The study guide for "Scarcity Marketing" with Chef Thomas Keller of The French Laundry in Yountville, California as seen on Small Business School, the series on PBS member stations.

The Case Study Guide

last update: May 2005

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If you've got, flaunt it

The French Laundry is one of the few American restaurants with this distinction.

Win Awards

The restaurant business is full of amateur and professional critics. From the local newspaper to the international publications, there are more words written about food than there are grains in a box of Kosher salt.

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Key Ideas of this episode


1.		Make a Small Amount

2.		Learn From Mistakes

3.		Be True To Yourself

4.		Keep Dreaming

5.		Put All Of Your Skin In The Game

6.		Stay Charming

7.		Take Dozens of Investors

8.		Win Awards

9.		Do What You Want To Do

10.		Hire A Maitre D'

11.		Hire People You Like

12.		Buy From The Best

At MenuPages.com we read about Chef Keller's New York City restaurant called, Per Se, which opened in 2004. One amateur critic wrote, "Truly Exceptional! Even though it's very difficult to make a reservation, it's worth it! Everything is simply exceptional from the food, service and atmosphere. I hope I'm lucky enough to get another reservation. "

Topic for Discussion: Should you enter contests or seek out recognition or invite customers to critique you?

Answer: Of course! It is often the best-priced publicity a small business can invest in. While you probabaly can't buy a full page ad in your local newspaper, if you won a national or international award, the chances are excellent that the story would end up attracting new customers.

The French Laundry is a member of a very elite group called Relais & Chateaux. At its official web site we learned that, "Since 1954, fine hospitality has been the hallmark of the members of Relais & Châteaux. Under their Relais Gourmands label you will find the most celebrated names in the gastronomic world today." This is a group that one must be invited to join. There is not application for membership. The current members eat around the world and recommend the places they feel meet the standards of Relais & Chateaux.

In addition these are the awards we know about...

2005-1999, Five-Star Award, Mobil Travel Guide
2004-2003, "Best Restaurant in the World," Restaurant Magazine
2003, "Outstanding Service Award," James Beard Foundation
2003-1998, Voted #1 - Top Food, Zagat Guide to the Bay Area
2002 Awarded the top honor of World Master of Culinary Arts 2001, a 1st annual award given by Wedgewood
2001, "America's Best Chef," Time Magazine
2001, Outstanding Wine Service Award, James Beard Foundation
2000, "Favorite Restaurant in the U.S.," Food & Wine Restaurant Experts' Poll
2000, Inducted into "Who's Who in Food & Beverage," James Beard Foundation

You think about it: How would your customers, your employees and your vendors react if you were recognized as an industry leader? Do you think going after that recognition is worth the effort it would take to get it?

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