If you are under the assumption that because you are on premise 14 hours-a-day that everything is running perfectly in your dining room and bar, you may be in for a big surprise. Unless a customer really cares about the restaurant they are dining in, they probably won't tell you about their positive or negative dining experiences. In fact, only 4% of your customers will actually complain to you if something is wrong. However, they will be sure to tell dozens of other potential customers, and since word of mouth advertising is the number one source of restaurant referrals, you need insurance that this advertising is positive. Spotters reports will provide that insurance.
Industry publications state that customer service is the key to success in the 90's. With this in mind, it's time for you to develop a system of monitoring service in your restaurant. Performing a spotters report in your restaurant is probably one of the few things than an owner or manager can't possibly do. Whenever you sit down in one of your server's stations, your staff will either provide better or worse service than your average customer receives. If the lucky server who waits on you is nervous or intimidated by your presence, you will most likely get great service, due to their fear of making a mistake. However, if the server is busy, and has a casual rapport with you, your service will tend to suffer so that server can dedicate more time to "real" customers. Either way, you are not getting the true picture. This is where your very own restaurant spy comes in - the professional Bar or Dining Room Spotter.
Whether you are interested in uncovering missed sales opportunities, improving the level of customer satisfaction, monitoring your training program, or simply trying to take control of a liquor cost which is fluctuating drastically, hiring professional spotters is a major part of the solution. At the very least, you'll be reassured that all is well. It is far more likely that you will reap the benefits of increased dining room sales, better service, and many more dollars in the bar drawer as a result of the spotter's findings.
The primary goal of a spotter is not to critique the restaurant food or service. Just about anyone can tell you what you are doing wrong... in their opinion! Professionally trained spotters provide a restaurateur with a detailed description of a typical customer experience every step of the way, from their first impression when calling for a reservation or directions, to the time they leave your restaurant.
1. Employee cash handling.
2. Quality of bar and service staff training.
3. Design and content accuracy of the menu.
4. Compatibility of the wine list and pricing.
5. Attention to decor (music, lighting, tables, etc.).
6. Food and beverage presentation.
7. Price vs. value of food and beverage items.
8. Server salesmanship.
9. Overall cleanliness.
It is not unusual to ask a spotters service to fill a special request. For example, one client asked the spotters to send an entree back even though there was nothing wrong in order to determine how the managers handled the situation. Another client asked the spotters to arrive at the restaurant just before closing to see how the staff reacted.
The spotters report should be sent back to the restaurant within days of the on-site visit to ensure a speedy response in correcting any problems. If there is a major problem (for example, fifteen "no sale" transactions rung-up by a bartender in a two hour period), you should expect a call from the spotters within 24 hours.
So, if a higher level of customer service is one of your goals, and as you head into the busy holiday season, consider putting your service to the test by hiring an outside Spotters Service.
Linda Lipsky Restaurant Consultants, Inc. specializes in profit enhancement, management search, customer service, sales training, and operations evaluations. LLRCI provides hospitality operations consulting services to independents, national chains, bars, hotels, clubs, and catering facilities. Call 610-325-FOOD for a free sample report, as well as a copy of their Menu of Services.