Tweet This!
Using the “F-Bomb”
To Guarantee Your Financial Success
Fellow Business-Builder,
Never before has such foul language proved itself as a major business tool.
By now, I do hope you have heard of Gordon Ramsey, host of “Kitchen Nightmares” and “Hell’s Kitchen.”
If not, I would highly suggest watching the “Kitchen Nightmares” show sometime soon.
First, a WARNING: Thin-skinned folks need not tune in.
If you cannot handle foul language and incredibly abrasive personalities, do not watch Gordon’s show!
He is rude, loud, in-your-face, and LOVES swearing to get his point across (and everything is a point, so pretty well every sentence consists of swear words).
I am not going to go too much into Gordon’s past, but, rest assured, this ex-professional Scottish football player has a list of credentials that is long, and highly admirable.
He is now working on his 25th restaurant and many of them have multiple Michelin stars to their name (the most recognized and influential culinary ratings guide). He has multiple best selling cookbooks, 4 television shows and a DVD series, to name a few.
The story line behind a kitchen nightmare …
Gordon comes into restaurants that are almost ready to close their doors, for any one of multiple different reasons. He has one week to turn the business around and make it a success.
He is a no-bull guy and when he starts, there is no stopping him.
Why is this important to you?
Because Gordon’s formula for a seven-day business turnaround is one that each and every one of us should pay close attention to. If you are looking to increase your sales, the ideas below will help you see new ideas you have never thought of before. If you are struggling in your business or cash flow – go through each step below and reconstruct your business from the ground up.
Step #1 – Figure out what you are selling now.
Sounds basic – but is it really? When Gordon first steps into one of the restaurants he is about to makeover, he sits down for a meal.
While he waits for the different dishes he ordered, he watches carefully for the way the staff works, the way they treat customers, and the way customers are enjoying (or not) the food.
When the food shows up, he is usually disgusted in what they are passing off as main course meals.
Also, the restaurants that he steps into are almost always seriously lacking enough customers to stay in business.
Step #2 – Who is behind this disaster they call a restaurant?
This is where the real truth starts to come out. He interviews the owners, the servers, the head chef and the kitchen staff.
Usually, he finds one or two of them passionate about the business, the rest of them are putting in time between paychecks.
Typically the ingredients are sub-par, the menu confusing with too many options, and the actual food being delivered not worthy of a roadside burger stand.
Step #3 – Find out what the customers REALLY want.
Rarely is it what is being delivered!
The first thing to be done - - ASK THEM.
Find out what is missing on the restaurant scene.
Find out what foods they want the most, or that they have a tough time finding.
Find out who the regulars are and what they want.
Find out which restaurants are doing best in your area – then go in there to sample their food and service, always looking for ideas to improvise upon.
And, very important, if it is a seasonal business or location – make sure that the restaurant caters to those who live there year-round! Those are the people who keep the restaurant open – catering to one-time tourists is a sure-fire way to bankruptcy.
Step # 4 – Find the signature dishes.
Such a simple concept that so many businesses (in every possible niche) completely ignore.
What is the one dish that the head chef enjoys making the most?
Usually, Gordon finds out that the chef has an incredible signature plate that is not on the menu. Why? The owner is usually the problem. As Gordon says, “Owners should never write the menu – the head chef should be the one to design the menu.”
Step #5 - Simplify the menu and the number of choices.
Too many choices leave people confused and lacking in direction.
It also over-complicates what is required in the kitchen to deliver what was promised (resulting in inferior quality on all the plates).
The menu is typically cut in less than half and the customers are usually very happy about the change.
Also, a large portion is NOT a secret to restaurant success. Smaller portions reduce waste, and keep customers coming back for more.
Step #6 – Systems ARE the key to success.
Once the new menu has been created, putting systems in place to ensure consistent (and fast) delivery is key.
Being able to double business in a week, without loss in quality or without increased wait-times, is something Gordon does in every restaurant he walks into.
Step # 7 – Feet on the street marketing.
Last, now that everything is in place and the systems have been tested on a smaller scale, they get busy.
Getting the staff all geared up in uniforms, loaded up with their new signature dishes, they hit the street and let anyone and everyone try out the new menu choices.
Usually, an afternoon of that and they have enough curiosity built-up to guarantee their first night’s dinner is packed with diners and hungry new customers.
The 7-step formula above sounds simple, but it consistently turns failing restaurants around in one single week.
The customers love the new choices (the ones they told you to start making), the staff become much more motivated to deliver consistent service, and the restaurant very quickly starts to make a profit.
Gordon usually revisits the restaurant after a month or two to see if they have held together all the new changes.
9 times out of 10 they have held it together, stuck with the changes, and are enjoying more money than they have experienced in years.
And yes, this does apply to your business to …
- Figure out exactly what you are selling now
- Who is behind your business? What do the customers see? What do they think?
- Find out what the customers REALLY want
- Find your signature offer
- Simplify the number of choices
- Systems ARE the key to success
- Feet on the street marketing
Last, a few side-lessons from Gordon …
It IS about the image you portray
Use only the finest ingredients in areas the customers enjoy most
What is the passion – where did it come from – find a way to bring it back
Don’t take it personally – take it seriously
It’s about the story you give them to tell others
When you hire a professional to help – try listening to their advice for a change (not that any customers who hire a copywriter or marketing consultant would ever ignore the advice of an expert!)
What you hear most on the show: “%^&#ing HELL!” (which he says every time he sees something that is destroying the business – about every 32 seconds you will hear him say “%^&#ing HELL!”
My favorite Gordon quote: “Who needs a wine list when you can get pissed on desert?”
To your success,
Troy White
Editor, Small Business Mastery
Supplement to THE TOTAL PACKAGE
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A Final Note:
If you have specific subjects you would like addressed, or have any comments on what you have seen here, please submit a comment below and I will see how I can help.
"Don’t wait. The time will never be just right.”
–Napoleon Hill
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25 Comments »
Join the Discussion!
Let us know what you think. Or ask us anything. Or offer your own sage advice.
The only rule: RESPECT THIS HOUSE! Postings that contain abusive language and/or personal attacks will be cheerfully VAPORIZED. One cross word and – POOF! – your well-thought-out post will be gone in a puff of smoke.
– Clayton
Comment by Len — May 27, 2008 @ 4:23 pm
Great article, Troy.
My wife loves this show, but I hadn’t heard of it until about a week ago. She’ll get quite a kick out of how you’ve turned it into another of your top-notch marketing lessons.
Thanks,
Len
Comment by Hugh — May 27, 2008 @ 4:58 pm
Glad to find out who this chap is! AND a fellow Scottsman to boot!
I have been involved in the restaurant business from every aspect except ownership - Thank God! I could not agree with Gordon more!
Thanks,
Hugh
Comment by Phil Spinelli — May 27, 2008 @ 5:29 pm
You have 2 ears and one mouth.
Using them in that ratio to listen to your customers/marketing will being you increased sales success.
Comment by Tom "Bald Dog" Varjan — May 27, 2008 @ 8:06 pm
Great post, Troy.
It’s so interesting that the deeper trouble the restaurant is, the more vehemently the owner argues that he’s (always a bonehead guy) a genius and Gordon is an idiot.
And I’m not sure it’s rudeness on his part. It’s garden variety straight talk. I think the truth may lie here…
He is from a country that has been through an awful lot of hardship, so people have grown to appreciate straight talk as opposed to sweet talk, which is so common in North America. Here in Canada (through the immigrant’s eyes - I’m from Europe) the polite lies are preferred to the unvarnished truth. Being polite is more important than being honest.
Let’s just consider how differently British and American restaurant owners take Gordon’t style. The Brits handle him quite well, but several of the Americans feel insulted, intimidated and offended.
I also think that he knows that people cannot be sweet-talked into changing the status quo. They have to be provoked into the change often while they’re kicking and screaming against it.
Comment by John — May 28, 2008 @ 7:46 pm
Great post Tony.
I watch Kitchen Nightmares religiously; it should be standard viewing for all small business owners. It’s 60 minutes of pure marketing magic. Most folks I have talked to about the show haven’t taken the time to get past Gordon’s rough exterior and realize what a great resource his program is.
Now that I think about it, you might have just blow the lid off my own secret little weapon…
Just kidding of course!
Thanks,
John
Comment by Susan Connors — May 31, 2008 @ 4:30 am
Hello Tony
I have never heard of the show or celebrity (yes I am behind the times in Aus).
Still I get your message and point.
Thank you for an interesting read and inspiring ideas. Right now this is something I am in the process of doing.
Re-inventing ground up myself and business
Thank you.
Sue in Aus
Comment by Jim Symcox — June 3, 2008 @ 9:16 am
Hi Tony,
I agree totally with what you say. In fact I often point out the same to my own clients. In fact I’ve reviewed one of Gordon’s books in my review section on my blog.
Another I think we can all learn from is The Apprentice series (either The Donald in the USA, or Sir Alan Sugar in the UK). Currently I’m giving commentary on the UK version of it.
Suffice it to say that both shows should be compulsory viewing for any businessperson.
Jim
Comment by br — February 20, 2009 @ 12:10 pm
I always wonder how he would put up with being verbally abused , in the guise of leadership? Or is that just an act to sell his tv spot .
Comment by Johanna — February 20, 2009 @ 12:15 pm
This is a marvelous post, Tony. The ideas presented and the way they are expressed gives me tips that I can apply to copywriting and daily life with the energy I need to have my aha!!! moments. Thank you.
Comment by Bill — February 20, 2009 @ 12:21 pm
Helpful and enlightening, Troy. True creativity is seeing the general applicability of the specifics.
And “Bald Dog”— thanks for your input. Yes, America now locks up Truth in the basement, held hostage to power. We need to accept strong statements from both sides (where is it written there are only TWO?) all sides, so long as it’s not the classic yelling Fire! in the crowded theater.
But when there IS fire there, we need to get the word out and not just sit and let everyone get burned. That goes for our businesses as well as politics.
Comment by Ian Dainty — February 20, 2009 @ 12:51 pm
Tony, great commentary, and Gordon Ramsay is a great marketer. There are some things you should clear up to your audience. You mentioned that Gordon was a Scottish “football” player. Americans should understand that this is actually soccer, as it is called outside of the US and Canada.
Also, in your quote at the end, when a Scotsman refers to being “pissed”, it means drunk, not angry as it does in the US. And also in the quote, you would want to get pissed on “dessert”, not on “desert”.
Stupid things to point out on a Friday afternoon, but it may leave some Americans perplexed as to the meaning.
Good article, keep up the good work.
Comment by Ken Thomson — February 20, 2009 @ 1:15 pm
Important lessons, for sure, but creditors are handled badly on the show.
In one instance, a creditor showed up at a debtor’s restaurant to ask for payment. He was given short shrift and shown absolutely no respect.
On another, a California restaurant went out of business because its debt load was too high. Why did nobody think of calling in a debt management firm to work out deals, to everyone’s benefit? Everybody lost, including suppliers, customers, employees and the owner herself. Not clever!
Comment by Stacy Karacostas — February 20, 2009 @ 5:54 pm
Hi Troy,
I love that you not only tie in marketing lessons to TV shows, but that it means you admit to watching the time-sucking boob tube.
I’ve heard other top marketers say you should never waste time with TV shows, and I agree (that’s why I often exercise while watching…less of a waste of time). But there are some shows you can learn a lot from if you own a small business.
In addition to that one I love Tabitha’s Salon Takeover on Bravo. And I also like the Millionaire Matchmaker because the star of the show really does have top notch insight into people’s behaviors. While they don’t drop the F bomb as often as Ramsey, they do tell it like it is.
Check ‘em out when you get a chance…
Stacy
Stacy Karacostas
Practical Marketing Expert
http://www.success-stream.com
Comment by Joe — February 20, 2009 @ 6:42 pm
Yes! What Gordon is doing is golden nugget we must pay attention and apply to our business.
He is clarity and straightforward in his dissection of business. He knows what work. No need to re-invent the wheel.
The owner often get in argument with Gordon because the owner is afraid to lose what he have. Don’t be like the owner.
I watch a show where the owner actually listen and take what Gordon tell him. Guess what, Gordon works with him more and give, give, and give what the owner need to be succcessful.
Watch the Nightmare’s Kitchen! It is fun and educational.
Comment by Thomas — February 20, 2009 @ 7:16 pm
Great %^&#ing post and great lessons from a great show.
Ramsey is a no BS leader whom is totally fueled by his relentless passion -which itself is a great life and business strategy. Imagine if we all conducted ourselves in this matter %^&#ing HELL!
Comment by Anne — February 20, 2009 @ 7:23 pm
Gordon Ramsey definitely is the ‘bomb’for marketing himself and what he wants to get out of life. Only sad thing is that I now don’t have time to watch his shows
This is a great post Tony. thanks for the analogy and you just gave me a great idea for one of my websites., so thanks again.
Comment by Josh Thomas — February 21, 2009 @ 1:47 am
Perfect!
I absolutely hate the fact that every time I turn on the TV, I find some variation of a British guy being rude to us inferior Americans. I refuse to watch Hell’s Kitchen because I feel that there is no need to be so mean.
However, the points you relate between Gordon’s strategy and our profession are spot on!
Thanks, Tony. I’m totally passing this article on.
Comment by Josh Thomas — February 21, 2009 @ 1:50 am
Sorry…… Troy!
I don’t know how that turned into Tony. Guess I just played a little telephone with the previous comments. Hopefully, this one will get your name back on track.
Comment by Alistair Gray — February 21, 2009 @ 3:06 am
Brilliant!
Thanks Troy as usual you nuggets are Golden!
I think we need to some way get you to Australia.
Cheers
Alistair
Comment by Troy White — February 22, 2009 @ 2:34 pm
Hey everyone!
Thanks for the great comments and insights.
Bald Dog - completely agree - the deeper the owner is in the doo-doo, the more he fights the help. The funny thing is, the answer is right there, right in front of him, with a proven model to get out of the muck and into the money. Yet they continue to fight it.
The question for ALL of us is… are we any different?
When things are not going as planned, do you tend to stay on course, fighting tooth and nail the whole time? Or do you look to the left, to the right, and behind you, to see what other options are out there? And if you see other options, do you pursue them? Or ignore them because they are too simple, too “obnoxious”, or too much off the “perceived” course?
I think you know the answer, as do I.
We have all done that.
Being in business on your own means you are stubborn and persistent (if you aren’t both of those you will not survive).
Many times the best solution is the one we fight the most. It’s easy for all of us to look in on the owners on Kitchen nightmares and think how silly they are to not listen to Gordon’s advice… but are you (am I) listening to every great tip that comes our way?
Something to pay more attention to for sure.
Hey Josh. Not sure how I turned into Tony… a few people said it here. Funny though.
With the whole rudeness thing… is some of it deserved? Not to Americans in general, but to entrepreneurs (which is who these articles are directed to).
Does it take someone getting in your face and being downright obnoxious to finally see the light? I always watch Gordon’s show waiting for a fist fight to break out! Being Canadian, we grew up with some good old knuckle brawls in hockey… and the bad talking going on in Gordon’s show would most certainly turn into a bench clearing brawl in hockey.
At times though, the in your face technique is the only alternative. If you watch the show, you have seen some very arrogant business owners defend their practices. The ego gets in the way, and they go toe to toe with Gordon saying how their way is better, and Gordon is an idiot… despite the fact they are almost bankrupt and Gordon is one of the most famous, and wealthy, entrepreneurs in the restaurant business. Through Gordon’s barrage of insults and constant tyrants, they finally see the light and accept the fact that Gordon just might know a thing or two more than they do.
And we all know what happens… the restaurant turns around and starts building a loyal base with their customers.
If Gordon was a nice guy and let the owners do their thing, despite the repeated failure in the past, would they get the results? Not at all - they would get the same results they have been getting.
Anyhow, long ramble here.
Many, many lessons to be learned in the show… make sure you watch it!
Comment by bfish — February 22, 2009 @ 5:33 pm
I never actually watched this program, but your description makes it sound like the idea was lifted from a Japanese TV program that ran several years back. Each week, they would choose some poorly performing restaurant, then they would find a top chef who specializes in that restaurant’s style (sushi chef for a sushi restaurant, curry for a curry restaurant, etc.). The chef would look things over, ask questions, taste things. Then he would sit the owner down at a table and, to put it nicely, rip him a new a**hole.
Well, deserved, since I used to wonder why any of these owners bothered to open a restaurant. They seemed to have zero passion, and often applied to the show because of family pressure.
The main thing they all learned (the ones who did learn) was to take personal and active pride in what they were doing. They needed to be smacked out of their ruts.
And, when they followed the advice of the pro, the restaurants all returned to profitability. The few that slipped back into a loss were those who stopped practicing what they were taught.
In one heartbreaking episode, the owner’s teenage daughter, who helped out in the restaurant, gave her own father a dressing down for giving up and not giving his all. He broke down in tears - but he got it together. After turning things around, she cried and told him how proud she was of his efforts. What a difference.
Now I better get back to work before my daughters are old enough to do that!
Comment by Wayne — February 22, 2009 @ 8:49 pm
Hi TROY:
I’ll apologize in advance for what I am about to say!
Doesn’t anyone READ anymore or does everyone simply “skim” the material.
You were called TONY at least a half a dozen times here, although I note that one person corrected himself.
C’mon people … Geeesh, his name is TROY and he publishes an article practically every single week.
If you’re going to take the time to post a comment, AT A BARE MINIMUM, get the his name correct.
Enough said.
Comment by Susan Connors — February 23, 2009 @ 8:37 am
Hi Troy
Excellent post - thank you!
Susan
Comment by Troy White — February 23, 2009 @ 6:17 pm
Hi Bfish, You made a very important point here: “They seemed to have zero passion, and often applied to the show because of family pressure.”
By far, that one thing seems to be the most common problem these restaurant owners are faced with.
They start the restaurant with a passion… that passion gets them through the first few lean years… then the passion starts to diminish.
Right about then, they run into trouble.
and it is only through that revitalized passion that the business begins its turnaround.
This is something each and every one of us needs to watch for! Entrepreneurs in general LOVE the thrill of creation. New ideas, new businesses, new marketing initiatives.
As long as that excitement remains, the business will continue to grow. But as soon as it disappears… the trouble begins.
At that point, each and every one of us has a choice… find that passion again, or pack it up and sell or close.
It is here where you need to dig deep and think through where you want to be in a few more years.
Case in point…
Years ago I worked in the high tech field. One guy I worked for was a true entrepreneur at heart (and a bit of a tech geek as well). He started his business from the trunk of his car, and grew it to a $5M company.
During his growth phase, he found a basement software company that was in trouble and he bought out their technology. He built that company as a side business and took it public in 1997 (right in the dot com craze).
They got bought out an he pockets many, many, many millions of dollars.
His tech business (the main one) now became a drag and he had no passion left (nor did he need money any more - he made enough for multiple lifetimes).
So he initiated the shotgun clause in his partnership agreement, thinking his partner would take it and take over the business.
Surprise, surprise, his partner said no - and now my old boss was forced to buy out his partner, own 100% of the company, AND continue to operate it.
Not what he wanted to do.
He did not enjoy the business any more.
BUT, he also had dozens of employees whose livelihoods depended on him keeping the company going.
He sucked it up.
He dug deep and rediscovered his passion for the business.
And he continues to thrive 13 years later.
He is still a good friend of mind and he lets me in on the inside stuff he goes through.
From hating his business, to loving it again… he is now at $50 million a year… a very happy man… and is excited again about what his future holds.
I always think of him when I go through one of my ‘down’ phases. And I suggest you find that person who inspires you as well.
We will ALL go through the bad times, how you deal with it shows how much of a real entrepreneur you truly are!
Also, WAYNE: thank you!
I have been writing here for 2 + years… but not everyone has been a reader that long. That said, my name is Troy White :o) Not Tony. Thanks for pointing it out.
Have a great week everyone!
Comment by Mikey — April 13, 2009 @ 9:51 am
All entrepenreurs need straight forward lessons, especially right now in this economic downturn. My motto is “If you want to sweet, go eat cake and get fat. If want success get up off your ass and hustle”
I’ve watched Ramsey afew times and love how he is totally intense. Sometimes you need to get intense if want to get what you want out of life. When I take on a new client, the first thing I tell them, “It’s going to be my way or you’re dead”. Most do not get it but the few that do will put up with all the hell I put them through if they want to change. Of course, there are times when I’m either kicked out or the guns are drawn.
Ramsey gives us business owners a hardcore lesson in facing real truths about who we are as entreprneurss. Can we take the punches and last the full 15 rounds this life gives us or, are we giving up the chance to prove ourself worthy of the winners circle?
Like my Dad told me years ago, “Son you can sit on your ass all your life and just be content watching reruns on TV. Or, you can git out there, start a business, hustle hard, succeed and fail a few times, deal with the misery of making a name for yourself, earn a few million and then, you can do whaqt you want without begging for your supper. It’s your choice, boy”.
He beat it into me that if I wanted to do my own thing, I had to be a rebel and tell ‘em like it is. No BS. He was right.
Sometimes you cannot be nice if you want to convince others they need to change for the better.
Mikey