People who often eat out will find that the popularity of two restaurants that are similar in terms of cuisine, environment, and consumption standards is very different. Why is that? The problem lies in the details of service. As the saying goes: details determine success or failure, and a detail in catering service will affect the customer's dining experience and determine whether the customer will come back next time.
The author once ate at the restaurant downstairs of the company, and their service gave the author a different feeling. First of all, for the staff of the building, dine-in can be discounted by 85%; Secondly, the meal is delivered quickly, scan the code to pay after the order is placed, and the meal is ready in less than a minute after payment; The author just sat down, the waiter next to me looked at the white clothes I was wearing, handed me a disposable apron, although there are a lot of apron stores for eating, but in the snack category of the store, especially in such an ordinary small restaurant environment, can pay attention to such details when customers dine, and quickly meet the needs of customers, this kind of service The author really felt for the first time, instantly made the author feel very intimate, the small details of this disposable apron won 100% praise from the author and his party. The author prefers to share this store with friends and contribute to the turnover of the company.
It can be seen that the detailed service is particularly important for the enterprise, because it is one of the sources of the enterprise's multi-efficiency, and can even bring hundreds of thousands of turnover to the enterprise. The author believes that any store has a lot of work to do in the management of detailed services.
Eight details of service to enhance customer favorability
Many business managers think that some small details, customers as long as the company can provide them, but they don't know that what the customer thinks is a higher level of service, that is to say, the customer does not need to open his mouth to think about these possible needs for him in advance, so will it make the customer very warm?
Detail 1:Is a serving of dumplings with a dish of vinegar enough?
Analysis: If two customers share, their identities are family members and lovers can share a dish of vinegar, but if the two are colleagues and friends, how can they use this dish of vinegar? So when two people only order one dumpling for a meal, you can serve two plates of vinegar to facilitate them to dip separately.
Detail 2:Guests get up or look around looking for someone.
Analysis: When a customer calls a waiter, he usually does not lower his head and call, but will raise his head to look for it first and then greet him. Therefore, the waiter should watch the six ways, listen to the eight directions, pay attention to the behavior of the guests in their service area at any time, and provide them in time when the guests have any other needs, such as: the guests raise the empty wine glass to indicate that they need to respond quickly to whether the guests need to pour wine, and when the guests get up with the kettle and look at the waiter, they should consciously hurry up and ask if they need to add water.
Detail 3:A big bowl of noodle soup comes up, but few people can eat it in a big bowl.
Analysis: The noodle bowl is too big, diners can't pick up a big bowl to eat noodles and drink soup directly, and because the noodles are slender and the soup is too much, it will also bring a lot of inconvenience, some stores will put a chopstick and spoon when serving the noodles and will give each guest a small bowl, and help the guests divide the noodles at the same time, which will make customers feel very intimate.
Detail 4:Some areas are full of people, and some areas don't have a single guest.
Analysis: This indicates a problem with the locale. The author found that the floor-to-ceiling windows are comfortable areas, and they are comfortable round tables, so of course many people prefer to sit here, so that there are few customers in the other non-comfort zone. Enterprises can adjust the non-comfort zone to the comfort zone for two people who sit more cramped, and the round tables and chairs that sit more comfortably and loosely can be adjusted to the non-comfort zone, so that the atmosphere of the whole restaurant can be mobilized.
Detail 5:Offer plain water or lemonade to customers?
Analysis: When consumers go to restaurants, the service of each store varies greatly when they sit down, and most restaurants will bring free tea, some are a glass of boiled water, and some are a glass of cool lemonade. Restaurants may think that this is a trivial matter, and there is nothing about it, but the feelings of consumers are very different. There is not much difference in cost between plain water and lemonade, but if a glass of icy, sour lemonade is served in a clean and delicate transparent glass on a hot summer's day, it will certainly give the guests a better feeling, and it will make the guests feel that the restaurant is very discerning and more "willing". You know, in the minds of consumers, in addition to the food itself, service has become one of the most important factors in whether they come back to this store.
Detail 6:The rags used for cleaning in the store are thrown aside.
Analysis: When cleaning the store, the store staff thinks that some work supplies that are not related to customers can be placed at will, but it also constitutes a "store scene". Folding it flat and neatly will make the viewer feel more comfortable and disciplined, and it will not affect the appetite. The aesthetics and cleanliness of the overall store are improved by these details, and only in this way can we enhance the customer's goodwill towards the store.
Detail 7:Do I need to wear gloves?
Analysis: One of the most annoying things for customers is when a waiter sticks his finger into the plate when serving food. Of course, most restaurants don't serve so badly, but many restaurants really don't pay enough attention to serving food. I've also seen some different restaurants where they require waiters to wear white gloves, so that customers feel clean and hygienic and feel at ease, whether it is when plating or serving food.
Detail 8:Sewing kits are available in the bathroom.
Analysis: A restaurant with good details, not only pays attention to the place where customers eat, but also the toilet, although it is only an accessory part of the restaurant, it is never sloppy. Although you don't need to decorate the toilet like a hotel, you must pay attention to cleanliness and hygiene, and a hand sanitizer and a roll of toilet paper are also essential. McDonald's and KFC are popular with the public, and they are really due to the toilet paper in their bathrooms. Imagine if you go to a restaurant and see a sewing bag hanging on the wall of their restroom, which contains various colored threads and needles for sewing clothes, in case customers encounter special situations such as broken pants zippers, broken clothes or falling buttons, you can avoid embarrassment, and it will definitely make you feel that this kind of service is very intimate. In fact, the chance of being able to use these needles and threads is very small, but this kind of service is really meticulous and thoughtful.
The author believes that in many cases, it is not that the store manager or waiter cannot do these detailed services, but that the long-term working mode, thinking and working mode of many restaurant companies are solidified and need to be reactivated, so they must be adjusted through two aspects: one is the environment, and the other is the personnel. Whether it's at home or at work, "renovation" can be a good mood, and the same is true for restaurants. For example, the flowers placed in the store, even if they are fake flowers, need to be wiped with leaves at intervals, or placed in a different way; Some parts of the space can be reused so that they don't get forgotten. Adjusting the morale of personnel is also a very important task in daily work: first of all, we must adjust the appearance of employees, grooming, hair accessories, uniforms, etc. The second is to speak, by stimulating their inner desires, they can adjust their mindset, work hard to achieve their goals, and communicate with diners more confidently. For some employees in many restaurants, although they have a strong desire to work hard, they don't know how to do it, and they don't know how to find out the details that can be improved.
How to cultivate employees' ability to serve in detail
A lot of times we keep doing one thing, and over time we feel like "this is the way it should be", so we can only do it. But when we step out and look at it from the perspective of a third person, it's completely different. Restaurant managers can often invite some friends to dinner, or take store staff to other excellent stores for dinner, all with the aim of looking at things from a different perspective. Here the author has summarized a set of effective methods for cultivating detailed service capabilities.
(1) Observe more
There are two ways to observe, one is to stand in the store and watch, many times only when you sit down to eat, you will find that ** is wrong. The other is to stand outside the store and look at it, and many times when we can't find our own problems, we have to look in the mirror. This mirror is a store of similar categories and formats, or a store recognized as doing well in the business district. You can compare the dishes you ordered, you can see what services the waiters have done, and you can see what service details are matched with each product in the dish, such as an extra sauce or a disposable glove.
(2) Communicate more
If a diner is dissatisfied with a product or something else, then this is a good opportunity for the store manager to reach out to them and communicate with them in person, because it is only through communication that the root cause of the problem can be discovered. At this time, in addition to the simple understanding at that time, you can also add customer WeChat, on the one hand, you can often maintain communication with customers, and on the other hand, you can also take the opportunity to promote your products in the circle of friends.
Of course, communication with store staff is also essential. Waiters are in direct contact with customers, so they are the easiest to find problems and customer needs, but they will not take the initiative to tell the management about these problems or needs, so at this time, we must learn to communicate, fully respect everyone's ideas, let everyone participate, even if they are not adopted in the end, or are questioned, they must learn to explain and communicate.
(3) Multiple analysis
At the same time, you can't manage it, but you also have to learn how to manage it, and see what the problem is.
I met a manager who thought a lot about every job he did when he was a store manager. For example, when he serves a meal, he will think, why do I have to take a plate of seasoning when I serve this product? Is there a way to serve this dish without having to take the spices? In fact, the point of multi-analysis is to keep asking yourself questions, reasoning little by little according to a clue, and eventually you will find the root of the problem.
The detailed service of the store is nothing more than a matter of empathy. Many times when waiters do service, they only stay at the service level, but they can't empathize, and enterprises just lack this mode of thinking.
Summary: Everyone always says that the general environment is not good, so the business is bad. But in fact, as long as you continue to do things and continue to bring changes to the store, the result will definitely change. In today's increasingly homogeneous catering, detail service has become an important bargaining chip in competition, in a sense, the details of the casting is the brand, as a service of the catering industry if you want to go long-term to be customer-oriented, study the customer's consumption psychology, pay attention to the quality of the detail service.
This article is excerpted from China Good Restaurant Magazine
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