This post is the second of two parts. To read Part 1, please click here.

Create ‘Raving Fans’

When the day came to open the doors to his restaurant, he was ready to “create raving fans,” he said, by offering the best customer service coupled with good food.

“We’re cutting our teeth on this new brand for the Orlando area,” he said. “We give you the best product out there.”

Burger 21 is better known in the Tampa area of Florida, where it started, but Saller said he has had no problems attracting customers to his store in Orlando. He attributes his success to the built-in traffic provided by Mall at Millenia, one of the city’s premier shopping destinations. It’s also why he cites site selection as one of his best practices.

“Not only are (customers) going to come back, they are bringing back people with them. That’s the strategy we are building on now.”

Making sure the guests feel welcomed is another one of Saller’s best practices. He stands at the entrance to the restaurant and greets his customers personally and engages them before they take a seat.

“If you’re going to be successful in any franchise, you’ve got to be a hands-on operator,” he said. “You need to have a presence with the customers, especially when starting out. I’m at the front door greeting people. They know me now. I’m talking to them. When they start seeing that the owner is there, that he has a presence, they feel a lot more comfortable.”

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