If I had not enjoyed my previous experience two years ago, I would probably have never gone back to a restaurant after a first meal this summer, a moment that was tainted by the nonchalant, even jaded attitude of a waitress.
However, the next day, the experience was totally different. In fact, extremely positive and made it one of the best moments of my vacation. What explains this turnaround? Let’s go back to the facts.
Evening 1: The disappointment
Let’s say that the first supper this summer at the restaurant did not live up to my expectations. No greetings. No smile. No nothing.
When time came to order a cocktail, the waitress informed me that one of the ingredients – white cranberry juice – is out of stock (sighs). I am tempted to say “Send someone to the grocery store and buy some!” Other ingredients were also out of stock to make some cocktails and unfortunately, the waitress had no alternative to propose. Her only answers were “We do not have (that) any more …” (sighs). Either she did not know her products, or she did not dare ask the bartender … or she did not care!
Luckily, I ended up ordering a cocktail that was very good! I ordered the pasta with seafood I had during my last stay. It was good, but not as much as I remembered. My wife ordered a glass of wine which took about 20 minutes to get. The service was slow, very slow. Still, it was relatively early and only a few tables were occupied. Disappointed, we left the restaurant wondering what happened since our last visit.
Evening 2: Happiness
The next day, tired of a long motorcycle ride, we decide to give a second chance to the restaurant to avoid going out to eat in town. Good decision!
We are greeted by Susan, who is usually at the bar as the bartender. She was taking care of the service tonight. Smiling, competent, kind and funny, she answered all our questions and was generous with advice.
The cocktails were amazing. She concocted customized drinks based on our tastes. The food was delicious on a beautiful summer evening on the terrace. The service was impeccable. This combination of good service, good product and beautiful location made this dinner one of the best of our summer vacations.
What we know
A study published in 2017 by Deloitte established that basically, guests of a restaurant expect to eat a good meal in a beautiful and clean place, served by kind and friendly people. They also want to pay the right price. This is the minimum required to meet customer expectations.
But today’s customers wants more. They want to interact with friendly, smiling, genuine people. This exchange with the employees of the restaurant is what is most valuable to customers.
I would add that each member (host, waiter, sommelier or bartender) must not only be welcoming, friendly, sociable and smiling, he/she must also excel in his/her job.
The importance of consistency
As we have just seen, a restaurant cannot afford to offer an average or even bad service one night. I know this is demanding, but it only takes one bad experience to negatively affect customers’ perceptions. Certainly, a regular customer will probably forgive an occasional drop in the level of service or product. However, a new customer will not risk being disappointed a second time. This is even truer when you invite someone to an establishment. Nobody wants to disappoint his/her partner, a dear friend or an important client.
Let’s also remember that employees are the key element of a good or poor customer experience. Neglecting this human component is not without risk since it constitutes the main differentiator that a restaurant owner has against competitors.
Originally published on Les Affaires blog – © Daniel Lafrenière – All rights reserved