One Community. One Vision. One Voice.

6036 Six Forks Road

Raleigh, NC 27609
Phone: (919) 844-0098

Member Recipe of the Month: Michael Dean’s Banana Pudding

2 bananas
4 eggs
1.5 cups cream
1.5 cups milk
.5 cup sugar
.5 cup white chocolate chips
2 tablespoons banana liqueur
1 loaf boule or other French style bread
cut into 1-inch cubes

Preheat oven to 375 degrees. Roast bananas in skins for 15 minutes. Allow
to cool, and then peel bananas. In a large mixing bowl, whisk eggs, cream
milk and sugar. Add bananas, white chocolate chips and banana liquer,
mashing bananas to combine in the mixture (there should still be some bits
of bananas). Add bread cubes and gently toss and fold into the mixture. The
mixture should be very moist.
Want to share?
Refrigerate mixture overnight. Submit your recipe to:
DerekL@ncrla.biz
Preheat oven again to 375 degrees. Grease 2 baking dishes. Cover with
foil and bake for 20 minutes. Remove foil and bake for another 5 minutes.
(Makes 10 servings)

12 www.NCRLA.biz
 September 2010

Community Is Your Restaurant or Hotel Ready for Facebook Fans?

Calendar
September 15
Nominations begin for
Hospitality Awards
September 19-25
Great American
Dine Out
Throughout NC & USA
September 20
PAC Golf Tournament
Hasentree Golf Club,
Wake Forest, NC
December 1
Taste of NC tickets
go on sale at
TheTasteofNC.com
A ny business owner would tell you that it takes a lot more to succeed than just providing
an excellent service. Marketing your brand and maximizing your word-of-mouth
popularity are also essential parts of the formula. For restaurants and
hotels, many of which with slim profit margins, using social media
could be the key to maximizing your advertising potential. But with
the seemingly never-ending saga of tweets, wall posts, and check-ins,
what really works?
To date, the most popular and effective (if used correctly) method of social media promotion
is by way of Facebook. Facebook has been called “addictive.” It has over 500 million active
users, over half of which log in every day. The average user connects with over 80 community
events, groups and businesses. It is free to use and creating a ‘fan page’ for your business can
take less than five minutes.
When managing a Facebook page for your restaurant or hotel it is important to keep your
audience in mind. The overwhelming majority of Facebook users who will ‘become a fan’ of
your page have already been to your business and have had a positive experience. You have
already piqued their interest with your service, and now is your opportunity to get them really
engaged.

visit Your fans have not become fans to hear constant commercials or over-the-top marketing
NCRLA.BIZ about what makes your business special. They have joined because they enjoyed your business
for more details and want to return in the future. They want to be updated when you have something special
Continued on Page 6

End Childhood Hunger in America with the Great American Dine Out
Calling all Restaurants! Help end childhood hunger by 2015. Join the
Great American Dine Out, September 19-25. Participation is easy, visit
GreatAmericanDineOut.org to participate or find out more information!
Funds raised help in the following ways:

* Enroll more eligible kids in school breakfast, after-school snacks and

meals, and their families in SNAP (food stamps).

* Bring community gardens and farmers markets to low-income

neighborhoods

* Bring affordable, fresh fruits and vegetables to urban corner stores.

* Teach at-risk families how to plan, shop for, and prepare healthy,
low-cost meals at home. In 2009’s national initiative, North
Carolina had the 3rd most Dine Out
* Help local food pantries, food banks and soup kitchens meet the pressing
participants in the country, behind only
demand for more nutritious food.
California and Flordia. Join NCRLA
* Increase awareness and understanding of childhood hunger and and NRA in this important cause!
solutions to it.
www.NCRLA.biz 1
 NC Hotels Must Collect and Remit New NC Hospitality is the Official Publication of the
Taxes from Online Travel Companies North Carolina Restaurant
and Lodging Association

I n the recently adjourned 2010 Session, the General

Assembly enacted a new law which provides that state
sales tax and local occupancy taxes apply to the services
News Items, profile requests,
recipe submissions and Advertising Inquires:
provided by online travel companies (OTCs). Under the Derek Levandowski
new rules, room “facilitators” (OTCs) are responsible for
remitting taxes based on the total sales price of a room, DerekL@NCRLA.biz
which includes the fee charged by the OTC for its service
(800) 582-8750
(defined in the law as “facilitation fees and any other
charges necessary to complete the rental.”).

OTCs will be required to remit to you the taxes they

collect on the discounted room rental (as they do now)
plus sales and occupancy tax on their compensation
or “facilitation fee.” Upon receipt of these taxes, each
individual hotel property will be responsible for remitting
the sales tax to the N.C. Department of Revenue and the
Budget Inn (Lumberton)
occupancy tax to local government (as you do now for the Christian Connections (Wilson)
taxes on your discounted room rate). There is liability
protection for hotels in the legislation - if you do not
Days Inn (Lumberton)
receive this new tax revenue from the OTCs, you are not Econo Lodge (Lumberton)
responsible for it. Gephart Marketing
This new law is effective on January 1, 2011 and applies to Solutions (Hillsborough)
rooms rented by OTCs after that date. After January 1, the Neeshi Hospitality (Lumberton)
OTCs will be required by law to remit the additional sales
and occupancy tax to you for payment to the State and Comfort Inn (Lumberton)
local government. Neeshi Inc. Country Inn
Before the law goes into effect, NCRLA will be working & Suites (Lumberton)
with key lodging members, AH&LA, major hotel brands Nothing But Noodles (Charlotte)
and the North Carolina Department of Revenue to
establish a sensible system for this additional tax process at
Shuck’em Shack (Garner)
the property. Super 8 Motel (Lumberton)
NCRLA will be the go-to source for this issue going
Travelodge (NAGS Head Beach)
forward. In the fall of 2010, NCRLA will be distributing
information and/or holding seminar/webinars, depending
on the complexity of the reporting. North Carolina is the What they’re saying...
first state to pass this new tax category so no timelines have
been established as of yet. “This outbreak is just further proof of how quickly
a foodborne illness can multiply across states,
Keep on the lookout for more NCRLA Internet Tax sickening Americans and causing widespread
Reporting Bulletin updates in the months ahead. distrust over the safety of our food system. And
it adds to the urgency that, for far too long, has
For questions on this issue, call 1-800-582-8750 to speak told the story of why comprehensive food safety
with NCRLA President and CEO Paul Stone. legislation is needed.”
-Iowa Senator Tom Harkin on the recent egg recall

Help prevent foodborne illness: get

certified in ServSafe!
Visit ncrla.biz to find a course in your area.
2 www.NCRLA.biz
 U.S. FOODSERVICE®
YOUR PARTNER BEYOND THE PLATE™
U.S. Foodservice's® roots go back a long way…more than 150 years. Our company is an
extraordinary collection of foodservice distributors such as Rykoff-Sexton, PYA/Monarch,
Alliant Foodservice and others. We are proud of our heritage and the strong reputation
that these companies have built over the years. Through acquisition and organic growth,
we’ve steadily built upon our greatest asset—our people. They are our equity…they are
our prized inventory.

U.S. Foodservice® is a federation of extraordinarily diverse and talented people. Their

talents have been blended together to create a team capable of catering to any need.
Working as partners with our customers, we are dedicated to doing whatever it takes to
help our customers reach their business goals.
 “Your partner beyond the plate®”.... More than
words…it’s our anthem. A promise backed by three
pillars guaranteed to place us a notch above:

INTEGRITY SERVICE RESOURCES

Together we— Raleigh Division

Provide food and related 919.404.4100
products and services to more www.raleigh.usfoodservice.com
than 250,000 customers, including
restaurants, hospitals, hotels, schools and Fort Mill Division
governmental operations. 803-802-6000
www.fortmill.usfoodservice.com
Employ more than 26,000 associates and operate
more than 60 distribution centers.

Offer more than 300,000 fresh, frozen, dry and nonfood

products from every major national brand and a robust offering of
exclusive brands of our own.

www.NCRLA.biz 3
 The Giggling Mackerel Seafood Grille: Restaurant Profile

A s summer winds down, it may be time for one last getaway

to the lovely beaches of Ocean Isle! While Ocean Isle
is famous for its sandy beaches, it is also home to some of
the country’s best seafood. Among the can’t miss seafood
establishments in the area is The Giggling Mackerel, which
TripAdvisor.com calls “the best fried seafood on Ocean Isle
Beach” and ranks as the 5th best restaurant in the region.

Open seven days a week, mackerel isn’t the only fish that’s on
the menu. The Giggling Mackerel also features tasty Tuna,
wonderful Wahoo, fantastic Flounder, mouth-watering Mahi,
and you’ve got to have the Grouper! The Giggling Mackerel
also has a wonderful selection of Chardonnay, Cabernet, White
Zinfandel or Merlot available by the glass to match up with your
seafood dish. The Giggling Mackerel is a must-visit for
seafood on Ocean Isle Beach.
One of the more prominent features of the Giggling Mackerel
is the Tiki Bar located on the roof and overlooks charter boat
docks. The outdoor bar features a variety of food and drinks and
offers a relaxing enviornment to enjoy an evening sunset on your
vacation.

The Tiki bar, located on the roof of the

One customer said “Everything we ordered was hot and restaurant, overlooks the ocean and is a great
delicious. Service was friendly and prompt. We were told that
place to enjoy a cold cocktail.
this is the place the locals go. Lucky locals!” Another online
review reads “It was so good that we returned our last night at
the beach.”

The Giggling Mackerel offers a casual dining experience with

a focus on quality food at an affordable price in a relaxing
enviornment. Enjoy a cozy dinner on the roof, overlooking the
water or stop in for one of the weekday seafood lunch specials
(available from 11-3pm).

The Giggling Mackerel is located at 65 Causeway Drive, on

Ocean Isle Beach in Shalotte, North Carolina. Visit their
website at www. gigglingmackerel.com or call 910-575-0902 for
more information.

4 www.NCRLA.biz
 NC Hospitality Chats with Michael Martino of the Sheraton Imperial in Durham

W ith the Taste of North Carolina just a few months

away, NCRLA will profile last year’s hospitality award
winners in the issues leading up to the event. In this first
part of our countdown, we talked to Michael Martino of the
Sheraton Imperial Hotel and Convention Center of Durham,
who won the award for Lodging Operator of the Year in 2010.
Martino took over as General Manager of the Sheraton
Imperial in 1990, just four years after the hotel opened in
1986.

NC Hospitality: Can you tell us how the industry and the area has changed since you took over in 1990?

Martino: The ebb and flow of RTP has been the major factor. When I first came here, Nortel was a major
player in RTP and contributed a lot to the local economy. They basically do not exist anymore. We have also
seen that the development of Briar Creek and Southpoint have given guests a lot more to do in the area.

Competition has also increased. When the Sheraton Imperial opened up in 1986, it was one of two hotels in
the immediate area. Now you can stand in our parking lot, throw a rock and hit probably 20 different hotels.

NC Hospitality: How have you been able to stay so consistently successful over the years, with all of the
competition around you?

Martino: Well one of the things I am most proud of is that we have

very little turnover. The average tenure on our executive committee is
15 years, and the average manager’s tenure is 11 years. In our industry,
that is basically unheard of. A lot of that experience spills down into the
younger employees, as well. We basically provide a quality service, and we
do it every day.

Our management has also been the same since we opened in 1986. They
have been very appreciative during the good economic times and very
supportive during the times when things aren’t going as well. Having that
kind of leadership at the top, investing capital back into the hotel, is very
important.
Mike Martino has been the General Manager
NC Hospitality: Lately, the movement to be more ‘green’ has been
of the Sheraton Imperial Hotel and Convention
growing. What has Sheraton Imperial done in that regard?
Center since 1990
Martino: In recent years, when you bid for business, you really have to talk about what initiatives you have
done. The customer wants to know that you’re a socially responsible organization.

With that in mind we have tried to reduce consumption of water. We have gone to energy efficient lights
in guest rooms. We are trying to reduce the number of linens that are used, so that less of them need to be
laundered. We have outsourced our linen laundering to (NCRLA Allied member) Alsco, which has a water
reclamation system that conserves water.

Also, it’s easy to recycle in public places, but can be more difficult in private rooms. However, we now have
recycling in all private rooms, and over the last three years this has helped us reduce our total waste stream
tonnage by over 22%.

Meet Mr. Martino at the 2011 Taste of North Carolina! For more information on the Sheraton Imperial Hotel
and Convention Center or to make reservations visit www.Sheratonrtp.com.
www.NCRLA.biz 5
 Facebook for Hospitality ... continued from page 1
going on, so that they can be a part of it. However, the Facebook page should
not only be used to promote your events, your specials, and any new and
exciting things you may have to offer, but should also be used as an avenue
for two-way communications with your customers. It is important to ask
questions of your ‘fans’ and to get feedback, and also to give feedback to their
communications. Be courteous, be responsive and keep in mind that Facebook
is an extension of your business. If they feel ignored, they are much less likely
to participate in your page in the future. A negative experience on Facebook
could even turn them away from your establishment altogether.

Positive feedback from fans will encourage more positive feedback. When a
fan page is ‘suggested’ between users, a potential customer who has never been
to your establishment will already have positive testimonials right in front of
them.

Negative feedback can be tricky, however. An outbreak at a restaurant can

lead to a virtual game of ‘telephone,’ where a sick customer can possibly turn
into scores of others, whether their illness was foodborne or not. While Shameless plug: Become a fan of
obvious “trolling” or unmerited attacks can be easily erased, negative feedback NCRLA on Facebook!
that is merited should be dealt with appropriately. If an end user is obviously
angered, it may be difficult to swing them back to your side, but contacting them
directly to settle their complaint is never a bad idea.

Having a fan page for your restaurant or hotel can definitely help, but you must be dedicated to maintaining it and
putting in the time needed to make it timely and beneficial to end users.

6 www.NCRLA.biz
 Bigger. Better. 2011 Tastier.
The most popular hospitality event of the year is back!
The 2011 Taste of North Carolina will take place on
Monday, February 28, 2011.
The event will once again be held at the Washington Duke Inn & Golf Club in
Durham North Carolina.

Below are some important dates to remember:

September 1: Sponsorships and food & beverage partnerships become available.

September 15: NC Hospitality Award Nominations begin. Make your

nominations for best restaurateur, hotel operator, supplier, and
the Griff & June Glover Award.

December 1: Nomination period for hospitality awards ends.

Tickets go on sale for 2011 Taste of North Carolina.

December 30: All sponsorships and partnerships must be received

to receive placement in the ALL NEW Taste of North
Carolina Reference Guide, showcasing the finest
products North Carolina has to offer. Limited
partnerships available...reserve your spots now!

The Taste of North Carolina

now has it’s own website!

TheTasteofNC.COM
Videos from 2010 event

Make nominations for

2011 Award Winners

Awards will be announced first on

Taste of North Carolina website!

Sponsorship/Food & Beverage

Partnership information

Tickets available December 1, 2010

www.NCRLA.biz 7
 2010 ‘Back the PAC’ Golf Tournament
Do you have what it takes to
bring home this year’s
first place trophy? 2010 Back the PAC Golf
Tournament
All proceeds will go toward the When: September 20, 2010
NCRLA Political Action Committee, 9 am
which will play a key role in electing
hospitality-friendly officials in Where: Hasentree Golf Club,
North Carolina this November. Wake Forest, NC
The beautiful Tom Fazio REGISTER NOW at
designed golf course
at Hasentree!
www.ncrla.biz

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 Restaurant Owners throughout U.S. Aim to Assist Gulf Restaurants

A ccording to an article in the August 9th edition of Restaurant

News, restaurant owners and operators all across the United States
are pitching in to help restaurants affected by the oil spill that has
devastated the region.

Some reports have said that restaurants in the Gulf region, most of
which are seasonal, are losing an entire year’s worth of income.
For this reason, many restaurateurs throughout the country have
chipped in to help these restaurants.

A group of Houston restaurants raised more than $30,000 for

Louisiana fishermen, while Melting Pot restaurants in Atlanta are
“boycotting oil” in response to the BP spill, according to Restaurant
News. In Chicago, chefs and restaurants held a benefit to help Gulf
families and wildlife affected by the disaster.
The Gulf ’s restaurant, fishing and tourism
If your restaurant or hotel has done anything or is planning to do
anything to help those affected by the oil spill, please send it to industries have all been affected severely by
NC Hospitality editor Derek Levandowski via email at last spring’s oil spill.
DerekL@ncrla.biz so that we can mention it in a future edition of
our newsletter.

www.NCRLA.biz 9
 NCRL A Community News One Community. One Vision. One Voice.

Hungry? Why wait? From the news category “strange but true,” Police in
Greensboro said a man accused of breaking into a Red Lobster restaurant
in an alleged attempt to steal cash and liquor got hungry during his crimes,
and decided to cook a pizza and have some cake while the burglary was in
process. The man is currently being held in lieu of $50,000 bond.

The 4th Annual North Carolina Hot Sauce contest will take place
on September 11th in Oxford. Producers from all across the state
come together for a fun-filled day, showcasing NC Hot Sauces, NC
Microbreweries, NC Wines, NC Barbeque Sauces, NC Fiery Foods,
Antiques, Granville Gardeners Plant Sale, Granville County Museum
Treasure Sale and much, much more!

The 12th annual Charlotte Oktoberfest will be held on September 25th.

More than 100 breweries from across the South East and North Carolina
will be participating.

Salsarita’s Fresh Cantina is continuing to expand its national footprint

with the announcement that it is launching an aggressive expansion plan
in North Carolina and the upstate of South Carolina. Markets targeted
for franchise development include Charlotte and surrounding cities from
Gastonia to Concord; the metro regions of Raleigh, Durham, Asheville,
and Winston-Salem.

It’s been a great year for beaches along the North Carolina Coast. Hotels
are reporting large increases from this time last year, and has been their
best year since at least 2007. Shell Island, which sits on the extreme north
end of Wrightsville Beach, is typical of the trend -- reservations there are
up 40 percent.

Biltmore Executive Chef Rick Boyer and Team have won the WNC Chefs
Challenge at the Asheville Wine & Food Festival! Congratulations to them
for their fine work!

18 Seaboard received Best Restaurant and Executive Chef Jason Smith

received Best Chef in the recently announced Metro Bravo! awards.
18 Seaboard was profiled in a recent issue of NC Hospitality.

Have News? Has your business won a recent award?

10
14 www.NCRLA.biz Let us know! Send your news to DerekL@ncrla.biz
The most expensive thing in your restaurant is...
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Let’s partner together to build your business!

Sysco’s Mission
Helping Our Customers Succeed
Contact a Sysco location near you to start building for your future
Serving tremendous growth in our North Carolina market
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11
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