Don’t sweat the small stuff was a mantra in the late 1990’s. A movement to try and chill out the stressful environment we had created and then blamed for the woes of society. Well, here’s the reality – the small stuff makes a difference, it is the foundation of business success and the point of differentiation between those who do and those who never will. I know, this seems like a harsh statement, but it is true and to deny it leaves opportunity floating away without a life jacket. Now, to make everyone feel better – the small stuff isn’t the cause of stress; knowing that you could do better and don’t, is. When we fail to dot the “I’s” and cross the “T’s” we feed our anxiety and diminish our potential.

So, let’s talk about restaurants. We measure success in a variety of ways from business volume to the percentage of return guests, from profitability to market share, and from media attention to awards and Yelp reviews. What is the formula for reaching success in all or some of these areas? Is it location, menu concept, service, ambience, consistency, connections with farmers and fisherman, our commitment to sustainability, or price? What if, the difference between survival and real success rests with the small stuff?

It is very easy to get stuck with just the basics – tasty food, adequate portions, reasonable pricing, fast and efficient service, cleanliness, etc. but these are really the “price of admission”. Every restaurant MUST always pay attention to these benchmarks of business – they can never be overlooked. But how do you move the bar a bit higher? How can you establish your restaurant as one that can never be ignored? How can you be assured that guests will always be happy, serve as ambassadors, return often, and offer glowing reviews of your work? It may just rest in the small stuff.

So, here are some difference makers that cost very little, are easy to implement, will set you apart from 90% of the competition, and will dramatically increase the customer’s perception of the value you offer.

[]       TECHNOLOGY

Although technology can sometimes feel disconnected from hospitality, in many instances it provides the avenue for just the opposite. From the interactive nature of your website, the excitement of your social media presence, the comfort of your on-line reservation system, and the connectivity of customer profiling as a tool for service – when understood and used properly, technology can be a game changer.

[]       HOSPITALITY

The most foundational rule of hospitality is a single word: “YES”. We are in the business to serve, to create positive experiences, to make people feel comfortable, and to treat everyone as if they were special. Creating roadblocks to this with negativity such as “no substitutions”, “I’M SORRY BUT WE CAN’T DO THAT”, or even – I’ll need to get a manager for that request, promotes “NO” as an option. We need to create YES environments and then work like hell to fulfill the promise.

[]       COMMUNICATION

If you want guests to return and employees to commit to a long-term relationship with your restaurant then communication is the key. Bringing staff up to date with daily 10-minute pre-meal meetings, placing return guests on an email list, creating newsletters for guests and staff, keeping social media current and reflective of what is taking place, are all effective and necessary ways to communicate.

[]       EDUCATION AND ENGAGEMENT

Education for both the guest and the employee is a “small stuff” action with big time benefits. On-going in-service training will show your employees that you care and help to constantly improve products and service. Offering wine tasting sessions, new menu reveals, tours of your kitchen, chef demonstrations and cooking classes, are perks for guests and growth opportunities for your staff.

[]       REAL SERVICE

Don’t confuse real service with efficient technical service. Both are important but real service is a way to demonstrate concern for guests, a way to build connections that attract return customers, and a reputation as a restaurant that truly cares about people. Remembering names and key information about return guest’s lives, taking note of favorite dishes or beverages, ensuring that they are placed at their favorite table, are all expressions of real service.

[]       PROMOTE YOUR STAKES IN THE GROUND

Guests and staff members will quickly align with operations that share important stakes in the ground. Just make sure that those promoted beliefs are not focused on polarizing issues of the day such as politics. Issues like sustainability, buying from local sources, connections with artisan farmers, or support of local charities are all positive stakes that connect guests, staff, and operational management and ownership.

[]       CELEBRATE PROPER COOKING

Do it right! Let the world know that this is how you operate. Make it part of the mantra for your staff. Promote it on your menu and in your communications. Stand up and make this your calling card.

[]       LOOK AND ACT PROFESSIONAL

What people see impacts how they feel about your business and the perceptions that go along with that. Establish and enforce uniform and grooming standards with your staff. Trust me – they will feel proud of their look and guests will connect this with trust in the product, service, and value offered.

[]       CLEANLINESS PERSONIFIED

Don’t simply clean, become the poster child for cleanliness. Don’t simply make sure your restrooms are clean before service – assign someone to spot clean them throughout service. Don’t simply clean your kitchen at the end of the day, make cleanliness the call to arms throughout service. Make it a habit.

[]       FOOD PRESENTATION

Ah…people do eat with their eyes. Designing beautiful plate presentations, making sure the expeditor and service staff check presentations before taken to the table, and making the time for those few seconds that define a beautiful plate are built in, is important for the guest and for the cook preparing the dish.

[]       LIVE THE BASICS

Hot food hot, cold food cold. Consider heated coffee cups, heated plates, chilled salad plates, chilled forks for salads and desserts, chilled beer mugs, etc. Have a no chips/no cracks policy so that China and glassware are always in pristine condition.

PLAN BETTER – TRAIN HARDER

www.harvestamericacues.com – BLOG

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