As last year came to a close, I savored two special dinners out with my wife’s family: one at Emeril’s Orlando to celebrate my sister-in-law’s college graduation and a 15-person Christmas party at Lettuce Entertain You Enterprises’ Scoozi in Chicago.
I definitely won’t eat or drink that well again for months. But you already knew that.
As restaurant operators have heard ad nauseam for the past year, many Americans plan to cut back on their discretionary spending in 2008, likely resulting in fewer meals eaten away from home. I’m certainly one of them. Sure, I may not face the daunting reset of a subprime mortgage this year, and I don’t own a car that guzzles gas at $3 or $4 a gallon. But I still have to pay more in rent for a one-bedroom apartment than my parents do for their house, my student loans soon will be due, and I pack my lunch most days rather than eat out at nearby quick-service or fast-casual restaurants because it’s much cheaper.
With expenses rising all around me like this, restaurants can turn from a convenience into a luxury quite quickly. Yet I don’t intend completely to swear off eating at restaurants in the new year. Far from it. My reasons for going out to eat, however, will change.
In 2008, I see myself going to restaurants more for a special reason or occasion, not just because I’m hungry and don’t feel like cooking. I’d eat out every night if I could afford to, but I can’t, and neither can most Americans.
But when I want to cap off a great week or month, celebrate some small achievement, or reconnect with my family or friends, treating myself to a great meal is still one of the main ways I like to do it.
Moreover, this decision of mine covers every service segment of the industry. My wife and I will save up for a fancy night out at a white-tablecloth place for a birthday or anniversary. When I go back to the Midwest to see my best friends from home and college, we’re heading straight to Chili’s or Steak n Shake like always. If I’ve had a tough week at work, with too many consecutive days of PB&J, my escape is a little place called Starbucks.
Going to these places then becomes a highlight of my week or month, so the food and service need to be outstanding to keep a certain restaurant in mind for the next time I treat myself. For instance, after such attentive service at Scoozi, I most likely will insist on eating there the next time I’m visiting family in Chicago.
In a way, this elevates my anticipation—and my expectations—every time I go out to eat. So rest assured, restaurateurs: I’m still coming for you. But I can’t do it every day, so when I show up, you had better be on your A game.