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Olive branch to the economy |
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Written by James Ringrose
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Tuesday, 16 September 2008 10:42 |
 It's time to be nice for a change. After a number of bucolic and whiny articles about the appalling CT food expo. and the dire state of the economy, it's time for me to extend an olive branch. My positive thesis? The economy may well have done it's worst to the foodservices industry and things will now settle down.
I suspect that the Captain of the Titanic muttered something about "it will all be alright," shortly before the ship sank. We know he turned out to be a bit of an optimist, as are many of the financial pundits who cover our economy and the effect that it has had on the foodservices industry. But for once they may be correct (like a stopped clock - twice a day?)
The reason for my optimism rests on the theory that Americans have to eat and that most of them have lost the instruction booklet for the stoves in their homes. Along with crazy food prices, making your own meals is not necessarily an inexpensive way to go. This gives us the current generation, that like to view restaurants as part of their homes. They wear what they like, put their elbows on the table and "txt" with one hand and eat with the other. While my mother may have a fit, for generation ipod, this is "total, like OK."
The current economy has shaken out weaker players, forced improvements in management and productivity and made everyone value the customers who do show up, even more. The ludicrous belief that we could go on building larger and larger restaurants forever, has evaporated along with 401ks and the idea of constant double digit revenue growth.
This leaves a meaner and leaner industry, servicing patrons who oddly believe that steak comes from servers not cows. These diners don't really have a choice - it's eat out, or starve on a diet of cold Chef Boyardee.
Sure folks are looking for dining bargains and spending less at the very high end. They may also be eating out slightly less, but in general things have not deteriorated in the way some suggested that they might.
So draw comfort from this. You could always add a "Lost my 401k," cocktail to the drinks menu and a "Looking for a new job," blue plate special.
Perhaps we should just encourage everyone to hunker down together in their local restaurant to weather out the economic storm. When we emerge there will be an empty waste-land stretching far into the distance. Carried on the bone drying wind, oven instruction manuals and cookbooks will swirl by. In the middle distance an empty and part rusty can of Chef Boyardee will glint in the sun. Or not!
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Olive branch to the economy