10 Ways In Which Restaurants Need to Improve!
How often do you experience this? You walk into a fancy restaurant for the first time. It is located at a premier address. You notice the distinct grandeur – the lighting, the water-fountains, the expensive art, the music, the fine wine bottles nicely showcased on the wall rack…. You are greeted and taken to your table, and given a menu. You are enjoying the nice ambience, when suddenly you realize that the menu card is torn, soiled and worse(!) – has some food stains on it!
Numerous fancy restaurants have sprung up in Pune and indeed in all major Indian cities, over the past few years. These restaurants spend a lot of money on real-estate and decor, but often times pay scant attention to minor details. Of course, food quality and taste is of paramount importance. But the supporting setting really separates the extraordinary from the ordinary. These supporting items become all the more important when the customer is paying many times over for the same dish, as compared to an ordinary restaurant.
In this article, I am trying to highlight some of these basic things that go a long way in improving customer satisfaction.
1. Menu cards: It’s amazing to note how a restaurant will spend millions on decor and yet completely ignore what is possibly their key interface point with their guest! I don’t care if guests ‘spoil’ the menu cards….print new ones!
2. Service Presentation: These are the basics! Greet the customer, lead them to the table. Offer choice of sitting, make sure they are comfortable, etc. Sounds very simple, right? Many top places don’t do a good job at this.
And I think its a good idea for the Head Chef to once in a while step out of the kitchen and meet some guests. This is the best way to receive feedback, first hand.
3. Service: Communication is key. The lead steward needs to be crisp and clear in welcoming the guests. Neither too aggressive and over-bearing, nor too shy. Being indifferent is even worse. For the lead steward, as well as rest of the serving staff – please make sure that their English is up to mark (especially, if they insist in speaking in English). I have no issues communicating with them in Marathi/Hindi – but some ‘fancy’ places insist that their waiters use English! And please learn the correct pronunciations – the ‘j’ in ‘Fajita’ is pronounced ‘h’! I think overall, staff training is critical. Top restaurants spend months on staff training even before the opening. Hence they rate much better on the service. Training is not just limited to basics like serving style and ordering communications…but also into the more subtle aspects of customer psychology.
4. Service – Issues Management: Pune Restaurants are quite bad when it comes to ‘Issues Management’. By ‘Issues Management’ I refer to way in which a customer complaint/issue is handled. If a customer doesn’t like a dish/its preparation – don’t spend time arguing and justifying it! First offer to redo it and/or substitute it with something else. After all attempts, if the customer is still not satisfied, provide some discount on the bill. Often times, this is a small price to pay, but good restaurants are not very keen to do this.
5. Seating comfort: I absolutely hate it when real fancy and expensive restaurants offer horrible seating. Sometimes, its in the name of ‘aesthetics’ and sometimes, it just negligence. For those restaurants who think of creating an uncomfortable ‘rural feel’ in their restaurants – just stop and think – did you do away with air-conditioning? Or purified water? Then why create these horrible bench or floor seats??
6. Ambience level: It is very important to get the right ambience level. Not too bright and overbearing, and not too plain. In fact, a little subtle is better. Many restaurants in Pune go overboard with a ‘jazzy look’. Also see my comment on music. Lighting needs to be at the right levels. Most places either err on one side (too bright, or too dim). In general I would prefer bright over dim – I want to see what I am eating :)
7. Feedback Process: Getting the right feedback is often times one of the most important ways to drive continuous improvement and course corrections. Yet many restaurants simply boil it down to one feedback form given with the bill! It is important for the manager to regularly (and discretely) check with the customers. However, don’t overdo it. If the customer complains, offer to change it, but don’t explain things (Here we make it this way..etc…).
8. Loyalty: Many restaurants do a bad job of maintaining customer loyality. Some do it quite well. If I visit a place regularly, its a good thing to be greeted by your name. Even better if they know your favorite order. Rewarding loyalty is very important. And its not as simple as giving away free dishes/dinners. Its much more – like getting me a reservation, when its all booked. Or getting me an off-the-menu item.
9. Right staffing levels: This is another common problem. In most cases staffing levels are not adjusted to account for the surge traffic. I understand this means extra investment..but this is key for top restaurants.
10. Music: Most Pune restaurants have the music turned on too loud. Music should be soft and preferably instrumental.
11. Let me add a 11th point, before I end this blogpost. The all important ‘Hygiene’ – Pay attention to small things such as – Stains, Dirt in corners, Plates, Cutlery, glasses. Uniforms of the waiting staff. Common areas, etc.
NOTE – Here I am specifically referring to med to high-priced restaurants. Don’t expect compliance on all these 11 points, at lower priced restaurants – still these are good yardsticks for them to evaluate themselves.