President’s Report - December 2011

Greetings Members, Associates and Friends of the VBRA:

I hope this message finds you well and you are enjoying a bustling holiday season. The holidays are a wonderful time to truly make your guest's experience unforgettable. Specialized and attractive drink features are one way to make your guest's experience over the top. Recently I was dining in a
restaurant and ordered their drink special which was a beautiful red pomegranate flavored drink served in a stylish martini glass and garnished with a miniature candy cane. The entire table was impressed and commented on the thoughtful presentation. As restaurateurs, we are always looking for
new ways not only to gain customers, but also to impress them and keep them returning. Sometimes we overanalyze how we should be doing this, when really the solution can be as simple as a beautiful and well put together drink, or a server that goes the extra mile to impress the guest, or an owner that remembers a guests face and introduces him/herself and makes that guest feel important. We live in a society that is more and more consumed with technology and less and less interested in personal engagement. That is where our industry can be set apart, and where we can really make an impact. We must give our guests that one on one traditional and doting dining experience. Much like restaurants did 20 years ago, 50 years ago and 100 years ago. The fundamentals of our industry simply do not change. While we may invest in the latest technology with our point of sale systems, or send out our nightly specials via text message, or allow our guest the convenience of online booking for reservations, our restaurant guests are coming for one thing, the same thing which they have been relying on restaurants for many, many years: excellent food served by friendly and professional servers in a warm, accommodating atmosphere. I wish your business success this holiday season and beyond.

Warmly,

Kristina Pitsilides Chastain

PS--we hope you enjoy our new feature in this newsletter, a link to a "Special, Unique and Different" video that highlights a restaurant member doing just that. A special thank you to associate member The Vacation Channel and Patrick Walsh who will be producing this feature for us.