Gordon Ramsey – Rude and Obnoxious, Or a Marketing Saint?

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 1 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 7-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 increase 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 1 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!”

One of my favorite Gordon quotes: “Who needs a wine list when you can get pissed on desert?”

To your success,

Troy White.

This article was originally written for the Small Business Mastery Column, which I write every Friday for the World’s Highest Paid Copywriter, Clayton Makepeace.

Troy White is a top marketing coach, consultant & direct response copywriter based in Calgary, Canada. He has a powerful approach to growing small businesses and entrepreneurial run ventures on a budget. His FREE Cash Flow Surges newsletter shares tons of great strategies at http://www.smallbusinesscopywriter.com. He also publishes the incredibly powerful Cash Flow Calendar system that gives you daily, weekly and monthly marketing ideas to promote your business and stand out from the crowd. To get your free tips for growing your business, you can register at http://www.cashflowcalendars.com.

About the Author

Today’s Football Results & Tables for England, Scotland & Wales (21-Nov-2009)

The Official Football Association Year Book 1986-1987 World Cup Edition …

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Atlanta Falcons Black Water Cooler Cup $9.95 Quench your thirst with the plastic Water Cooler Cup from Scottish Christmas! Holds approximately 10-12 ounces.

Washington Redskins Burgundy Water Cooler Cup $9.95 Quench your thirst with the plastic Water Cooler Cup from Scottish Christmas! Holds approximately 10-12 ounces.

Detroit Lions Blue Water Cooler Cup $9.95 Quench your thirst with the plastic Water Cooler Cup from Scottish Christmas! Holds approximately 10-12 ounces.

Buffalo Bills Helmet Toothbrush Holder $9.95 Keep the bathroom organized with this plastic helmet toothbrush holder from Scottish Christmas! Approximately 5″ x 4″.

Tampa Bay Buccaneers Helmet Toothbrush Holder $9.95 Keep the bathroom organized with this plastic helmet toothbrush holder from Scottish Christmas! Approximately 5″ x 4″.

Indianapolis Colts Helmet Toothbrush Holder $9.95 Keep the bathroom organized with this plastic helmet toothbrush holder from Scottish Christmas! Approximately 5″ x 4″.

Atlanta Falcons Helmet Toothbrush Holder $9.95 Keep the bathroom organized with this plastic helmet toothbrush holder from Scottish Christmas! Approximately 5″ x 4″.

New York Jets Helmet Toothbrush Holder $9.95 Keep the bathroom organized with this plastic helmet toothbrush holder from Scottish Christmas! Approximately 5″ x 4″.

Detroit Lions Helmet Toothbrush Holder $9.95 Keep the bathroom organized with this plastic helmet toothbrush holder from Scottish Christmas! Approximately 5″ x 4″.

Washington Redskins Helmet Toothbrush Holder $9.95 Keep the bathroom organized with this plastic helmet toothbrush holder from Scottish Christmas! Approximately 5″ x 4″.

Buffalo Bills Navy Water Cooler Cup $9.95 Quench your thirst with the plastic Water Cooler Cup from Scottish Christmas! Holds approximately 10-12 ounces.

Indianapolis Colts Royal Blue Water Cooler Cup $9.95 Quench your thirst with the plastic Water Cooler Cup from Scottish Christmas! Holds approximately 10-12 ounces.

Buffalo Bills 9 Plush Mascot $14.95 Cuddle up with a part of your favorite NFL team with these Lil’ Fans from Scottish Christmas! Approximately 9″ in sitting position.

New Orleans Saints 9 Plush Mascot $14.95 Cuddle up with a part of your favorite NFL team with these Lil’ Fans from Scottish Christmas! Approximately 9″ in sitting position.

New York Giants 9 Plush Mascot $14.95 Cuddle up with a part of your favorite NFL team with these Lil’ Fans from Scottish Christmas! Approximately 9″ in sitting position.

Houston Texans Helmet Toothbrush Holder $9.95 Keep the bathroom organized with this plastic helmet toothbrush holder from Scottish Christmas! Approximately 5″ x 4″.

Football, My Life $6.24 Football has dominated Lou Macari’s life. Taken on as an apprentice by Celtic in the wake of their 1967 European Cup triumph, Macari learnt his football the old-fashioned way. He quickly broke into the first team, winning Scottish league titles and Cups in both 1971 and 1972, but it was at Manchester United, following a shock transfer in January 1973, that the attacking midfielder’s prowess turned him into a fans’ favourite and a household name. Macari went on to score 97 goals in 401 appearances for the Red Devils, including the winner against Liverpool in the 1977 FA Cup final. He also won 24 caps for Scotland and represented his country in the infamous 1978 World Cup Finals in Argentina. After leaving United in 1984, Macari moved into management with Swindon Town. It was there that he was wrongly implicated in a betting scandal which blighted his managerial career. In his long-awaited autobiography, Lou Macari tells with typical candour of football then and of football now, of the glory days and the truth behind the scandals, and of the perils that threaten the beautiful game today. It is a story like no other.

Football My Life $9.79 Football has dominated Lou Macari’s life. Taken on as an apprentice by Celtic in the wake of their 1967 European Cup triumph Macari learnt his football the old-fashioned way. He quickly broke into the first team winning Scottish league titles and Cups in both 1971 and 1972 but it was at Manchester United following a shock transfer in January 1973 that the attacking midfielder’s prowess turned him into a fans’ favourite and a household name. Macari went on to score 97 goals in 401 appearances for the Red Devils including the winner against Liverpool in the 1977 FA Cup final. He also won 24 caps for Scotland and represented his country in the infamous 1978 World Cup Finals in Argentina. After leaving United in 1984 Macari moved into management with Swindon Town. It was there that he was wrongly implicated in a betting scandal which blighted his managerial career. In his long-awaited autobiography Lou Macari tells with typical candour of football then and of football now of the glory days and the truth behind the scandals and of the perils that threaten the beautiful game today. It is a story like no other.

Scottish Gaelic English/English Scottish Gaelic Dictionary $8.95 Scottish Gaelic English/English Scottish Gaelic Dictionary

Fan Mats NFL Football Rugs – Football Rug, NFL Rugs $41.94 Logo Rugs by FANMATS. FANMATS NFL Football Rugs Features – Bring the spirit and excitement of the end zone into your home with a FANMATSNFL Football Rug. Available in your choice of officially licensed teams logos, from the Buccaneers to the Packers. High-quality chromojet print for precision clarity. Constructed from durable, 100% nylon carpet. Duragon latex backing to prevent slipping. Football Rug, FANMATS NFL Rugs, Fan Mats NFL Football Rugs. For the top selection of FANMATS Man Cave shop online today. The Football Rug, FANMATS NFL Rugs, Fan Mats NFL Football Rugs will improve and personalize your vehicle. Logo Rugs by FANMATS – selected by many auto enthusiasts in the top automotive discussion forums. FANMATS NFL Football Rugs for your vehicle will deliver the results you are looking for! FANMATS NFL Football Rugs – Man Cave – Logo Rugs.

Fan Mats NCAA Football Rugs – College Football Rug, NCAA Rugs $41.94 Logo Rugs by FANMATS. FANMATS NCAA Football Rugs Features – Graduate to a new degree of style and spirit with FANMATS NCAA Football Rugs. Available in your choice of officially licensed school logos, from the Trojans to the Ragin’ Cajuns. High-quality chromojet print for precision clarity. Constructed from durable, 100% nylon carpet. Duragon latex backing to prevent slipping. Football Rug, FANMATS NCAA College Football Rugs, NCAA Rug. For the top selection of FANMATS Man Cave shop online today. The Football Rug, FANMATS NCAA College Football Rugs, NCAA Rug will improve and personalize your vehicle. Logo Rugs by FANMATS – selected by many auto enthusiasts in the top automotive discussion forums. FANMATS NCAA Football Rugs for your vehicle will deliver the results you are looking for! FANMATS NCAA Football Rugs – Man Cave – Logo Rugs.

Oklahoma Sooners Acrylic Halfback Ornament $7.95 Decorate your tree with this festive acrylic halfback from Scottish Christmas! Measures approximately 4 1/2″ in height, 3 1/2″ wide and 1/2″ thick.

Auburn Tigers Acrylic Halfback Ornament $7.95 Decorate your tree with this festive acrylic halfback from Scottish Christmas! Measures approximately 4 1/2″ in height, 3 1/2″ wide and 1/2″ thick.

Iowa State Cyclones Acrylic Holiday Ornament $7.95 Decorate your tree with this festive acrylic halfback from Scottish Christmas! Measures approximately 4 1/2″ in height, 3 1/2″ wide and 1/2″ thick.

Texas Longhorns Acrylic Holiday Ornament $7.95 Decorate your tree with this festive acrylic halfback from Scottish Christmas! Measures approximately 4 1/2″ in height, 3 1/2″ wide and 1/2″ thick.

Alabama Crimson Tide Helmet Toothbrush Holder $9.95 Keep the bathroom organized with this plastic helmet toothbrush holder from Scottish Christmas! Approximately 3″x 4″x 4 1/2″.

Auburn Tigers Helmet Toothbrush Holder $9.95 Keep the bathroom organized with this plastic helmet toothbrush holder from Scottish Christmas! Approximately 3″x 4″x 4 1/2″.

Florida State Seminoles (FSU) Helmet Toothbrush Holder $9.95 Keep the bathroom organized with this plastic helmet toothbrush holder from Scottish Christmas! Approximately 3″x 4″x 4 1/2″.

Georgia Bulldogs Helmet Toothbrush Holder $9.95 Keep the bathroom organized with this plastic helmet toothbrush holder from Scottish Christmas! Approximately 3″x 4″x 4 1/2″.

Michigan Wolverines Helmet Toothbrush Holder $9.95 Keep the bathroom organized with this plastic helmet toothbrush holder from Scottish Christmas! Approximately 3″x 4″x 4 1/2″.

Michigan State Spartans Helmet Toothbrush Holder $9.95 Keep the bathroom organized with this plastic helmet toothbrush holder from Scottish Christmas! Approximately 3″x 4″x 4 1/2″.

Chicago Bears Helmet Toothbrush Holder $9.95 Keep the bathroom organized with this plastic helmet toothbrush holder from Scottish Christmas! Approximately 3″x 4″x 4 1/2″.

Penn State Nittany Lions Helmet Toothbrush Holder $9.95 Keep the bathroom organized with this plastic helmet toothbrush holder from Scottish Christmas! Approximately 3″x 4″x 4 1/2″.

FANMATS NCAA Football Rugs 4231 $41.94 Logo Rugs by FANMATS. FANMATS NCAA Football Rugs Features – Graduate to a new degree of style and spirit with FANMATS NCAA Football Rugs. Available in your choice of officially licensed school logos, from the Trojans to the Ragin’ Cajuns. High-quality chromojet print for precision clarity. Constructed from durable, 100% nylon carpet. Duragon latex backing to prevent slipping. Football Rug, FANMATS NCAA College Football Rugs, NCAA Rug. For the top selection of FANMATS Man Cave shop online today. The Football Rug, FANMATS NCAA College Football Rugs, NCAA Rug will improve and personalize your vehicle. Logo Rugs by FANMATS – selected by many auto enthusiasts in the top automotive discussion forums. FANMATS NCAA Football Rugs for your vehicle will deliver the results you are looking for! FANMATS NCAA Football Rugs – Man Cave – Logo Rugs.

FANMATS NCAA Football Rugs 10160 $41.94 Logo Rugs by FANMATS. FANMATS NCAA Football Rugs Features – Graduate to a new degree of style and spirit with FANMATS NCAA Football Rugs. Available in your choice of officially licensed school logos, from the Trojans to the Ragin’ Cajuns. High-quality chromojet print for precision clarity. Constructed from durable, 100% nylon carpet. Duragon latex backing to prevent slipping. Football Rug, FANMATS NCAA College Football Rugs, NCAA Rug. For the top selection of FANMATS Man Cave shop online today. The Football Rug, FANMATS NCAA College Football Rugs, NCAA Rug will improve and personalize your vehicle. Logo Rugs by FANMATS – selected by many auto enthusiasts in the top automotive discussion forums. FANMATS NCAA Football Rugs for your vehicle will deliver the results you are looking for! FANMATS NCAA Football Rugs – Man Cave – Logo Rugs.

FANMATS NCAA Football Rugs 4158 $41.94 Logo Rugs by FANMATS. FANMATS NCAA Football Rugs Features – Graduate to a new degree of style and spirit with FANMATS NCAA Football Rugs. Available in your choice of officially licensed school logos, from the Trojans to the Ragin’ Cajuns. High-quality chromojet print for precision clarity. Constructed from durable, 100% nylon carpet. Duragon latex backing to prevent slipping. Football Rug, FANMATS NCAA College Football Rugs, NCAA Rug. For the top selection of FANMATS Man Cave shop online today. The Football Rug, FANMATS NCAA College Football Rugs, NCAA Rug will improve and personalize your vehicle. Logo Rugs by FANMATS – selected by many auto enthusiasts in the top automotive discussion forums. FANMATS NCAA Football Rugs for your vehicle will deliver the results you are looking for! FANMATS NCAA Football Rugs – Man Cave – Logo Rugs.

FANMATS NCAA Football Rugs 3996 $41.94 Logo Rugs by FANMATS. FANMATS NCAA Football Rugs Features – Graduate to a new degree of style and spirit with FANMATS NCAA Football Rugs. Available in your choice of officially licensed school logos, from the Trojans to the Ragin’ Cajuns. High-quality chromojet print for precision clarity. Constructed from durable, 100% nylon carpet. Duragon latex backing to prevent slipping. Football Rug, FANMATS NCAA College Football Rugs, NCAA Rug. For the top selection of FANMATS Man Cave shop online today. The Football Rug, FANMATS NCAA College Football Rugs, NCAA Rug will improve and personalize your vehicle. Logo Rugs by FANMATS – selected by many auto enthusiasts in the top automotive discussion forums. FANMATS NCAA Football Rugs for your vehicle will deliver the results you are looking for! FANMATS NCAA Football Rugs – Man Cave – Logo Rugs.

FANMATS NCAA Football Rugs 15 $41.94 Logo Rugs by FANMATS. FANMATS NCAA Football Rugs Features – Graduate to a new degree of style and spirit with FANMATS NCAA Football Rugs. Available in your choice of officially licensed school logos, from the Trojans to the Ragin’ Cajuns. High-quality chromojet print for precision clarity. Constructed from durable, 100% nylon carpet. Duragon latex backing to prevent slipping. Football Rug, FANMATS NCAA College Football Rugs, NCAA Rug. For the top selection of FANMATS Man Cave shop online today. The Football Rug, FANMATS NCAA College Football Rugs, NCAA Rug will improve and personalize your vehicle. Logo Rugs by FANMATS – selected by many auto enthusiasts in the top automotive discussion forums. FANMATS NCAA Football Rugs for your vehicle will deliver the results you are looking for! FANMATS NCAA Football Rugs – Man Cave – Logo Rugs.

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Playfair Football Annual 2009-2010 $28.51 Now in its 62nd year, the essential pocket-sized companion to the game brings you on the readers to South Africa with the World Cup 2010 qualifying results; Champions League and UEFA Cup coverage; easy-to-follow club directory for English and Scottish league clubs; English and Scottish league and cup coverage; pinpoint English league positions for 25 years; and week-by-week domestic and international fixures for the 2008-09 season. All the stats are at hand for the dedicated fan. This is the ideal book to take to matches and settle arguments before, during, and after!

Sky Sports Football Yearbook 2009-2010 $126.43 With unrivaled stats and information, this soccer Bible never fails to deliver. Every Champions League and UEFA Cup line-up is included, as well as qualifying results for the 2010 World Cup and full analysis of British and Irish clubs in Europe from 1955-2009. A comprehensive season-by-season players” directory with an invaluable A-Z of all entries is also provided, along with the most informed stats for English and Scottish league matches and English, Scottish, and international fixtures for the 2009-10 season.

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