Trust Will Bring Your Guests Back
One of the things that my clients who have reopened are reporting is that while they may not be doing the same numbers as before, their repeat guests have been very loyal. These guests have returned both for outdoor dining as well as takeaway orders. When asked, these regulars reported that they return because they feel safe and secure. In the Zagat Future of Dining Study, 73% of respondents sited health and safety as their biggest concern. This means that you’ll have to work harder to demonstrate to your guests that your operation is safe and their health is of the upmost importance.
But your new guests will need more proof. Even if you have built a trusted restaurant brand, it’s essential that you actively demonstrate that you’re trustworthy so that your new guests, who may not know your practices themselves, feel safe in your restaurant. I always say that "trust is one of the pillars of customer service" and trust is what will bring your guests back. Remember the 80/20 rule: 80% of your sales comes from 20% of your guests. Your return guests are essential to your business staying afloat. So it's crucial to treat every guest like a repeat guest; it's how you build strangers into fans and build your business up again.
Here's 3 tips for building trust with your first-time and repeat guests inspiring them to return:
First: Be Physically Hospitable. Use your body language to express your happiness at seeing people when they arrive at your door and ensure that you’re saying goodbye to acknowledge their time in your operation. If you are acquainted, offer “air-hugs” and “air-kisses” and if they are new, lean in when speaking, ensure you’re speaking clearly and wave to say hello or place your hands together to express thanks as they depart. If it’s a takeaway order include a small thank you note or an extra item (a cookie or branded hand sanitizer) as a kind reminder of your restaurant and your unique level of hospitality.
Second: Conduct Strategic Cleaning. Of course you’re cleaning your restaurant but it’s important that your guests see it so they can trust in your team and operation. Have your host or busperson sanitize the door handles, outdoor barriers, empty tables and chairs, and service stations during service. Even if your team has done this before opening, it’s important to let your guests know that you’re constantly cleaning up. This builds trust and will bring people back.
Third: Maximize the Experience. I went out recently and was amazed to see that most people were in and out; they didn't linger at the table. So make sure you offer as many options as possible when taking the order: wine pairings, side dishes and even dessert as a pre-order is a great way to maximize this essential step of service. This does a few things:
Offering options for each course is the best way for your guests to experience your brand and feel the abundance of your hospitality all in a condensed time frame.
By maximizing the order-taking moment and increasing the check average, you’re able to add more to the bottom line. Sales = success.
Squishing all ordering into one moment will limit interactions at the table which enhances safety for your team and guests
Remember: trust is something to be built. Train your team on how to extend hospitality through a mask and give them options for easy up-sells. Use your pre-service meetings to reiterate your sanitation requirements and practice expressing warmth and hospitality to your regulars and new guests alike. If your team can demonstrate that your business is trustworthy you’re more likely to bring your guests back and this will impact your bottom line, order by order and table by table.
