RESTAURANTS CREATING THE FEEL OF MEMBERSHIP

Doctors, dentists, lawyers, hairdressers, personal trainers, insurance agents, and a plethora of other product and service providers figured it out decades ago – the key to business success is client relationships. Typically, these providers are not wondering who is going to show up today or tonight – that has been pre-determined through the relationships built and the systems in place to focus on retention rather than constant recruitment. Sure, they are always looking for “new” business, but for the most part their client base is solid – developed over years and even decades – and they are in maintenance mode now.

Ah, but as restaurant operators we are focused on a sizeable investment in constant promotion with little predictability in outcomes. Yes, we take reservations to promote some level of predictability, but then fret over the number of walk-ins to fill in the empty seats and hope they spread themselves out over a meal period to keep the chaos of service at a minimum.

This unpredictability in the restaurant model of operation is what feeds anxiety, builds stress levels, drives the roller coaster of business income, and in some cases pushes our employees out the door. Are we looking at the operation of restaurants incorrectly?

Of course, restaurants are always hoping to build loyal clientele and know how important it is to recognize those who return frequently and bring their friends, but are we doing enough? Every guest is important and should be treated as such, but the ones who make it a habit of dining with you on a regular basis are certainly even more important.

In most cases, we wouldn’t consider going to a different primary care physician every time we needed medical care, wouldn’t use a different dentist every few months, or pick a new person to cut our hair each time we needed a trim; so why are we more inclined to shop around frequently when choosing to dine out? Let’s look at the reasons why patrons or clients are loyal to a particular business or business type:

The Magic Seven of Client Retention

Trust

Trust is earned and leads to loyalty. One great experience with a doctor, lawyer, dentist, hairdresser, or restaurant does not lead to trust – it’s the consistency experienced through multiple visits that allows the guest to feel at ease and KNOW the product and service will be just as great every time they visit. Trust exists when we (restaurant operators and chefs) commit to training and teaching, observing, supporting, coaching, evaluating, and rewarding those who prepare and service the guest. How are we doing with that thing called trust?

Feeling Welcome

When the receptionist or host, doctor, lawyer, hairdresser, chef, or server smiles sincerely as a guest walks through the door – then everything seems just right. We all want to feel needed, wanted, and appreciated. The business can offer this, and ideally, it will never worry about empty chairs. Do your guests feel welcome?

Recognition

Doctors no longer worry about empty waiting rooms when their “patients” become stakeholders. Such is true in restaurants when we stop referring to guests as customers or “covers”, but rather members of our club of friends. When we recognize how important they are to us and make it evident each time they join us for a meal, then why would they ever need to go elsewhere. When the owner, manager, or chef visits a guest’s table; when hosts, servers, the chef, and manager know the guest’s name and something personal about them – then your reservation number will be on speed dial. How are we doing with recognition? Are we coaching our staff members to remember guest names and how to practice the art of hospitality?

Communication

Businesses succeed when they keep their clients or guests in the loop. Make the communication personal and create a membership feel to how it is delivered. Offer membership cards with communication perks that need not focus on discounts or something for free – it is the communication itself that has value. Consider newsletters, personal emails, handwritten birthday or anniversary cards, a personal call when their favorite dish is offered as a chef’s feature, an invite to a complimentary tasting of wines you are considering for your list; or asking them to participate in an unveiling of a new menu before it goes live. Anything you do to help guests feel part of something and special to the operation will go a long way toward building loyalty. The little things are big to those who are part of the restaurant family. Are you great communicators?

Caring

Part of hospitality is understanding and even a bit of empathy. We select a doctor who sincerely cares about our health, a dentist who scolds us when we don’t take proper care of our teeth, a contractor who looks for ways to save us money during construction, and a restaurant that understands how important that business lunch is to us, or an anniversary dinner as we celebrate a relationship milestone. Restaurants have the tools today to keep track and remind us when it’s time to show how much we care. How are you going to show you care?

Attentiveness

Sweat the small stuff – it’s all small stuff. The restaurant experience is a culmination of a wheelbarrow full of details: clean parking lots, proper exterior lighting, manicured landscaping, cared for signage, the greeting at check-in, the quality of the website, trust in the reservation system, the sights, smells, and sounds of the restaurant, level tables, comfortable chairs, clean bathrooms, showman bartenders, appropriate tabletop appointments, clean menus, knowledgeable service staff, great bread, filled water glasses, beautiful plates, delicious food, interesting wine lists, table check-ins by managers and chefs, fabulous desserts without shame, superb coffee or tea, timely service throughout the meal, and a check without surprises. It all adds up to an experience that creates return, loyal guests. Are you attentive enough?

Connections & Memories

Finally, great restaurants are always tuned into lasting connections, even friendships between guest and host. Are you working overtime to create memories? Keep track of that favorite bottle of wine, preferred table, occasional feature that a guest raved about, and the server that bonds with a return guest. We have the technology to create memories – are you taking full advantage of it?

When we go out of our way to treat guests as members of something special, of individuals who are part of the restaurant family, of feeling as though they are the most important person in the room whenever they arrive, then there is little reason for them to look elsewhere for a dining experience. Build membership into your operational plan and watch the results. Member guests return often, bring their friends and business associates, and become ambassadors – your best investment in marketing.

And finally, remember…Plan better & train harder!