The restaurant's signature dish... the service
- By Carlos Castañeda
Consultant in Hospitality, Food and Beverage services, and
Coordinator of the Bachelor's Degree in Hospitality and Strategic Innovation at Culinary Art School
Is customer service really a differentiator in the food industry? That would be a trick question—in theory, it’s a yes, but do we truly believe it?
Nowadays, talking about service is like talking about a dress code; it changes according to the conditions and location of the venue, and even based on the budget, needs, and types of diners.
Where exceptional service exists, the "customer service" process can be considered directly linked to the product; that is, the Top-tier service is part of the value proposition of the establishment and not just an added value.
These are 3 reasons why service must be the pillar of any business strategy and why it is necessary to offer Superior Service, regardless of the price point or the type of customer.
1. A bad review on social media can seal the fate of your restaurant
Diners don't just come to your establishment to try the food and service; they read, look at images, share, and carefully consider reviews (we recommend reading about Zero Moment Of Truth by Google). This principle is confirmed when interacting on social media, where it doesn't take long for a positive or negative comment to define the first impression of a potential customer.
If you don't create a service culture within your company and offer nothing equivalent to a top-tier servicelevel, you should expect negative feedback. Even if you feel a comment is unfair or irrelevant, or that the diner has unrealistic expectations, it is the accumulation of these comments that determines the longevity or popularity of an establishment.
2. If you don't provide great service, someone else will
Today, competition in the industry is so high that failing to offer extraordinary service that stands out from the rest opens the door for another restaurant to do so. This may sound unfortunate if service is at the bottom of your priority list, but it is a positive if you implement it as part of your restaurant's culture.
Diners will look for an experience that adds value and meets their expectations; if they don't find it at your table, they will have no problem venturing elsewhere until they do.
To achieve this, remember to track indicators such as satisfaction surveys, visit frequency, social media comments, staff efficiency, etc.
3. It is better to make new friends and welcome them to your table than to wait for new customers to walk through the door
French Maître d' Fred Sirieix (@fredsirieix1) shares in his book “Secret Service” that the pillars of hospitality can be summed up in 3 words: See, Smile, Say hello (See, Smile, Say hello). In such a fast-changing world, the strategy of making diners feel “at home” is the constant that turns a nomadic guest into a frequent visitor.
The strategy shouldn't be about fearing the competition or constant comparison, but rather about doing EVERYTHING POSSIBLE for your diners' satisfaction. Your success will not only lead them to return, but will very likely result in them bringing friends, colleagues, or family along.
Food for thought.
What will restaurant service look like in the 2020s? — What needs to be done to professionalize our industry and take it to the highest levels? — Let’s keep the conversation going . . .
