Pin pricks and …..crickets…..?
Have you had that work nightmare where you have to work the entire place by yourself and three busloads of guests just poured in? How about the one where you show up to work but you forgot to wear pants? Good gosh, that's a scary one. But what if, one day, you opened the door to your establishment and no one - not a single soul - walked in to spend money? Whether you're fully clothed or not, how does that feel? Worst nightmare ever!
Oh, these random humans we rely on to walk into our establishments and spend their hard-earned money with us. Between marketing and rewards programs and promotions and social media engagement… we try to be all in their heads so we can get their butts (and their wallets) right over here. But what's the easiest (and least expensive) way to do that? Put yourself squarely in your guest's head, as did today's guest blogger, Matt Stolba. Behold his mighty insights:
So, you and your wife go to your favorite breakfast spot every Saturday morning. You only miss when you are out of town or at your kid's soccer game. You get there around the same time and sit in the same section so that Stacey can wait on you. She knows you by name, asks about the kids, and has a great smile. You don't regularly order the same things, you like to change it up, as the food is consistently good and service has always been top notch.
But a few weeks ago, after Stacey brought your coffee and water, you noticed your table was wobbling. You used a napkin to level the bottom of the leg. Annoying, but, so what….this is your favorite breakfast place with the best waitress you know. You didn't say anything to Stacey; you felt like you should have, but just let it go. The food was great, as always, but you wondered why your favorite place couldn't fix something as simple as a wobbly table; it was like a little "pin prick".
After being out of town, you returned the following week. Stacey greeted you with a smile, told you she missed you last week, asked about your weekend as she brought coffee and water. All was right with the world again. But, as you reached for the cream, your sleeve stuck to the table on some dried grape jelly from a previous guest - on your favorite white long sleeve shirt! You rushed to the restroom to try and soak the stain out with soap and water. Upon your return, you told Stacey what happened. She apologized beyond reproach. You could tell she was sincere and took your frustration personally. You smirked and said no problem, but it bothered you to know you'd have a little purple spot on the shirt permanently. You ate, left your normal tip, told Stacey you would see her soon, and went about your weekend. But now there was another "pin prick" that hurt a little more.
This weekend you said to your wife, "Hey, let's try a new breakfast spot. I've been hearing good things about the new place on the other end of town." She agreed. But will you ever return to your old favorite? Who knows?
As a restaurant operator, always keep in mind that the small details add up to a lot. It may seem insignificant at the time, like a pin prick, but little irritations are all it takes for you to lose a long-term, loyal guest. In this instance it took two "pin pricks." Every instance of frustration can be the end of your relationship if it's not addressed or handled properly. Worst of all, you - whether you're the owner, manager, hostess, waiter, or bartender - may never know. Never assume that the guest is okay being irritated or frustrated. It is never okay. The reality is, they will move onto your competitor. They won't tell you, and it will be validated with excuses by the staff with statements like "They moved, must be busy, etc." Address and fix every detail, no matter how big or small, as they are the things that will negatively impact your business before you know it.
Leslie Kalk
Hospitality Coach at Six Figures Waiter
Six Figure Waiter
