I find myself dining a lot more often in fast-casual restaurants rather than ones that provides full service (and I use that term loosely). Why? As well as being more in command of the timing of my experience, I find the degree of hospitality in many fast-casual chains equal to or better than many of the casual full-service restaurants – for less money. What else could you learn from a CASE (copy and steal everything) study of today’s successful concepts? Think hospitality instead of service.
On the recent visit to Pei Wei menu prices, PF Chang’s fast-casual concept, having a colleague of mine (his very first time to eat there), he was impressed with all the friendly food delivery and present to get drink refills for us. Drink refills? The majority of us could offer that little dose of hospitality in our restaurants. Heck, at most full-service restaurants today, you’re lucky if you get a refill in a timely manner. Will that build your sales? Certainly!
The Golden Corral within my neighborhood has a very Cheers-like atmosphere, in which the guests request specific servers and also the managers are out front and manage to know everyone. Wonder why they still build sales and possess long lines? The guests use a better experience at a lower price coin. You definitely have the capacity to create an experience like these inside your building too–if you move out front.
Get off your kitchen tiles and spread some smiles working the guests’ tiles. Get on the opposite side from the counter and view your guests’ meals. Inject some hospitality to your restaurant. Why do you reckon so many individuals glance at the drive-through? They could not need to come inside. Develop a better experience and they’ll be lining up. Studies show that dine-in guests spend more, so provide them with reasons ahead on in!
Hospitality Rally – Give a dose of hospitality in your pre-shift meetings. Teach your people to communicate with your diners–and this starts off with you. It will take no more time as well as costs forget about money for someone pre-bussing a table to smile, learn how the meal is, and see if they need everything else. Your rally should give attention to just how the interactions happen, not on a series of steps and tasks the guest doesn’t worry about.
A recently available trip through my local Chick-fil-A drive-through opened my eyes to the difference between service and hospitality. I ordered a large drink and pulled around for the window. The attendant passed me a straw and told me the entire was $1.29. I gave her the cash, and she joked which had been only for the straw–the soda was an additional $1.29. A bit laugh from someone jblstb her job and showing it towards the guests. Services are filling the requirement–in that case, the need being “I’m thirsty”–and may be delivered by a vending machine or any number of places. Hospitality, though, differs. It happens through people. Our family dines at https://www.peiwei.com/ frequently with this very reason. How could you have the transition in your restaurant?
Cashiers, phone, and drive through. A great rule of thumb is always to greet the guest by name. Should you don’t recognize them, their name is Welcome. Start their experience off on the right foot. Positive, reassuring responses like “great choice,” “that’s my favorite,” “it’s one of our most popular items,” “which also goes well with ___” will make sure the guest feels good with regards to their order. Simply replace the nod, non-acknowledgement, or “okay” with eye-to-eye contact along with a positive response. Watch the sales accumulate.