A Letter from Curtis Wilson, VP/General Manager, Restaurant and Lodging Industries

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INTRODUCTION

A Letter from Curtis Wilson, VP/General Manager, Restaurant and Lodging Industries

American Express is committed to supporting and strengthening the restaurant industry. For decades, we have worked closely with the industry as stakeholders – supporting organizations that make a difference, connecting restaurateurs with valuable customers and providing them with essential tools and resources to grow their businesses.

Our restaurant business newsletter, Briefing, has long been one of those resources. For almost 40 years, American Express restaurant merchants have benefited from its distinct blend of best practices and expert insights, geared to busy restaurateurs in an increasingly competitive marketplace.

When our restaurant partners began facing unprecedented economic pressures last year, American Express immediately responded with a Briefing series of critical-issue special editions to help them navigate their businesses through the uncertainty and position them for the future. Each is oriented around one of the considerable challenges that restaurateurs must address to survive and prosper – with limited resources and the need for rapid ROI.

The Bottom Line contains those key insights and more – from innovative ways to drive business (including mobile marketing and online media) and sales when consumers are cutting back, to efficiencies and opportunities in purchasing and smart investments in technology and green initiatives. You’ll also learn about the valuable seminars at the Restaurant Trade Program at the Food & Wine Classic in Aspen and the many programs offered through our industry partners.

We hope that this resource book – the fourth we’ve created for our restaurant merchants over the last 10 years – will serve you now and in the future. We invite you to visit Briefing – restaurantbriefing.com – for ongoing coverage of topics that are essential to your business. On the site, you can also sign up to receive email alerts when the new editions are posted.

Thank you for your partnership and, as always, for being an American Express merchant.

Curtis Wilson

	Introduction A Letter from Curtis Wilson, VP/General Manager, Restaurant and Lodging Industries American Express and the Restaurant Industry American Express Value Story
	Chapter One: Purchasing Powers Introduction Strength in Numbers Going Local Local Knowledge Purchasing Practices Power Buying: Prime Vendor
	Chapter Two: Technology Matters Introduction Feedback on the Fast Track Customers and Restaurant Technologies Taking Your POS to the Next Level Innovative Customer Interface Technology Customers Value Most
	Chapter Three: Saving Green Introduction Save Your Energy Green to Go Baby Steps, Big Impact Marketing Green Briefing References
	Chapter Four: The Employee Equation Introduction Keep the Focus on Training Learning to Let Go: Trimming Your Workforce Legal Sidebar Cutting Labor Costs Building Morale in a Down Economy Morale-Building Ideas
	Chapter Five: Smart Marketing in Tough Times Introduction New Age Marketing: Social Networks and Cell Phones Sales Forces How To Sell More in a Slow Economy Communicating with Cautious Customers
	Chapter Six: Consumers and the New Value Equation Introduction New Deals: Value and Cost-Conscious Consumers Opening the Door to More Business Industry Outlook
	Chapter Seven: Building Loyalty Introduction The Power of Committed Customers The Employee Connection Developing Loyalty – One Customer at a Time Turning Customers into “Members”
	American Express Restaurant Trade Program
	American Express Partners and Services
	Sources
	Acknowledgements

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