Regardless if customers are dining in and picking up their order, operating a restaurant business goes beyond just serving food. It has more to do with creating a positive experience for your customers who patronize your food service. In a recent PricewaterhouseCoopers (PwC) study, 73% of customers considered experience the number one factor influencing their purchasing decisions. With this information at the back of your mind, it is useful to start shaping your business’s customer experience. How can you do this? Read on to find out.
Go beyond mere customer relations
Just as there is a difference between ‘good’ and ‘excellent,’ there is a sharp contrast between satisfactory customer service and high-quality service. Mastering the art of customer service is a significant part of human relations, which determines whether or not you will remain in business. Being attentive to customer behavior, patient with their demands, and overcoming the temptation to talk back to an irritating restaurant guest are marks of professionalism.
Furthermore, creating a positive experience should include your digital/virtual behavior as well. For example, when responding to a negative online review of your facility, avoid the tendency to prove an unsatisfied customer wrong. Instead, apologize and offer them the opportunity to express what they would like to see improved in your restaurant business.
Better yet, offer them a free in-person restaurant service or a free entree or appetizer with their next to-go order. Staying calm and remaining professional no matter the situation creates an experience likely to lure an otherwise disgruntled customer to your side. It is an extremely competitive sector, and you should plan to succeed at it.
Diversify your menu
The food services industry is a vast one; therefore, taking the right steps to provide diversity is crucial to your success and relevance. Thanks to countless media content on healthy eating, the vegetarian, vegan, and gluten-free populations are growing. This is especially so in America and Europe. A recent survey by ABC discovered that 3% of the US population are now vegetarian, and 1% are vegan. Semi-vegetarians such as myself, made up 6% of the American public. Even individuals who do not choose to eat this way often like a meatless meal now and then. This is the more reason you should offer options for people who patronize your food service.
For example, if your restaurant serves pizza, creating vegan alternatives to the Four Seasons or Hawaiian pizza (without the ham) will soon become a popular choice for this group of eaters.
Take feedback seriously
Constructive criticism, when handled properly, is an effective way to enhance the customer experience. Besides, it helps you gauge and gain insight into how guests perceive your restaurant. It may seem like a daunting task to see the positive in every kind of negative feedback. However, being open-minded creates an opportunity to know what is working with your business.
In addition to this, by encouraging staff and restaurant guests to provide feedback, you help people buy into your approachability. It also creates a sense of responsibility for your business. You never know, that could get more you more admirers in the form of new customers.
All it takes is one negative experience to lose a customer for life. Everybody who visits a restaurant already has preconceived expectations. Rather than imitating your competitors, find out what works best for your restaurant business. By going the extra mile, you will be better positioned to exceed customer expectations in every way possible.
Carolyn R. Owens has over 25 years of proven experience and serves as a Career Strategist, Executive, and Leadership Coach. She is the President of Infinity Coaching, Inc., where she can help you up-level your skills so that you can up-level your income, career, business, or life. Infinity Coaching, Inc. provides organizational training and one-on-one and group coaching. She is also the host of “Let’s Coach with Carolyn.” You can listen to the show on Spotify, Apple Podcasts, Stitcher, or wherever you enjoy listening to podcasts.
