Mary White-Cornell
  • Female
  • Seattle
  • United States
  • Restaurants Unlimited
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Mary White-Cornell's connections

  • Jim Shea
  • Giuseppe Rosati
  • Michael Biesemeyer
  • FoodCalc
  • Alyson Mar, RD
  • Scott Mader
  • Chris Durbin
  • Joseph Szala
  • Bryon
  • Mestizo
  • Ty Sullivan
  • Mohamed Alawdan
  • James Kohn
  • Ian vaughn
  • Robert

Mary White-Cornell's Groups

Mary White-Cornell's Discussions

Are you using Twitter for marketing your restaurant?
5 Replies

Started this discussion. Last reply by Michael Reynaga Aug 11, 2009.

What do you think about the Denny's Free Grand Slam Breakfast promotion?
7 Replies

Started this discussion. Last reply by Paul Paz Feb 5, 2009.

Carl's Jr. Coupon Disaster
2 Replies

Started this discussion. Last reply by Mary White-Cornell Jan 20, 2009.

 

Mary White-Cornell's Page

Latest Activity

Mary White-Cornell posted a group
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4 walls marketing

Market your restaurant without leaving your restaurant. Ways that a busy manager can build sales within the 4 wallsSee More
Dec 30, 2011
Randy Beckey joined Mary White-Cornell's group
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4 walls marketing

Market your restaurant without leaving your restaurant. Ways that a busy manager can build sales within the 4 wallsSee More
Apr 24, 2011

Non-Operator
Joel Cohen, RestaurantMarketing.com and Mary White-Cornell are now friends
Jan 11, 2011
STaormina joined Mary White-Cornell's group
Thumbnail

4 walls marketing

Market your restaurant without leaving your restaurant. Ways that a busy manager can build sales within the 4 wallsSee More
Nov 2, 2010
Beth Floyd joined Mary White-Cornell's group
Thumbnail

4 walls marketing

Market your restaurant without leaving your restaurant. Ways that a busy manager can build sales within the 4 wallsSee More
Oct 11, 2010

Non-Operator
Walker Thompson joined Mary White-Cornell's group
Thumbnail

4 walls marketing

Market your restaurant without leaving your restaurant. Ways that a busy manager can build sales within the 4 wallsSee More
Sep 22, 2010
Mary White-Cornell's discussion was featured

Let The World Know About Your Event Right From Your Desk

Having an event at your restaurant or participating in one in the community? Upcoming is a great site for creating on-line buzz and letting your guests and neighbors know."Upcoming is a community for discovering and sharing events. It can help you find stuff to do, discover what your friends are doing, or let you keep private events online for your own reference." You'll need a Yahoo ID to join Upcoming, as it is a Yahoo property. Once…See More
Sep 1, 2010
Mary White-Cornell added a discussion to the group 4 walls marketing
Thumbnail

Let The World Know About Your Event Right From Your Desk

Having an event at your restaurant or participating in one in the community? Upcoming is a great site for creating on-line buzz and letting your guests and neighbors know."Upcoming is a community for discovering and sharing events. It can help you find stuff to do, discover what your friends are doing, or let you keep private events online for your own reference." You'll need a Yahoo ID to join Upcoming, as it is a Yahoo property. Once…See More
Sep 1, 2010

Profile Information

Title
Field Marketing Specialist and Consultant
Company
Restaurants Unlimited
Website
http://www.5milebuzz.com
Twitter Handle
@marywhitecornel
What best describes my company
Fine Dining
Interests
Career Advancement, Consulting, Finding a Job, Networking, Gaining Knowledge
Biography
Love the biz, have been in it all my life. My very first gig at 16 was at McDonalds. The rest is history. I waited tables all through college and then thought to myself "I should own a restuarant" so I bought one and ran it for 17 years. After that I went to work for Chipotle, that is when they only had 5 restaurants. I opend several stores as the general manager and then led the Local Store Marketing program as one of their first constultants. I am now using my field expertise for Vicorp restaurants as well as doing consulting for several other concepts.
Years in the Industry
20

Comment Wall (41 comments)

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At 10:14am on July 16, 2009,
Non-Operator
Alyson Mar, RD
said…
Mary,

Thanks for the connection! I look forward to more discussions and interacting with you more on here.

Take care,

Alyson
FoodCalc
At 6:43am on May 11, 2009, Robert said…
Looking forward to meeting and the cold beer sounds perfect!


Robert A. Bonina, Sommelier | Vice President Food & Beverage
WASHINGTON ATHLETIC CLUB

Winner of Washington Wine Grand Award 2009
~sponsored by Seattle Business

"Leadership, Excellence, Integrity, Service, Sensitivity"
1325 Sixth Ave | PO Box 1709 | Seattle, WA 98111-1709
t: 206-464-3054 | c: 206-947-2556 | f: 206-464-3052 | e: rbonina@wac.net
At 5:05pm on May 1, 2009, Bill Baumgartner said…
Hi Mary,

I just wanted to say hello.
Hope everything is going well for you.

Bill
At 7:40am on April 29, 2009, Robert said…
Morning Mary,
Please contact my good friend Rick Amero he is the best recruiter for hospitality I know. Check out his web site http://ameroassociates.com/
Tell him I sent you. Good Skill in your search!
P.S. Do you have any Sales Management experience?
At 3:53pm on April 27, 2009, Zerene Gurian said…
Thanks Mary! I got into the POS industry in kind of a funny way. I previously worked as a recruiter, and was cold calling restaurant equipment companies, and called my current employer, Dinerware, and learned about this position. It sounded like something I would like, so I interviewed, and got the job. If you are still looking for a job here, try contacting Brad Near at Business Careers, 206-447-7474. He may or may not be able to help you, but it's worth a shot. He's a very close personal friend of mine, and is a great recruiter. :)
At 2:54pm on April 27, 2009, Zerene Gurian said…
Hi Mary,
You seem to be awesome at this whole social networking site thing! I am good with other sites, but haven't gotten around to learning this one so far. I am also impressed with your industry experience. I have been in the hospitality industry for about a year and am looking to learn what I can however I can. Would love to connect with you.
Thanks!
Zerene
At 3:32pm on April 14, 2009, Mary White-Cornell said…
Hi Steve -
Thanks for the quick reply! Yes, as the economy weakened my employer eliminated the local store marketing department. They used the money to buy billboards and TV - different CEO's all have different philosophies about what produces the best ROI. I'm a firm believer in using strategic advertising and neighborhood marketing together. Local store marketing is more difficult to measure and demands constant commitment. I think sometimes operators just find it easier to pick up the phone and call their advertising rep to place an ad.

You are totally correct when you say neighborhood marketing is the most effective in building a loyal guest base. My experience has been that operators struggle with it for a couple of reasons:
1. They are uncomfortable about getting out of their comfort zone / restaurant and talking to people in the community - it is kind of like call reluctance - you find a lot of reasons why you "just can't get to it".
2. They don't completely understand which LSM promotion would work best with their restaurant.
3. They are really excited about a new promotion - but their expectations are too high and when they don't see an immediate sales bump they become discouraged and stop.

I encourage restaurant managers to make sure LSM is a part of their marketing mix by:

1. Hiring someone to implement the LSM strategies if they don't have time Even if it is only for a few hours a week.
2. Don't ever stop - decide on a plan and stick with it every month of the year - it takes constant commitment
3. Expect to see noticeable results in 6 months - probably not sooner
4. Run top notch operations - no need to drive new guests in if they are not going to have a remarkable experience
5. Get out of the office and on the floor with your staff and guests - that is where you will find amazing LSM opportunities

In the early days at Chipotle when we only had a couple of stores and no money to advertise - we produced double digit sales increases quarter after quarter using only LSM. It was pretty amazing. I saw the same type of results at my single unit restaurant as well.

What else can I tell you about LSM? If you are interested in any specific strategies and/or results just let me know I would be happy to share those with you.

Thanks again for reaching out - I look forward to a lasting connection.
Warmest,
Mary
At 9:32am on April 14, 2009, Steve said…
Hi Mary,
I see you have personally experience the effects of the rapid downturn in the economy - unfortunately I think we all have.

Marketing can be a tough gig in this environment but I am interested in learning more about your specialty – LSM. I have always felt that neighborhood marketing (is it the same?) is the most effective in building a consistent loyal guest base.

We have done it all from hand delivering business packages or establishing personal relationships with the front desk personnel of local hotels to all kinds on in-house marketing or bounce back programs.

These programs tend to be very effective but the effort put forth seems to wane through the ups and downs of the business cycle.

I’m curious if you have any thoughts?

Steve Price
President
Arnies Restaurants NW Inc
sprice@arniesrestaurant.com
425-293-0319 ext. 15
At 7:14pm on April 13, 2009, Ken Batali said…
Happy to help any way that I can.

e-mail me directly - - let's find time to connect.

ken@bataliassociates.com
206-390-8285
At 1:25pm on March 24, 2009, Chris Durbin said…
Hey Mary,
Thanks for the support we can always use more fans. I am not an operator but work for corp. IT department. My primary focus is point of sale systems.
 
 
 

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