R.I.A. Unplugged

December 8, 2009

The first rule for comping: Have a policy

There's a ton of fussing over on Twitter on this whole comping thing.  But let's face it chef, you and I both know that it is rampant.  My goal here is to help you navigate the waters — because if the writers can't themselves figure it out for once and for certain, well, how can you?

So, onward.  Develop a solid policy for yourself.

If you don’t develop a policy for how you will comp the media under various scenarios, you’re going to get into trouble fast. For one, you’ll have to fumble around to come up with a plan every time a reporter calls or shows up at your restaurant out of the blue. Who needs that stress?

So my first rule of thumb for restaurants is that they develop a comping policy to guide their decisions going forward. I suggest creating three categories — large, medium and small — that you can tweak as needed when various situations arise. These are my recommendations; ultimately, though, it’s up to each restaurant to decide how to handle various scenarios.

First things first: The ask. Some just haul off and ask up front. Others don't. If they haven't, always ask first.  Don't assume, don't argue about the check.  Just say, "If it would be alright with you, I would love for you to be our guest for the evening." Most writers can figure out that statement and then let you know their opinions on the matter.

Next, the policy:

Large: This is for writers with major influence — your city’s most prominent food writer, a national magazine’s food editor. If you’re comping someone who has great power to elevate you, go big or go home! Treat them the way you would if your mother dropped by. (Hmmm, I wonder if that’s the origin of the word “motherload.”)

Medium: For a writer who has a decent following and hasn’t dropped into your restaurant before, trot out a nice tasting menu. You want them to experience the breadth of your talent and understand what makes your restaurant unique.

Small: First, let me point out that everyone starts somewhere. So remember that those writers who today are working for small-potatoes blogs or still building their online audience may be tomorrow’s big-time writers. Don’t blow them off. I recommend for these folks (or for longtime writers who just want to check out your seasonal fare or update a listing), a smaller tasting that allows them to sample your current menu without breaking your bank.

I also recommend serving two glasses of wine to everyone, large, medium or small. Wine is important — it enhances both flavors and experiences. Generally, several bottles already have been opened for tastings or glasses that day, so if you don’t want to open a brand-new bottle, find appropriate wine from among those that already have been uncorked. I mean, what’s your other option? Iced tea?

Stinginess as lasting impression? Hospitality industry, gang — which doesn't mean you have to be ridiculous. Just provide a warm "glow."

I’d love to hear if others have developed their own policies for comps, and how that little bit of preparation has saved you headaches in the long run. 

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About this Entry

This page contains a single entry by Ellen Malloy published on December 8, 2009 12:00 AM.

The straight dope on comps was the previous entry in this blog.

How to handle comps if a writer "surprises" you is the next entry in this blog.

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