by Heather T. | Jun 11, 2026 | Blog, Food, Observations, restaurants
I wrote a post Interview tips for chefs and cooks almost 16 years ago and quite a bit has changed since then but the topic is still being looked for as it’s one of the top traffic posts on my old blog. The post: Resume Writing Dos and Don’ts for Chefs and Cooks (written shortly prior to the above referenced post) was also a high performing post and I thought it was time to do a bit of an update on.
The basics I had covered prior still remain the same, but there are new things to think about since this was written. With the rise of more social media platforms and the use of AI, it’s a whole new world out there. While more experienced hospitality people may know all of this, I hope for anyone just starting out in the industry this is helpful.
The original post started because there was a discussion on a website called Cookwork.com (which is now no longer online) and it reminded me of what comes up frequently in discussions when I mentor young people thinking about going into the culinary industry: the old standby, writing a culinary resume.
Your resume is the first step to getting in the door to be interviewed, so you need to make it count.
Dos
Be Specific: If you worked the grill station or the sauté station, don’t just put: “Jane Doe Restaurant, December 12, 2005–October 15, 2006, Line Cook, I worked the grill station.”
What else did you do there? Any ordering? Did you check in orders? Did you help with inventory? Did you work any other parts of the line, even for brief stints? How many average covers did you do? What type of restaurant was it? If you worked grill, were you cooking fine dining, i.e., grilling ribeyes and salmon, or were you flipping burgers at a family-style restaurant? Did you expedite? Did you give direction to prep cooks or other staff? The more information you put, the more chance the person or persons reading your resume will see that you have done more than just “working the grill.”
Invest in some quality stationery if you are going for an in-person interview or mailing it; it will make your resume stand out from the crowd. While most places are accepting resumes by email or through digital formats where you either cut and paste your information into it or it gets pulled from a LinkedIn profile (if you have one), there is still the power of a good first impression.
While dropping off a resume is old school, there are still some small restaurants that do take them. Even if you have emailed or submitted a resume through an online portal, in my opinion it doesn’t hurt to follow up. It’s always a good idea to bring a good copy for a job interview too, first impressions count.
I mentioned investing in some quality paper for your resume and I shouldn’t have to mention this, but I will: dress up a little. You never know if you might end up talking to the manager or owner if you drop in unannounced, and this should go without saying, don’t drop in in the midst of the lunch rush or right before dinner starts. The 2:00–3:30 PM window is the sweet spot for lunch/dinner.
When I ran kitchens, I would occasionally have someone drop off a resume on their way to or from a cooking job while wearing their chef whites. Whether clean or not, wearing your chef whites (pants can sometimes be excused, but not a chef’s coat) out of the kitchen can leave not the best first impression on a potential employer. If your potential employer runs around with his or her whites on while out and about, you’re probably safe, but not all employers think like that. My first impression of a chef or cook roaming around (like pumping gas) with their whites on is, “Lovely cross-contamination we have got going on there…” when I see them.
And I will be the first one to admit, when I was in my late teens working in restaurants and very early twenties, before I knew any better, I thought grocery shopping or just running around in public outside of the restaurant environment with my chef’s coat on looked cool, until I worked for a chef that gave me a serious dressing down about it, but also took the time to explain from a sanitation perspective!
Don’t neglect your cover letter. Some online portals unfortunately don’t let you upload a cover letter, but the workaround is to combine it in the same document as your resume. Cover letters give you the opportunity to elaborate more: why did you get into the business, where do you want to end up someday, or what your passions are? It helps if you use the cover letter as a way to elaborate and enhance what is on the resume, versus just cloning the information and adding some wording around it.
I remember one of the best cover letters I ever got was when I was hiring for a sous chef many years ago. The applicant had not had management experience (yet) but was clearly very eager to learn and was straightforward about it, saying, “I want to own my own restaurant in the next 15 years.” The cover letter was real, it was honest and it wasn’t competing for my job right off the bat, and it didn’t regurgitate his resume, it enhanced it. He was one of the best hires I’ve ever made and he followed me to another restaurant when I got another job offer a few years later. He did end up owning his own restaurant eventually. It took a little longer than 15 years, but he successfully ran it for a few years and then went into catering so he could spend more time with his family.
Career gaps happen. Sometimes it’s not just from job loss and time spent job hunting, sometimes it’s an illness or a family member’s illness, and sometimes it’s because you are considering a career change. While I have seen some gaps put in as “self-employed” or “freelance,” unless you were actually doing that, it can come back and bite you in a job interview. If the gap was for a specific reason, I’ve found it does help to be direct. “Planned career break” or “Caregiving” or “volunteering or nonprofit work” (make sure you list it) or “Took courses, certifications or bootcamps” (and again, make sure you list anything). When it comes to being laid off, this is not something to be embarrassed about. It happens. I wouldn’t include it in a resume but might in a cover letter and be prepared to talk about it.
I’ve seen some career articles and posts (and AI suggests it if you ask) recommend putting month-to-month or year-to-year dates to close gaps between jobs. For example, you left one job in June and found another job in September. The suggestion being end one job in July and begin another in August. Yes, it does look better on a resume, but what happens when that information gets checked?
Many HR and hiring people do look at people’s LinkedIn accounts (I absolutely do when vetting people) and compare them to a resume. Mismatches of dates and job descriptions cause red flags, so make sure your resume matches your LinkedIn profile.
Run spell-check, and then run it again, and THEN run it by an English major if needed. AI can certainly help proof things in a pinch, BUT be wary of it not understanding restaurant terminology or rewording things that may not necessarily mean what you put in originally. Spell-check does not catch everything! Your future employers won’t be impressed with a resumah with mispeled wurds and in my own case I tend to duplicate words or have misplaced verbs sometimes because of neurodivergence (I prefer neuro spicy) and that often doesn’t get caught.
If you have computer knowledge, list it and the programs you know as well. While you might be interviewing for a line cook or sous chef position where you may not be using a computer at first, think long term (because your potential employers will be). If you get promoted, you may be asked to program or change information in the POS system or use Excel to manage inventories or scheduling. More and more POS programs integrate inventory control into their systems.
If you have certifications or other relevant experience that is not directly job-related but is industry-related, list it. As a potential employer, I want to know if you have your current and up-to-date ServSafe certification and T.I.P.S. training, for example.
List any memberships you have if they are industry-related. Are you a member of the ACF? Did you belong to a food and wine club at your high school or college? As a potential employer, I like to know that you are interested and involved in the industry.
Make sure your typeface is clean and easily readable. While calligraphy fonts are beautiful, they can also be very hard to read.
Customize your resume for each employer. A resume for a corporate job should not be the same as one for a small fine dining restaurant. Heavily research your targets and the job you are applying for, and customize accordingly. This can also include rearranging the order in which you list your categories. For a corporate-type job, you may want to list your schooling and certifications first and then your job experience, whereas for a small restaurant that is looking for a saucier, your job information should come first. Especially any information such as being a saucier should be highlighted.
It’s suggested in most professions not to list all your job experience. In the case of the hospitality industry, I don’t necessarily agree with that. More than 20 years back is a bit much, but you may want to list places you worked and job titles and if you are looking for upper management roles, I’ve been finding age is less of an issue than in other industries, especially ones where you are dealing with a lot of paperwork and management duties. The restaurant industry has much more variety than many other industries, such as computing. As a potential employer, I would want to know that 15 years ago you worked at an Asian restaurant rolling sushi.
Keep your resume to two pages or less if possible. A third page can be used as a promo page if you use it for “extra” information, i.e., any culinary awards you have won or if you were written up in news or other media. Be careful of being too self-promotional, though. But it can be a relevant push for a callback, depending on where you are applying. As an employer at a high-end seafood restaurant, the fact that you won the Boston ACF Seafood Challenge for three years running gives you some positive points in my book.
When using phrases like “Increased table turnovers” and “Improved food cost,” give specifics, i.e., “Improved food cost by 12% by re-sourcing vendors over a six-month time period.” (This goes for writing your cover letter as well.) Give specifics. Numbers are important; otherwise, it’s just empty hype.
“References available on request” is a bit outdated and yet I still see it show up on resumes. If you have references, give them with the resume/cover letter. As someone who influences hiring, I’m still going to call your last 3 to 4 jobs regardless of whether you gave them as a recommendation or not, and depending on whom the recommendations are from, I may selectively call them and I will certainly drill into how they know you. Was it a professional relationship or is this a buddy? It’s pretty easy to tell when you ask pointed questions.
If you are just starting out and don’t have job references yet, ask high school teachers and other adults who are business owners who know you if you can use them as references. If you are just graduating from culinary school, many culinary teachers are happy to write letters of reference as well if you are an exceptional student.
Do be persistent and follow up. If you mailed or emailed your resume to a restaurant or other facility and feel you are qualified for the position you are applying for, give it about a week and follow up, preferably with a polite phone call.
Don’ts
If you only have one copy left of your resume and the original is gone, spend the time to retype it. Don’t photocopy it.
Don’t put your “cute” email address as a contact source. While they may be amusing to you and your friends, they are not amusing to a potential employer. Get a Gmail account or a second one, and sign up with a more straightforward address. Some real-life examples of resume email addresses I have gotten (and my impression of the person dropped several points just from the address): hotcrossbuns@, sexychefette@, sexkitchenkitten@, smokintoquen@, angusbiteme@, chocolatemeltsme@, OhU8me2@, and thanks to ChefCody on cookwork.com for these: staightupg09@, youcanthandletheangus@, livingthe420dream@, whateva504@, Pinkfender2@, chancethepants@, exodabeast@.
Don’t list generalities (“a good problem solver,” “great under pressure,” “hands-on”) are like saying “Improved food cost.” These have no relevant basis unless you can back them up with relevant examples.
Don’t apply for jobs that you are not qualified for and then be upset when you don’t get callbacks and call the employer to harass them about it. Most employers will keep good resumes on file for future needs. While I may not need a line cook right now because I need an executive chef, I will probably keep your resume if it’s a good potential future hire. If you call me and inquire why I didn’t call you back and try to convince me that working at Denny’s for two years qualifies you to be my executive chef, your resume likely won’t stay on file long and I may block your cell number.
Don’t use words you don’t know the meaning of. “I worked the Garde Manger station” (but have no idea what Garde Manger actually means).
Don’t use words that you don’t know how to spell correctly. I still, to this day, wonder what a “bay marie” is. (I can forgive the “baine” vs “bain” spelling.) This one is a bit like Duck/Duct Tape.
Don’t fib! Those “little white lies” will definitely come back to haunt you in this business. Saying you made a 30-yolk hollandaise by hand daily and then not being able to incorporate an egg yolk when asked doesn’t look good. (This goes for your interview as well.) Telling an interviewer that you oversaw the whole kitchen staff of 12 when you were really just a prep cook is a stretch, and most people DO check. When I check resumes, my number one question to references people have worked for is, “Would you hire them back?” If there is a hesitation, it’s a check mark down for “Why not?”
If you write a career objective, consider who is going to be reading your resume. “I would like to gain as much experience in the restaurant industry as I can by working all the stations and positions available to me and would like to eventually own my own restaurant” is a decent, if unimaginative, career goal. “To advance myself through the ranks of the ___ Restaurant and in two years replace the executive chef who is there now” is not a great (but real-life) example of a good career objective, especially in the particular case where the person reading the resume was the executive chef.
Don’t have AI write your resume for you or your cover letter. I use AI, but I also want to be cognizant of the environmental impact of AI use so I try to use it only when necessary. The downside of having AI write it for you is that many ATS systems use advanced AI tools now (some had prior before but now it’s most of them) and I’ve talked to several HR professionals who said their systems flag resumes that are suspected of being completely AI generated. Unfortunately I have yet to find an AI that doesn’t incorrectly flag authentic writing, especially if you are a good writer. Keep in mind, AI platforms were trained on excellent writers.
The biggest issue with AI-written resumes is it’s not really you. It tends to embellish and also make assumptions. I’ve seen several recent resumes that clients have sent me to take a look at and then participated in interviews with the potential staff where clearly the resume was over-tweaked by AI. AI is a great tool, it’s not a crutch. If you must use it, use it to check grammar and spelling, ask it to analyze what you have (please strip out identifying personal information) and give you feedback on improvement.
Other Tips
If you are going to put your social media links on your resume, two things.
One: Why? Is it because you have YouTube or TikTok videos plating and/or cooking and it shows you can work the line or create excellent plate presentations? Or…
Two: I bring this up as I have seen a trend recently in resumes where applicants are adding all of their social media links. As someone who vets resumes for some clients, I do track down and look at what’s public on socials (links provided or not) and give feedback to the client on what I find.
I’ll use a recent example of a person applying for a Sous Chef position whose resume I looked at for a client who actually provided their Instagram account on their resume. In checking out the link I saw a bunch of photos of the cook clearly drinking alcohol while on shift during service and horsing around with fellow cooks. Four words: raised concerns about professionalism.
I get it, I get the industry, I’ve been in the industry for decades and I’ve seen just about everything in this industry. But for heaven’s sake, clean up your socials and don’t specifically draw attention to them unless it’s relevant.
I have seen an uptick in video resumes and reels and videos being used to highlight skill sets like plating, but please PLEASE match the videos highlighted to what you are applying for. A gorgeous charcuterie board isn’t going to impress a family-style restaurant and taking 5 minutes to plate a beautiful dish isn’t going to endear you to the grill or fast-casual restaurant that burns through 500+ covers a night. I bring these up as examples because both were highlighted in cover letters I’ve seen in the past year and the videos, while very well done and highlighting beautiful food, didn’t match the type of cuisine and jobs that the cooks were applying for.
I’ll add one more. In this day and age and political climate, unless you don’t care and that’s really up to you, please keep in mind the hiring manager or owner of a restaurant, hotel or other food service facility may not have the same political leanings as yourself. I know it shouldn’t be a factor in hiring, but I am a realist, and the reality of it is that it is and it can be.
I have seen people that have great skill sets passed over based on what they post publicly on social media. I very much respect the right to free speech but the reality of it is it can influence hiring. And again, if you don’t care, that’s entirely up to you. While some states have protections against political discrimination, not every state does and I think it would be very, very hard to prove in court.
ATS Systems (Applicant Tracking Systems) have been in use for many years, but now with more ATS systems using advanced AI to filter job applications, using keywords in your resume is important but also be very, very careful of keyword stuffing. In the old days people used to place keyword blocks underneath their resumes and then make the text white to try to fool the ATS systems into thinking it was a “good” resume. While that rarely worked, it definitely does not work now.
by Heather T. | Feb 17, 2026 | Blog, Non-profit, Nonprofit, volunteers
This is Part Three in the Small Thank You for Volunteers post series. Don’t forget to check out Part One and Part Two.
Being a volunteer opens up a world of new opportunities to learn new skills. Many years ago, I organized a project with over 100 volunteers. I’d wrangled smaller groups before, but this was my first large-scale project. I learned what worked well (and what didn’t) and I’ve since applied those skills to many other projects, both paid and volunteer.
Support and Development:
Offer professional development workshops and training; there are many free and low-cost opportunities that nonprofits can take advantage of. Offering these to volunteers not only can help with their own personal development but can also be a plus and strategic for the nonprofit. If you have some dedicated volunteers who are eager to learn and might be interested in learning more about marketing for example, or fundraising, those skills can only further benefit the NP. Appreciation should always be the primary motivation but it doesn’t hurt to look at the additional benefits.
Share job openings in your org first, volunteers may be volunteers because they are between jobs, may have life changes that need additional income or may just have extra time on their hands and want to put money towards something else, like retirement or other funding. Similar to hiring employees from within, your volunteers already know the organization, and if they are not interested, their network of friends or family might be interested. Caveat. If you hire a volunteer, make sure they are aware and okay with the fact that expectations may change, as well as how others view them. Volunteers sometimes get a different degree of respect from others, and how people may deal with them may be different as an employee versus as a volunteer.
Write LinkedIn recommendations. If people in the workforce plan to change jobs, LinkedIn recommendations can boost their professional standing. Business owners also benefit, as others typically view philanthropy favorably.
Invite them to staff trainings, similar to offering professional development workshops; it helps to increase their own skill sets, which can also benefit your NP.
Ask them to mentor new volunteers. Mentoring others is a great way to learn new skills. Giving them the tools to do it well helps both themselves, the mentee, and, of course, the NP.
Encourage public speaking opportunities. They say people fear public speaking as much, if not more, than death. I don’t know if I agree, but I think it comes a fairly close second. In a decade of being a member of Toastmasters, I saw hundreds of people conquer their fear of public speaking, which, when they started giving speeches, completely terrified an awful lot of them, myself included. Just like giving them some tools to be an excellent mentor, offering to sponsor a year of Toastmasters or another public speaking program doesn’t have to cost a lot, and can help volunteers overcome anxiety and fear.
Let them lead a session or workshop. Your volunteers typically have a wealth of untapped skills that a NP doesn’t know about, much less take advantage of. Having a good onboarding program can help you get a handle on their skill sets and knowledge. You could gear a class or workshop towards other volunteers, employees, the general public, or members (if your NP has membership options). If a volunteer has the knowledge but has a fear of speaking, this is a great opportunity to encourage them to experience public speaking training. Most public speaking training helps build self-confidence, not just training public speaking skills, so it’s fantastic for shyer people who have a lot of potential.
Offer mock interviews. Interviewing both as the interviewee and the interviewer is a learned skill. You may have volunteers who are job hunting or who are hunting for employees. Offering a safe space to learn and get constructive feedback on both being interviewed and the interview process is helpful on multiple levels. Just like leadership, no one is born being a great interviewer/interviewee.
Give personalized letters of reference, similar to recommendations on a LinkedIn profile. These can be very helpful to someone who is currently in the workforce, whether they are currently job hunting or could be job hunting in the future. As someone who vets people sent to me by friends and clients who ask me to research potential employees, and having talked to recruiters who also agree; a person who has gaps in work history but spends that time volunteering in the interim scores a lot higher. Offering a testimonial quote for their website (if they have a business) is also very helpful from the business owner’s perspective, as it helps promote their philanthropy.
Including them in other staff or board events also helps volunteer buy-in. Some examples are asking for input on new programs, asking for ideas on fundraising, inviting them to planning meetings, asking if they would like to be on a volunteer advisory board (with the caveat you will listen to ideas from them and implement the good ones and not have it be a sham committee), ask them to help interview new volunteers, listen and give them a voice in policy changes that affect the nonprofit.
For some fun buy-in, let them design or help design a t-shirt for the nonprofit, interview them and feature their stories on your website and social media, encourage them to submit photos, blog posts, and articles.
And last but not least, two things that can help them professionally: Invite them to go with you to networking events, and provide volunteer business cards and professional name tags. Your volunteers are some of your best cheerleaders to both spread the word about your nonprofit and to recruit more volunteers. It also makes a volunteer feel special to be acknowledged, invited, and feel like they are a valued member of your organization.
Small Gifts and Tokens:
Here are a few low-cost but meaningful ways to make a volunteer feel appreciated. Don’t just do it once or offer it one time. Small touches repeated with personal thank yous are very meaningful.
Give small seasonal gifts and include a handwritten personal note.
Give them branded pens and/or journals/notebooks.
Hand out coupons for local businesses and/or distribute discount cards from local partners.
Send digital gift cards. With a digital thank-you note.
Offer free tickets to your events. Making a volunteer pay for admission to an event you are putting on, even if they are not volunteering at it, is poor form. I’ve attended events where volunteers have come and had to pay for admittance and overheard them grousing about it. That doesn’t give a good look to the general public.
Give custom mugs or water bottles.
Provide logo t-shirts, hats, lanyards, hoodies, or other wearable swag. The goal is appreciation, but the walking branding billboard opportunity shouldn’t be discounted.
Make a small framed quote about them and post it publicly. Don’t forget to post it on your socials with a call out.
Give a mini self-care kit and include a handwritten personal note.
Create a gratitude-themed coloring book; make sure a handwritten personal note is included.
Include your logo on candles or soap, and make sure you add a handwritten personal note.
Distribute plantable seed paper notes and include a handwritten personal note.
Give a tote bag with a thank-you design. Make sure a handwritten personal note is included.
I’ll also add some things NOT to do:
Mass-blast generic thank-you email messages with “Dear Volunteer” and no personal details.
Calling out names in a long list at an event without telling a story about what each person actually contributed.
One-size-fits-all rewards. Handing out identical mugs, T-shirts, or certificates every year. The first time it’s fine, but it loses the thought year after year.
Recognition tied to labor. Thanking people by giving them more work (“You did great last month, so we’d like you to lead the next event!”).
Saying “Thanks for your help at last year’s fundraiser,” six months later, when the memory has faded.
Mentioning volunteers at the very end of a three-hour board meeting, when everyone has tuned out (or many people have already left), signals that appreciation was an afterthought.
Organizations that set up a recognition program, but leave the same person’s name posted for months and don’t update it.
Handing out things like XXL T-shirts to petite volunteers, or refrigerator magnets with outdated logos.
Thanking volunteers by tallying “hours logged,” without acknowledging impact (“Janet did 50 hours of volunteer time,” instead of “Janet sat with 12 nonprofit clients and changed 12 lives.”)
Planning appreciation dinners that require attendees to pay, take place during work hours, or fail to accommodate dietary needs prevents some volunteers from participating due to time or expense.
Saying thanks only once a year at a banquet, instead of showing appreciation throughout the year.
by Heather T. | Jul 31, 2025 | Blog, Business, Email Marketing, Guerrilla Marketing, Marketing
In anticipation of getting my restaurant guerrilla marketing book finished in about a month, I was exploring additional ways to get the word out there. Business books are never an easy sell, and for the first two books I wrote last year, I literally did nothing for advertising. This was more a fault of it just being a brain dump of information that I just wanted to put down on paper, rather than a wish to be a well-known author (someday when I finally finish that fiction thriller and get beyond chapter one maybe LOL).
I belong to about a dozen Facebook groups with writers, publishers, aspiring writers and the sometimes overly intrusive vendors who frequent those groups, and Substack kept coming up. As in, if you’re an author (of any vein) you should be on Substack.
Having “heard” of it but literally knowing nothing about the platform, I set an account up and rapidly went WHOA!, this puppy offers a lot for free. I’m still digging around in the back end for all the options and bells and whistles.
From a business perspective, I’d say to businesses, at least check it out. Free newsletter option for unlimited subscribers, including tracking, email a.k.a. blog posts, plus the option to have paid email subscribers (with some gated content) and free podcasting.
Pros:
Posting a blog post is easy, about as easy as using Blogger (owned by Google) blog. I have not yet tested the podcast functions, but it’s on my list and people I have talked to that podcast on it seem to love it.
It gives you the option to add watermarks on any images, which I find useful, and lets you also add alt tags to the images (good for SEO and accessibility).
It gives you stats on open rates, viewers, referral sources, and subscribers, and the time lag for updating stats seems to be around 6 hours.
I do very much like that it gives you “who” specifically opened in email the post for any email subscribers. It also tracks clicks.
Cons:
It took some poking around to go through all the options and figure out things. I could have sped that up quite a bit if I had read the help/support section first, but I tend to like to poke around in things and see how they work because it’s more fun IMO.
SEO value seems negligible to none if you just use the platform “as is”. It gets picked up by Google if you are sharing the posts on other social platforms. I’ve only done five posts so far, and two plus the main page are indexed, so it will be interesting to track SEO value as I do more posts and also enable more exposure to it (below).
I have not yet added it to Google Search Console, set up Google Tag manager, or done a sitemap yet for it and submitted it, but in researching this definitely shows that this “helps” with getting posts and the account indexed.
It does not give you the ability to add categories, tags, or separate keywords to posts like many blogging platforms do.
The layout is pretty basic as is there really isn’t much, think basic formatting options from a MS Word document minus the ability to pick fonts and font size above basic heading size options. You can add a custom visual header to the posts/email newsletter, but customizing the actual blog post/email newsletter is very, very basic. (but it’s free, so there is that). It does allow images, embedded audio and video. I did find it interesting in playing with it a bit that if you wrote a blog post in WordPress for example and then copy the text/images straight from a website into a Substack post it does copy over the text size, formatting and font style. I have not yet tried an actual blog/email to see whether it transfers the formatting through into email, but if it does (and will test) it could be a work around to make the email newsletter/blog post a bit more customized.
If you want to explore Substack, I’d recommend checking out https://substack.com/resources and https://support.substack.com/ (at the bottom of the page: Getting Started on Substack).
Here are the four Guerrilla Marketing Tips I wrote this month for Substack:
Zoom Cameo Challenge
July 29, 2025-Tactical Tuesday: Guerrilla Marketing Tip
https://forfeng.substack.com/p/zoom-cameo-challenge
Spot the Code, Score the Deal
July 22, 2025-Tactical Tuesday: Guerrilla Marketing Tip
https://forfeng.substack.com/p/spot-the-code-score-the-deal
Offer a Coupon Code Hidden in a Puzzle
July 15, 2025-Tactical Tuesday: Guerrilla Marketing Tip
https://forfeng.substack.com/p/offer-a-coupon-code-hidden-in-a-puzzle
Local Landmark Photo Challenge
July 8, 2025-Tactical Tuesday: Guerrilla Marketing Tip
https://forfeng.substack.com/p/local-landmark-photo-challenge
by Heather T. | May 7, 2025 | Blog, Books, Business Location
This is Chapter Eleven from my book, Location? Location! Finding a Location for Your Brick and Mortar Business. How to Scout the Perfect Location for Your Dream of Opening a Brick and Mortar Business.
Lot Conditions can factor heavily into additional costs, and also inconvenience for an owner buying a new building or property plot if not considered prior to purchase and typically buyers don’t give a lot of thought to a parking lot unless it’s in very bad shape to start with.
Does the property you have found have a parking lot? Is it just for your business, or is it shared with an adjacent business? What is its condition? Paved? Gravel? Dirt? Something else?
If you are buying a location, is the parking lot going to need work? How much is it going to cost to repave or regrade? Does the lot slope towards your building? Or away? If it’s a gravel or dirt parking lot, how much and how often will it need fill or leveling?
Are you in an area with a lot of rain that may affect your lot’s condition? Or is it at the bottom of a hill or mountain that may have an excessive amount of melting snow/runoff in the spring?
When I worked in Vermont during the spring, the parking lots at the Ski Resort I worked at would frequently get flooded. The resort was open for business year-round and we would get some extremely grumpy customers complaining about navigating partially flooded parking lots.
If you are leasing the property, does the landlord have a history of maintaining the lot? If it needs maintenance to bring it up to acceptable use levels, is the landlord going to pay for that? And who defines “acceptable?” Make sure you get a written agreement from the landlord, and before signing anything, have a good business lawyer look over that agreement.
Why should you care about the condition of the parking area? A business with a well-maintained level of paved surface will look much more attractive to a passerby than a lot filled with enormous cracks, missing chunks of pavement, and grass tufts scattered throughout it.
Even more critical than curb appeal, the condition of the lot can impact a car driving through it (think potholes) and the walk from your lot to your business are important factors in the safety and well-being of your customers, as well as their vehicles.
If you don’t have parking on site and only street parking, paid lots, or a parking garage parking nearby, what shape are they in? Paid lots can discourage visitors if they are not in very good shape, as can parking garages. If your customers or staff are leaving late in the evening or arriving early in the morning, how safe are these locations? Are they well lit? Guarded? These factors all play into how comfortable people will be patronizing your brick and mortar business.
What are roads like locally? Are they well maintained? What condition are they in after a long winter? Are there lots of frost heaves that the town doesn’t pay attention to or massive potholes that it seems to take forever for the town or city to repair? Do the plows do a good job? And are they timely about getting out and clearing passage in regular snowstorms?
You won’t know if you are looking at the property in the spring, summer or fall, but this is where talking to residents and local businesses can help you fill in those holes in your knowledge base.
Consideration points for this chapter.
If there is a parking lot:
How many spaces do you have for the facility?
How many ADA/handicapped spaces do you have?
Are they well marked on the pavement, and via signage?
What condition is the parking lot in?
Is there also going to be enough parking for your employees?
Yes No
If No, where are they going to park?
How much is plowing going to cost in a bad winter? Don’t take average costs per winter. Base your budget on the worst winter you can get information on.
What other maintenance and repair needs are required for the lot?
What kind of shape is the lot in? Does it need a redesign and/or need work soon? If so, budget for it now.
Are there spaces set aside for pickup/delivery only? (if applicable)
Yes No
And if not, is there room to set aside and designate a few spaces for them?
Yes No
How is the lot laid out? Is the traffic flow within the lot easy to navigate or will people with oversized vehicles have trouble navigating the lot or pulling into or out of spaces?
Are there spaces for motorcycle parking? And if not, is there room to set aside or designate a few spaces for them? If you potentially have customers that may come in on bikes, you may want to consider this.
Yes No
Notes:
by Heather T. | Mar 6, 2025 | Blog, Business, Observations, Operations
Times are tough right now for many businesses. When they say, “May you live in interesting times”. It’s unfortunately not a blessing of future wellbeing. I know many businesses, no matter who you voted for, are feeling the pinch of not being able to find staff, costs rising on things outside of anyone’s control, like a bad coffee bean harvest, for example, and other challenges.
As a small business owner myself, I try to give back to the community as much as I can, but it seems like sometimes it’s just not enough, and I’ve talked to many other business owners who have felt and feel similar.
None of these suggestions are anything new or earth shaking, but I thought it might be helpful to condense some ways a business owner might further contribute to their local communities if you feel like there are things going on that you have no control over and feeling “stuck” or unmotivated. And maybe you need to do “more”.
Taking part or getting involved more on a local level is something as small businesses IMO we should do anyway, but sometimes we don’t have the time, the motivation, or the incentive. These cost little to no money and can bring back to a business marketing and branding exposure, plus the knowledge that you are contributing to your local community, and sometimes that comes back to you in spades in terms of knowing you helped others. As a small business mentor, it’s one of the most rewarding things I have ever done in my life and it helps keep me going.
- Use social media, emails, or posters to share local help like food banks or mental health services.
- Give advice related to your field, like job tips or budgeting help (or other expertise).
- Be a volunteer small business mentor. SCORE.org, MicroMentor, CWE
- Volunteer in the community. Habitat for Humanity, Red Cross etc.
- Promote other small businesses and non-profits in your area.
- Let local artists or service providers use your space.
- Host free classes or networking events.
- Offer a quiet space with Wi-Fi for students or remote workers.
- Set up a donation box for food, clothes, or supplies.
- Set aside a portion of new income to donate to food pantries or for people with food insecurities or other needs.
- Organize volunteer events for employees and customers.
- Offer “pay-what-you-can” pricing for key items or services.
- Allow flexible payment plans for struggling customers.
- Recognize local heroes like teachers and healthcare workers.
- Plan small community events, in person and online.
- Give free resume reviews or career coaching.
- Connect job seekers with opportunities through your network.
- Provide free consultations in your area of expertise.
- Teach free or low cost classes on business, budgeting, or job skills (or other expertise).
- Let nonprofits or local groups use your space for free.
- Set up a bulletin board for local resources.
- Allow customers to prepay for items or services for those in need.
- Offer small rewards for donating to local causes.
- Use social media to highlight fundraisers and community needs.
- Share inspiring local stories to boost morale.
- Offer internships or job training for students.
- Sponsor school programs or small scholarships.
- Give workers paid time to volunteer.
- Match donations employees make to charities.
- Donate leftover goods instead of throwing them away.
- Reward customers who recycle or support sustainability.
- Offer stress-relief activities like mindfulness or support groups.
- Share resources for mental health support.
- Partner with local nonprofits.
- Create a neighborhood help board or digital forum.
- Start a community garden in unused spaces.
- Host/teach free cooking classes for those with food insecurities or ones that need help with nutrition and meal planning.
- Start a POD (Print on Demand Business) and donate a good portion of profits to local non-profits, food banks/charities etc. POD businesses are free or low cost to start up.
- Volunteer to be on a local non-profit board of directors.
by Heather T. | Oct 10, 2023 | Blog, Marketing, Observations

What are rack cards?
Rack cards are tall and narrow, generally measuring 4 inches in width by 9 inches in height. They’re often used to target prospective customers or guests in areas with heavy foot traffic, like tourist kiosks, tradeshows, or conferences.
The point of a rack card is to drive people to your website and to put as much pertinent information about your business in a graphically appealing way for people to pick up and either go directly to your website and/or take it home to investigate further.
What are some of the benefits of rack cards?
The major difference between a rack card and a brochure is that it’s generally cheaper to print a rack card. When people pick up rack cards, they’ll generally keep them around longer, too. Other perks? A rack card professionally designed costs less because it’s one piece of paper, usually double-sided, not three double-sided panels, like a brochure.
The paper they’re printed on is generally heavier (and if you are going with an online or local printer, make sure they use the heaviest paper stock available.) People will pick up a rack card and flip it over, look at both sides for information, and decide if they will keep it. If they pick a brochure or trifold up, they might often put it back, especially at a tradeshow or tourism kiosk when they don’t usually have two hands-free to look through it and open it up.
What are some key things to consider when designing a rack card?
The top half of the rack card is the most important. If you’re thinking of having your rack card displayed through a tourism distribution company to find out where the cards will be distributed, then do a drive-by (if possible) to see what the existing rack cards in those locations look like.
You want to see what kind of rack card holders they have and take some pictures. I’d also pick up other businesses’ rack cards to get ideas and to see what the competition is doing for advertising.
When browsing kiosks, bring a notebook and take photos of the racks. What attracts your attention? What doesn’t work (like the rack cards with names hidden at the bottom behind the rack shelf)?
When designing, keep in mind the top one-third to almost half of the card will only be visible, so make sure your business name and an eye-catching photo or image are at the top; a location for your business helps as well.
Business Branding
I’m a big believer that you should be consistent if you have established colors you’re using for your business. Your business cards, website, or anything you use for advertising. It’s super important to be consistent.
I’ve seen so many rack cards and brochures that don’t even have contact information on them, and that’s completely crazy, but it happens.
New businesses might have a website in development and not have any other branded materials done, they should identify the colors and fonts they like and stick with those. The promotional material should always be an extension of your business. I’d recommend you use two font choices and three colors at most.
If you don’t have a website done yet and you are under the gun to get some print material out, try to leave a bit of white space at the bottom of either the front or back of the rack card where you can print up your website on clear Avery labels and add later to the cards when your website is finished so if you have a ton of printed cards left you can use them up before having to re-print.
Photos
Always try to use photos; line drawings are nice, and they can have their place, but don’t put that line logo, if that’s what you use, in a prominent spot because photos are what drive people and especially what drives people to pick up rack cards.
I suggest businesses use photos that showcase their unique offerings. Try not to use stock images if possible, and if you are going to use them, make sure they are legally bought and not from a free stock photo site.
If using photos of clients or customers, it’s crucial to have permission to use them; a written photo release is highly suggested and imperative if using photos of children.
Before you get your rack cards printed, print out a sample and place it four feet from you, with the bottom half (and maybe a little higher) folded over so you can’t see it. Can you read the text? Are the image and colors eye-catching, or does it have too much detail for text and imagery, and you can’t see clearly what it is or what it represents?
Messaging
Have a headline and a tagline for the front. You really want your rack card to be a driver for people to get online with their smartphones right away or to scan a QR code and go straight to your website.
If using a QR code, make sure it’s static (unless you want to pay a monthly fee) and not dynamic. Static QR codes cannot be edited once created. Dynamic QR codes offer you the flexibility to edit QR code content as many times as you would like but usually require a paid monthly service to use them. Some QR code creator sites offer a free trial to use a static QR code and then charge if you want to edit it, read the fine print.
If you have a nice logo and/or if the logo has your business name clearly visible, go ahead and put it near the top or incorporate it into the photo. In the top part, you can also include a call to action, like “make a reservation” or “call now!“
I’ve seen some great rack cards that say, “Bring in this card and get 10% off”, or “Sign up for our online newsletter and get access to ongoing special offers or discounts.” It’s an incentive for people to take that rack card home too.
It would be best if you honored your promotion whenever that card/code is redeemed, so think through your offer carefully.
Aside from the top messaging, your rack card should include a short paragraph about your business and five to seven bullet points on the back. Make sure there’s plenty of white space. Try not to cram information or use too small a text; you are aiming for easy readability for every age.
Remember to include your business’s name, phone number, address, and website. If you’re active on social media, put a text link to your Facebook page and other social pages. Don’t just say, “Find us on Facebook,” or just put the icon for a social media channel. People want instant gratification, and the way social media channels and handles are, they may find a business with a similar name, not yours and they usually won’t bother searching if it’s not the right one. Put the actual full URL, i.e. facebook.com/janedoeinn or facebook.com/jane-doe-inn.
Try only to put in pricing if you know it’s going to stay the same. It’s OK to include a price range and point readers to your website for more information. However, printing your exact prices may mean you’ll have to incur printing and distribution costs frequently to keep your rack cards up-to-date or have someone insist that your business honor something in print. A price range provides you with more flexibility or putting no pricing at all.
Printing
In terms of printing, make sure you print in a matte finish despite the lure of ‘glossy.’ Tourism centers have exterior light coming in, and the gloss finish causes a reflection. Trade shows are frequently held in very large areas with bright light that can cause reflections.
Once someone picks a rack card, they’ll see your complete design but if it’s in the holder and your card is competing for attention, you’ll get a lot of reflection from natural and fluorescent light that may hamper your chance with that prospective customer.
As mentioned prior, You will also want to invest in a heavy card stock. You will see people in some tourism centers pick up a rack card, and if it flops (because whoever made it wanted it printed on lighter paper to save money) they may put it back. It negatively affects that first impression; if it flops over in the rack card holder itself, people generally won’t pick it up.
Remember to proofread and proofread again and again. If you have staff, ask each person to read it and proof it as well.
Last but not Least
Consider cross-promoting, if there is an associated type business that might send you business or a related business, trade your brochures, rack cards, and business cards with them. Restaurant to Lodging and vice versa. Massage therapists to Body Care stores, Riding and Horse Stables to Tack and Horse supply stores and vice versa, etc.