| I find myself dining more and more often in | | | | drink and pulled around to the window. The |
| fast-casual restaurants instead of ones that | | | | attendant passed me a straw and told me the |
| offers full service (and I use that term loosely). | | | | total was $1.29. I gave her the money, and she |
| Why? In addition to being more in control of the | | | | joked that was just for the straw--the soda was |
| timing of my experience, I find the level of | | | | an additional $1.29. A little laugh from someone |
| hospitality in many fast-casual chains equal to or | | | | enjoying her job and showing it to the guests. |
| better than many of the casual full-service | | | | Service is filling the need--in that case, the need |
| restaurants - for less money. What can you learn | | | | being "I'm thirsty"--and can be delivered by a |
| from a CASE (copy and steal everything) study | | | | vending machine or any number of places. |
| of today's successful concepts? Think hospitality | | | | Hospitality, though, is different. It happens through |
| instead of service. | | | | people. My family dines at this restaurant |
| On a recent visit to Pei Wei, PF Chang's | | | | frequently for this very reason. How can you |
| fast-casual concept, with a colleague of mine (his | | | | make the transition in your restaurant? |
| first time to eat there), he was impressed with | | | | Cashiers, phone, and drive thru. A good rule of |
| the friendly food delivery and offer to get drink | | | | thumb is to greet the guest by name. If you |
| refills for us. Drink refills? Most of us could offer | | | | don't recognize them, their name is Welcome. |
| that little dose of hospitality in our restaurants. | | | | Start their experience off on the right foot. |
| Heck, at most full-service restaurants today, | | | | Positive, reassuring responses such as "great |
| you're lucky if you get a refill in a timely manner. | | | | choice," "that's my favorite," "it's one of our most |
| Will that build your sales? Certainly! | | | | popular items," "that also goes well with ___" will |
| The Golden Corral in my neighborhood has a very | | | | ensure the guest feels good about their order. |
| Cheers-like atmosphere, where the guests | | | | Simply replace the nod, non-acknowledgement, or |
| request specific servers and the managers are | | | | "okay" with eye contact and a positive response. |
| out front and seem to know everyone. Wonder | | | | Watch the sales add up. |
| why they continue to build sales and have long | | | | On the floor. Lead the charge--get out from |
| lines? The guests have a better experience for | | | | behind the counter. Sonic's carhops stop by to |
| less coin. You certainly have the ability to create | | | | ask how the meal is and to see if you need any |
| an experience like these in your building as well--if | | | | additional condiments. Offer a drink refill, additional |
| you move out front. | | | | napkins, and ketchup or salsa refills. Find out why |
| Get off the kitchen tiles and spread some smiles | | | | the guest is here and inform them of any |
| working the guests' tiles. Get on the other side of | | | | catering, office packs, and fundraising events you |
| the counter and check your guests' meals. Inject | | | | offer. Build your sales by focusing on frequency |
| some hospitality into your restaurant. Why do you | | | | and marketing opportunities with the minimal |
| think so many people go through the drive-thru? | | | | investment of only your time. The old expression |
| They might not want to come inside. Create a | | | | "don't trip over dollars to pick up pennies" rings |
| better experience and they'll be lining up. Studies | | | | true here. Sometimes we focus too much |
| have shown that dine-in guests spend more, so | | | | attention on minor items while missing the |
| give them a reason to come on in! | | | | big-dollar opportunities to build sales. |
| Hospitality Rally | | | | Think about an encore at a rock concert. It |
| Add a dose of hospitality to your pre-shift | | | | certainly doesn't look impressive if only one lighter |
| meetings. Teach your people to interact with your | | | | is held out, and it won't get the band back. But |
| diners--and that starts with you. It takes no more | | | | 20,000 lighters in unison is an impressive sight, and |
| time and costs no more money for someone | | | | it starts with only one--yours. Don't let the rigors |
| pre-bussing a table to smile, find out how the | | | | of the shift extinguish it. Keep modeling the |
| meal is, and see if they need anything else. Your | | | | behavior and rewarding those on your team who |
| rally should focus on how the interactions happen, | | | | mimic you. Pretty soon you will have an |
| not on a series of steps and tasks the guest | | | | impressive team holding the lighters in the air and |
| doesn't care about. | | | | a long line of guests waiting to experience your |
| A recent trip through my local Chick-fil-A | | | | great service. |
| drive-thru opened my eyes to the difference | | | | And pretty soon the competition will be trying to |
| between service and hospitality. I ordered a large | | | | do a CASE study on you. |