17
Jan

Revolutionary Restaurant Service? Huh?

Posted by MSatterwaitte

REVERVICE

The contemptible process of reversing restaurant service levels that customers have become accustomed to.

Revolutionary Idea

Applaud Revolutionary Restaurant Service Ideas

Anybody else notice this trend?  Your corporate restaurants lack the necessary imagination to cut their costs any further by chopping labor or skimping on ingredients or portions, so some genius behind a desk (no doubt justifying his phoney-baloney job, Ha-rumph!) decides to roll back every bit of progress you’ve made in your restaurant service over the last ten years. Just to save a buck. Right?
Oh sure, the “its-all-about-me” faction of your service staff probably loves not escorting guests to tables,
skipping the bread service, splitting the  dinner check for customers or setting the now “extra” table settings.
They don’t give a ding-dang if water is by request only, as long as nobody is wasting the valuable time they could be spending on bitching about how little they’re making to anyone who’ll listen.  These are the very same knuckleheads that will be the first to complain about how the guests are getting so cheap about tipping next month.  The boss is betting that the savings will translate into about $21.57 in additional bonus for himself too.

Stupid Management

Who do they think they are – members of congress?

Those that aren’t so short-sighted, the better restaurant owners,  servers and managers, will recognize that they’ve lost opportunities to convince the guest that there indeed is restaurant service at all, and another chance to show an “exceed the guest’s expectations” mentality resides in their place of business. The guest is smarter than you think (I know, hard to believe, isn’t it?).

What they will take note of is how your company is dealing with tough economic times, and that they are purposely choosing to short change the guest.  Any company desperate enough to run up the white tablecloth on the flagpole by “dissing” the customer MUST be at the end of their rope.
Even if they consciously don’t notice the loss of restaurant service and amenities, they’ll “feel” it, most likely when they reach for their wallet at the end of the meal. They know that they sign the paycheck, and you just told them that you didn’t work as many hours this week. Here’s the thing:  Joe Schmoe has a job too, or he wouldn’t be in your restaurant.  Times are hard on his side of town too.  If his company is screwing his customers, he not only sees it, but it’s affecting him too.  You bet he’s noticing your company (you) giving him the shaft.  If his company is NOT screwing their customers, and sucking it up, he’s going to resent your company (and you) even more.  Either way, he won’t be back.  You are now in a tight spiral of diminishing returns.

Oh, by The Way, Nice Numbers Last Month.

As a Manager, what can you do?  Here’s a few tips (sorry): Whenever a proposed cutback in service or amenities (like after dinner mints, etc.) is made “optional”, or is technically a “suggestion”, make the obvious choice and do the right thing for the guest.  It’s also the right thing for the service staff – both short and long term.  If YOU don’t defend the customer, who will?  If your competitors falter and cut their service before you do, it can be a HUGE win for you.  Hold the line.
  1. -Review any policies that have been changed over the past year that resulted in a reduction of service and reverse them.  What have the guests complained about that they miss?  Re-instituting them will make you a HERO!
  2. -Go on offense!  Barring any unaffordable added expenses, field suggestions to improve or upgrade the perceived service in your establishment.  Make as big of a deal as you can.  Drawing attention to say, for example, “ Umbrella escorts to your car on rainy days!”, when everyone else is sending the extra cashier/seater/greeter home early will cement your business as one that really cares about their guests, even AFTER you’ve taken their money.
  3. -If you’ve ever considered adding Valet Service or a Coat Check, NOW is the time to do it!
  4. -On slower days, have the crew polish the silver or glassware, even if it’s not common for your style of restaurant to do so.
  5. -Place an increased effort on cleanliness, especially in the restrooms.  This is where you will stand out against the competition.  Their labor savings will show up there first.  Inspect the work that you have done in there, and DEMAND perfection.  Initially, it will take them more labor dollars to get it done right, but believe me – they won’t want to spend any more time in there than they have to, and will find a way to git ‘r done in the same amount of time as before.
  6. -Don’t skimp on birthday or anniversary cakes or singing.  This would KILL you special occasion business.
  7. -If you have linen napkins, research and implement a more intricate fold.  Impressive!
  8. -Water service – if you automatically serve it, continue to do so.  If it is by request only, have your servers do the requesting for the guest by graciously offering it.  “May I bring water for everyone?” increases the perceived amount of service by drawing attention to the effort! Don’t make them ask for it – it’s a HUGE difference.
  9. -Do not cut back on the tablewares that you set your tables with.  What would not setting that extra fork, spoon or wine glass really save you?  Bringing it only when it is needed is cheesy, and takes away from the WOW factor of your tabletop.  A wine glass on your table actually increases sales – try it.
I’m quite sure that you can think of many, many more ideas to prevent “ Revervice”.  May I
heartily recommend the book “Raving Fans” by Ken Blanchard and Sheldon Bowles.  It will take
a little over an hour to read it through, and it will change how you think about service forever.
Have a meeting with your staff.  Make it “folksy”, sit down and look them in the eye and explain
the current economic situation and the nature of competition for the less disposable money that
people have to dine out with.  Remind them that they need to remember that they are servants,
and that they are NOT better than their guests.
They need to convince people that the level of restaurant service they witness at your business is worthy of the maximum gratuity that they would EVER give to anyone.  Ask your crew for their ideas on how to achieve a competitive edge in today’s market, in your neighborhood.  Discuss the predicament that you may have to, or already do defend your guest from your own company if and when it adopts “Revervist” policies.  Have a
good time with your meeting and avoid guest or other employee bashing.
Now tell me, how bad of a “bonding thing” would it be for your staff if it were all about restaurant service?

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Category : Create Fans / Featured

2 Responses to “Revolutionary Restaurant Service? Huh?”


Foodbiz January 17, 2009

Mike

Excellent angle on the state of chain management. this is why I believe the independent restaurant owners have the upper hand in the market place. I am sick of hearing how bad the economy is, what the heck has everyone being doing up to this point? The Corporate restaurants have to many masters to serve and the customer is not there sole focus, their CFO’s butts are on the line and the boards chomping on it, oops forgot about the guests.

Keep writing!

Monty