Fools Rush In, Let them.

The other day while traveling to Michigan to cover the North American International Autos Show, I was listening to the iPod feature of my new iPhone and began laughing when Rosemary Clooney started signing Fools Rush In. The song brought back memories.

The track appeared on Clint Eastwood's "Midnight in the Garden of Good and Evil."  I purchased the CD when I was putting together a deal to do a joint culinary venture with Eastwood. The plan was simple enough- I was going to develop and roll out the Hog's Breath Roasting Company, a coffee concept that was also going to merchandise Eastwood memorabilia. Needless to say, the deal fell through after months of negotiating. Both of us were fortunate that the deal never materialized.

But I wasn't laughing because of my experience with Eastwood, my flight snickering was caused by the name of the movie and  how well the words of the song ring true for restaurant owners when the cold winds of January pipe up.

"Fools Rush in,

Where Angels fear to tread.

Though I see the danger there-

If there's a chance for me, then I don't care…

Fools Rush in,

Where wise men never go'

When we met, I felt my life begin, so open up your heart and let this fool rush in."

A classic love song?

It could be. Yet I think it should be adopted as the Restaurateur's National Anthem.

Americans are a fortunate group. Where else in the world can you live year after year and never have to wander out of your neighborhood to find a new eating establishment. Eventually, all the restaurants in most neighborhoods change. The reason- fools rush in.

And as the economy continues to get a bad beating on the morning news and late night talk shows, we will all see the dining out public looking for a better bang for their buck. So get ready to stretch your menu pricing and add some entrée items that are less pricier than you would have considered serving just six months ago.

And as you drive to and from work, keep an eye on your competition. Over the next few months we will see many a struggling restaurant close their doors as increased energy ills, minimum wage and food delivery costs soar out of reach for a small operator.

Pay close attention to the "For Lease" signs in your neighborhoo Analyze why the space is vacant? was it menu selection?  Price? Service? Quality? Atmoshpere? All of these have an effect your buiness. And when that sign does sprout up, and the landlord is looking for a new concept maven while waving a few dollar bills in TI's not be a fool. Develop a marketing plan  to attract the customers that your neighboring competition once served.

Remember, only fools rush in, especially during a weak economy.