I met Scott Shaw, Founder and CEO of Fishbowl, at the at the 2009 National Restaurant Association Show in Chicago, Illinois. Fishbowl, named for those well-intended glass jars that collect guest business cards, is the trusted leader in providing permission-based email marketing solutions for the restaurant industry.

At the show, Scott led a panel discussion entitled “How to Stand Out in a Tough Economy.” Industry experts and restaurant owners, who are hit especially hard in these economic times, shared innovative business strategies and ways to refocus sales and marketing efforts to drive success.

Attendees learned about topics such as how to harness new technologies to develop stronger relationships with customers and leverage social media such as Facebook and Twitter, with email marketing, online ordering and online reservations to drive sales.

According to Scott, “Success in the restaurant industry has always depended on personal relationships with the customers. It’s these relationships that generate localized promotion and repeat business. This concept hasn’t changed in 50 years, but technology tools and the Internet have advanced dramatically. Social media, email marketing and ecommerce now allow you to nurture these deep connections with guests outside of the restaurant. Owners and operators who have not yet embraced these new technologies will have a wonderful opportunity to hear firsthand accounts of the success similar restaurants are experiencing.”

Prior to founding Fishbowl, Scott Shaw spent 17 years with three start-up foodservice companies. After meeting Scott, I was fascinated with his ability to assess the strengths and weaknesses of a company and position it strategically for future growth. I asked Shaw for his “words of wisdom” and he gave me a few great places to start. Read on for Scott’s short list of must-read business books for any entrepreneur.

Leadership/ Organizational Development
Max Depree–Leadership is an Art (all time favorite)
Patrick Lencioni-5 Dysfunctions of a Team

Strategy
Jim Collins-Good to Great
Keith McFarland-Breakthrough Companies (Good to Great for start-ups)
Adrian Slywotzky-Art of Profitability

During a 36-hour trip to Palm Springs, Erica Cerulo from the New York Times visits Chef Andrew Copley of Palm Springs restaurant Copley’s on Palm Canyon.

Businesses everywhere are struggling to understand and satiate the emotional cravings of the X and Y generation, now recognized as a critical market segment.  Perhaps we can learn some lessons on marketing by eating out in our own backyard.  Marketing pioneer Lisa Johnson, CEO of the Reach Group, identifies five key emotional cravings of the X and Y generations as experience, transparency, reinvention, connection and expression. North County restaurants and grocers such as Vigilucci’s, Firefly Grill and Wine Bar, Calypso and Seaside Market are hitting the mark when it comes to attracting young patrons in these generations. They are succeeding in satisfying both the emotional and sensory cravings to build a loyal and active customer base.  

ZENZI was hired by Hilton San Diego Mission Valley to promote and publicize the $20 million renovation of hotel facilities and grand opening of its brand new gourmet restaurant STISH.  Hilton wanted to raise its profile in the corporate and meeting/ events industries and become a known destination for business and conference travelers in San Diego.