In the High Tech Kitchen With Bob Chinn (1/4)

Asian Restaurant News Interviews with Bob Chinn, owner, Bob Chinn’s Crab House, Wheeling Illinois Bob Chinn’s voice and demeanor have an energy that is infectious, even if you are thousands of miles away from him at the time. It is no wonder that, even after 23 years in operation, Bob Chinn’s Crab House has been named one of the most popular restaurants in the country. Speak with him for five minutes and he will give you 5 new ideas and 8 ways to make money — all of which are right on target and show tremendous insight into the mind and soul of this great man. His never-ending search to find the latest and best ways to keep customers returning to his restaurant was how he grew to trust technology at the early stages of his career. He has imparted this wisdom to his management, and they, too, have developed the belief that technology, when given a chance, will grow the business. Bob, what are your thoughts on technology used in a restaurant setting? Stay ahead with technology. Make the upfront investment and you will spur growth. I have found that many restaurants think that you should first grow in order to invest in technology and this proves to be a wrong move. Technology investment for the long term is the absolute right move - You have to move forward in order to grow, not the other way around. I have observed that most Asian Restaurants are 60-80 years behind the times when it comes to technology. And that is one of the reasons that they cannot compete. When you think back to where it all began, what are your remembrances? I remember how I started out in the catering business. I was remodeling restaurants. In the late 60’s I went into business with a relative, which really wasn’t going anywhere. One day a woman came into the store and asked if I would cater a birthday party for her. Having just returned from Hawaii, I talked her into hosting a Hawaiian Luau- themed event. In a short time I found all kinds of props and food, from torches to leis to Hawaiian mats – getting a lot of it shipped from the islands – and catered a fabulous one-of-a-kind event. Word spread, and I was on my way to success. Mind you, this theme was highly unusual on the mainland! My Hawaiian-themed event became even more spectacular, and got vendors like United Airlines to fly materials in – I even used their brochures as placemats! How long ago did you embrace technology to better your business? I’ve always searched for smart ways to solve my problems in business! I may have been one of the first to install a computer system for my restaurant – over 20 years ago. Today, I am amazed to see that the mere touch of an icon will ring up a meal, instead of cashiers and waiters punching away at all sorts of items, numbers and calculating costs. What are some low-tech systems you have incorporated into your customer service areas? Instead of walking people to the table, I pioneered the “stationery staff” concept. Instead of having our staff walking customers to their table, we have “concierges” stationed in various areas of the dining room, so that the diners get to their table, supported by a discrete communications system between the stationed staff. The waiting/staging areas have proved to enhance staff and diner communication efficiencies. And I started this 17 years ago! We have empowered our Valet parking attendants to carry walkie-talkies so that our valued customers don’t have to wait in the rain or cold beforehand. Our inside staff pages the attendants in advance of the guests’ departure. Waiting time and customer aggravation go way down! Bob, you make it seem like running a business is simple! Running a business IS simple! Many restaurant corporations come to my restaurant to learn how I operate. How do you find out about the newest technology?