Everything I know About Marketing I Learned Working in Restaurants

Living and Learning in the Southcoast, MA – Part One - WELL, ALMOST.  I STARTED WORKING AT THE AGE OF FOURTEEN AT THE OLD GULF HILL PARLOR IN SOUTH DARTMOUTH AS A DISHWASHER.  There was a gentleman named Manny Couto who was in his nineties and one of the best dishwashers there.  

 I learned from him.  He had a system, pride in his work and he cared about the cooks who put food on his plates, the waitresses who served the food and their customers. He was especially fussy about the silverware because he said even the best meal could be ruined by a dirty fork.  Guy Kawasaki would have been enchanted by him!

My manager was Ed Piccard.  He was like my father and big brother all rolled into one.  He said that although he would miss having me doing dishes, he needed me in the kitchen.  Besides, Manny would train another kid to take my place.  Working as a prep cook under Ed’s guidance, I went on to run the whole kitchen after the self-professed numero uno of the kitchen, a really smart guy named Jeff Zink, went off to college.

Working at Gulf Hill I learned about people, teamwork and systems.  I also learned how to work over forty hours between Friday after school and into the wee hours of Monday morning.   On summer Sundays we scooped Gulf Hill’s famous ice cream from the time the soda fountain opened at eleven; non-stop until two the next morning.  I also had the privilege of working for Gulf Hill’s ice cream maker – Joe Duffy – who’s only demand from me was to never run out of hot coffee.  He also only had one cuss that he uttered often; shit and three is nine - never heard anyone else who said that.  

 Most of the kids were afraid of Joe but I wasn’t.  Joe taught me consistency, product management and customer care.  He would make small batches of peach ice cream and other flavors for our older long-time customers.  I also learned how to make ice cream molds and ice cream cakes with Joe. 

Gulf Hill Parlor was in the restored barn of the original Gulf Hill Dairy.  I got the job because of our Gulf Hill Dairy milkman.  Anyway, there were two older farmhands; Gene Simmons and Freddy Bellevance.  Gene was one of the strongest guys, besides my dad, that I ever knew and one of the nicest people I’ve ever met.  He brought me my dairy order everyday and always had a smile on his face.  As I’m writing this, I’m realizing that this post will have to be in at least two parts as all these memories flood in.  Freddy was very quiet but friendly and would do almost anything for anybody.  What I learned from them was that a good team can be like family.  

Dot Frates ran the floor.  She was the waitress’ boss.  I learned all about respect from her.  Yeah, she ran the floor like an invading general and, as most women in charge who are good at what they do, she was called a bitch.  Bitch or not, she was always fair and kind to me.  Of course, I can’t forget Pat Wood.  I ended up working with her again at Freestones in downtown New Bedford when I graduated from the University of Miami.  Pat was one of the most voracious readers I’ve ever met.  She was also one of the most normal people I’ve ever met.  In a business where nearly everyone complains about anything and everything, I don’t think I ever heard Pat complain.

Restaurants are a great place to learn marketing basics.  S.W.O.T. Analysis for example; the internal controllable factors (Strength & Weakness) were about people, management and standards.  They’re internal and controllable.  Hire good people and treat them well.  Manage like you mean it.  Create and maintain standards that frame your customer’s expectations.  As for the external uncontrollable factors (Opportunities & Threats) well, you have to know what you’re doing.  Be conscious and conscientious and the opportunities will present themselves.   

As for the threats, it’s the same thing.  Rising overhead costs, taxes, regulations and whatever is thrown at you.  I remember when we had to open every single bottle of diet soda we had.  Cases and cases and cases of it and dump them out because they contained cyclamate, an artificial sweetener which caused a widespread cancer scare.  Then there was the tornado that we didn’t know was a tornado that came up from Padanaram Village.  We knew it was obviously one heck of a storm but what was more amazing was how we all worked together to survive that night.  

Gulf Hill Dairy had a great ad slogan on their products and trucks.  It went like this - You Can Whip Our Cream, But You Can't Beat Our Milk!   More about that the next time I return to this subject…