Had lunch with a friend, Glenn (Thompson), General Manager of the Commerce Club, a private dining club in our city. Before executing all the tasks a waiter is expected to do, his server said: “Mr. Wasserman, do you prefer a white or black linen napkin”?
Here’s what he really said: “You’re important to me. You matter. Lint on your pants matters to you, so it matters to us. By the time you leave, expect to feel like the most important customer we ever had, because we’ll anticipate your needs before you get here. We know you’ll tell others about your experience, no matter what we do. So we know WE are in control of what you say to others.”
As a restaurant owner, if you try to use marketing to increase sales in a slow economy, you missed the boat. What you start doing today, though, can dramatically impact 2009 once customers spread your story like a virus. Regardless of the economy, people return to experiences that stand out as authentic, remarkable and personal. We set expectations every day for relationships (yes, and for our business too) when we set the table, not when the food’s served.
Here’s one question and one resource for your staff to consider to dramatically change your restaurant’s future:
Question: What little-to-no cost ideas would make our customer experience so remarkable someone would blog about OUR restaurant? Not a new recipe, menu item or price deal…focus on customer experience. Here’s one to get you started: Why couldn’t you change perception of your wait staff from being order takers to conscierge? Example: When a party is seated, ask about post-meal plans (Movie? Show?), offer to make reservations. Have a daily list of show times so they aren’t pressured. Who knows..might sell an extra drink or dessert. High probability of a better tip…CERTAINLY a memorable service that your competitors won’t take the time to offer…happy employees, happy business, happy culture, happy (and loyal) customers.
Resource: Here’s a GREAT resource (for restauranteurs AND entrepreneurs in general): Click here »
