Chapter 13

1. Chapter 13 Service and Guest Relations

2. Objectives • After reading and studying this chapter, you should be able to: • Describe characteristics of effective servers and greeters • Identify the seven commandments of customer service • List guidelines for handling customer complaints

3. Introduction • Guest service • Important for all restaurants • Particularly dinner houses and fine-dining restaurants • Offer more service • Part of marketing and sales • Psychology of foodservice • Varies tremendously • Complex relationships and skills

4. Service Encounter • Many servers are skilled performers in the service encounter • Server and guest are actors in a play • Once the meal is finished, the play is over, the guest leaves, and the server moves on to the next stage • Payoff for the guest: feeling of warmth, friendship, and ego enhancement • Reward for the server: big tip and excitement of the drama

5. Gamesmanship • Many servers look at the guest–server relationship as a battle of wits • Guest: opponent • Object of the game: extract maximum tip • End of each evening: word is passed as to who received the most in tips • Easy for a dining room to degenerate into a game, with the guest as secondary participant • One way to ensure harmony: insist all tips be pooled and everyone share

6. Greeters • First and last person a guest encounters • Smiling, well-groomed, friendly person • Asset to the restaurant, but the position calls for more • Greeters who know the restaurant • Add luster • Are able to answer a variety of questions • Main part of the host’s job • Represent the restaurant by offering a friendly greeting and facilitating the seating of guests

7. The Server as the Independent Businessperson • It is too easy to set servers up as private businesspersons • Operating as an independent business on the premises leased for nothing • Can foster competition rather than cooperation • Fast-paced dining rooms • Call for teamwork • Requires working in harmony, goodwill, and trust

8. Foodservice Teams • Some restaurants operate with servers working two to a team • Most common: server/busser team • Team system: • Entire serving crew works as a team • “Full Hands In, Full Hands Out” • Major advantage: hot food is served hot

9. Hard Sell versus Soft Sell • Hard sell • May result in the guest feeling pressured • Soft sell • Low key complete service • Clientele determines the best approach • Service includes a number of other factors • Showmanship, wine service, attention to detail, refilling water glasses, etc.

10. Seven Commandments of Customer Service • Include: • Tell the truth • Bend the rules • Listen actively • Put pen to paper • Master the moments of truth • Be a fantastic fixer • Never underestimate the value of a thank you

11. Formality or Informality • Depends on the kind of experience you are trying to deliver • Some restaurants thrive on informality • Servers appear in tennis shoes and blue jeans • Others may be more formal • Servers only speak when spoken to

12. Setting the Table • Tables should be pleasing and inviting • Cutlery and glassware should be spotless • Once complete, setting should be pleasing to the eye • Accomplished by arranging everything symmetrically • Everything is clean and fingerprint free

13. Taking the Order • Servers introduce themselves and take suggest beverages • Main point: get the guest to make a selection from a variety of choices • Rather than a simple yes-no decision • Server may also describe food specials • Then depart to obtain the beverage

14. Taking the Order (cont’d.) • Food orders • Senior female order is taken first • Followed by other women, senior male, etc. • Ordered by seat number • Allowing each plate to be placed correctly • Beverages: served and cleared from the right-hand side and to a tray • Some restaurants clear plates as soon as a person is done eating • Others wait until everyone has finished

15. Magic Phrases • May include: • Welcome back • We’re happy you’re here • It’s good to see you again • I hope you like it/enjoy it • May I take your plate? • How was your evening? • Sorry to have kept you waiting • Have a nice trip home

16. The Difficult Guest • Once in a while, the server is confronted by a difficult guest • Majority of handling complaints: falls into employee hands • Must be trained to problem solve • Approach: “What can I do to help?” • In itself, quite disarming

17. Strategies for Handling Complaints • Win-win action tips • Act immediately on a complaint • Let the guest know you care • Calm the guest • Tell how the problem will be addressed • Invite the guest to express their feelings • Never invalidate or make the guest wrong • Offer appropriate and reasonable amends • Nurture the relationship

18. Strategies for Handling Complaints (cont’d.) • Other tips • Be diplomatic • Remain calm, listen, and empathize • Control your voice • Get the facts • Take care of the problem immediately • If you take back an entrée, offer to keep the other meals warm in the kitchen • So the group can eat together

19. Teen Confrontations • Fast-food restaurants • Catering to the younger crowd • Can easily become hangouts and the scene of altercations • Ground rules must be laid down • Employ an experienced host who quickly identifies troublemakers • Work with school administrators to discipline troublemakers • Host should do what is necessary to avoid trouble

20. Service Personnel as a Family • Many managers do whatever they can to create a family feeling • Encourage employees to eat and drink on the premises • Reduce meal prices • Sponsor employee parties

21. Greeter or Traffic Cop • Greeter: host welcoming arriving guests • First representative to interact with visitors • Sets the tone for the entire dining experience • Rookie greeters • First few weeks: outgoing, warm, and friendly • Can easily turn into a traffic cop ordering visitors • Give the option of becoming a server when vacancy occurs

22. Tact: Always • Guests want common courtesy • Recognition • Respect • A friendly welcome • Principal reason people dine out • Desire for sociability