Ep. 106 - Managing, Selling, and Advising Restaurant Management with Ken Burgin, Community Manager at Silver Chef

I met Ken when he commented on an article I posted. I think it was the one on how podcasting changed my life. Ken mentioned his experience podcasting in the food industry so we got to talking and decided to swap interviews.

You can listen to my interview on Ken’s podcast on the show notes.

Ken is what I like to call, an authority in the restaurant management industry. He’s had a restaurant for years,a nd then after selling it, he decided to take a more, teacher role. Ken doesn’t like the word consultant, but he has helped so many restaurant owners lower their cost and manage their dream.

So in this interview, we learn some tips on how to become an authority in your space, but this is also a nice interview for people who are in the restaurant industry. You’ll learn the biggest problem with managing the restaurant industry, and even steps on how to sell a restaurants, and so much more.

During our interview, Ken and I talk a lot about podcasting and blogging and I separated a good chunk of our interview and we’ll be turning it into a bonus episode later in the week.

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What do you tell someone in a sentence or less?: I work with restaurants to get more business Barbeque Stopper – A word that makes everyone go silent, consultant, psycologist…. Food science I developed profitablehospitaility.com and posted blogs and podcasts onto the website Restaurant Owners are great at food, but they lack marketing and accounting skills. Ken has all of this as downloads How do you get people to find you?: Linkedin! I post frequently and people like it. It’s only been recently that I’ve used linkedin. I’ve been here quite a while. I’m available as a speaker and do workshops, which adds on. SEO is great too. Can you describe your ideal clinet/patients: I came from a  restaurant and a café background as an independent workshop. I ran workshops to gently tell people to get out of the restaurant business. You have to build a business with people who want to get going. How do you vet them: Money is a great filter. $40 dollar membership, $400 dollar call. Find a pain point, give value Steps it took to get to where you are today: I’ve always wanted to have a  café so I bought one in Sydney and grew it over 10 years. Bought another with a partner. Didn’t work out too well. Sold the café business. I sold the training side to the restaurant and hotels association. Then I consulted and was approached by Silver Chef and they bought the business. Why did you start a podcast?: I liked a podcast and I liked listening to them. I thought it would distinguish myself compared to the rest. Do you recommend any other podcasts?: History podcasts, business podcasts, BBC food program, Russian History podcasts, Hardcore History, Paul Barron Food Service authority in the US, Food Marketing Nerds (Wendy’s, Jersey Mikes) What are the common questions you get in the restaurant business?: Where do I find a chef? Why are my food costs so high why are my wages so high? Why is social media not working? You will get more engagement on articles trying to cut cost than to increase sale What advice can you give about cost?: Cloud based scheduling is cheap and easy to implement. And Cloud based point of sale system. Adopting technology is not about cost, but the struggle to understand it How do you teach people about technology?: Well it’s about stories. Great stories will convince people to adapt to technology. Especially if you mention if you save money. “If you want to get more people to listen, they need to hear cash register ring more” How do you sell a restaurant?: You need to control a lease and get it right. You will usually get a lease for 10-15 years. You have the right to do almost whatever you want with that lease. You also have to have it be easily ran. It has to be simple and people who want to buy businesses need to get it right away. What should someone do when they want to start a restaurant?: Get into the restaurant industry. Your college experience probably doesn’t cover it. Learn the ins and outs of a restaurant. There’s a very steep learning curve. Be there in the business 6 to 12 months Favorite Restaurant Concept: Grounds of Alexandria right next to the Sydney Airport Eataly World – FICO. A Theme park in Eataly What flavors are hot in Australia: Hot, big, spicy flavors such as Asian food. They also like to know more about where the food comes from Gelato Shops Hokey Poke – New Zealand flavors Unicorn Frappachino – worker complaints Tyler Cowan – Overrated or Underrated? Reid Hoffman – Masters of Scale GMO – good or bad? Bad Vegetarians good or bad. Good Social Media in marketing. Good or Bad? Good Robots/Automation? Good or Bad: Good Favorite Book: There’s a new three volume biography about Joseph Stalin. The Life of Stalin. What is the best food you’ve ever eaten?: An Indian restaurant called Malabar Any advice for anyone who wants to be a consultant: I talked to someone who consulted consultants. You gotta sell the benefit and pitch that you’ll make someone more money. “I’m going to cut your power cost and refrigeration” everyone wants it but must pay him to know the brand. Most consultants are too busy talking about themselves rather than tell them the benefits. Simple numbers work better, focus on dollar amounts rather than arbitrary percentages. Where can we find you?: I have a blog at kenburgin.au, profitablehospitality.com.au, Ken Burgin on Linkedin

 

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