Setting the Table by Danny Meyer paper

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Serving Guests Chapter 9

David K. Hayes | Allisha A. Miller | Jack D. Ninemeier

The Professional Restaurant Manager

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

Attracting Guests

Management’s primary function in the restaurant

business is simply to obtain and retain customers.

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

Attracting Guests

Target Markets

Features Specific menu items and services that a restaurant

offers for sale.

Benefits An advantage or desirable consequence that

results from the purchase of a product or service feature.

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

Attracting Guests

Target Markets

DemographicsPsychographics

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

The Marketing Plan

What is to be done?

Who will do it?

When should it be done?

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

The Marketing Plan

What funding will be required?

How will results be monitored?

How will results be measured?

How will results be evaluated?

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

The Marketing Plan

Traditional Marketing

Advertising Promotions

Publicity Public Relations

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

The Marketing Plan

Contemporary Marketing

It is characterized by a restaurant’s successful use

of social media.

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

The Importance of Quality Service

Service Standards

• Guest loyalty increases

• Minor mistakes in service delivery are more often forgiven

• Guests will share positive/negative experiences

• Customer feedback systems work better

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

The Importance of Quality Service

Service Standards • Guest loyalty increases when excellent service is consistently

delivered.

• Minor mistakes in service delivery are more often forgiven when it’s clear the restaurant is striving to do its best for customers and apologizes for the errors.

• Guests who have a positive experience will tell others about it (just as they will share their negative experiences!).

• Customer feedback systems work better because guests know management truly cares about service improvements.

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

The Importance of Quality Service

Service Standards

Servers:

• Think and act as “hosts” of the guests being served.

• Remember and use the names of regular guests: “Regulars.”

• Make a genuine effort to ensure that each guest has a memorable dining experience.

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

The Importance of Quality Service

Service Standards

Servers:

• Anticipate and respond to the needs of guests.

• Are proud of their appearance.

• Help other staff members.

• Sincerely thank guests and invite them to return.

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

Service Standards

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

Serving Guests

Table clearing and resetting

Guest payment

Taking and delivering guest orders

Greeting guests

Managing guest arrivals

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

Serving Guests

Managing Guest Arrival

Facility appearance

StaffStaff appearance

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

Serving Guests

Managing Guest Arrival

Smiling Energetic Respectful Visible Engaged

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

Serving Guests

Greeting Guests

Moment of truth An instance of interaction between a customer and a business that gives the customer an opportunity to form or change his or her impression about a

business.

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

Serving Guests

Taking and Delivering Guest Orders

Order taking and food delivery is a skillful art that reflects on the quality of the server and the restaurant.

Total F&B

revenue

Total number

of guests served

Check average

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

Serving Guests

Potential Guest Payment Issues

• Slow delivery to the guest

• Processed too slow by server

• Delivered too quickly to the guest’s table

• The guest check contains errors

• Credit or debit card charges don’t match the original guest check amounts

• Improper change is returned

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

Serving Guests

Table Clearing and Resetting

• Tablecloths may need to be replaced

• Hard surface tabletops to be cleaned & sanitized

• Chairs, booths and child seats to be cleaned between uses

• Table-top items should be clean and free of food spills

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

Evaluation of Guest Service

RevPASH (revenue per available seat hour) A measurement designed to assess efficiency in

using the seating capacity of a restaurant.

Total revenue

Seat hours

available RevPASH

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

Evaluation of Guest Service

RevPASH (revenue per available seat hour)

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

Evaluation of Guest Service

Responding to On-site Guest Feedback

Step 1: • Introduce yourself by name and position.

Step 2: • Seek information.

Step 3: • Empathize with the guest.

Step 4: • Fix the problem and apologize on behalf of the restaurant.

Step 5: • Thank the guest for bring the issue to your attention.

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

Evaluation of Guest Service

Responding to Social media site feedback

Step 1: • Thank the reviewer for his or her feedback.

Step 2: • If the customer’s version of the events is correct;

apologize.

Step 3: • Provide a clear and direct explanation of what

caused the problem.

Step 4: • Assure the site’s readers that specific actions have

been taken to avoid a repeat of the problem.

Book Title Author name

The Professional Restaurant Manager, 1e David K. Hayes, Allisha A. Miller, and Jack D. Ninemeier

Evaluation of Guest Service

Responding to Social media site feedback

Step 5:

• Offer a direct line of communication between you and the negative reviewer (via email or phone).

Step 6:

• Directly quote any part of the reviewer’s comments that was positive.

Step 7:

• End the posting by again thanking the reviewer for the feedback and for helping the restaurant provide better food and service to its customers.