This article is presented courtesy of restaurant.org a source of operational and business resources for independent restaurant operators.
It starts with, "Hi, my name is Jordan,
and I'll be your server tonight." When your customer asks, "What's good
here?" the server replies, "Everything." After the food arrives, the server asks,
"How's everything?"
All of the above are clichés that customers
hear over and over again. Those expressions reduce the chances that any
meaningful, relationship-building conversation will take place between your
servers and their guests, and that can be bad for your business.
When servers initiate personalized,
intelligent conversation, many powerful things start to happen. Brains become
engaged, meaningful dialogue starts to happen, servers connect with their
guests, and guests have a better time and feel appreciated and cared for.
How does that affect your business? Satisfied
guests usually tip better, and they're inclined to come back to your restaurant
more often. Use your pre-shift meetings to discuss ways
your servers can improve their interactions with your guests. Discuss antidotes
to typical server sayings, such as:
- "Hi, my name is..." Truth is most people don't care what the server's name is.
Try a greeting such as, "Hi, welcome to The Crab House. I'm so glad
you decided to join us tonight." This puts the focus where it should
be, on the guest rather than on the server. Have your staff practice their
table greetings with a bright smile and direct eye contact, and you'll be
miles ahead of most of your competition.
- "What's good here?" Coach your staff to describe two or three popular items that
you do really well or better yet, have them recommend what they like.
- "How's everything?" After the food is served, have your servers practice
specific, intelligent questions that pertain to what your guests have
ordered. "Is your tuna cooked the way you like it?" "Does
anyone need more barbecue sauce?" "Have you tasted the lobster
bisque yet?"
When there is meaningful conversation, human
connections are made and guests feel valued and appreciated. Added bonus:
they'll want to know their server's name so they can ask for them on
their next visit! Want to stake out a competitive advantage?
Start by creating the most welcoming, sociable and conversational service staff
around.
