This week we caught up with Cliff Smith, one of our seasoned mystery shoppers with 20 years (!) of experience evaluating restaurant services for us. Mystery shoppers play a pivotal role in helping restaurants refine their customer experience by providing unbiased, firsthand observations that might otherwise go unnoticed.
This discussion offers a treasure trove of practical advice that restaurant operators can apply directly to enhance service quality and guest satisfaction, especially during the busiest time of year. From the initial customer contact to the final moments of their dining experience, every step is crucial in making a lasting impression. Whether you’re a new restaurant owner or a seasoned manager, these insights will provide you with actionable strategies to elevate your guest’s dining experience and hopefully serve as a helpful reminder.
- First Impressions Matter:
- Reservation Experience: The initial reservation process sets the tone, and simplicity is key. Automated systems should be user-friendly and welcoming.
- Greeting at Arrival: Immediate and warm greetings upon arrival are crucial. The presence or absence of a host can significantly impact the first impression. Staff should be trained to notice and welcome guests promptly, even if the host is not available.
- Service Timeliness:
- Prompt Attention Post-Seating: Guests should not have to wait long after being seated to be acknowledged. This is particularly important during busy periods where delays can be perceived as neglect.
- Quick Response to Needs: The time between the guest’s needs arising (e.g., the need for drink refills, order placements) and the staff’s response should be minimal to ensure a positive experience.
- Food Quality and Temperature:
- Consistency in Food Temperature: Food should always be served at the right temperature—hot dishes hot and cold dishes cold. Delays in service that lead to temperature issues can greatly diminish the dining experience.
- Immediate Correction of Mistakes: Any errors in food service, such as wrong orders or missing items, should be corrected swiftly to avoid dissatisfaction.
- Upselling Techniques:
- Offering Choices: Upselling should be handled as an opportunity to enhance the guest’s experience rather than merely increasing the bill. Proper training on how to offer additional items, like special drinks or sides, enhances the dining experience and can increase revenue without making guests feel pressured.
- Handling Busy Times:
- Managing Guest Perceptions of Rush: During peak times, staff should be adept at managing the pace of service so that guests do not feel rushed. Techniques like offering to box up meals or timing the offer of desserts and coffees can help manage this perception.
- Engagement and Personal Touch:
- Staff Introduction: It is appreciated when servers introduce themselves by name, adding a personal touch to the service.
- Involvement of Other Staff: Inclusion of specialized staff like sommeliers can significantly enhance guest interaction and satisfaction.
- Longevity and Expertise:
- The mystery shopper has extensive experience (over 20 years), highlighting the depth of insight that can be leveraged to improve restaurant service standards.
These insights can serve as a powerful tool for restaurant managers to refine their operational procedures and training programs to elevate the overall guest experience.
