There is so much more to a restaurant than just great food.
As a restaurant owner or manager, your ultimate goals are to deliver an exceptional customer experience that is unmatched, to everyone who visits your restaurant. Ultimately, this is what is said to generate positive guest reviews, increase retention rate, and a projected revenue per service.
It is therefore important that each component of your restaurant plays a vital role in creating a memorable dine-in experience - this includes but is not limited to your personalized service, ambiance, consistency in great food, and overall atmosphere.
What is Sit Down Dining?
On-premise dining, also known as in-house dining includes all sit-down or eat-in restaurants. This could be a casual café with wooden stools and pizza or a five-star fine dining restaurant with lush tablecloths and seven-course meals. Unlike takeout or delivery, on-premise dining can turn any meal into a full restaurant experience, where guests' expectations are heightened and customer service is key.
Here are ways to deliver an enhanced dining experience for your sit-down customers.
Ambiance
Set the mood and vibe for your restaurant with the right ambiance, remember - this also represents your vision for the eatery and can help attract the type of guests you're hoping to bring in. For example, if you currently run a fine dining restaurant and decide to play hip-hop music and layout paper napkins, it is likely that your target customers will not be banging on the doors.
Therefore, the right décor, seating, lighting, music, and as of recently - cleanliness in a space is vital to the success of your restaurant. Help your guests feel comfortable and relaxed while providing an atmosphere that stays true to your brand and vision.
Personalized Customer Service
It is without question that the most important element of your restaurant is your people. Have your servers interact with guests, do not treat them like a number that needs to be rushed out the door to increase profits.
An attentive and sincere host or server that delivers a positive and friendly human expertise will make all the difference in creating a positive and lasting memory of your restaurant and this is bound to increase return customers, glowing recommendations, and ultimately profits. So, hire people who are excited to serve your customers and train them to engage with guests as soon as they walk in, have them anticipate guests' needs, and check in with customers throughout their meal.
Tips for a professional and friendly service
Delivering an unforgettable service comes down to your host or server and their attitude towards providing a positive customer experience, however, some scientifically-backed tricks and tips can also help you increase your servers' ability to up-sell and cross-sell menu items.
Address customers by their name
Hearing your first name triggers brain activity which is associated with social behavior, long-term memory, and visual processing. Additionally, remembering a person's name is one of six ways to make them like you, and when people have a positive perception of you, they are more likely to listen to you and take into account your suggestions, for an instance - when the server may suggest a side that may compliment the main dish.
Therefore, encourage servers to remember and call guests by their first name, this will ensure the delivery of a personalized and friendly service whilst providing the opportunity to up-sell or cross-sell menu items, resting in increasing your per table revenue. Additionally, your servers are likely to receive hearty tips on account of their assistance and approachable conduct.
Take guest preferences into account
First and foremost, ensure that your servers know your menu inside and out, they understand the flavor components and ingredients that go into each dish so they can effectively engage with the guests they are serving.
Have your servers ask guests if they have any allergies, dietary limitations and acknowledge any questions they have regarding the items on the menu. This provides an opportunity for the server to get a better understanding of their preferences and then suggest a menu item they may enjoy most. For example, ask for preference in cuisine, do they like red or white meat, are they vegan, would they prefer cream cheese or tomato-based sauce.
Next up, have your servers get a feel for the loyalty of the guest, are they repeat customers, or is this their first time - both of these categories are important to the success of the restaurant. It is vital that the server wow the new guest and educate them on the menu, whilst appreciating the loyalty of the returning customer with consistent service.
Consistently Good Food
The dishes you serve are the foundation of your restaurant and are the most important part of the guest experience.
Imagine this, a customer visits your restaurant for the first time, the service is great and the 12-ounce steak they ordered was delicious and perfectly cooked, however when they visit again the following week they receive an 8-ounce steak that is undercooked and cold, for the exact price - you can guarantee that they'll be upset. Here's where you can also learn more about the importance of consistent portion sizes.
Cooks should thoroughly examine each dish before it leaves the kitchen to ensure an accurate flavor profile and consistent presentation standards. Likewise, servers should pay attention to the finite details of the dish before serving it to the guest - have all add-ons being included, does it meet the dietary restriction of the customer.
Technology can help you obtain consistent food quality when dishes are being prepared. An in-house online ordering solution where guests can place and pay for their orders online can control all miscommunication between guests, the server, and the kitchen staff preparing the meal. This also promotes a contact-free dining environment that is of growing importance ever since the Covid19 pandemic.
Efficient Customer Service
Competition in the restaurant industry has never been fiercer. In fact, 60% of restaurants shut down within the first year of operations, and up to 80% of restaurants close their operations in the first five years.
While several third-party and in-house factors contribute to this surprising static, it is important to keep in mind that efficiently serving your guests is indeed mutually beneficial. Professional, organized, customer-centric and consistent service is a vital competent of great restaurant experiences.
Customers desire an optimized method of dine-in, one that delivers convenience, is user-friendly and is adaptable - this starts with the initial step of browsing the menu, selecting the meal, choosing add-ons, and then proceeding to make the payment.
Therefore, when thinking about your restaurant's in-house dining experience consider all moving parts from how hosts greet and seat guests, the energy and attitude of your servers, how guests place their orders and pay for their meals. Each one of these touchpoints is a potential point of resistance if it isn't well-organized.
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