, and limited-time offers. Create event pages, share event details, and encourage followers to RSVP and share with their friends. Consider partnering with local artists, musicians, or charities to enhance community engagement.
  9. User-Generated Content and Reviews: Encourage customers to share their experiences at your bar by creating branded hashtags, running photo contests, or offering incentives for leaving reviews. Repost and share user-generated content to showcase the lively and welcoming atmosphere of your neighborhood bar.
  10. Social Media Advertising: Consider allocating a portion of your marketing budget to targeted social media advertising. Utilize the platforms’ advertising tools to reach a wider audience, promote specific events or offerings, and drive traffic to your bar. Experiment with different ad formats, such as carousel ads or video ads, to maximize engagement.
  11. Social Media Management Tools: Utilize social media management tools, such as Hootsuite or Buffer, to schedule posts, monitor analytics, and streamline your social media efforts. These tools can help you maintain a consistent posting schedule and track the effectiveness of your social media campaigns.
  12. Measure and Adjust: Regularly monitor key performance indicators (KPIs) such as follower growth, engagement rate, reach, and conversions. Analyze the data to assess the effectiveness of your social media efforts and make informed decisions on adjustments to your strategy. Experiment with different content types, posting times, and promotional strategies based on the insights gained.

By implementing this social media marketing plan, you can effectively engage with your local audience, increase brand awareness, and foster a sense of community around your neighborhood bar in Vancouver.

Takeaway

Perhaps programmers and engineers can squeeze more in-depth results out of AI-powered chatbots. That tells me that these platforms aren’t quite ready for the average person.

Speaking plainly, the ChatGPT results above are underwhelming. In part, this is because any operator who attends an industry trade show and sits in on a marketing session will walk away with similar information. More importantly, they’ll take home at least a nugget or two of higher-level advice they can implement immediately.

The same can be said for anyone following a marketing account on Instagram: they’re sharing high-level tips at this point.

When we look at what ChatGPT suggests, it’s surface-level at best. Crucially, it’s too general to really be effective. The what may be there, but not the how to achieve consistent results. Moreover, would you, as a client, want to pay a consulting or marketing agency for an AI-generated marketing plan? Wouldn’t you expect an effective, impactful plan created specifically for your concept?

Artificial intelligence can be impressive. The technology has the capability to wow. But creating at a level equal to or above the human element? It’s just not there, in my opinion.

Automating the scheduling of human-generated social media and email marketing posts? Effective. Asking chatbots to generate those assets? Proceed with caution.

Image: ilgmyzin on Unsplash

KRG Hospitality tech stack consulting. Tech. Technology. CRM. POS. Restaurant. Bar. Cafe. Lounge. Hotel. Resort.

by David Klemt David Klemt No Comments

5 Books to Read this Month: July 2023

5 Books to Read this Month: July 2023

by David Klemt

Flipping through an open book

Our inspiring and informative June book selections will take your front and back of house to the next level, and help develop your leadership skills.

To review the book recommendations from June 2023, click here.

Let’s jump in!

Sugar Shack Au Pied de Cochon (Cabane à Sucre Au Pied de Cochon)

This is the English-language edition of the 2012 World Gourmand Book of the Year. You can pick it up at Amazon via this link, but it will cost you over $150 to do so. So, here’s the link to the book from the Au Pied de Cochon online store.

Those who have read this book describe it as one part recipe book, one part art piece. It’s difficult to categorize this book at all, really. It’s a journal, a recipe book, a culinary masterpiece, and a collection of scientific knowledge. In less than 400 pages, Martin Picard chronicles a year in the life of his restaurant, and shares 100 recipes and 2000 photographs, along a depth of culinary information, the value of which can’t be overstated. Pick it up today or find it at a library if you can.

Catching Fire: How Cooking Made Us Human

If you look at your role in foodservice as more than just a paycheck, you already view cooking as important. It has real value and inspires you, stoking your passion for this business. But what if the importance of cooking is beyond just “important”? What if it’s directly responsible for human evolution? This book by anthropologist and primatologist Richard Wrangham puts forth and defends this evolutionary theory.

From Amazon: “In a groundbreaking theory of our origins, Wrangham shows that the shift from raw to cooked foods was the key factor in human evolution. When our ancestors adapted to using fire, humanity began. Once our hominid ancestors began cooking their food, the human digestive tract shrank and the brain grew. Time once spent chewing tough raw food could be used instead to hunt and to tend camp. Cooking became the basis for pair bonding and marriage, created the household, and even led to a sexual division of labor.

“Tracing the contemporary implications of our ancestors diets, Catching Fire sheds new light on how we came to be the social, intelligent, and sexual species we are today. A pathbreaking new theory of human evolution, Catching Fire will provoke controversy and fascinate anyone interested in our ancient origins – or in our modern eating habits.”

The Subtle Art of Not Giving a F*ck: A Counterintuitive Approach to Living a Good Life

If you prefer your self-improvement and leadership books coated in gobs of sugar and wrapped in sheets of positivity, prepare for a shock. Author Mark Manson isn’t a sunshine, daisies, unicorns, and lemons-to-lemonade type of person. Instead, Manson thinks people need to toughen up and learn how to simply deal with being handed lemons. However, this isn’t a nonstop punch to the gut or blast to the chops. Rather, Manson wants people to change their mindset and focus on what should matter.

From Amazon: “Manson makes the argument, backed by both academic research and well-timed poop jokes, that improving our lives hinges not on our ability to turn lemons into lemonade but on learning to stomach lemons better. Human beings are flawed and limited – “not everybody can be extraordinary; there are winners and losers in society, and some of it is not fair or your fault”. Manson advises us to get to know our limitations and accept them. Once we embrace our fears, faults, and uncertainties, once we stop running and avoiding and start confronting painful truths, we can begin to find the courage, perseverance, honesty, responsibility, curiosity, and forgiveness we seek.

“There are only so many things we can give a f*ck about, so we need to figure out which ones really matter, Manson makes clear. While money is nice, caring about what you do with your life is better, because true wealth is about experience. A much-needed grab-you-by-the-shoulders-and-look-you-in-the-eye moment of real talk, filled with entertaining stories and profane, ruthless humor, The Subtle Art of Not Giving a F*ck is a refreshing slap for a generation to help them lead contented, grounded lives.”

Pick this book up here!

Samsung Rising: The Inside Story of the South Korean Giant That Set Out to Beat Apple and Conquer Tech

During a recent team meeting, KRG Hospitality executive chef and culinary expert Nathen Dubé recommended this book. And while it’s the story of a massive corporation, it doesn’t read like a collection of boring essays. Rather, Samsung Rising is the true story of a family-run business that has grown from 40 employees to more than 300,000. After taking big risks and committing to building a technology empire, Samsung has nearly doubled in size in comparison to rivals Apple and Google. However, the road to creating a dynasty has been anything but smooth.

From Amazon: “Forty years ago, Samsung was a rickety Korean agricultural conglomerate that produced sugar, paper, and fertilizer, located in a backward country with a third-world economy. With the rise of the PC revolution, though, Chairman Lee Byung-chul began a bold experiment: to make Samsung a major supplier of computer chips. The multimillion- dollar plan was incredibly risky. But Lee, wowed by a young Steve Jobs, who sat down with the chairman to offer his advice, became obsessed with creating a tech empire. And in Samsung Rising, we follow Samsung behind the scenes as the company fights its way to the top of tech. It is one of Apple’s chief suppliers of technology critical to the iPhone, and its own Galaxy phone outsells the iPhone.”

Grab Samsung Rising today.

Salt & Straw Ice Cream Cookbook

Recently, we had the opportunity to attend a pre-opening event for the first Las Vegas location of Salt & Straw. Those who have visited a Salt & Straw ice cream shop know how creative the brand is when it comes to flavors. We also found their team’s service to be impeccable.

The Salt & Straw Ice Cream Cookbook, as you may imagine, shares the brand’s recipes. Impressively, these all spring from a “base” recipe that takes just five minutes to make. This recipe book should help to inspire your own desserts.

From Amazon: “Based out of Portland, Oregon, Salt & Straw is the brainchild of two cousins, Tyler and Kim Malek, who had a vision but no recipes. They turned to their friends for advice—chefs, chocolatiers, brewers, and food experts of all kinds—and what came out is a super-simple base that takes five minutes to make, and an ice cream company that sees new flavors and inspiration everywhere they look.

“Using that base recipe, you can make dozens of Salt & Straw’s most beloved, unique (and a little controversial) flavors, including Sea Salt with Caramel Ribbons, Roasted Strawberry and Toasted White Chocolate, and Buttered Mashed Potatoes and Gravy.

“But more importantly, this book reveals what they’ve learned, how to tap your own creativity, and how to invent flavors of your own, based on whatever you see around you. Because ice cream isn’t just a thing you eat, it’s a way to live.”

Image: Mikołaj on Unsplash

KRG Hospitality. Business Coach. Restaurant Coach. Hotel Coach. Hospitality Coach. Mindset Coach.

by David Klemt David Klemt No Comments

Program for Unique Holidays: July 2023

Program for Unique Holidays: July 2023

by David Klemt

"Think about things differently" neon sign

Do you want to stand out from from other restaurants and bars in your area? Change how you think about your July holiday promotions.

Several holidays are set against every date on the calendar, and this month is no exception. These holidays range from mainstream to esoteric.

Pay attention to the “weird” or unique holidays to raise eyebrows, carve out a niche for your restaurant or bar, and attract more guests. Why do what everyone else is already doing? Why program only around the same holidays as everyone else?

Of course, you shouldn’t try to celebrate every holiday, strange or otherwise. Focus on the days that are authentic to your brand; resonate with your guests; and help you grab attention on social media.

You’ll find suggestions for promotions below. However, the idea behind our monthly holiday promotions roundup is to inspire you and your team to get creative and come up with unique programming ideas.

For our June 2023 holidays list, click here.

July 5: Workaholics Day

Great bars and restaurants offer escapes from the drudgery and negativity of the rest of the world. On this day, encourage those who can step away from work to actually do so.

Barring getting workaholics to play hooky, come up with an LTO menu that’ll inspire them to at least pop by to unwind after a hard day’s work.

July 6: World Kissing Day

There are quite a few cocktails with “kiss” in the title, and these are the drinks you should use to program for this holiday.

The Kiss cocktail, for example, is a gin cocktail with Dubonnet, sweet vermouth, and Luxardo maraschino liqueur. The Widow’s Kiss consists of apple brandy, Yellow Chartreuse, Bénédictine, and Angostura bitters. In other words, it’s not difficult to celebrate this holiday through your drink menu.

July 7: Dive Bar Day

It’s difficult to beat a dive or neighborhood bar when you’re looking for a great time with friends. If you’re a dive or neighborhood bar operator, this is your day.

July 11: National Cheer Up the Lonely Day

Look, the past few years have isolated far too many of us. People are lonely, and this isolation isn’t doing anyone’s mental health any favors.

Bars and restaurants are cornerstones of their communities, so this is an excellent day to encourage people to come in, grab a bite and a drink, and try to make some new friends.

July 13: National French Fry Day

When a French fry is done right, when it’s hot with a crunchy exterior and creamy interior, it’s a perfect food. If you think your team makes amazing French fries, brag about it on social and prove it to your guests.

Better yet, this is a great day to show off your French fry skills with signature loaded versions.

July 14: National Nude Day

Unless you’re running an incredibly niche concept with excellent community and guest support, please don’t celebrate National Nude Day with nudity.

Instead, draw guests in through an enticing LTO menu. You can, for example, highlight your bar team’s prowess for creating the Naked & Famous cocktail, a mezcal cocktail made with Aperol and Yellow Chartreuse. Of course, there’s also the Porn Star Martini, along with other cocktails with names that imply nudity.

July 20: National Moon Day

It may seem like this holiday is related to the previous one, but please behave. You and your guests can celebrate Earth’s sole natural satellite via cocktails.

Not only are there drinks like the Moon cocktail (made with gin and sherry), you can also offer blue, purple, and black cocktails served with large ice cubes.

July 25: Culinarians Day

Are you proud of your kitchen team? Proud of the culinarians that are working hard to make your restaurant a success? This is the day to highlight the mastery of their craft and your signature menu items.

Alternatively, if you can afford to do so, you can also go dark on this day to give your culinary team a break.

July 28: National Get Gnarly Day

If you have some “out there” menu items, this is the day to highlight them. Do you have a food challenge? Promote it! Have some “interesting” bottles in your inventory? Promote them!

Image: Ivan Bertolazzi on Pexels

KRG Hospitality menu development. Restaurant. Bar. Cafe. Lounge. Hotel. Resort. Food. Drinks.

by David Klemt David Klemt No Comments

Kitchen Parlance, Part One

Kitchen Parlance, Part One

by Nathen Dubé

Chef handling flaming pan in commercial kitchen

Entering a professional kitchen might seem like a whole different realm with its own governing rules, and certainly its very own language.

“Clopen?” “All day?” “Behind?” “Covers?” “Deuce,” “dying on the pass”… If these terms sound foreign and made up to you, you’re not alone!

A busy kitchen can be a hot, intense, and stressful environment. Having a full-on conversation takes up valuable time when minutes and even seconds are the difference between a perfectly cooked plate of food and trash.

When actions need to be conveyed quickly and efficiently between two parties or a full team in a loud and fast-paced environment, slang develops out of necessity. Kitchens are no different, with their use of a creative and interesting lexicon.

New owners and operators opening their own concept may find many words and phrases they hear from the kitchen and servers strange at first. This is particularly true of owners and operators who may have little to no back-of-house or serving experience.

To lend a hand to hopeful operators or those opening their doors for the first time, let’s take a look at some of the more popular kitchen terms.

Operational & Equipment Terms

First, let’s take a look at the structural element of a restaurant and how they’re referred to.

Floor

The dining room (or whatever is deemed as guest seating in your establishment) is referred to as “the floor.” When someone asks, “who is on the floor tonight?”, they’re referring to the staff—usually servers—working the floor. Managers will walk the floor to check on guests and aid in service.

Note: The bar area, although it may have counter seating and its own tables, is referred to separately from the floor.

Low Boy

An under-counter refrigerator is called a “low boy” for its below-the-waist positioning, requiring cooks to bend down low to gather ingredients. This can include freezers as well. There are a variety of door configurations, including swinging, and drawer-style. Some even have salad tops where ingredients are kept in the top, under a lid.

Walk-In

A (very) large fridge or freezer, often constructed on site. It has a big swinging door that can be opened from both sides for safety reasons. The majority of raw ingredients—plus some prep and leftovers—are stored here. If you’re wondering where the word comes from, the clue is in the name: it’s so large, you can walk into it.

The walk-in is also notorious for being where restaurant staff go to scream some stress away, as the excellent insulation creates a nice sound barrier from guests.

Mise

The word “mise,” pronounced “meez,” is a slang term for “mise en place.” Mise en place is the French term for “having everything in its place” prior to service. Cooks use “mise” to refer to their own specific set of prepared ingredients, whether in terms of having it ready or not, or even worse, missing.

On the Line

The line, and the term “on the line,” refers to the area in the kitchen where the cooking equipment is located. Of course, this where chefs do most of the cooking during service. A typical line includes a walkway where the cooks work, and a flat table space—usually at the “window” or “pass” (see below)—where they plate, on the opposite side. Not surprisingly, that opposite side is referred to as the “plating area.”

If a concept requires it, there are separate “hot” lines where the hot cooking is done, and “cold” lines, where dishes that don’t require cooking are prepared. Deep fryers, ovens, and ranges are located in the former, and salad stations are located in the latter area. In classic French terms, the garde manger cook usually prepares most dishes on a cold line.

Pass / Window

The pass or window is the area opposite the cooking line where completed orders are placed for server pick-up. Think of passing dishes from the kitchen and you’ll understand this term immediately. Sometimes it will be referred to as a “window” in restaurants that have actual windows into the kitchen line from which food is passed to servers. The pass area is typically where the heat lamps are located, meant to keep dishes warm during a busy service.

The Rail / Board

The term “rail” or “board” refers to a strip of metal mounted to the food window that holds the food tickets (orders) from the kitchen printer in place. This keeps the flow organized and is normally overseen by the chef or line supervisor.

“Calling the board” means the person in charge reads out tickets as they come in, and directs cooking traffic to the other line cooks. Doing so helps to avoid disagreements and chaos in the kitchen. This position is reserved for the highest-ranking or most-talented cook, as it requires excellent cooking and communication skills. “Clear the board or rail” means completing all orders that have come in for the time being.

Chit / Ticket

When a server enters an order into the POS system, a chit or ticket, or even “dupe” (meaning “duplicate,” from the fact that some systems use three-color paper that prints a kitchen copy, a server copy, and an expo, bar, cold line, or pasty section copy), is printed to the kitchen. That ticket is then read aloud to the cooks before being placed in queue on the rail or board. When the food on the order is complete, the copy is marked in some fashion (stamp, marker, pen) and placed under the plate in the window. The server then picks up the food and the chit is “stabbed” on to a spike.

Don’t let spiked tickets fall out of the rail or all hell can break loose and derail a service!

Two-Top / Three-Top

Dining room tables are referred to as “tops” and are identified by how many guests they can accommodate (seats). A table with two chairs is a “two-top” or “deuce.” Tables with four or six chairs are “four-tops” and “six-tops,” respectively.

Covers

Each person who enters the restaurant is a cover: they “cover” one seat. The more covers, the busier a service will be, and vice versa. These numbers are used to project future numbers, staffing requirements, and inventory required. Covers are also a point of pride for kitchen staff. The more covers, the busier the service, and if you can navigate it with few mistakes, the adrenaline rush can directly convince yourself of your own talents.

Dead Plate

A dead plate is a dish of food that’s no longer worthy of the dining room. Sitting in the window too long, incorrect preparation, or even worse, being sent back by a guest results in a dead plate. Untouched dead plates are usually given to dish washing staff or porters; those sent back by guests are tossed in the bin.

Section

A section is how the floor is divided amongst serving staff. Typically, the more talented or senior staff get a bigger section. Designating sections, with all their tables in one close area, helps servers move efficiently during busy periods and keep close tabs on guests. Managers and floor captains will oversee a few or all sections and offer help to the individual servers during busy times or for large parties.

Server Alley

The front-of-house equivalent of the kitchen hot line. This is where everything servers need to do their jobs is located. Extra napkins, spare side plates, cutlery rolls, and cleaning supplies for clearing tables can all be found here. There are usually a few POS terminals here for entering orders.

Team & Guest Terms

These next few slang words are used to talk about certain people.

Expo

“Expo” is the shortened term for “expediter,” or the position of organizing, plating, and (in some cases) garnishing food at the pass. The main responsibility is to makes sure each dish is correct before the food runner or server brings it to the table. This role can be the liaison between front of house and back of house, allowing both teams to do their jobs without having to stop and coordinate.

Busser

Part of the porter team, the busser is the person who clears dishes from a table when guests leave, and drops them in the dish-washing area. The term refers to the bus bin or large plastic tub into which the bussers put all the dishes, flatware, glasses, and debris. They might also be tasked with wiping down tables and resetting them for new guests. Sometimes, the busser will pull double duty and also wash the dishes they bring back to the kitchen.

Trail / Stage

Note: In the foodservice world, “stage” is pronounced “staahj.”

A trail is essentially a training shift during which new team member will “trail” behind a cook or server. This provides the new hire the ability to learn, get comfortable with SOPs, and mitigates any potential mistakes. However, not all establishments have the staffing to offer this scenario and will train a new hire during live action.

A stage is a longer-term trail for a designated period of time. This can be a couple of weeks, a month or two, or an entire season at destination-style dining places, like Michelin-starred restaurants and hotels. The expectation is that this is a learning experience for the cook, who is exposed to new ingredients, recipes, and techniques. An agreed upon time frame is set and the cook trades labor for education.

A Personal Note on Stage

The short-term stage commitment includes the understanding that the restaurant won’t reward you monetarily. We all know the costs of training staff. Imagine investing all that effort and having that person leave after just a month or two.

Now, I despise the term “free labor” for the kitchen or benefiting restaurant. There’s a new argument that has been surfacing over the last few years that stages should be paid internships. I have two problems with this thought process.

One, these are often highly touted restaurants that operate at an elite level, and they’re extremely busy. Having a new body takes up valuable focus and resources from somebody in that kitchen. They are willing to work with you and share all their knowledge and experience.

Often times, there isn’t a chance in hell in getting a job there, and this can be the only way to get a chance at learning from these masters of the craft. Having gained valuable career experience from stages myself, they can be a great alternative if you can’t gain employment with the venues.

Two, those who raise these arguments have no experience in doing them; think they have learned nothing from the stages they may have done; had a bad experience overall; or really have no other alternatives to the points I just mentioned.

Hot tip: If you don’t like working for free, don’t! If you the value in stage, go for it!

Campers

This is a term for people who linger at their table well after they’ve finished and paid. While all guests are welcome to make themselves at home, the problem with campers is that they can take up valuable real estate during busy periods. This is the reason for table time caps at operations that run on the reservation system. They also prevent servers from “turning” tables to serve more guests and increase their tips.

Action Terms

These are some random terms that indicate actions and requests.

Fire

The process of finishing a dish. When an order is printed out, it may have courses such as appetizer, main, and dessert. All courses might be started and cooked to 80 percent completion and then held. The main wouldn’t be fired until after the appetizer. When the person in charge of the line says, “Fire table six mains,” that means finish cooking, plate the dishes, and send them to the pass.

All Day

A very quick way for a cook to request a tally of all the dishes ordered from their section. The line lead will provide totals of each dish, instead of reading out each table’s order. For example, a cook will ask for an all-day on fryers, and the lead will call back, “Six large fry, three medium fry, two poutine, and one chicken nugget.” The cook can quickly add up what they have cooking or need to prepare to fire.

Behind

As you can imagine, in a busy, happening kitchen, there are people racing in all directions in tight spaces. One quick way to avoid collisions around hot equipment and sharp objects is to yell “behind” when passing someone or a station of people. It gives them time to either move out of the way or stay in place to avoid catastrophe.

Other variations include “hot” to indicate hot pots or pans, or the potential of getting burnt. “Sharp” means a knife, and “corner” means coming around the corner. “Behind hot” and “hot, corner” are combinations which mean exactly what you think they mean.

Flash

To reheat a dish, or an item on a plate that sat under the heat lamp too long, or if a guest has requested something cooked further. Usually under a salamander, a convection oven, or a deep fryer for fried food. I’m sure for some establishments (I started out in places where this was the norm), “flashing” means “cooking” an item to well done via microwave.

Heard / Heard That

The acknowledgement that an order has been read by the person running the pass or the line and understood by all in the kitchen. Also works for a direct order to an individual.

In the Weeds

When one station is receiving the majority of the orders at any given time, or the dining room has filled up all at once and all the orders are coming in together, this can create a downward spiral between starting to cook and plating or finishing existing dishes. This is known as being “in the weeds.” The only way to survive is to put your head down and cook your way out. I’ve experienced surviving the weeds and having it ruin an entire service. It all depends on the resilience and talent of the cooks, servers, and leaders involved.

On the Fly

The request for something that is needed quickly. Perhaps the item was missed, dropped, or incorrect, and the rest of the dishes are at the table. Whatever is needed “on the fly” takes precedence over everything else or, worst-case scenario, gets shoehorned into orders coming up.

Stretch It

Kitchen lingo for getting as many portions out of something nearing its end as possible. For example, a saucepan only has enough for four steaks but five are needed. The sauce has completed cooking and the plates are waiting. So, the kitchen needs to “stretch it” and make it work or be down five plates of food.

Waxing a Table

This means giving a table special treatment. This person or these people could be VIPs, return guests, the owner’s family and friends, or an influential food writer. Whoever the are, they’ve been identified and are given a little extra attention by staff.

86

When a menu item has completely run out, the kitchen manager will say the item has been “86ed.” It’s important for the kitchen staff to communicate this to servers as soon as possible so that no more orders are placed for the item.

Family Meal

The pre-service meal enjoyed by all staff on premises. Usually made by the staff from leftovers as a way to showcase creativity and skill.

Comp

Referring to items removed from the bill for an error or because the guest didn’t like it. A comp also comes from waxing a table, of course. It’s important to track comped items for accounting purposes. Comps can be a great way to make guests happy in a pinch. However, owners, operators, executive chefs, and lead bartenders need to be aware of how often comps are being handed out; they can be indicative of quality-control problems or employee theft.

Clopen

This is a portmanteau of “close” and “open.” The dreaded weekend brunch shift comes to mind. Working a busy late Friday or Saturday service and having to come back in the following morning to sling eggs to hungover patrons is a difficult and thankless task. In short, a team member who works back-to-back closing and opening shifts is working a clopen.

FIFO

This stands for “first in, first out,” and references inventory organization, crucial for perishable items. The new items go behind the older ones so that the items that were there first get used first, ensuring freshness and quality. I once had a chef who decided that “FIFO” stood for “fit in, or f*ck off.”

These are just some of the slang terms in the culinary lexicon used to convey quick understanding when under fire. You might also hear differences in dialect between cultures and regions. I’ve worked in both Toronto and Montréal, and there are similarities and differences between terms used in Ontario and Québec, French and English, and English and South American Spanish.

So, next time you’re out dining and you hear one of these words or phrases, you might be able to figure out what’s going on behind the scenes. Tip well, be polite, and try something new!

Image: lasse bergqvist on Unsplash

KRG Hospitality menu development. Restaurant. Bar. Cafe. Lounge. Hotel. Resort. Food. Drinks.

by David Klemt David Klemt No Comments

’23 World’s 50 Best Restaurants: 51 to 100

2023 World’s 50 Best Restaurants: 51 to 100

by David Klemt

The World's 50 Best Restaurants 2023 Awards group shot

Last week we checked out the top 50 restaurants around the world, and today we’re taking a look at those ranked 51 to 100.

Narrowing down the 50 best restaurants in the world is a harrowing task. So it makes sense that the World’s 50 Best Restaurants expanded the list to the best 100. Even that, however, must be daunting.

France performed particularly well on the 100 to 51 list this year, clinching six spots. Four of those, unsurprisingly, are located in Paris.

The US, Bangkok, and Spain each have four restaurants on the list. For the US, two restaurants make the rankings in both California and New York.

Operators in Japan earn three spots, with two restaurants in Tokyo and one in Osaka. London also achieves three places on this list.

A number of countries, regions, and cities have two restaurants on the 2023 100 to 51 list: Cape Town, Denmark, Hong Kong, Istanbul, and Mexico.

Again, like to 50 to 1, Canada and Australia don’t have restaurants ranked anywhere on the 51 through 100 list.

The World’s 50 Best Restaurants 2023: 100 to 51

  1. Maito (Panama City, Panama)
  2. Fu He Hui (Shanghai, China)
  3. Saison (San Francisco, California, United States of America)
  4. Labyrinth (Singapore)
  5. Ricard Camarena Restaurant (Valencia, Spain)
  6. Ceto (Roquebrune-Cap-Martin, France)
  7. La Colombe (Cape Town, South Africa)
  8. Kei (Paris, France)
  9. Neighborhood (Hong Kong)
  10. Kadeau (Copenhagen, Denmark)
  11. Wing (Hong Kong)
  12. Mingles (Seoul, South Korea)
  13. Potong (Bangkok, Thailand)
  14. Ossiano (Dubai, United Arab Emirates)
  15. Lyle’s (London, England, United Kingdom)
  16. Enrico Bartolini (Milan, Italy)
  17. Meta (Singapore)
  18. Sazenka (Tokyo, Japan)
  19. Enigma (Barcelona, Spain)
  20. Azurmendi (Larrabetzu, Bizkaia, Spain)
  21. Flocons de Sel (Megève, France)
  22. Nuema (Quito, Ecuador)
  23. Alléno Paris au Pavillon Ledoyen (Paris, France)
  24. Tantris (Munich, Germany)
  25. Oteque (Rio de Janeiro, Brazil)
  26. Fyn (Cape Town, South Africa)
  27. Nusara (Bangkok, Thailand)
  28. Cosme (New York City, New York, United States of America)
  29. Sühring (Bangkok, Thailand)
  30. Core by Clare Smyth (London, England, United Kingdom)
  31. Sud 777 (Mexico City, Mexico)
  32. Zén (Singapore)
  33. SingleThread (Healdsburg, California, United States of America)
  34. Le Clarence (Paris, France)
  35. Turk Fatih Tutak (Istanbul, Türkiye)
  36. Burnt Ends (Singapore)
  37. Aponiente (El Puerto de Santa María, Cádiz, Spain)
  38. Neolokal (Istanbul, Türkiye)
  39. Arpège (Paris, France)
  40. Chef’s Table at Brooklyn Fare (New York City, New York, United States of America)
  41. La Cime (Osaka, Japan)
  42. Mérito (Lima, Perú)
  43. Lasai (Rio de Janeiro, Brazil)
  44. Jordnær (Copenhagen, Denmark)
  45. Sorn (Bangkok, Thailand)
  46. Ernst (Berlin, Germany)
  47. Alcalde (Guadalajara, Jalisco, Mexico)
  48. Brat (London, England, United Kingdom)
  49. Hof van Cleve (Kruishoutem, Belgium)
  50. Narisawa (Tokyo, Japan)

Last Year’s 100 to 51 List

A number of restaurants from the 2022 World’s Best Restaurants, 100 to 51 are also on this year’s list.

Flocons de Sel, located in Megève, France, likely made the greatest gains. In 2022, the restaurant was ranked number 99. This year, Flocons de Sel earned the number 80 spot.

A few restaurants made humble but notable steps in the right direction. As an example, New York’s Chef’s Table at Brooklyn Fare climbed from 63 to 61. And Ernst, located in Berlin, went from number 62 in 2022 to 55 this year.

Unfortunately, Sud 777 in Mexico City tumbled in 2023. Last year, the venue reached the number 52 spot. This year, however, it’s number 70. That said, it’s the number 70 restaurant in the world. Nothing to be ashamed of, and I won’t be surprised to see the Sud 777 team drive the restaurant back toward the 50s or better in 2024.

To review the 100 to 51 list from 2022, please click here.

Cheers to these 50 top-performing restaurants!

Image: The World’s 50 Best Restaurants

KRG Hospitality. Restaurant Business Plan. Feasibility Study. Concept. Branding. Consultant. Start-Up.

by David Klemt David Klemt No Comments

AI Guesses 2023 Spirited Award Winners

AI Guesses 2023 Spirited Award Winners

by David Klemt

The Matrix-style green, vertical characters on computer screen

Ahead of the 17th annual Spirited Awards ceremony I asked a chatbot called Chat AI to guess the winner in each award category.

Before we get into the chatbot’s guesses, this is solely for entertainment. I’m not a programmer or engineer. I don’t pretend to know how to work with and get the most out of artificial intelligence. I thought this would be a bit of good fun.

In fact, I asked a very simple question, followed by the awards and nominees of each main category: “Can you guess the winner of each category below?”

That’s it—very simple. But, hey, if any of the guesses turn out to be accurate, that’s pretty cool. It will mean that Canada, New York, San Francisco, and Singapore are going to do well this year.

Another note: I couldn’t use ChatGPT, Bing AI, or Google Bard for this little project. It took some doing to find a chatbot that would tackle making award predictions.

Ultimately, it was AI Chat from DeepAI that made the guesses. It did so quickly and without hesitation.

Now, I can’t say that I know what criteria DeepAI AI Chat used to make its guesses. I have no idea if it crawled reviews and articles in a split second. Nor can I say that Chat AI did anything but apply random selection generation (that sounded techy, didn’t it?).

Again, this is really just for fun, so I’m not overly bothered by AI Chat’s methodology. The platform is not, to the best of my knowledge, affiliated in any way with Tales of the Cocktail or their judges. In fact, I didn’t even mention Tales of the Cocktail Foundation or the Spirited Awards when “conversing” with Chat AI.

US Categories

US Bartender of the Year presented by Pernod Ricard USA

Masahiro Urushido, Katana Kitten (New York, New York)

Best US Bar Mentor presented BarSmarts

Nectaly Mendoza

Best US Brand Ambassador presented Libbey

Vance Henderson (Hendrick’s Gin)

Best US Bar Team presented by William Grant & Sons

Pacific Cocktail Haven (San Francisco, California)

Best US Cocktail Bar presented by Absolut Vodka

Service Bar (Washington, DC)

Best US Hotel Bar presented by Grey Goose

Dear Irving on Hudson at the Aliz Hotel (New York, New York)

Best US Restaurant Bar presented by Amaro Montenegro and Select Aperitivo

Kumiko (Chicago, IL)

Best New US Cocktail Bar presented by Diageo Bar Academy

Pacific Standard at the KEX Portland (Portland, Oregon)

International Categories

International Bartender of the Year presented by The Busker

Giorgio Bargiani, Connaught Bar (London, England, United Kingdom)

Best International Bar Mentor presented by Tales of the Cocktail Foundation

Agostino Perrone

Best International Brand Ambassador presented by Tales of the Cocktail Foundation

Daniyel Jones (House of Angostura)

Best International Bar Team presented by Angostura Caribbean Rum

Paradiso (Barcelona, Spain)

Best International Cocktail Bar presented by Patr​​ón Tequila

Atwater Cocktail Club (Montréal, Québec, Canada)

Best International Hotel Bar presented by Perrier

Botanist at the Fairmont Pacific Rim Hotel (Vancouver, British Columbia, Canada)

Best International Restaurant Bar presented by Tales of the Cocktail Foundation

Analogue Initiative (Singapore)

Best New International Cocktail Bar presented by Diageo Bar Academy

Night Hawk (Singapore)

Global Categories

Best New Spirit or Cocktail Ingredient presented by Lyre’s Non-Alcoholic

PATRÓN El Alto Tequila

World’s Best Cocktail Menu presented by Diageo Bar Academy

Panda & Sons (Edinburgh, Scotland)

World’s Best Spirits Selection presented by Tales of the Cocktail Foundation

Baba Au Rum (Athens, Greece)

Writing & Media Categories

Best Cocktail & Spirits Publication presented by Tales of the Cocktail Foundation

Difford’s Guide

Best Broadcast, Podcast, or Online Video Series presented by Tales of the Cocktail Foundation

The Speakeasy Podcast

Best Cocktail & Spirits Writing presented by Tales of the Cocktail Foundation

“The Great Mezcal Heist” by Emma Janzen, for Eater

Best New Cocktail or Bartending Book presented by Tales of the Cocktail Foundation

Modern Classic Cocktails by Robert Simonson

Best New Book on Drinks Culture, History, or Spirits presented by Tales of the Cocktail Foundation

A SENSE OF PLACE: A Journey Around Scotland’s Whisky by Dave Broom

Image: Markus Spiske on Unsplash

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Tales Reveals Top 4 Awards Finalists

Tales Reveals Top 4 2023 Spirited Awards Finalists

by David Klemt

Cocktail with orange peel garnish resting on glossy white bar top

We’re one month away from the 17th annual Spirited Awards ceremony and the top four nominees in each category have been revealed.

Over the course of the past few months, the Tales of the Cocktail Foundation have been hard at work to narrow the field. They first announced this year’s honorees. Not long ago, they announced the top ten nominees.

Now, we know the top four nominees in the running for each of the Spirited Awards. You can check them out below, with each award organized into one of four main categories: US, International, Global, and Writing & Media.

Congrats to the finalists! We’ll know the winners in just a month.

Cheers!

US Categories

US Bartender of the Year presented by Pernod Ricard USA

  • Caer Maiko Ferguson, DrinkWell / Daijoubu (Austin, Texas)
  • Kapri Robinson, Allegory at the Eaton Hotel (Washington, DC)
  • Masahiro Urushido, Katana Kitten (New York, New York)
  • Christine Wiseman, Marygold’s Brasserie / Broken Shaker (Miami, Florida)

Best US Bar Mentor presented BarSmarts

  • Anu Apte
  • Colin Asare-Appiah
  • Nectaly Mendoza
  • Chris Patino

Best US Brand Ambassador presented Libbey

  • Kiowa Bryan (Spiribam)
  • Chris Cabrera (Bacardi USA)
  • Cameron George (Ardbeg Single Malts)
  • Vance Henderson (Hendrick’s Gin)

Best US Bar Team presented by William Grant & Sons

  • Happy Accidents (Albuquerque, New Mexico)
  • Nickel City (Austin, Texas)
  • Pacific Cocktail Haven (San Francisco, California)
  • Yacht Club (Denver, Colorado)

Best US Cocktail Bar presented by Absolut Vodka

  • Century Grand (Phoenix, Arizona)
  • Double Chicken Please (New York, New York)
  • Overstory (New York, New York)
  • Service Bar (Washington, DC)

Best US Hotel Bar presented by Grey Goose

  • Allegory at the Eaton Hotel (Washington, DC)
  • Dear Irving on Hudson at the Aliz Hotel (New York, New York)
  • Hey Love at The Jupiter (Portland, Oregon)
  • Little Rituals at the Residence Inn/Courtyard by Marriott (Phoenix, Arizona)

Best US Restaurant Bar presented by Amaro Montenegro and Select Aperitivo

  • Café La Trova (Miami, Florida)
  • Cleaver Butchered Meats & Seafood (Las Vegas, Nevada)
  • Kumiko (Chicago, Illinois)
  • Palomar (Portland, Oregon)

Best New US Cocktail Bar presented by Diageo Bar Academy

  • Chez Zou (New York, New York)
  • Martiny’s (New York, New York)
  • Milady’s (New York, New York)
  • Pacific Standard at the KEX Portland (Portland, Oregon)

International Categories

International Bartender of the Year presented by The Busker

  • Gina Barbachano, Hanky Panky (Mexico City, Mexico)
  • Giorgio Bargiani, Connaught Bar (London, England, United Kingdom)
  • Daniel Schofield, SCHOFIELD’S BAR (Manchester, England, United Kingdom)
  • Luke Whearty, BYRDI (Melbourne, Victoria, Australia)

Best International Bar Mentor presented by Tales of the Cocktail Foundation

  • Simone Caporale
  • Danil Nevsky
  • Agostino Perrone
  • Christina Veira

Best International Brand Ambassador presented by Tales of the Cocktail Foundation

  • Caitlin Hill (Rémy Cointreau)
  • Daniyel Jones (House of Angostura)
  • Dave Mitton (Lot 40 / J.P. Wiser’s)
  • Nicola Riske (The Macallan)

Best International Bar Team presented by Angostura Caribbean Rum

  • ALQUÍMICO (Cartagena, Colombia)
  • Atwater Cocktail Club (Montréal, Québec, Canada)
  • Jigger & Pony at the Amara Hotel (Singapore)
  • Paradiso (Barcelona, Spain)

Best International Cocktail Bar presented by Patr​​ón Tequila

  • 🔶🟥🔵 (London, UK)
  • ALQUÍMICO (Cartagena, Colombia)
  • Atwater Cocktail Club (Montréal, Québec, Canada)
  • SIPS (Barcelona, Spain)

Best International Hotel Bar presented by Perrier

  • ARGO at the Four Seasons (Hong Kong)
  • BKK Social Club at Four Seasons Bangkok (Bangkok, Thailand)
  • Botanist at the Fairmont Pacific Rim Hotel (Vancouver, British Columbia, Canada)
  • Jigger & Pony at the Amara Hotel (Singapore)

Best International Restaurant Bar presented by Tales of the Cocktail Foundation

  • Analogue Initiative (Singapore)
  • ARCA Restaurant & Bar (Tulum, Quintana Roo, Mexico)
  • Bar Kismet (Halifax, Nova Scotia, Canada)
  • Danico (Paris, France)

Best New International Cocktail Bar presented by Diageo Bar Academy

  • Last Word (Singapore)
  • Line Athens (Athens, Greece)
  • Mahaniyom Cocktail Bar (Bangkok, Thailand)
  • Night Hawk (Singapore)

Global Categories

Best New Spirit or Cocktail Ingredient presented by Lyre’s Non-Alcoholic

  • Martini & Rossi Floreale Non Alcoholic Aperitivo
  • PATRÓN El Alto Tequila
  • Saint Benevolence Aged Rum Clairin
  • The Fords Gin Co. Sloe Gin

World’s Best Cocktail Menu presented by Diageo Bar Academy

  • ALQUÍMICO (Cartagena, Colombia)
  • Double Chicken Please (New York, New York)
  • Handshake Speakeasy (Mexico City, Mexico)
  • Panda & Sons (Edinburgh, Scotland)

World’s Best Spirits Selection presented by Tales of the Cocktail Foundation

  • Baba Au Rum (Athens, Greece)
  • In Situ Mezcalería (Oaxaca, Mexico)
  • Raised by Wolves (San Diego, California)
  • Swift Soho (London, England, United Kingdom)

Writing & Media Categories

Best Cocktail & Spirits Publication presented by Tales of the Cocktail Foundation

  • CLASS Magazine
  • Difford’s Guide
  • Punch
  • The Cocktail Lovers Magazine

Best Broadcast, Podcast, or Online Video Series presented by Tales of the Cocktail Foundation

  • Black and Brown Podcast
  • Radio Imbibe
  • Shōshin Art Club
  • The Speakeasy Podcast

Best Cocktail & Spirits Writing presented by Tales of the Cocktail Foundation

  • “The Drinks Industry Has an Ageism Problem” by Betsy Andrews, for SevenFifty Daily
  • “The Great Mezcal Heist” by Emma Janzen, for Eater
  • “The Secrets to the Best Dry Martini You’ll Ever Have” by David Wondrich, for The Daily Beast
  • “This Is What Decolonizing a Spirit Looks Like” by Adaorah Oduah, for Punch

Best New Cocktail or Bartending Book presented by Tales of the Cocktail Foundation

  • Mindful Mixology: A Comprehensive Guide to No- and Low-Alcohol Cocktails with 60 Recipes by Derek Brown
  • Modern Classic Cocktails by Robert Simonson
  • The Bartender’s Manifesto by Toby Maloney with Emma Janzen
  • The New York Times Essential Book of Cocktails – Elevated and Expanded, edited by Steven Reddicliffe

Best New Book on Drinks Culture, History, or Spirits presented by Tales of the Cocktail Foundation

  • A SENSE OF PLACE: A Journey Around Scotland’s Whisky by Dave Broom
  • Doctors and Distillers: The Remarkable Medicinal History of Beer, Wine, Spirits, and Cocktails by Camper English
  • Modern Caribbean Rum: A Contemporary Reference to the Region’s Essential Spirit by Matt Pietrek and Carrie Smith
  • Unreasonable Hospitality by Will Guidara

Image: cottonbro studio on Pexels

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