Donald Burns explains why customers buy on emotion then justify with logic. His TRC method gives restaurant operators tools through the Accelerator Program, which covers People, Product, and Process. The Food Cost Boot Camp teaches operators to control food costs, with coaching tailored to each client's specific challenges.
Yeah, I'm trying to sell with logic. Yeah, I was trying to sell logic. It's healthy. Yeah, no one buys logical, but no one buys logic.
They, they do, you know, they buy off emotion and then they justify with logic. So, um, you know, it's like when you're scrolling something on Instagram, you're like, in your head, you know, it's like, ah, do I need this? You know, probably not, but it's cool. And then you kind of, you justify it in your, in your, your mind, you know. It's like your mind is like your biggest salesman, right? They, they will sell you on you know, why you should buy it. Um, so that's, uh, that's always fun.
One of the things I would say about the, you know, the TRC method that we, we have and that I offer and stuff like that is the biggest thing I think about the TRC method is I give you lots of tools, lots of resources. And like you were talking about understanding food costs, stuff like that. So Nick's in a program called the Accelerator Program. The Accelerator Program is basically, it's a series of like workshops. So you've probably heard me talk on a podcast before about the 3P framework, which is people, product, process. And inside each one of those little areas is a nerve. Like, we have mindset, culture, hiring. Then the product part is food cost, menu, marketing. Then the process part, it's system, strategy, and profitability. Now, that's great, and that's very, very high level. So, like, well, how do I understand my food cost? I give you a detailed course. It's called Food Cost Boot Camp that the members jump into. And so, like, when people first get onboarded with me and they sign up for a coaching program, first thing I understand is, like, I need to know where you're at, where you're struggling, and then I kind of I customize your program like, all right, you need to do the Know Why workshop, let's get the culture piece going. And then don't worry about the hiring one right now because you get your teams fully staffed. Let's jump right into Fuca's boot camp.
If your restaurant only works because you work 80 hours a week, it doesn't work.
