Kids hold the key
The story so far
Claude and Tammy Mariaux are at last reaping the benefits of six months' hard work and carefully targeted marketing campaigns. Staffing problems remain unresolved, resulting in long hours for Claude. Tammy has been putting all her efforts into standardising procedures across the two businesses of Spaggo's and nearby Tummies Bistro.
After a frantic last-minute panic, Claude and Tammy Mariaux have made a nervous departure to Switzerland to enjoy their first real break in 12 months.
But the price of going on holiday has been high. Marketing campaigns to help ensure a full restaurant during the Mariaux's absence have gone up a gear, with children the main target of this frenzied activity.
"In so many of the chains kids eat for free these days. If we want to attract the parents we've got to make Spaggo's child-friendly," says Tammy.
A regular weekend visitor to Spaggo's is Spags the clown, played by a student who works for three hours and is paid £5 an hour. Young visitors are encouraged to create their own pizzas with this character who also paints young faces and entertains.
"We designed it round our own kids," says Tammy. "They love it. And it's good for all ages. Even 12- and 13-year-olds enjoy patting out and designing a pizza."
Children also receive an activity pack to entertain them and allow their parents to eat in peace. Goodies include colouring crayons (already used by adults in nearby Tummies and thus with the Tummies' branding to allow cross-fertilisation), a balloon, and pictures to colour in.
The whole thing costs about 60p to assemble. Tammy has just clinched a good deal on balloons from Folkdean in Lydney, Gloucestershire, which gives her 12in balloons for 5p each and 10in ones for 4p each.
Children eat for £1.99 at the weekend (plus optional ice-cream at £1 extra). During the week that price goes up to £2.95.
The price of these freebies, plus paying for the services of Spags the clown, means a nominal profit on children's menus. Nonetheless Tammy feels it is worth a short-term loss to build long-term volume in the shape of full-price paying parents.
"When we first opened at Tummies we were only serving about 15 meals on Sunday lunchtime. It was hardly worth us opening. We started doing a children's full roast for £1.99 and went from 15 to 100-plus covers. We hope to do the same thing at Spaggo's. If we keep advertising Spags the clown I think we will manage it," says Tammy.
Claude, meanwhile, has been involved with promotions of a different nature. BBC Radio Berkshire has enlisted his help as a cookery doctor, with 30 minutes' air time every fortnight.
The first time the programme's producer didn't expect any calls, but within minutes of Claude being on the air the lines were buzzing. The questions, though, were not entirely what Claude expected.
"I thought I would be asked how to make a cream sauce or how to do a reduction. Instead the calls were from housewives. One said that whenever she pickled beetroot it came out rather vinegary. I've never pickled beetroot, but I advised her to use some vegetable stock. She seemed quite satisfied.
"Another complained about problems when freezing broad beans. I couldn't think what a broad bean was. I know the names of all the vegetables in French, but not all in English. The programme producer seemed quite happy though, and I've been asked to go back."
The Mariaux's latest exposure to publicity is yet another feat which they put down to their public relations machine in the form of consultant Naomi Arnold. Arnold sends press releases to all and sundry ensuring that the couple's name appears in the local press as often as possible.
The young couple admit they were initially sceptical concerning public relations but are now convinced of its value. "You can't really measure how much business it has brought in, but it's certainly got us known and that's definitely worthwhile," says Claude.
While they are in Switzerland the Mariaux hope to find a solution to the seemingly never-ending saga of staff shortages. Tummies is now more or less fully staffed, but Claude is still spending far more time than he would like in the kitchen at Spaggo's. Advertisements have not bought in the right calibre of applicant, but there's an outside chance that Switzerland might have the answer.
"There are lots of foreigners in Lausanne and it's nearly the end of the season there. We just might be able to find someone with an EC passport who wants to come here to speak English and have the experience of working in England," says Claude. The Mariaux feel their deal is a fair one - £10,500 a year for a 22/23-year-old working two weeks of split and one of straight shifts.
During Claude's absence, second chef Justine Hanley is in charge of the kitchen at Spaggo's. To allow both Claude and Tammy to get away together she has agreed to work 14 days lunchtime and evenings without a break.
This month has also seen the end of free bread at Spaggo's. Bread was costing £100 a week and a lot of it was being wasted.
"People don't really need bread when they're eating pizza and pasta. If they ask for it we bake off some dough balls and charge 75p," says Claude.
Despite being nervous about going away the Mariaux can take comfort in booming business. One week earlier this month Spaggo's did 976 covers, the most so far. The original aim when the restaurant opened back in February of 1,000 covers a week by Christmas now seems an easy target.
