6.02

In fact, products served by similar competitive restaurants are usually very much alike. These offerings do not add much of a competitive advantage, the thing that attracts a customer to one operation over another. So, when the offerings of competitors are similar, the competitive advantage often comes from the nature and quality of customer service. It is important to provide the best possible level of customer service to stand out from the competition. Before beginning a career in the restaurant and foodservice industry, it is important to understand what service is all about. Working in a service industry means serving people directly. This is the single most important aspect of the job. Good service comes from a natural desire to serve, but it can be improved through training, effort, and commitment.

A strong first impression is one of the least expensive and most effective forms of advertising. If the impression is followed with a high level of service, as well as good food or a good product, the operation will probably have a return customer. Making a positive first impression is not hard. Restaurant and foodservice employees have to be conscientious. The initial customer interaction is one of the best ways in which to make a strong first impression. This initial interaction can come in many different settings, and a good customer service plan accounts for them all.

The outside of the facility is frequently the first thing a guest sees. Maintain exterior facilities, such as the parking areas, sidewalks, and entranceways, so that they look clean and inviting. Maintain interior facilities so that they look and smell clean and fresh; this includes clean floors, tables, utensils, menus, and counters, as well as well-stocked and spotless restrooms.

Identifying Customers’ Needs

It is up to all employees to ensure prompt, friendly, and professional service from a customer’s arrival to departure. To start, identify the customer’s needs. Although all customers share some basic needs, such as friendly efficient service and a high quality product, some have special needs. The quality of a customer’s experience will be affected by how well the service staff identifies these needs:

• Age: Older customers may need additional help. Some have difficulty seeing, hearing, walking, carrying food to a table, or counting money. Always be respectful and have patience when serving older customers. This group may have dietary restrictions and concerns to which employees should be attentive.

• Families with young children: This group may also have special needs. They may need high chairs or booster seats, entertainment (such as paper and crayons) to keep the children happy, and a children’s menu. Servers should know how to locate these items quickly. Children often get restless when they are hungry, so providing a quick snack (such as crackers or rolls) or sending the children’s order to the kitchen right away will be greatly appreciated by the customer. Children may also have dietary restrictions, such as allergies, of which servers need to be aware.

• Dietary needs: Customers may have special dietary needs, so server knowledge of the menu is critical. Servers must know exactly what is in every menu item. Disclaimers on the menu—for high-risk populations—are not enough. Food allergies can be severe and, sometimes, fatal. If the server doesn’t know the answer to a customer’s specific question about menu ingredients, he or she should ask someone who does know. Don’t ever take the chance of serving something that may cause an allergic reaction. Take the time to find out for sure. Guests on special diets often ask that menu items be changed in some way. Even if the request seems strange or picky, employees should provide customers with exactly what they order.

• First-time guests: First-time customers might be unfamiliar with the menu or any special touches that a particular operation offers. These customers might enjoy a brief introduction to the facility and its menu. Servers can easily identify a first-time customer simply by asking. They should plan to spend some extra time with these clients.

• Special occasions: Special occasions usually mean that the customer has specific needs. Large groups, for example, might require special menus or a special location within the operation (separated from other guests) and additional dedicated servers.

• Foreign-language customers: Language differences present challenges to efficient and responsive service. Depending on where the facility is located, dual language menus might help make all customers feel more comfortable and welcome. Having a server on staff who speaks another language is also helpful. Finally, including pictures of menu items can help bridge any language gaps.

• People with disabilities: Without calling special attention to customers with disabilities, employees need to accommodate them in every way possible, such as seating a guest in a wheelchair in an area with plenty of space. The staff has to address the needs of customers with temporary disabilities as well, such as a broken arm or leg. The physical facility should be equipped to effectively accommodate these needs—for example, having ramps for wheelchairs or hand railings in restrooms.

• People dining alone: Some people who are dining alone may have work to do or may simply be trying to get away from it all for awhile. Consequently, such guests may want to be seated in a quiet corner or at a brightly lit table. The best policy is to ask these individuals what they prefer. Make sure that single diners receive the same level of service and attention as a larger party. Try to anticipate guests’ needs and accommodate them before being asked. This requires watching and listening to guests carefully. Employees should do their best to please guests and think creatively when serving them.