Not many people stay at hotels or dine out as much as I do, since I travel frequently for business and occasionally for pleasure. Even at home, I go out for dinner nearly every night. Don’t believe me? I’ve been in my house for just over two years, and the oven has only been used twice!
As a hotelier, you may see restaurants as a necessary evil, or perhaps another opportunity to extend your brand promise. Customers don’t need to be as “experienced” as I am to quickly identify how a hotel regards its restaurant.
Recently, my girlfriend and I took a weekend trip to North Carolina and experienced a brand-defining moment at a mountain resort. We checked in late in the day and were asking about local restaurants. The guest service representative at the front desk mentioned a few establishments in town, but added, “If you want a great meal, you should try the hotel restaurant. It’s just through the double doors down the hallway.”
When presented with this option, I usually just nod politely and promise to visit the hotel’s restaurant at some point during my stay. But before I could, the agent added, “If you don’t agree, you can come back and yell at me!” Of course she was being funny, but her confidence was persuasive.
To our amazement, the restaurant was as elegant as the hotel lobby. We were greeted by a well-dressed maitre d’ and quickly shown to our table. Within less than a minute of being seated, we had a bottle of chilled water on the table and our drink orders were taken. The waiter showed up quickly, was pleasant, personable and described the specials to us. There was no monotone speed reading of the nightly specials. I hate that!
The meal was wonderful, but it was the service that truly made all the difference. The waiter was attentive, without being pushy or annoying. The plates were cleared promptly, and everyone from the busboy to the maitre d’ acted as if they were glad we had shown up that night for dinner — what a concept! After dinner, my girlfriend asked about the wine she had before the meal. The waiter brought back a hand-written note with the phone number and the Web address of the local winery where it was made. I was amazed at this gesture, and of course, I left a hefty tip.
Was the dinner and wine expensive? Yes, you bet. Was it worth it? Absolutely. We not only had a great meal, but an exceptional dining experience. I could tell that it was no accident. Great service like that is a result of intensive training.
Here are a few service tips for your hotel’s restaurant:
Cleanliness and Organization
The most important element in my mind for an exceptional dining experience is cleanliness. The tables and floors must be clear of food and debris. Silverware and plates must be spotless; windows free of fingerprints; and stations (even those you think the patrons can’t see) must be free of clutter.
Staff Appearance
Uniforms for all personnel should be clean, pressed and free of wrinkles. Hair should be pulled back from the face, and hands and nails need to be clean. Avoid excessive jewelry, makeup, perfumes or colognes.
Greeting the Guests
Use a warm and friendly tone, make eye contact and address all guests in the party. The wait staff should provide their names, speak clearly and avoid using slang.
Attitude
Attitude encompasses every interaction with patrons. Remember, all your restaurant personnel are “on stage,” and they must present a professional, caring attitude and treat all guests with respect. I guarantee them bigger tips if they do! A simple gesture can go a long way. My girlfriend still talks about the waiter who gave her the hand-written note with the winery information.
Room Service
The above high standards should also carry over to room service. Guests should be treated with care when ordering on the phone. If possible, the person taking the order should not be in the kitchen in order to avoid clanking plates and other loud noises. The attendant should be personable and leave their name and extension in case of an order error. Finally, clear the hallways of those used trays. The mess is not only a reflection of the restaurant, but the entire hotel.
If a restaurant is contracted and branded separately, as many are, there still needs to be alignment with your hotel’s brand promise. The patrons don’t see the restaurant as a separate business entity. They view everything on your property as an extension of your hotel and brand, so take every opportunity during the dining experience to make a positive, lasting experience.
John Ely is senior vice president of marketing for Signature Worldwide, a training and business solutions company dedicated to helping clients create legendary experiences for their customers. Ely is responsible for developing, implementing and evaluating strategic marketing and corporate growth plans, and has more than 16 years of industrial and consumer marketing experience. For more information on Signature and its new customer experience programs, call 800-398-0518 or visit www.signatureworldwide.com
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