|By John R. Hendrie, CEO, Hospitality Performance, Inc., September
Will the twain ever meet between Customer expectation and what a restaurant offers that Customer? Distinction in the competitive food and beverage realm is the key ingredient.
The essentials from the Customer perspective are quite straight forward. They want to know that the food is good, that the service is reasonable, that they will be safe, dining in a clean establishment, where what they pay represents value. The restaurant operator wants to engage the customer, respond positively to their expectations, gain their loyalty and market that success, thereby increasing covers, traffic, and, of course, revenue.
The above formula is just like a see-saw. Restaurant operators aim for that equilibrium, but frequently the balance board is askew, based either upon either poor delivery or expectations not met. The variables affecting delivery by the restaurant are numerous: preparation, food quality and presentation, standard of service, ambiance. The real life experiences - gum under the table, inattention by the server, an incomplete order, a dirty fork, music too loud, lighting too low, the A/C too strong, the wait too long – deviations, even in the finest of dining establishments, can bring the realities of running a restaurant to head and heart ache. Every day has an imperfection, regarding product, service or environment. Our customers understand this; there is no perfection in any industry. But, it is the Dining standard we wish to tell people about, the distinction we usually represent, and specifically the Dining Experience our Customer should anticipate. The Consumer does want to know.
Sadly, for the restaurant industry, there are limited means to project this message to our Customers – the Distinction of our establishment. Of course, it is easier to retain existing customers rather than recruit new ones. Those loyal “fans” must be courted, made to feel special, and recognized for their “good taste” and support all the time – they are our “bread and butter”, the very foundation for any success we enjoy. Yet, the business must grow! What avenues do we have to promote what our current “fans” already know?
Testimonials are a prime means to “pass the word” and gain prominence. This works by “word of mouth”, referrals, and, more and more through the Internet. The power of a statement by a satisfied diner is extraordinary, but even these Patron Reviews can be uneven, sometimes even “stacked”. For the potential customer, though, they do provide a means to gather information and appreciate the “flavor” of a restaurant, through the eyes and descriptive words of someone who has “lived” the dining Experience. Visitors new to the area rely upon these sources, whether legitimate portals such as We8There, guidebooks like Zagat, or unofficial Bulletin Boards on the Internet. Otherwise, they depend upon hotel concierges, business associates, or friends.
Marketing Associations also can be effective. They establish some bona fides, but typically, only informational: a brief description of the Restaurant, type, cuisine, price and the like. They do not describe the experience. There are other means as well, such as a “Phantom Gourmet” local program, write-ups in the local paper and underground news, Restaurant Association and dining service guides, and area Attraction magazines. In many cases you pay for that coverage – advertising dollars perhaps spent well! Your potential customer may review these sources, but they are hardly definitive.
Then, there are Rating/Assessment companies, either serving as consumer advocates and setting the “taste and style” landscape, such as Michelin or sometimes Mobil, and, others, similar to AAA, which may review your establishment, but they are more interested in you signing up for their many services and programs. Other companies you can retain for an Assessment; they benchmark your performance as to Quality Standards and provide recommendations for Continuous Improvement. All of these can be invaluable, depending upon the level of expertise and professionalism of their review team, however you have no control over the outcome of their evaluation. But, the consumer does pay attention to ratings and seals of approval.
Lastly, a restaurant can present their own story, describe the uniqueness of their establishment and passionately relate to the potential customer why they should visit, dine, and enjoy the experience through their own Web Site. This is the opportunity to market directly your Distinction! The site must relate to all the senses, where the aromas and flavors speak through the eyes.
The ideal means for successful promotion of a restaurant should embrace three facets: testimonials from satisfied patrons; an operations review by a professional, objective third party, certifying a certain level of performance; and a spectacular Web Site presence. You may not be able to control the first two, but you certainly can influence outcome with Management and a Team who believes in their product and the highest level of service. Harnessing the promotional power of Peer Reviews and Quality Assurance Certification provides confidence and reliability for your Customer which makes that Dining Decision easy. You have Distinction, traffic increases, and revenues flow!
John R. Hendrie, CEO
Hospitality Performance, Inc.
|Also See:||The Gratuity Revolution / John R Hendrie / August 2005|
|Plotting His Travels; Some Bumps Encountered - Chaper III / John R. Hendrie / August 2005|
|Jacques Sets Up Shop or Jacques Joie Hospitality Advisory Establishes Rating Scheme / John R. Hendrie / August 2005|
|Thats So Jacques' / John R. Hendrie / August 2005|
|The Symbol of Hospitality, the Pineapple, Has Morphed to That of a Kumquat; Hotel Operators Focus on the Guest Becoming Secondary / John R. Hendrie / August 2005|
|Ready for Pluckin'; Hospitality Represents that Fat Roaster, Just Sitting there, Plump and Contented / John R. Hendrie / July 2005|
|Literally Every Destination Marketing Organization Is Under Duress; The Challenge to CVB's / John R. Hendrie / July 2005|
|A Smile is Really a Simple Thing – an Expression of Welcome, No Cost Involved / John R. Hendrie / July 2005|
|Lead the Trend to Becoming Guest-Centric; Demonstrating Behavior Not Normally Experienced by the Guest / John R. Hendrie / June 2005|
|Hospitality QED, That's Latin to Me! / John Hendrie / June 2005|
|Unless You Operate a Business in a Very Remote Location, You Belong to the Amorphous “Brand-Scape” / John R. Hendrie / June 2005|
|Maximize the Performance of Your Greatest Asset - Your Employees / John R. Hendrie / May 2005|
|Preparing for the Assault by Organized Labor on Hospitality / John R. Hendrie / May 2005|
|Customer Service - Panacea or Placebo / John R. Hendrie / May 2005|
|How to Even the Playing Field, As Independents Suspiciously Eye the Chain Hotels / John R. Hendrie / April 2005|
|Oh, What a Web We Weave! Pitfalls with Descriptive Language / John R. Hendrie / April 2005|
|Woe is We! We in Hospitality Have Lost Touch and Share the Responsibility for Consumer Cynicism, Angst and Ennui / March 2005|
|Moving the Guest Comment Card from Paper to Paperless / John Hendrie / March 2005|
|Myrtle Beach Area Hospitality Association Launches 'Total Quality Destination' and Presents 'Gold Star of Excellence Awards' / March 2005|
|The Evolution of Guest Room Amenities / John Hendrie / February 2005|
|Advertising Integrity; Framing the Visitor's Expectation Through Print, Signage & Internet / John Hendrie / February 2005|
|Hospitality Trade Associations: What Have You Done for Me Lately? / February 2005|
|I Would Like to See your Hospitality Standards. Where Are They? Anybody Seen Them? / John Hendrie / January 2005|
|Remarkable Hospitality - the Road Map to Excellence; Exceeding the Expectations of our Guests / John Hendrie / January 2005|
|Are Your Guests Expecting Mediocrity with Your Hospitality Services? Move Your Level of Excellence to the Remarkable / John Hendrie / December 2004|
|Guest Services - A Tradition Diminished / John Hendrie / December 2004|
|Rescue from Mediocrity; The Decline of Service Etiquette - A Sequel / John Hendrie / November 2004|
|Offering Crushed Pepper Before Tasting the Entrée; The Decline of Restaurant Service Etiquette / John Hendrie / October 2004|
|Destination Marketing – How to rebuild your Reputation and the upcoming Season after the Hurricanes / John Hendrie / September 2004|
|Six Factors Which Dictate Success in Performing Destination Marketing / John Hendrie / September 2004|
|Influencing the Consumer to Book Business through Your Commitment to Quality / Aug 2004|
|Major Hotel Operators Have Rediscovered Hospitality Fundamentals by Revisiting the Guest Room / John R. Hendrie / July 2004|
|Destination Marketing 101: Take Care of Mom / John R. Hendrie / June 2004|
|Service Unions Combine, Presenting Huge Challenge to Hospitality Industry / John R. Hendrie / March 2004|
|What Value Quality? Most Hospitality Operators Use the Term “Quality” In their Advertising. What Exactly Does that Mean? / John R. Hendrie / April 2004|