Unlike a retail packaged product that sits on a shelf, a restaurant visit is a live experience for all the senses. From the moment the guest arrives there is an anticipation about the entire experience. Either be it a first time or a loyal guest, the tone, feel and vibe of every visit must have a certain energy and entertainment appeal that aligns with the restaurants positioning and the guest’s perception.
The critical first impression happens the minute the guest enters. Is the lighting just right for the time of day, is the music style and volume complementary or does it contradict and does the décor reinforce the type and style of restaurant?
Next, it’s the greeting from the host. Make sure they are full of energy and welcome each guest with wide smile and a warm greeting. Be sure they ask questions with regards to prior visits or if a first timer. If it is the first visit, ensure the hostess takes the time to chat with them, tell them about the restaurant, what makes it unique and suggest some of the signature dishes that they may want to consider. In essence-reassure their dining decision.
The second act is of course the server, the connection, the messenger, and the most critical role in the EATER-tainment experience. The server must be engaged, make them feel welcome and prepared to answer any questions and/or recommendations about the menu and the meals. And of course, be prompt to respond to any questions or concerns and maintain constant communication.
And now the star of the show, the finale, the reason to believe the guest has chosen the right restaurant and the meal that matched their desire. If it was plated properly and timely served, they will have already eaten with their eyes and the anticipation to taste has heightened. Did the menu descriptor match the meal appeal and the many senses-sight, scent and taste?
At this point if all went well and expectations were met [hopefully exceeded] there is now a new brand advocate, a fan and the most important a loyal guest. With so many dining options, it is critical that all operators review their restaurant through the guests’ many senses. Remember the front-of-the-house is a theatre and the show must go on without any misses or miscues.
Its all about the EATER-tainment factors that can add up to a five-star review.
Note: To many this article would appear to be an operations/steps of service commentary. And asking why a creative/marketing agency is commenting about the guest experience. Well, any guest touch point is marketing. Whether the website, social content, or advertising, any interaction with the brand is critical and must deliver on the promise. All marketing functions must be seamless, have the same voice and in fact the physical experience is the most critical of all. External promoting can get the guest to try, it’s the EATER-tainment that will have them return again and again.
Scott Moore, President of Stir Creative Communication Inc., has been helping foodservice and hospitality suppliers and operators increase sales for over 30 years. For innovative and revenue-increasing programs, marketing and promotional campaigns and much more, contact Scott at 905-484-3094, scott@stircommunications.ca, or visit www.stircommunications.ca.