Michael Weinstein
Analyst · DGHM
First of all, we -- the last 2 quarters, and we go over P&Ls monthly here, and we have flash P&Ls every week on every single restaurant. And Vinny Pascal, who's our COO, and Bob Stewart and myself sit down, and we go through these things. And I must tell you, from our level of expertise, whatever that may be, and expertise may be the wrong word, but from our level of knowledge of restaurants and how they run, we look at these P&Ls and there's very little wrong in them. I mean, very, very little. Our managers who have been with us forever are doing great work, great work. And in Rustic, we inherited a management team in place that is spectacular. What we did at Rustic is we just said what they were afraid of. We said the offerings here are too much value. The portions are huge, we're not charging enough. And we think, from what we know, people will pay for this. Even though we're not South Florida people, but we thought it was just too cheap. And we did 2 price increases. One, we did a price increase initially on the shellfish and the crabs, which they're famous for. And then 3 months later, when we felt those were -- the prices were absorbed without any loss of headcounts, we raised the entire menu. The rest of the menu. And right now, I could tell you, we're doing 10% to 15% more business every single week with no loss of headcounts. Now it's in season. The tourists may have less of a reluctance to spend the extra few dollars and locals will, and we'll find that out in the summer months. But we wanted to raise the prices before we went to Jupiter, which is a little bit of a wealthier community and a more well-heeled community, and so that we had the same price points at each restaurant. And so basically, we took a restaurant that, when we were shown the numbers, it was earning $1 million. We thought with add-backs, it might be earning $1.3 million, $1.4 million, $1.5 million. Add-backs meaning personal stuff that the former owners charged into the restaurant that we would not charge in, cars and other insurance policies and stuff. And with the price increases, we think we're going at about a $2.2 million, $2.3 million [ph] clip at Rustic, maybe a little bit more in Fort Lauderdale. And yes, so that's what we did in Rustic. Nothing that dramatic except saying, "Hey, this product is being offered to the customer for too cheap of a price and they will pay more because the product is good and the quantity of the product." Everybody is bringing a doggy back home. So we have other areas where we think we can expand at Rustic. As I said, we're going to build a new bar in Fort Lauderdale. We think takeout is underperforming. They never -- they do, do takeout, they don't do deliveries. Maybe we should be doing deliveries. The model for me is the barbecue restaurant in Memphis that sends things out, Federal Express all over the country, I think we could be using that model if we knew how to market it. But I must caution you, and I'm not being -- undervaluing ourselves here, we are lousy marketers. We spend no money marketing. What we are good at is -- our brand is being able to run these 600-, 700-, 800-, 1000-seat facilities. And I always say, you're at Bryant Park on a Thursday night, at 5:50, the place is mostly empty. People get out of work at about 5:00, 5:30, start to use the bar and that bar will do $25,000, $30,000 on a Thursday night, our outdoor bar. And then at 6:00, there are 1,000 people sitting, all at once, and they will all be out by 7:00, if they want to, or earlier. We know production and we know quality and that's our brand. And that happened to be the Rustics brand. They knew production and they knew quality and that's why we like it so much. So there was very little we could teach them, and I don't think there's all that much to teach us, although I would like to have garlic crabs on some of our menus throughout the country because I think it's a great product, if we can make it as good as they can. But I don't think, beyond that, there's very much going on.