Ideas for running any business successfully.

• Author: Sergeant, Deborah Jeanne
• Position: CUSTOMER SERVICE - Column

[ILLUSTRATION OMITTED]

Surviving in today's economy takes a special approach for anyone operating a restaurant. It's a tough industry. The cost of supplies and other overhead has increased. Many people watching their budgets more closely now consider dining out a luxury. Even travelers have such a wide array of options that winning their business is difficult, especially when a negative online review quickly tarnishes a restaurant's good reputation.

When restaurants thrive, it's no accident. Their owners have learned and applied basic principles of business success. We recently spoke with the owners and management of several top restaurants in Anchorage who shared their business acumen.

TAKE CARE OF YOUR CLIENTS.

Focus on their needs throughout the entire interaction, paying attention to each detail.

"It starts with a greeting when they make a phone call to make a reservation," said Jack Amon, co-owner of Marx Brothers Cafe. "We greet them at the door. Once they sit down, we take care of them right away. We put bread and olives on the table right away and then take their dining order. We let them sample some wines before purchasing."

Amon has co-owned Marx Brothers with Van Hale for 31 years and has been in the restaurant industry for 35 years.

Find out what your clients want through feedback cards, surveys or market research and provide it. And always follow the Golden Rule.

SERVE CLIENTS CONSISTENTLY,

Chef A1 Levinsohn of Kincaid Grill has been in the restaurant business since 1977 and has owned the restaurant since 2003. He attributes his success to consistency.

"They should know what to expect when they come in," he said. "They should know the quality of product that they will receive. Keep it at that level."

Checklists and other quality control measures can help you maintain consistency.

EXCEED CLIENTS' EXPECTATIONS.

The company culture at Simon & Seafort's in Anchorage is all about going the extra step.

"I think there's a difference between providing an adequate experience and going above and beyond and creating a memorable experience," said Bridget Tatalias, who has been with the restaurant since 1993 and now serves as general manager. "People expect adequate."

The reservation desk asks customers making reservation if it's a special occasion. Those celebrating an anniversary may find rose petals scattered on their table. If it's a birthday, curled ribbon adorns the place setting. The manager visits any first-time customers at their...