Exceeding Expectations

How many times do you get one of these surveys, specially after buying a new car (see my previous blog titled Surveys and Car Dealers where they expect you to fill them always with the top score? (Meaning that they’ve exceeded all your expectations).

If we followed the car dealers’ standards, “Exceeding Expectations” would mean OK service…

Or did they delivered the car to your door at work or at home? Did they give you an incredible discount or did something so out of the ordinary that you were in shock and awe (and not in a negative way!) because it greatly surprised you?

These would be cases of exceeding expectations. Giving you a free pot coffee while you wait for the salesman or just going for a test car ride are not. All the dealers do this, so we expect this from them.

They never impressed me much so I guess that I should rate them with 3 stars (average) although they always demand 5 (exceeded expectations) for some unfounded reason.

Perhaps their expectations are lower than normal after you spend more than $25,000 on their product?

But I digress.

Going back to the restaurant business, how many times do think your clients believe that you’ve exceeded their expectations? Sometimes, seldom, never?

How many times did you go to another restaurant where they’ve exceeded your expectations?

It didn’t happen too many times to me.

Perhaps because this industry is very predictable and it’s difficult to be original, or perhaps because we are too conservative to try anything new, dinning at most restaurants is a totally prdictive experience.

Sure you expect good food and good service at reasonable prices. Every restaurant should give you at least that, but what about surprising your clients with some unpredicted extras? They don’t need to be expensive, it is more a matter of thinking than of spending money.

For example, you could tell your chef to prepare some small appetizers that you could give, on the house, to your clients when they order their drinks. Or you can ask your waiters to replace napkins when somebody leaves the table to go to the bathroom or to make a phone call, etc. You could, for example, one night buy flowers and give one rose (or some other flower) to each woman in the restaurant, give a little sack to each guest (or table) with some spices that you’ve used in the dishes… The sky is the limit!

These are very cheap things for you to do that will pleasantly surprise your clients. These little things will exceed their expectations because they don’t get it anywhere else and therefore they are not expecting it.

But don’t do always the same things or they will become routine. Come up with new ideas, always new, always fresh and unexpected. Setup an idea context among your employees and give a price to the ones that give you the best ideas.

Not only your clients will love your place, but you will also make your restaurant unique and invite your clients to repeat their visits looking forward to be “surprised” and enjoy their dinning experience.

Thanks for reading and happy sailing,

Jose L Riesco
jose@riescoconsulting.com

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You can find more information about restaurant marketing strategies in my website Restaurant Marketing Strategies

Copyright Riesco Consulting Inc.

Bad Restaurant Service

This weekend I went with my family and some friends to a trip to Long Beach, WA. On the way, we stopped in a Mexican restaurant to get some lunch.

The place was empty (only the 8 of us and another couple) and we were promptly seated in a long table.

Soon enough, our young (in his late teens or early twenties) waiter came with the nachos, no salsa. When after a while we asked him for some salsa, he smiled and brought it a few minutes later. No big deal.

Then we order our foods. Two members of our party didn’t get their tortillas for their fajitas. We waited and waited but the waiter never came back to check on us. Another woman in our group ordered a Coke that never made it to the table. We needed to get up and look for the waiter who was talking to another guy by the kitchen. Finally a busboy brought us the tortillas when they were almost at the end of the meal.

In the middle of the meal, a terrible noise startled us all. Somebody dropped a whole tray filled with glasses. It made a terrible ruckus and got all the attention from our waiter (although he wasn’t the responsible for the accident). We never saw him again until we had to go again and ask for the check.

They charged us for the coke that we never got but we were ready to leave and didn’t want to make a fuss about $1.65 so we paid and left.

Now, we were in our way to Long Beach and it is doubtful that we will stop in that place for a meal any time soon, but even if I was leaving in that town, I don’t think that I would frequent that place. The food, by the way, was pretty good.

I always said that food in a restaurant is important but service is almost as important. If one of the two fails, the dining experience also fails.

I see often restaurateurs hiring very expensive chefs that get lavishly paid, and compensate their expenses by hiring inexperience (and cheap) servers, often teenagers, who are neither interested in the business nor knowledgeable of what a good dining experience entails.

Don’t make this mistake. Good food with poor service is as bad as bad food with great service. Both need to be in balance if you want your place to succeed. Select the best servers that you can get, train them continuously (teach them the foods, the wines, what makes your place unique and special) and don’t try to squeeze as much money as you can from them. Not only they won’t be motivated to offer an excellent service but they may even resent you and pass that resentment along to your clients.

Remember, the weakest link in your business will setup the standard.

Thanks for reading and happy sailing,

Jose L Riesco
jose@riescoconsulting.com
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You can find more information about restaurant marketing strategies in my website http://www.myrestaurantmarketing.com

Copyright Riesco Consulting Inc.

What’s Special About Your Restaurant?

This is a very important question that you need to answer honestly if you want your place to succeed.
Let’s play pretend for a moment. Let’s pretend that you are one of your clients.
What attracts them to your place?
Is it your great food? or perhaps Your convenient location? Are you the cheapest place around? (I hope not or you will have to make your profit in pure volume.) Do you have a signature dish that attracts people? or Live music? or Does your place have great atmosphere and beautiful decoration? Do you have a view? Easy and convenient parking?
Whatever makes your place unique and different is what it’s called in marketing a USP (Unique Selling Proposition) and this is the key factor that differentiates your place from any other place.
All restaurants have (or should have) a USP so if yours doesn’t jump at you right away, just sit down when you have a few free minutes (I know, I know, it’s difficult to find free time for a restaurateur but you own to yourself and your business to do this exercise) and write down a list of things that make your place special.
If you are not able to come up with any, ask your staff or any of your regular clients, they may tell you something that you didn’t even thought of.
If nobody can tell you anything special for your place, then you are in trouble my friend, because if you or your people don’t find anything special, nobody else will do. In this case you need to “create” something special. Make a new dish, a new signature cocktail (if you serve alcohol), bring and hang art (from an art school or local artists) in your walls…
Once you finally have your USP, use it in your advertising, make sure that all your employees know about it. Tell your clients. This will resonate with them and will make your place to stand from 90% of other places that have nothing special to offer.
If you are really serious about improving your business, I strongly recommend you to check my
. It is free for you to evaluate and I can garantee you, it will improve your business dramatically.
Thanks for reading and happy sailing,
Jose L Riesco

Copyright Riesco Consulting Inc.

What’s Special About Your Restaurant?

<strong>What’s Special About Your Restaurant?</strong>

This is a very important question that you need to answer honestly if you want your place to succeed.

Let’s play pretend for a moment. Let’s pretend that you are one of your clients.

What attracts them to your place?

Is it your great food? or perhaps Your convenient location? Are you the cheapest place around? (I hope not or you will have to make your profit in pure volume.) Do you have a signature dish that attracts people? or Live music? or Does your place have great atmosphere and beautiful decoration? Do you have a view? Easy and convenient parking?

Whatever makes your place unique and different is what it’s called in marketing a USP (Unique Selling Proposition) and this is the key factor that differentiates your place from any other place.

All restaurants have (or should have) a USP so if yours doesn’t jump at you right away, just sit down when you have a few free minutes (I know, I know, it’s difficult to find free time for a restaurateur but you own to yourself and your business to do this exercise) and write down a list of things that make your place special.

If you are not able to come up with any, ask your staff or any of your regular clients, they may tell you something that you didn’t even thought of.

If nobody can tell you anything special for your place, then you are in trouble my friend, because if you or your people don’t find anything special, nobody else will do. In this case you need to “create” something special. Make a new dish, a new signature cocktail (if you serve alcohol), bring and hang art (from an art school or local artists) in your walls…

Once you finally have your USP, use it in your advertising, make sure that all your employees know about it. Tell your clients. This will resonate with them and will make your place to stand from 90% of other places that have nothing special to offer.

As usual, don’t forget to visit my Web site <a href=”http://www.myrestaurantmarketing.com”>Restaurant Marketing Strategies </a> and subscribe to my free newsletter. If you are really serious about improving your business, I strongly recommend you to check my Restaurant Marketing Strategies Seminar. It is free for you to evaluate and I can garantee you, it will improve your business dramatically.

Thanks for reading and happy sailing,

Jose L Riesco
jose@riescoconsulting.com
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What’s Special About Your Restaurant?

This is a very important question that you need to answer honestly if you want your place to succeed.

Let’s play pretend for a moment. Let’s pretend that you are one of your clients.

What attracts them to your place?

Is it your great food? or perhaps Your convenient location? Are you the cheapest place around? (I hope not or you will have to make your profit in pure volume.) Do you have a signature dish that attracts people? or Live music? or Does your place have great atmosphere and beautiful decoration? Do you have a view? Easy and convenient parking?

Whatever makes your place unique and different is what it’s called in marketing a USP (Unique Selling Proposition) and this is the key factor that differentiates your place from any other place.

All restaurants have (or should have) a USP so if yours doesn’t jump at you right away, just sit down when you have a few free minutes (I know, I know, it’s difficult to find free time for a restaurateur but you own to yourself and your business to do this exercise) and write down a list of things that make your place special.

If you are not able to come up with any, ask your staff or any of your regular clients, they may tell you something that you didn’t even thought of.

If nobody can tell you anything special for your place, then you are in trouble my friend, because if you or your people don’t find anything special, nobody else will do. In this case you need to “create” something special. Make a new dish, a new signature cocktail (if you serve alcohol), bring and hang art (from an art school or local artists) in your walls…

Once you finally have your USP, use it in your advertising, make sure that all your employees know about it. Tell your clients. This will resonate with them and will make your place to stand from 90% of other places that have nothing special to offer.

Thanks for reading and happy sailing,

Jose L Riesco
© Riesco Consulting Inc.
www.twitter.com/jlriesco
http://www.myrestaurantmarketing.com

What’s Special About Your Restaurant?

This is a very important question that you need to answer honestly if you want your place to succeed.
Let’s play pretend for a moment. Let’s pretend that you are one of your clients.
What attracts them to your place?
Is it your great food? or perhaps Your convenient location? Are you the cheapest place around? (I hope not or you will have to make your profit in pure volume.) Do you have a signature dish that attracts people? or Live music? or Does your place have great atmosphere and beautiful decoration? Do you have a view? Easy and convenient parking?
Whatever makes your place unique and different is what it’s called in marketing a USP (Unique Selling Proposition) and this is the key factor that differentiates your place from any other place.
All restaurants have (or should have) a USP so if yours doesn’t jump at you right away, just sit down when you have a few free minutes (I know, I know, it’s difficult to find free time for a restaurateur but you own to yourself and your business to do this exercise) and write down a list of things that make your place special.
If you are not able to come up with any, ask your staff or any of your regular clients, they may tell you something that you didn’t even thought of.
If nobody can tell you anything special for your place, then you are in trouble my friend, because if you or your people don’t find anything special, nobody else will do. In this case you need to “create” something special. Make a new dish, a new signature cocktail (if you serve alcohol), bring and hang art (from an art school or local artists) in your walls…
Once you finally have your USP, use it in your advertising, make sure that all your employees know about it. Tell your clients. This will resonate with them and will make your place to stand from 90% of other places that have nothing special to offer.
If you are really serious about improving your business, I strongly recommend you to check my
. It is free for you to evaluate and I can garantee you, it will improve your business dramatically.
Thanks for reading and happy sailing,
Jose L Riesco

Copyright Riesco Consulting Inc.

What’s Special About Your Restaurant?

This is a very important question that you need to answer honestly if you want your place to succeed.
Let’s play pretend for a moment. Let’s pretend that you are one of your clients.
What attracts them to your place?
Is it your great food? or perhaps Your convenient location? Are you the cheapest place around? (I hope not or you will have to make your profit in pure volume.) Do you have a signature dish that attracts people? or Live music? or Does your place have great atmosphere and beautiful decoration? Do you have a view? Easy and convenient parking?
Whatever makes your place unique and different is what it’s called in marketing a USP (Unique Selling Proposition) and this is the key factor that differentiates your place from any other place.
All restaurants have (or should have) a USP so if yours doesn’t jump at you right away, just sit down when you have a few free minutes (I know, I know, it’s difficult to find free time for a restaurateur but you own to yourself and your business to do this exercise) and write down a list of things that make your place special.
If you are not able to come up with any, ask your staff or any of your regular clients, they may tell you something that you didn’t even thought of.
If nobody can tell you anything special for your place, then you are in trouble my friend, because if you or your people don’t find anything special, nobody else will do. In this case you need to “create” something special. Make a new dish, a new signature cocktail (if you serve alcohol), bring and hang art (from an art school or local artists) in your walls…
Once you finally have your USP, use it in your advertising, make sure that all your employees know about it. Tell your clients. This will resonate with them and will make your place to stand from 90% of other places that have nothing special to offer.
If you are really serious about improving your business, I strongly recommend you to check my
. It is free for you to evaluate and I can garantee you, it will improve your business dramatically.
Thanks for reading and happy sailing,
Jose L Riesco

Copyright Riesco Consulting Inc.