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Jump-starting sales: unsure how to advance the profit needle? Here are some business-building tactics that worked.

Article Excerpt
Successful business-building ideas are the ones that produce measurable results. They spark ideas and strategies that boost staff morale and improve sales numbers.

They can be as basic as replacing paper gift certificates with plastic cards, adding a company mascot or introducing new menu items at school lunches. And it can take just one idea to make a difference with employees and guests, as many operators have learned.

PATIO DADDY-O

From his helm as director of foodservice at Chicago's Children's Memorial Hospital, Richard Robinson looks at restaurants in the surrounding neighborhood as "enemy" encroachers, lures to entice hospital employees and visitors off site. Seeking ways to distinguish his operations, Robinson last May introduced Thursday and Friday patio cookouts. The response was so enthusiastic that they quickly grew into Grilling in the Park, a lunchtime event with tents, T-shirts, picnic tables and participation by 300 customers a day.

"Everyone from nurses to construction workers and local shopkeepers were milling about, eating and having fun. Even senior administrators showed up," says Robinson.

Testimonials by the hospital's CEO in the employee newsletter further built business. By midsummer, entire departments reserved the patio for Wednesday recognition parties. Originally slated only for summer, the cookouts were extended through October and raised revenue over last summer by 21%.

Next year? "We're set for five days a week," adds Robinson.

BOOKING NEW BUSINESS

Alison Barshak is short on both time...