I find myself dining increasingly more often in fast-casual restaurants as opposed to ones that provides full service (and I use that term loosely). Why? In addition to being more in control of the timing of my experience, I find the level 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 study from a CASE (copy and steal everything) study of today’s successful concepts? Think hospitality as opposed to service.
On a recent visit to https://allfoodmenuprices.org/pei-wei-menu-prices/, PF Chang’s fast-casual concept, using a colleague of mine (his first time to enjoy there), he was impressed with the friendly food delivery and offer to have drink refills for all of us. Drink refills? Most of us could offer that little dose of hospitality in our restaurants. Heck, at many 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 inside my neighborhood has a very Cheers-like atmosphere, where the guests request specific servers and the managers are out front and seem to know everyone. Wonder why they continue to build sales and possess long lines? The guests possess a better experience at a lower price coin. You have the ability to create an event like these in your building too–if you move out front.
Get off your kitchen tiles and spread some smiles working the guests’ tiles. Get on the other side of the counter and view your guests’ meals. Inject some hospitality to your restaurant. Why do you think so many individuals glance at the drive-through? They could not want to come inside. Create a better experience and they’ll be lining up. Studies have shown that dine-in guests spend more, so give them a good reason in the future on in!
Hospitality Rally – Add a dose of hospitality for your pre-shift meetings. Teach your individuals to interact with your diners–and this starts with you. It will take no more time and costs forget about money for someone pre-bussing a table to smile, learn how the meal is, and see when they need other things. Your rally should focus on the way the interactions happen, not on several steps and tasks the guest doesn’t care about.
A newly released trip through my local Chick-fil-A drive-through opened my eyes towards the distinction between service and hospitality. I ordered a big drink and pulled around for the window. The attendant passed us a straw and explained the total was $1.29. I gave her the cash, and she joked which had been only for the straw–the soda was yet another $1.29. A little laugh from someone jblstb her job and showing it to the guests. Services are filling the need–in that case, the requirement being “I’m thirsty”–and can be delivered by a vending machine or numerous places. Hospitality, though, is different. It happens through people. My family dines at peiwei frequently for this very reason. How will you make the transition within your restaurant?
Cashiers, phone, and drive through. A good principle 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 the best,” “it’s our most favored items,” “which goes well with ___” will make sure the guest feels good regarding their order. Simply replace the nod, non-acknowledgement, or “okay” with eye contact along with a positive response. Watch the sales mount up.