Winning Service Strategies

With the coming of the New Year -- a year expected to be busier than usual as we approach the new millennium, it is a good time to be resolute in evaluating and reviewing some of the more obvious aspects of good restaurant service. Following are these points that, while seemingly obvious, sometimes get lost -- especially in the bustle of increased business.

A. Prepare Ahead of Time

1. Know your products. Understand all menu items and daily specials including related language/pronunciation. Familiarize ALL staff with these items by regular tastings in the kitchen and brief meetings with the chef, as necessary.
2. Appearance matters. Make sure that your clothing/uniform is washed and ironed and put out the night before. A wrinkled shirt may be perceived by the guest as an anticipated "wrinkle" in the dining experience. Stay light on personal fragrances: no one wants to be served "Estee Lauder Alfredo".
3. "Psych" yourself. Be positive and remember that, "We always get what we expect."

B. Warm and Caring Service

1. Establish eye contact and smile, smile, smile. Prepare technical details of your job in advance so you can focus your eyes on your customer.
2. Think funny/happy thoughts to smile naturally and practice in front of a mirror if necessary. If you want to be a "star" on the floor, unless you are a natural--you have to practice like one.

C. Be Your Customer's Advocate

1. Certainly follow the rules but, when in doubt, always think of your customers needs first.
2. Always try to accommodate customers special requests with an attitude of "We can do anything for you (within reason)".

D. Schmooze and You Won't Lose

1. When customers arrive, offer to take their coats and deliver coat-check receipts to the host of your party;
2. Pay CLOSE attention so that you can anticipate your customers next need and/or request paying special attention to the host of your party and addressing s/he by his/her sir name to demonstrate your respect and validate their importance.
3. A good Maitre 'd and/or Executive Chef always make a point to stop at each table briefly (at an appropriate time--between courses etc.) to check on guest satisfaction.

E. Problem Solving

1. Replace all "I dunno's" with "I will check on that for you immediately". Summon your Maitre 'd for more complex problems.
2. Always offer alternatives including choice of seating, if available. If a menu item has been 86'd--offer a related selection INCLUDING a detailed description.
3. Seek aid from your co-workers if you are buried. Do not attempt to do everything yourself or you will not only sacrifice your party's dining experience, but also the restaurant's reputation.

F. Demonstrate Sincere Pride

1. It's not only your restaurant and your station, it also reflects YOU. Whether you are handling a small party, several tables or a banquet, make sure that your area is clean before, during and after your shift. No matter what kind of cleaning service the owner employs, there are bound to be spills, crumbs etc. that are simple and easy to clean up quickly and unobtrusively. (Clean rest rooms are also very important. Surveys demonstrate that female patrons often judge a restaurant by the cleanliness of its rest rooms.)
2. Show enthusiasm. Take the proper time to SELL your items with adequate use of descriptions. Do not assume that patrons are familiar with your menu just because you are. Focus on your operations unique preparation and ingredients. If you are unsure, ASK. I never met a chef who didn't want to discuss his "signature" preparation techniques with interested staff members.
3. Pacing the meal carefully is far more important to your current customer than when your next order is up. When delivering the entree, "delivery technique" is also important. You are presenting "culinary artwork". Precious artwork would not be tossed carelessly on the table. It would, instead, be placed before your customer with pride.
4. Suggesting appetizers, espresso/cappuccino and special desserts do not only add tips to your wallet, they also add to your customers dining experience. Having a good understanding of what items to suggest and pair with an entree complements the entire meal like a good Cabernet does with Filet Mignon.

G. Ensuring Guests Return

1. Establish a successful rapport. Monitoring your guests actions and reactions is critical throughout the course of the meal. Wait staff who possess a high level of intuition and healthy self-esteem are able to connect with their guests effectively and understand the pride and joy of serving others. Most importantly, it shows.
2. Always handle customer gripes quickly and effectively. The restaurant and YOU will be judged on the length of time it took you to resolve the perceived problem, your manners, and how you equitably remedied it with a solution. More important than in any other industry, in food service--the customer is ALWAYS right. No matter what happens, stay composed: Think, communicate and THEN react.
3. Extend SINCERE thanks and ask for the customers return: "I very much enjoyed serving you this evening and hope that I see you again soon." Personal thanks, handwritten on checks, are also appreciated.

Ronald Moeller is a hospitality consultant with Maren Incorporated. Mr. Moeller has over 10 years wait staff training and management experience in the Hospitality Industry. He can be contacted at (412) 833-4639/(412) 885-8280 or by E-mail at mailto:mareninc@aol.com.