Through the Window | by Roy T. Bergold Jr.
Kate’s parents recently visited us from Oconomowoc, Wisconsin, for two weeks. Kate’s sister, Sue, and her husband, John, and their two children live here in Payson also. In fact, they are part of the reason we moved here. After we showed her parents all the tourist attractions in Payson—which took one afternoon and we dined and cooked and talked non stop—they got to attend two of the kids’ activities.
They were privileged to see both of the kids in their dance recital. Now this takes place on a Saturday night and everyone brings Sunday breakfast because that’s about how long it lasts. But it’s great fun, especially for devoted grandparents. The other activity was John Russell’s first Holy Communion. Father’s message that morning had to do with chaos theory, an appropriate message for a seven-year-old. He spoke about the butterfly effect, which is a part of chaos theory. Simply put, the beat of a butterfly wing in China can affect the weather in the U. S. Experiments have been done to prove this. This got me to thinking about the restaurant business and how the littlest things can affect not only that restaurant, but all the restaurants in that chain. Let me explain.
We are usually aware of the big things that can go wrong in a restaurant. The order is wrong or missing items. Change is wrong or the charge is not accurate. The customer walks in and there is no hostess to seat him. There are inordinately long lines at the counter or drive thru. The tables are not bussed or wiped. Employees are surly or purposefully slow. The food is just plain bad. Well, you get the idea. These are problems that need long-term attention in a hurry as these are the best ways to lose customers quickly.
But what about the little things? Those problems that don’t exactly drive a customer away but over time and frequency can cause him to look for an alternative—and, if not fixed, can have a very detrimental effect on the reputation of the restaurant. We may not even notice them because we are rightly worried about the big stuff. The good news is that the little things usually can be fixed quickly with just a little attention. And they can make a difference in the customer’s attitude and that of the restaurant.
So, what are some of the little things and what can I do about them? Let’s start with a smile. Which works better, a smile or a frown? Easy. All you have to do is remind your folks of this fact.
Keep the condiment dispensers full and clean. Yes, I can do without my ketchup, but I would rather not.
That stray piece of chewing gum on the floor or sidewalk. No big deal, but it’s a mess. Pick it up.
Wash the really messy windows so I can see what’s going on in the world. And while you are at it, make sure the trash cans are empty. I can take my trash home but I don’t want to. Just think of the litter reduction.
Never be out of the premium or a food item. I can eat something else, but doggone it, I came for the duck chili, and that’s what I want to leave with.
Find a disinfectant that doesn’t smell like bleach. Did you ever sit down at a table that’s been recently wiped and all you can smell and taste is bleach?
Make sure there are enough high chairs and napkins, especially in drive-thru orders. Not high chairs in the drive thru, although that’s not a bad idea. Put the kid in a high chair and let him roll along with you through the drive-thru line. It gives him something to do.
But there’s nothing like decorating your shirt with special sauce and discovering there are no napkins in the bag.
Make sure the bathrooms are stocked. And check all the lights in the restaurant. Replace burned-out bulbs and see how much more cheery the place is. That goes for signage, too.
Now, again, these are not huge things, but things that can make the experience better and keep a customer. I would assign crew to each of these, and the ones I didn’t think of, to make sure they get done.
Problems like the little things will eventually affect your success and because you may be a part of a chain, all the other restaurants in that chain. People have a tendency to lump together all the restaurants in a chain as the same. So the beat of your butterfly wing can lose a customer halfway around the world.
One other thing: I read some new research lately that really needs some attention. It said the most important aspect of the fast-casual experience is the fresh food, but for fast food it’s value. The definition of value, though, has changed. It’s not what you get for what you pay anymore, but simply the price.
If this is true, then these two factors, fresh food and price, need special emphasis in our marketing plans and in how we portray our restaurants. The research also said that people go to a particular restaurant because they are in the mood for the food served there. So you need to put people in the mood for your food, awaken their craving. Sounds like a job for great advertising.
Try paying special attention to the little things. Ask your customers what you can do to make their experience better. Odds are they will tell you some of their little pet peeves and you can fix them. It beats watching reruns of “My Mother the Car.”
Happy Trails and a Peaceful Life.