Surprise & Delight

From VANEEpedia

We all know that a happy customer equals a bigger ticket and a bigger tip. Not only that, but Word of Mouth publicity can be your best friend or worst enemy.

Here’s the question: What equals a happy customer?

The answer: Engaged customers.

When it comes down to it, people go out to eat to have an experience. But restaurant chains have turned the dining experience into a monotony of wait staff with plaster smiles as they deliver rehearsed lines and serve lazy plate displays. By giving your customer a bigger experience, surveys have shown that the customer tends to care less about the price.

Studies show that a customer will come in to a restaurant with certain expectations. If those expectations are not met, the restaurant looses point. However, if a restaurant does everything up to par, do you think that same restaurant will gain points? No, because they just performed what was expected of them. If you are expecting fast service going in and get it, you don’t give the restaurant credit for being quick. But if you don’t get those orders out in a timely manner, guess what? You’re customer will start comparing you to the competition.

If this is the case, how do restaurants GAIN any points? Surprise and delight. Give the customer something they aren’t expecting, and it will keep them coming back. In this article, lets look at a few ways restaurants can engage, surprise and delight their customers, gaining loyalty as well as free word of mouth publicity.

“… That little something extra.”

Don’t underestimate the small things. Yes, everyone prefers a clean restroom. This is one of those pre-expectations that don’t get you any points. But what if your restroom had a single fresh flower on the bench by the soap dispenser? They don’t have to be roses, choose a less expensive filler flower like Alstroemeria or Carnations.

When your servers bring the check around, ask them to write a personal message or thank-you on the bill, referencing something that was mentioned in their conversation with them.

Get the whole staff on board

A good place for the operator to start is by sitting down in their restaurant and listen. Take some time to put yourself in the customer’s shoes.

What is the first impression they get when walking through the door? Does the customer have a reservation? Ask your host or hostess to make each reservation specially. They can start by asking if all guests have dined with you before. If the answer is no, be sure to let them know you will do everything you can to make the evening extra special for them. Ask whether or not it is a special occasion. When they arrive, ask the hostess to greet them personally, acknowledging the special event or occasion.

The most obvious element of creating memorable experiences is your wait staff. Your servers have the most face-time with your customers and will therefore leave the biggest impression. No one likes to feel they are being rushed through a meal for table turnover. The best and easiest way to leave an impression on your customers is by engaging them in conversation (if they seem into it, if not, politely back away slowly… smiling). If your customers are having a business lunch, ask them where they work. If a family comes in for dinner, ask the ages and names of the kids at the table. If they are regulars, remember their names the next time they come in. Surprise them with treats like a prize box filled with small, inexpensive (non-choking hazard) toys and let them choose one. One of the easiest ways to wow the parents is by wowing the kids, and let’s face it, most kids are easily wowed.

As for managers, try giving them the freedom to give away one free meal per shift to a happy customer. This will force them to get out on the floor and talk with your customers, ask them how their meal was, or if it is their first time dining with you. If it is, do something to make their experience extra special. Or even if they are a frequent visitor, tell them this time’s on the house as a thank-you for their patronage.

Survey Says: The important elements of the dining experience are as follows:

Restaurant: Appearance, Cleanliness

Food: Taste, Temperature, Appearance

Wait Staff: Initial time to come to table, Time to pay, Personality, Anticipate Needs.

Try to find one small way to surprise and delight your customers in each of these categories, and get them spreading the good word as well as coming back for more. For help surprising and delighting your customers,contact Vanee to schedule a free appointment with one of our consultants.