Letter to SmartMoney Magazine and America Online, February 3, 2003

On behalf of the nation's 870,000 restaurants and their 11.7 million employees, I take tremendous offense with Michael Kaplan's recent article, "Ten Things Your Restaurant Won't Tell You," in the February 2003 issue, which also is posted on your Web site. Kaplan accuses restaurants of a number of offenses ranging from food safety to customer service to food quality and price. His short-sighted and simplistic generalizations greatly denigrate an industry that is committed to professionalism and customer satisfaction, and by publishing this story, so does SmartMoney Magazine.

Kaplan seems to think that isolated examples reflect an overall truth, and suggests that American diners should agree with him. Yet, the reality is that American consumers continue to drive restaurant-industry sales annually – this year's revenue projected to reach $426 billion – by patronizing restaurants in their communities for a safe and enjoyable dining experience. Restaurants play an essential role in Americans' lives and serve as the cornerstone of the economy, career and employment opportunities and community involvement, and a recent Gallup poll showed that Americans rate the restaurant industry as the most highly regarded business sector in the country.

A blatant example of Kaplan's thoughtlessness is his allegation regarding foodborne illness. The restaurant industry is, and has always been, committed to professionalism, as food safety and sanitation are non-negotiable. The National Restaurant Association and the National Restaurant Association Educational Foundation (NRAEF) work aggressively to promote professionalism in myriad ways, including maintaining an ongoing dialogue with regulators and food safety professionals nationwide. Furthermore, the NRAEF is the source of the ServSafe® Food Safety Training program, which is accepted by more federal, state and local jurisdictions than any other food safety education and training program in the country.

Another example is Kaplan's insinuation that restaurants deliberately over-charge their customers for menu items. That is a complete mischaracterization, and Kaplan fails to point out that 96 cents of every dollar charged goes into running the restaurant – from compensation for all the staff that obtain, prepare and serve the food, to the cost of the establishment's equipment and maintenance, occupancy costs and similar expenses.

I'm appalled and disappointed by your poor judgment to publish this article and for the unfair targeting of some of the hardest working people in this country. And, I request – at the very least – immediate removal of this defamatory article from your Web site.

Sincerely,

Steven C. Anderson
President and Chief Executive Officer
National Restaurant Association