The customer experience at a restaurant is not just about the taste of the food, but a complete experience involving all four senses: sight, smell, touch, and taste. To create a perfect service, restaurants must put in a lot of effort. But it's all worth it to bring satisfaction to customers, build loyalty, retain them, and increase revenue.
Food is no longer everything
People's standards are becoming increasingly extravagant. From "eating to be full" to "eating to be satisfied" and now "eating for enjoyment." This means that the standard of deliciousness is no longer a condition for retaining customers.
Customers come to a restaurant, and good food alone is not enough; they must also be treated like royalty. This is especially true for large, high-end restaurant chains. Customers believe that they are paying for commensurate service. Prices may be high, but the service received in return—the space, the attitude of the service staff, the speed of service, empathy with customers, etc.—must be commensurate. Satisfaction with the entire experience (travel, waiting, reception, dining, attention) is what makes customers love a brand.
Take the example of how the Pizza 4P's chain has focused on customer experience to develop its brand. Pizza 4P's is one of the most famous Japanese pizza brands in Vietnam, with over 30 stores nationwide. The "4P's" in the name stands for "For Peace," aiming for tranquility and the most peaceful feelings when you enjoy the restaurant's space. In addition, this pizza brand adopts the motto "Omotenashi" – the Japanese spirit of hospitality – to serve customers. Customers are always cared for and served wholeheartedly, witnessing their pizza being baked right at their table. The experience combines hospitality, a peaceful atmosphere, and the excitement of waiting for the pizza, providing customers with the most complete experience in terms of flavor and emotion.
That is precisely the enjoyment that today's customers seek when choosing any service, not just in the restaurant industry.
How can a restaurant provide perfect customer service?
It's time to find the answer to perfect customer service if you don't want your competitors to overtake you and leave you behind. There are 5 keywords that restaurants need to remember:
- Attract customersInteract with customers in the friendliest and most sincere manner. Hospitality and sincerity are the first things a guest perceives and is drawn to by that enthusiasm.
- Empower customers. Give customers the ability to customize according to their specific needs. This will be a distinguishing feature that creates a significant competitive advantage for restaurants when they personalize their experience. They will not be able to experience such a service anywhere else but at your restaurant.
- Listen to customers. Listen to and accept customers' opinions. When they feel heard, no matter how unreasonable their requests may be, what they receive in return is respect from the restaurant. It is this respect that gives them emotional satisfaction and reduces negative feelings.
- Make customers happy. Creating unexpected moments for customers is a way to impress them and leave a lasting impression in their subconscious. And they can share that surprise and satisfaction with many other people.
- Remember customersRemember your customers, remember their preferences and needs. Because if customers return for a second visit and are welcomed and reminded of their personal characteristics and needs, they will feel important. This increases their connection and loyalty.
The above are theoretical principles. How they are applied and the results achieved vary from restaurant to restaurant.
And most restaurants cannot recognize their own shortcomings.
When confined to the perspective of a service provider rather than standing in the shoes of a service user, many blind spots will emerge. We are unaware of them, but they still exist and silently worsen the business situation.
So how can you gain a true perspective of your customers? The answer lies in businesses putting themselves in their customers' shoes. That's why Mystery Shopping services have become so popular today, helping businesses solve many difficult problems.
Read more about the case study Improve the business efficiency of high-end Japanese restaurant chains with Secret Service Solutions to learn how a large restaurant chain standardizes its services.
Mystery Shopping for Restaurants Offers Many Benefits:
- Record customers' actual perceptions when experiencing the service from an objective perspective.
- Mystery shopping is conducted "undercover" and does not involve subjective factors that could influence the restaurant's service process. It does not create false signals to stimulate perfection in a short period of time.
- Spot the hidden blind spots. Pinpoint exactly what's causing the service to deteriorate.
- The survey forms were developed with strict criteria: the greeting within the first 5 seconds of entering the restaurant, the waiting time for food, meal suggestions from the wait staff, whether the staff observed and proactively appeared when customers encountered problems, etc.
- It is a method of maintaining services in perfect condition. From the smallest details regarding the presence of security guards, lighting systems, menu presentation, food temperature, etc.
In general, restaurants today need to put a lot of effort into their service in addition to the quality of their food in order to retain customers and maintain competitiveness. As the quality of life continues to improve, people's demands also increase, so it is only natural that the services provided must also increase accordingly.
