If you can get your management team to focus on what your employees really want compared to what they think the employees want, you will have a much more successful restaurant marketing program.

Managers, as a rule, think money is the primary motivator for employees. They do not feel that "full appreciation of work done" and "being in on things" is important. In fact, in case studies and surveys, managers have rank these areas last. Employees, on the other hand, rank them number 1 and number 2. When the managers and the employees are on different wave lengths, it is difficult to work together. The major goals of your restaurant cannot be achieved if the mind-set of your management and employees are this far apart.

"Full appreciation of work done" and "being in on things" are two areas that can be achieved by spending very little money. Most managers are not aware of how valuable and how important this type of recognition can be to their employees and to their restaurant marketing program.

When your employees give outstanding performance, it must be recognized. The better that employees perform, the greater the recognition. Otherwise, the employee will not feel appreciated for their efforts and will look elsewhere for employment.

The restaurant marketing strategy is to respond to the needs of your employees through your on-the-job behavior. You must walk your talk. Remember the #1 thing on the employee's list is "full appreciation of work done". You must believe it AND you must do it.

I was told by a dentist once, "You don't need to floss ALL your teeth, only the ones you want to keep." Putting this thought into the employee retention arena, "You don't need to recognize ALL your employees, only those you want to keep!"

You definitely want to keep ALL of your SuperStar employees and you want to keep ALL employees who have the potential to be SuperStar employees. Some employees have the talent, they just don't understand how they can use it. As you recognize these employees when they are doing a great job, it will encourage them to repeat their SuperStar behavior until it becomes a habit. The non-performers who DO NOT have the talent or who choose to be negative about their job need to be encouraged to look elsewhere for employment.