Walking the Talk – Giving Customers More Bang for Their Buck

You’ve gained a reputation for being the “trendiest” place in town. Business is booming. Turnover is rocking and your shareholders are pleased. Sit back and enjoy the moola, right?

Wrong. All too often businesses – and not just in the hospitality trade – are lured into a false sense of security by money in the bank as an endorsement of how healthy they are. The consequences for laurel-resting, however, are particularly acute in the restaurant game. Are your customers really getting value, in every sense of the word, for the money they put into your bottom line?

Truth is, people can get a toasted sandwich from any establishment that offers it. Just because yours has a few sprinkles of pepper or a pretty garnish on the plate doesn’t make it more special. Customers are not only looking for that sandwich; they want an experience. The whole deal. If you don’t give it to them because you’re too busy chasing the buck, they will go elsewhere. Consider this review posted by a disgruntled customer on a popular restaurant review website, for instance…

“Crap service, miserable bar maids constantly on their bbm instead of serving patrons from the establishment. Rarely have half of the advertised dishes or drinks… do not reply to email bookings or queries… and the website is out of date by more than 5 years… seriously bad. Honestly this list can go on forever… but in its own right, it used to be a great place… but that died nearly 5 years ago.”

What most establishments overlook is that service involves every interaction you have with your customer; don’t think just because they have not yet set foot in the restaurant you needn’t bother. The complaint above bares testament to this – email, telephone or face-to-face contact are equally important.

The customer’s experience is also largely influenced by the person serving them. If your staff are passionate about their work, you can be sure the customer will notice. The occasional dropping of a glass or plate can be overlooked; heck, we all make mistakes. But customers are far less forgiving of attitude issues – a sullen expression, slouched posture, and lack of attention to detail are just some of the things likely to make them call for the bill and go to the restaurant next door. Staff motivation is as vital as staff training, and cannot be over-emphasised. Striking that fine balance between being intrusive and unobtrusive while quietly anticipating the diner’s every need is the mark of a top notch waiter or waitress.

Don’t fool yourself into thinking the customer won’t know, notice or mind when you fall short of your promises. If your menu advertises 100% freshly-squeezed fruit juice and you serve a glass with 80% fruit, they’ll know. Assuring them “an elegant setting with a mountain view” only for them to find plastic chairs and tables with tacky covers and a glimpse of the mountain (and then only if they stretch their necks slightly) won’t do you any favours.

Bringing the theme of your eatery to life is like dressing up for an event. You wouldn’t go to the Mayor’s Ball wearing tatty jeans, would you? The same theory applies when creating the right impression of your restaurant – from the d飯r, menus, food presentation, right down to your staff dress code.

People are willing to pay for quality, and they know when the wool is being pulled over their eyes. Under promise and over deliver is a good motto. Give them great food (the kind they can’t make at home), vibrant atmosphere or sophisticated ambience, combined with attentive and efficient service. That way they won’t feel like they’ve been robbed of their hard-earned cash.