Harvest America CUES BLOG

Memorable food, exceptional experiences, a perfect evening…these are the types of reviews that every chef hopes for and every restaurant strives for. Is it possible to set the stage for these reactions? What would it take for guests to rave about dining in your restaurant?

The chef invests time in building a signature menu, testing recipes, establishing plate presentations, and making sure the best ingredients are within the teams reach. The service staff members have been well-trained and are enthusiastic about the restaurant concept. So, that should be it. Right?

One would think that this is what needs to happen, and the result will be exceptionally happy guests who are anxious to throw praise your way, write a great review, return often, and tell all their friends to make a reservation. But, unfortunately, although these pieces of the puzzle are essential and admirable, they may not be all that it takes to create raving fans. Certainly, fantastic tasting, smelling, and looking food is essential and guests do return for great service, so, what else is missing?

The answer is context and context is sometimes elusive. Context has everything to do with those softer attributes of an experience – the people you are dining with, the occasion that brings you together, the mood of the diners, the weather, a person’s state of mind, and as Will Guidara of Eleven Madison referenced: UNREASONABLE HOSPITALITY. This can be crazy, over-the-top efforts as describe in Guidara’s book, Unreasonable Hospitality (I encourage everyone to read it) or it might be simple, unexpected efforts that set you apart and create lasting memories. Here are some examples of how the chef and restaurateur might CREATE context that knocks your guest’s socks off.

[]       KNOW NAMES – DO YOUR RESEARCH:

Don’t underestimate the importance of people’s names. Greeting guests by name is a symbol of caring and respect. Work at it and the dining experience will improve exponentially.

[]       REMEMBER A GUEST’S PURCHASING PROFILE:

There is no excuse today for failing to know the buying habits of your guest. We know the technology is here to help us along, but the customer rarely thinks that way. When you remember a favorite dish, bottle of wine, or brand of scotch – the guest feels important – you put in the effort. This is a key element of context.

[]       A VISIT FROM THE CHEF:

Although some of the sizzle may have faded from those early nineties and into the next millennia, people are still fascinated by the chef and their command of the ship. MAKE the time to walk the dining room on occasion, stop at tables, offer advice on menu items and drinks, smile and thank them for choosing your restaurant. This means a lot and will help to bring them back time and again.

[]       REGULAR COMMUNICATION FROM THE CHEF & OWNER:

The dining experience includes the bookends of enticement and follow up. An occasional email from the operator or the chef, a personal note about an upcoming feature that is connected to their profile, an invitation to a tasting, a birthday card, and a short note after a meal to say: “thanks for coming” will give the guest a feeling of ownership or partnership. Why would a guest want to dine anywhere else?

[]       COOK FOR THEM:

Those frequent flyers deserve something special, on occasion. Present the menu but offer them the opportunity for a customized menu selection from the chef. Yes, it puts extra pressure on the kitchen, but if the chef knows in advance that the offer is coming, it can be accommodated. Create a spontaneous special event through this extra effort. Create context.

[]       CONNECTION WITH THE KITCHEN:

Let those return guests know that the entire kitchen crew is excited that they are dining tonight. Engage them with the cooks as well as the chef. Give them a special tour and introduce them to the line team. Give them a feel for how the crew works together so that their dining experience is aligned with identified cooks. “Mr. Jones, your sole meuniere was prepared by Jason tonight. He hopes that you will enjoy it.”

[]       THE FEEL OF MEMBERSHIP:

What might membership mean? It could be a card that allows for house charges, or discounts at certain times of the year. It might mean private invitations to special wine tastings or a chance to critique new items the chef is considering for the menu. Membership could allow for first choice at reservations on holidays, or simply a monthly newsletter that connects them with what is in the works. The more you can engage the guest, the more inclined they will be to make your restaurant their first choice.

[]       ENCOURAGE GROUP GATHERINGS:

Provide an opportunity for your return guests to use the restaurant to bring small or medium sized groups together. Give them a chance to ask the chef for special menus to celebrate birthdays, anniversaries, achievements, promotions, graduations, or Friendsgiving’s. Again, create the context and set yourself apart. Great food and service are the price of admission – context is the icing on the cake.

PLAN BETTER – TRAIN HARDER

Harvest America Ventures, LLC

Restaurant Consulting

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