Archives for May 2013

Making Customer Experience Everyone’s Job.

Food is only one part of great restaurant experience. According to the 2013 Restaurant Industry Forecast, 97 percent of adult consumers surveyed said good service was the number one reason for selecting a restaurant, followed by 93 percent who cited enjoyable atmosphere and, again, 93 percent who indicated good value was important.

It’s no secret that a restaurant’s product is just as much atmosphere as it is food. Food is largely controllable with quality product and a skilled chef, but the customer experience is a team effort created by everyone from the dish washer to the wait staff to the greeter and kitchen staff.

The best restaurateurs know that controlling the customer experience is nearly impossible by themselves, so they strive to create a culture of excellent experiences by spending time to effectively manage service staff, advertising and brand impressions, and, of course, food – everything that contributes to repeat business.

• Service staff – Proper training and support is needed, as well as friendly attitudes and professional appearances. Encourage servers to carefully listen to and follow through on customer requests, especially those related to allergies or diet needs. They should be attentive to needs of customers and frequently check on them to see how they can improve customers’ experiences. The best way to create a staff that that keeps customers happy is to make them happy first. Treating them with respect and motivating them to deliver great service will make them feel valued and focused on customer needs.
• Advertising/brand impressions – All touchpoints matter, even those outside of your business. Your ad campaigns are usually the first impression guests will have of your business. Be sure the message is in line with what you want guests to feel when they experience your restaurant and brand. Communicate the experience they can expect, and create a culture that delivers on that promise.
• Food – Food brings a restaurant’s promise full circle, which means offerings must keep your guests coming back for more. On trend whole grain menu items are easy with help from Marzetti and delicious whole grain products that your guests will crave. Have their allergy needs been met? Accommodate gluten free needs with healthy entrée salad offerings and Marzetti’s large selection of tasty gluten free dressing and sauces. Take time to make sure your guests requests are executed properly. Is their steak prepared like they asked? These details are seen as indicators that a restaurant cares about the preferences of their guests and has created an experience just for them.