This week I have the privilege of chatting with Ellen Malloy the founder of Restaurant Intelligence Agency.  Ellen runs a PR site for restaurants and has huge clients in Chicago among other places.  I am a huge fan of her blog called RIA Unplugged.  Before I spill ALL the beans, let’s get to the interview!

1.  First off, thank you for taking the time to sit down with us Ellen.  Let’s get started, you’re the founder of Restaurant Intelligence Agency (R.I.A.).  Can you tell us the story behind R.I.A. and why you created it?

Oh, gosh.  Sure.  The very first germs of an idea for RIA came one day while I was training for the Marathon in 2007.  I was opening Table 52 for Art Smith and while on a run, got a call from a journalist who needed a menu.  I let her know I would send it to her in about 2 or 3 hours, when I got back to the office and she suggested that I get in a cab and go get it right then because that was when she needed it.  I was dumbfounded because although I had learned as a publicist the need for always being connected, I hadn’t faced needing for all information to be available 24/7.  So, I started trying to engineer around that.

Then, we just started down the path of learning.  First, we learned we had to enhance the press kits every day with news.  Then, we needed to distribute news through other channels like Facebook.  Then, we needed to build systems for collecting the data from restaurants.  Now, we are rebuilding the premise of RIA to focus more on a lifestreaming-style of data.  Great technology solves problems, so basically we’ve been solving the problems of restaurant PR for the past three years.

2.  The main focus of R.I.A. is providing chef driven restaurants affordable PR.  Can you explain what a chef driven restaurant is to our readers?  Why are chef driven restaurants different when it comes to PR, promotions, and marketing?

I’ve always struggled with how to define our market in words because once you start gaining awareness and sales from people you never meet, you have to use static words more than conversation to describe yourself.  I can’t just channel Justice Potter Stewart and say I know it when I see it because no one would understand that.  So, I define it as chef-driven as a shorthand way of saying, “the focus of the restaurant is that there is a chef in the kitchen who is working on a menu in an independent, creative way.”  That last bit is important because, if you are one to parse words, there is a chef in just about any kitchen.  The ability to work on a menu in an independent and creative way is the swing vote.

By virtue of the creativity, chef-driven restaurants are different.  In terms of PR, etc., you are dealing with someone who is a bit of an artist, not a corporate dude in a suit.  The artistry is what makes chefs so fascinating to people.

3.  Both R.I.A. and UrbanBacon are very active on Facebook and Twitter.  We also encourage restaurants and chefs to do the same.  How is R.I.A. different from these marketing tools?

We create content for our clients, where as on Facebook and Twitter, well, you have to create your own.  Restaurant people aren’t communicators by trade, so absent of a lot of training and prompts, it can be kind of hard for them to generate the amount of content needed to be relevant.

4.  On your Twitter Bio you quote “dragging chefs kicking and screaming onto the Interwebz.”  Can you explain what that means?  Do you feel chefs are reluctant to get online?

Ugh, most are, yes.  I had a meeting the other day with a multi-unit operator who doesn’t have an email address.  At.  All.  He has an assistant instead.  So retro.  And so expensive!  A lot of other chefs are still not on either Facebook or Twitter.  They have all sorts of bizarro reasons why, but the crux of the problem in my mind is insecurity.  Maybe they don’t feel comfortable typing or maybe they are afraid someone will discover they aren’t all that.  Who knows.

But this is the world.  I don’t think it will always be about Facebook or Twitter, those are just the tools du jour.  But the social aspect of our communication and the life-streaming style of presenting one’s personal brand, those things are never going away.

5. In early March you wrote a blog posted titled “5,772 new customers – how can I not love Groupon?”  This blog post created quite a stir in people, because many people really do love Groupons.  But from a restaurant standpoint, this may not be the best marketing tool.  Can you explain why you feel this way?

Aside from the fact that it is staggeringly expensive marketing? And what kind of restaurant can withstand any marketing effort that costs that much money?  And that the majority of people who discover your restaurant through Groupon are really not going to convert into amazing customers because, of course, they are dining elsewhere with other Groupons?
Aside from all that, my real issue is that Groupons are often used by restaurants to try and mask real problems.  In the last few weeks in Chicago, there was a Groupon for a restaurant that is either in bankruptcy or has been fending off bankruptcy since the middle of last year.  The restaurant isn’t relevant, that is why no one goes to it and why they are in financial trouble.  Groupon isn’t going to make it magically relevant.  Another restaurant that Grouponed in the last few weeks is just plain old bad. They are in a prime location with tons of walk by and no one eats there because it is a dated design and the food doesn’t make sense. Again, they are relying on Groupon to change that … somehow.

I am not saying that it never works. But what I am saying is that it is a risky proposition to try and see if you can hope away your problems with a lot of customers.  

6.  If you had your choice:  “Five Stars on the Town” or “Preparing a Feast with Friends?”

I eat out for a living — I’d choose Feast with Friends in a heartbeat.

As you may know, The UB Blog loves doing interviews from all walks of life within the restaurant industry.  From food bloggers, owners, and even software programmers.  If they are involved within the industry, we want to meet them.

Today we get to interview an individual who is aspiring as the next generation taking over his family restaurant.  Over this past month, I have had the privilege of working with Nicolas Carretero from Guido’s Pizzeria and Tapas located on The St. Louis Hill.  Before I start yapping away, let’s get to the interview!

1.  First off, welcome to The UB Blog!  Whenever I get the privilege to interview a local restaurant, I want to know the background.  Can you tell me the story behind Guido’s Pizzeria & Tapas?

My Grandpa Carretero immigrated over to NYC for a few years to check out America for the first time. He decided to move my family here to US for better opportunities.  He chose Saint Louis because there was a Spanish movement in the Mid-West.

My uncle, Miguel Carretero opened his first Guido’s in January 1988 in Holly Hills on Morganford Rd. Two years later, two more Guido locations:  one in Maplewood and one in Afton.  Later, he relocated the three pizza places to 5046 Shaw on “The Hill” and has been there ever since.

2.  Tapas (one of my favorite menus) have become very popular and trendy in The US.  Can you tell us a bit about Tapas?  What are your favorites that Guido’s offers?

Tapas are authentic Spanish finger foods meaning small appetizers.  Well, I am Spanish so I love them all!  But my top two musts:

“Bacalao a la Vizcaina” (codfish)

and

“Alfcachofas con Jamon” which is Spanish artichokes cooked with white wine, olive oil, peas, and Jamon Serrano (Spanish ham).

3.  I know Guido’s has been around for 22 years, which is very impressive.  How does an established restaurant stay fresh?  Are you guys using traditional marketing/advertising or turning online to social media and new forms of marketing?

We travel to Spain every year, not just to visit familia.  Nah, not for vacation but for business purposes and creating new innovations for the restaurant.  The basic “word of mouth” does a lot for us.  We rely heavily on Guido’s regulars to keep spreading the word.  But we are also trying new strategies online like Facebook, Twitter, Dig, Stumbleupon, and Linkedin.

Guido’s is also doing some new stuff;  promos for AC St.Louis Soccer team, Saint Louis Athletica Soccer and promoting the Soccer World Cup 2010.

We do some advertising, but very little.  Hopefully through word of mouth and new strategies online, we can reach out to all St. Louis audiences.

4.  Sites like Yelp, bloggers, and social media have changed the hospitality industry.  Now everyone is a critic with a voice.  Do you believe it’s important that restaurants pay attention to their online reputation?

Of course, I believe it’s extremely important for us to pay attention to what customers have too say and what people are thinking.  Especially online, it is the wave of our future.

5.  Last question, from a personal suggestion:  Do you go with the pizza or tapas at Guido’s?

I love both! Put it this way, you can’t go wrong with either of them! Just trust me,  Guido’s Pizzeria and Tapas is the authentic and fresh mother ship of Tapas!  And we make a great Saint Louis style pizza.

Guido’s Pizzeria and Tapas

5046 Shaw Ave

St Louis, MO 63110

314.771.4900

Friend up Guido’s on Facebook here…or Follow on Twitter here

Last month I was privileged enough to interview St. Louis food blogger Andrew Mark Veety (@amveats).  You can check out his blog here.

I have to admit, his blog and burger domination quest is very impressive.  Not to mention his amazing writing style almost makes me a bit jealous.  With out giving too much away, on with the interview!

1.  Andrew, you started your blog back in June 2008.  Since then, your blog has an impressive track record of grilling techniques, pizza making, and even home brewing.  Can you share your story and any goals you wish to accomplish?

Actually, I’ve been maintaining a blog for well over ten years, the current incarnation has lasted about two years, but its really version five.

I have tried over the years to develop a voice that is my own because I want my posts to have a conversational feel. To me, it does not matter if I’m taking my little brother on a 48 hour eating tour of St. Louis or I’m stuffing a turkey into a brisket, I want my readers to feel like they are there with me. I’m trying to do more showing than telling. I’m not a professional chef or a teacher – I’m a dude who likes to eat and share food with others. I try to not take things so seriously because for me, writing about food is an escape from my day job and I really hope the fact that I’m having fun comes though for the reader.

My site has a few themes that I try to intertwine to keep things interesting; food and its place in American history. I think this plays into my love of cooking, so its not really a stretch to move from eating my favorite foods to making them at home for friends and family.

I’m currently planning the next iteration of my site. The goal will be to maintain the content and context, but hopefully make some changes that add value without taking away from what already works. No matter what I end up rolling out, I’ll do it with small and incremental changes. I really dislike when a site vanishes and a new one shows up overnight.

2.  This year you set out to discover the best burger in St. Louis.  For the record, I am totally down with your burger pilgrimage.  So far, Dressel’s and Sub Zero have taken the first 2 months of 2010.  Can you tell us a bit about this project?

I think you are talking about “The Church of Burger”, a name I can’t even claim as my own. I would be remiss if I didn’t pay credit to Kelli Best-Oliver for coining that one.

The idea for this project was honestly a fragment of a thought I had as I drove into work one morning. I was frustrated that I would get on a roll with my writing, and then life would get in the way and I would go weeks or sometimes months without posting.

The idea of a “burger of the month” or “best burger” is not a unique one, but it acted as a writing assignment I could schedule onto a calendar and an activity I could include my wife and son in on as well.

I continue to be surprised at the reaction I get from my project. Here was this thing that I started on a whim, and it has turned into an event that other folks have a vested interest in. I’ve gotten tons of feedback, suggestions and participation from other people who love food. I think I’m most happy about that because they have helped me refine and really improve this silly idea I had.

While the project is still about me asking my peer group for their favorite burgers, eating them and then choosing the best one, it’s also morphing into collaboration with several other folks who are opinionated, passionate and great food writers in their own right. I’m pretty excited see what this project looks like at the end of the year. The idea will still be there but I hope to have cultivated a new community that I can carry over into the next years project, which won’t be burgers. I don’t want to say more than that, but it think it will touch a nerve both in both positive and negative ways just like the concept of burgers did.

3.  Let’s switch gears a bit…you are a foodie and blogger at heart (and a devoted father).  I see so many people start blogging and become discouraged after 2 months.  Yet, you have managed to stay motivated for close to 2 years.  Do you have any advice for noob bloggers?

I think like anything you want to be good at, writing is something that you have to practice. The availability of free blogging tools allows people to have an idea and five minutes later have a post out. But I think this low barrier to entry also allows people to start up before they have a set of goals designed to take you past that initial bit of inspiration. People end up trying to boil the proverbial ocean instead of really drilling down on a topic or content space.

It might take the sense of fun out of writing a blog, but moving past that initial phase of writing really requires a plan and defined scope. It does not have to be a formal document, but getting these concepts down on paper will help to spell out what your goals are and can keep you from straying away from them. Distilling your idea down into a sentence or two also helps, even if you only use it as metadata for search engines.

This is not to say you can’t evolve and revisit this plan as you tastes change, but I think it helps put your goals into context and gives you a target to aim at. Along the same lines a writer needs to understand that a change in content or style will undoubtedly create a response from your readers, including potentially losing them.

4. In my eyes, the majority of restaurants have not shifted their focus online.  It’s slowly happening, but not yet…

I’m not sure I agree with that, it really seems like getting a page out there is part of every restaurant start up. It’s the execution of their online plan that I take umbrage with.

I always cringe a little inside when I visit a restaurant’s web site for the first time. While I understand many of the concepts and ideas that go into creating a restaurant site – they are selling an image – I often look at the execution and just wonder if they really think they are putting their best foot forward? How does a Flash intensive site help you convey your message? Why do I need a customizable soundtrack? A web site is an extension of a person or a business; it rarely is a creature unto itself.  Doing the right things in the right way has to be more valuable to a business owner in the long run than a flashy site that at is core is really brochure-ware.

There is a segment of the population that wants information and some basic functionality; menu, directions, reservations. Then there is this growing group of people who want to be connected to the food that they eat. Where is it raised or grown? How was it prepared? Who is behind the scenes? I find detail like this much more valuable than a soundtrack that I always shut off anyway. You should not have lower the bar to sell both the sizzle (the image) and the steak (useful content).

Now add sites like Twitter and Facebook into the mix and the issue gets worse, not better in my opinion. These tools are all about building a community and a relationship, but so many times they are used to blast a sales pitch. It’s a turnoff. Again, there is a way to leverage these tools to tell your story. It’s ok to tell me about your special on Twitter, but it’s not ok to tell me a dozen times a day. I think it would be more effective to talk about being at the farmers market and finding some fantastic ingredient that will be used in a dish tonight. When you start using the tools a bit differently; it results in more business for your place. Done right, you are doing less fishing and are generating more organic growth for your business.

4.  Do you think restaurants should pay more attention to food bloggers?  Why or why not?

I think that restaurants and food bloggers have a complex relationship. Food bloggers can provide a feedback loop for sure because in addition to being into a topic – so into it that they actually sit down and write about it – they are also customers.

At the same time, I think someone who writes about food needs to understand that their words have meaning and that they are not just yelling into the vacuum that is internet.  I’ve gotten emails from the owners of businesses that I comment about, especially when I comment on an issue that I had. Each time that happens I am reminded that I’ve moved out of the realm of just having an opinion to actually publishing it. I’m not just telling a few friends about an experience I had, I’m potentially telling thousands of people. I think it changes the game a bit, but it also makes me want to be a better writer.

5. I typically ask a comparison question here, but this I gotta know.  What is your favorite beer to enjoy a tasty burger with?

Besides one that I made myself? I would have to say an Ayinger Celebrator Doppelbock. That beer would go well with a root canal, let alone a burger.

Welcome to our third interview on UrbanBacon, one that I am totally pumped about!

I was privileged to interview Arlene Maminta Browne from Robust Wine Bar located in our very own St. Louis, MO.  Arlene, and her husband Stanley, are the two masterminds behind the fabulous Robust Experience.  Truly two people who love life, their family, and wine.  Check out their blog to learn more.

I also want to personally thank Arlene for all the insight she has given us.  It is truly appreciated:)  Enough of me, check it out!

1. I know how much I love wine, and I can only imagine what owning a wine bar is like.  Can you tell me the story behind Robust and what are you guys looking to accomplish?

After 10 years in the wholesale wine business and 18 years in restaurants, Stanley was ready for a new challenge.  So we combined his experiences and tried to improve on what traditional restaurants do with their wine programs (often which can be over whelming to the average customer).  We wanted a more user friendly approach to wine and created the “Robust Factor” where people choose their wine based on body style, as most people know what style they like.  As far as the food, we wanted small plates because a lot of people, including Stanley and I, don’t want a big full meal all at once, and would rather try a few different dishes.  We always find ourselves sharing appetizers or splitting an entrée when we’re out dining.  We also included the retail Wine Shoppe component, because most people tend to forget the name of the wine they drank with dinner last week.  This way they can buy the wine they like after dinner, at a good retail price, and enjoy it at home.  Wine accessories, and reasonably priced small gifts are also available so people can buy a little something with a bottle of wine for use as a hostess gift, for a wine enthusiast, or a last minute impulse gift.

2. Your website is awesome!  As you mentioned, I noticed what you call The “Robust Factor.”  Can you explain a bit more what that factor is?

We wanted to make wine drinking easy, and more approachable, by encouraging the novice, as well as the wine expert.  The Robust Factor was designed to help people choose a wine by its body style rather than the traditional varietal or region you see on most menus.  Guests can choose by number and descriptor, 1 through 8, from lighter styles “Crisp”  and “Mellow” to bigger, bolder styles  like “Generous” and “Robust.”  It’s all a matter of what suits your taste.  All our wines are hand-picked by Stanley who is a Certified Sommelier and a Certified Specialist of Wine so you can always be assured of quality.

3. In 2009 Gary Vaynerchuk visited St. Louis to promote his book “Crush it!”  You guys invited him back to Robust afterward for wine…Can you tell me about that experience?

Let’s just say it was a rush!  There had been a lot of talk between our Twitter followers and Facebook fans all day, as well as a little behind the scenes work in the prior months.  We weren’t really sure if Gary was going to come or not.

I went to the book signing early with some fellow “Vayniacs” to get a good spot, while Stanley held down the fort at Robust.  We had a mission: Get Gary to Robust.  We even had a special wine flight named after him for the night “The Vayniac Flight.”

It truly was a team effort and together we pulled it off.  Gary told me when he was signing my book that he promised he would stop by for a little while.  I just kept repeating it in my head, “He said ‘he promised’, didn’t he?”  When he made the announcement after his talk that he was going to Robust and invited everyone to join him, I quickly texted Stanley and away we went!  Gary was ever so gracious and kind, spending time with everyone who came to see him.  We opened a bottle of Billecart Salmon Brut Rose, our celebratory champagne, and relished in the all around goodness!  I still get excited thinking about that night!

4. Let’s shift gears a bit.  You guys are heavily involved in social media online.  Do you think it’s a good idea for restaurants to adopt social media?  What successes have you seen?

ABSOLUTELY!  Social Media is one of the best ways to connect to your guests in the most interactive and meaningful way.  I would add a little caution to that statement for restaurants in general.  Due to the nature of the business, it is difficult to maintain this type of interaction with your customers because as many restaurateurs will tell you, there are so many moving parts to this business.  To make social media efforts successful, you really have to have someone who is completely dedicated to social media and makes time for it.  Stanley and I are lucky because as owners we have very set roles, but I keep him focused on the importance of interacting through social media, as well as overall marketing and PR.  Don’t get me wrong; there is certainly room for improvement, but one thing I know for sure is that social media isn’t going anywhere; it’s just getting stronger.  It’s really the way to get your story out and encourage positive word-of-mouth.

5. I feel like too many restaurants have a hard time seeing the benefits of building their brand online.  They rarely tweet, still have flash websites, and neglect their FB fan page.  Do you have any tips/words of encouragement for restaurants trying to build their online brand?

Like I said, the business is very time consuming and challenging on a consistent basis, so often times social media, marketing and PR get left on the back burner.  However, I do see that many restaurants make the mistake of using social media solely for advertising purposes.  I see it time and time again.  It can’t always be a commercial.  Engage your customers, ask them what they think and let them into your life a little bit.  We actually started our blog because with two little ones at home, and business expansion on the horizon, we realize we can’t always be with our customers as much as we would like to be.  Our blog, Twitter, Facebook, and text messaging allow us to interact and connect as much as possible without always being there in person.  It takes a lot of time and dedication, but believe me, it’s worth it.  We’ve been having a lot fun on twitter in particular lately.  Stanley calls it a “love fest!”

6. If it was your last glass on Earth:  White or Red Wine?

That’s easy! Champagne – and Stanley and I would be sharing it!

I randomly met Paul Tran on Twitter one night.  We got to talking, and he blew me away.  This guy is sharp and very in-tune with the restaurant community.  While no longer running his own restaurant, he now focuses on franchising and equity.  Trust me, this interview is a must read for owners!

1. Paul, after reading through your Linked-In profile, I am impressed.  You are a former successful restaurant owner now focused on franchising and equity.  What’s the story behind where you are today?

“After I sold my restaurant to a private equity investor, I wanted to go back to where I came from initially – the financial services industry – because many people know how to make money, but not many know how to grow, protect, and enjoy it at full capacity.  But I still love the restaurant business, and had many folks who wanted me to help consult on operations, growth, real estate, legal, and marketing matters, so I have an extra stream of income advising restaurateurs on their business.  Call me a crazy workaholic and I’d probably respond =)”

2. You have owned restaurants and spoken with many owners.  What do you think is the most difficult part of owning a restaurant?

“I think the most difficult part of owning a restaurant is operating without a system.  I worked 80 hours a week in my restaurant for an entire year before I realized I needed to create a process for EVERYTHING – customer dialogue, inventory/employee/operations management, etc…because lack of processes and procedure can take your time away from increasing opportunities, enjoying a balance of life, and focusing on what’s most important. A consistently superior experience is what keeps a customer coming back and keeps them raving about your business, and you can’t do that without systems. That’s what I learned first-hand, as well as seeing why a franchise is SO attractive – a business model with systems in place so that you can focus on more “Business Owner Tasks” like marketing, opening new locations, enjoying the fruits of your labor, etc.  You can’t run a business at its peak without a clear vision and a business plan; operating at max profit, at max capacity, at max customer satisfaction is no different.  SYSTEMS are HIGHLY recommended, folks read the book “e-myth” to get what I’m saying…”

3. I see owners who spend a majority of their time in daily operations.  Which I believe can cause them to lose sight of their business vision.  In your opinion, what should be their main focus?  Should owners act like a CEO or an employee?

“I think that CEO’s should act like CEO’s and help lead the entire company, not lead the sandwich table or the back kitchen operations.  Those skills can be easily hired and trained if you know what kind of culture and expectations you have.  You are the owner, and you are meant for more strategic things, like I mentioned – opening new locations, finding new marketing initiatives, etc.  But that doesn’t mean you don’t know whats going on in the trenches; touch on your general/kitchen/district managers often, be aware of how your front linesman are doing, because they interact and are the face of the customer.  Be in the stores sometimes just to let them know that you, their fearless leader, haven’t left them for dead.  But remember that you are a BUSINESS OWNER and not an EMPLOYEE-OWNER.  Communicate that your role is to ensure that you are taking care of things like ensuring your employees are happy, providing the resources to do their job, and they are ensured as much job security as possible.  You can’t do that in the kitchen making pizzas.”

4. You are heavily involved with franchising these days.  Franchises like McDonald’s, Papa Murphy’s, and Subway were widely successful in 2009.  What lessons can local independent “mom n’ pop” restaurants learn from such franchises?

“As communicated above (sorry for being redundant, I feel so strongly about these things!), having a system is important, consistency is key as well, communication with customers keeps them loyal (social media makes reaching out to clients a no-brainer), continually training your staff and holding them accountable (with reports, measures, etc), be know for something positive (branding), and treat your company -big or small or in between – like a world class organization.”

5. More and more restaurants join social media platforms daily.  How should restaurants use platforms like Twitter or Facebook to build their business?

“I think that they should use Twitter/Facebook with the knowledge that this is a customer service, branding and marketing platform, and requires a FULL-TIME effort.  It requires that organizations respond to customers immediately, find new ways to connect with customers and bring them back to your restaurant, be personable, reward your raving fans of express loyalty and referring, and not to be salesy – be a personable brand that people can and feel proud to relate to.  Try not to outsource, because it’s hard to outsource your internal brand personality.”

6. You sit down to a nice dinner:  Fish or Steak?

BEFORE I HAD GOUT, STEAK =P