How our 'Kitchen Nightmare' became a PR dream

The Trousdale's have increased their bottom line since appearing on Ramsey's TV show

Subjected to Gordon Ramsay’s vitriol restaurateurs Elin and Andy Trousdale are now reaping the dividends from their TV appearance.

BusinessesForSale.com: How did you come to be on Gordon Ramsey’s show?

Elin Trousdale: It was completely unplanned. We were unaware of what we were actually applying for when we answered a casting call several years ago!

BFS: What did you learn from the whole experience?

ET: Gordon Ramsay helped us to relax and reinvented the look of the restaurant, giving it a bistro feel, which fits well with the name of the restaurant – Le Bistro! We also had a new awning built.

But the most important outcome since being on the programme is the growth in new business which has increased the bottom line. Being televised on a global show was great PR for our business. We now have international recognition and it only cost us a bit of embarrassment – it was well worth it.

BFS: So now the business is established have your working hours calmed down a bit?

ET: Our working hours are 24/7 and that has never changed. In my opinion, when you have your own business you will always work non-stop.

Being televised on a global show was great PR for our business

BFS: Sounds tough, and I can imagine there’s a lot of competition...

ET: Yes, it’s very difficult but you must forge ahead no matter what. It’s important to implement new business ideas all the time, for example we built a wine bar in the restaurant to host wine-tasting events, which just gives the business something extra.

The most successful restaurants in Florida hire good – and expensive – public relations companies to create a buzz around their business. We didn’t have the budget to do that, which is one reason we agreed to go on the show.

BFS: So, going back to the early days, what inspired you to run a restaurant?

ET: My husband trained in England and has been a chef all his life and I was qualified in restaurant management. We decided it was time to combine our strengths and start our own business, so we used our own savings to finance the venture 10 years ago.

We also participate in a local farmers market with local and organic produce, and we play a part in local fundraisers. I collect patron’s emails and send out monthly newsletters listing our upcoming events and special offers.

We don’t follow a fixed business plan, we tend to change with the times as and when we need to. I believe that’s the beauty of having a small business.

BFS: What are the other advantages, and disadvantages, of running and buying a restaurant for sale?

ET: The commodity is perishable and if you’re not careful you can end up with a huge amount of waste.

However, if you have a passion and love for food as we do, then you get enormous satisfaction being in a cooking environment, and its great meeting people who share your interests.

But there’s no doubt that running a restaurant can be very difficult and expensive.

BFS: Any advice for budding restaurateurs?

ET: It’s not going to be easy and you must have the funds to see you through the quiet times. You must be thick-skinned and able to deal with all the ups and downs. Most importantly, be resourceful and save for that rainy day – because it will come.

On the positive side, be creative in your marketing and don’t be afraid to take risks, within reason. Be vigilant with who you trust – that goes for any business.

You should also have a good relationship with your business partner and make sure you work as a team and balance each other out.

Listen to an expert restauranter talk about the importance of understanding your customer base.