More and more casual dining restaurant companies are realizing the importance of general managers who know how to market their restaurants to the local areas. This is new for some and old for others. GM’s have always needed to understand operations, finacials, employee and management staff motivation, as well as in store guest relations. But here is the kicker, more and more, success is defined in the casual dining industry by putting in place general managers who know how to market. Knowing how to market is a whole other skill set all together. You can’t be successful if you are an introvert. Success comes with your ability to reach out and interact with other businesses and groups in your local area. You need to become involved with your community. Charity work, local sports, schools and area businesses. People in your community must not look at your restaurant as “XYZ Bar and Grill” but as “Your Place.” Your face has to be synonymous in your community with your company. You need to get out and be the “sales guy.” On the other hand companies, you need to give your GM’s some tools to compete. Because its the company who allows their separate locations to react locally who will win the day. Case in point in southern New Jersey their are two national restaurants side by side. One of the restaurants is a “Phillies” bar. They organize Phillies parties on game day. They have the TV’s tuned to the game. They have specials. The staff is motivated and wears the teams hats. It’s a real fun time. The other restaurant can’t get the games on the TV because their home office feels the expense to upgrade to a sports channel on their satellite TV is too cost prohibitive. Guess which restaurant is packed on Sunday afternoon?

But it’s not all about sports. Its about the GM’s getting out and interacting with the local area. And it is here I think many companies are missing the boat by not having older GM’s on their team. Let’s face it you really don’t see older managers in the casual dining concepts. GM’s are mostly in their mid to late 30’s a few in their forties. I would argue that General Managers in their late 40’s and 50’s are much better equipped to interact with the community. Their life experiences are greater and they move with ease when it come to socially interacting with the community. They are better for the most part in being able to reach outside of their restaurant. Companies would be wise to recognize this as they alter the formula for what makes a successful GM and restaurant.