ELECTRONIC HOUSE CALL - March 1, 2002

After a food show in Buffalo, three days at the restaurant show in New York City and a few days of operational troubleshooting with a client in Delaware, I am in Atlanta for a speakers association workshop. It is supposed to be 17 degrees in Atlanta tonight. (What's wrong with this picture?) Back to the warmth of Seattle on Sunday.

NOTES FROM THE ROAD
In a week on the road, I have noticed a few things in some of the restaurants along the way:

I noticed the tendency of servers who are slammed not to make eye contact with the guests who are waiting. Perhaps they feel if they don't look at them, they won't have to do anything about them! The result, of course, is that the waiting guests feel even less-served and, if they stick around at all, even less likely to tip generously, it at all.

I noticed the tendency of servers who are slammed not to ask for help. There is a clear case for management intervention here. The MOD must be monitoring the flow of service and take some sort of remedial action when a server starts to slide into the weeds. Not to do so will cost both the server and the house dearly.

I noticed that when the glass is completely filled with ice, it only holds about three decent sips of water. We may want to pack the glasses with ice at the bar, but for a beverage where frequent refills are part of the routine (put iced tea in this category as well) more ice means more trips to the table to top off the water glass . . . or a guest who has to wait and wait and wait for a refill. When it comes to ice, sometimes less is more.

I noticed how important it is for servers to always be talking TO somebody when they speak. When the words come out with no eye contact, the guest feels unserved. The subtle message from the server is that he/she has something else going on at that moment that is more important than the guest. It is irritating and can cost them money at tip time. Before you open your mouth, STOP, make eye contact, say what you have to say TO SOMEONE and then move on. It won't take any more time, the guest will come away with a better sense of service and tips will generally be better.

I noticed how important it is to manage the wait. We cannot just put someone's name on the list and toss them in the bar. Have a plan. Find them a seat. Get them something to drink. Get them something to nibble on. Let them know the status of their wait so they don't feel abandoned. Does it take more effort? Of course it does. Will it set you apart from your competition? You bet it will.

I noticed again now important it is that we be giving our guests something besides just the meal. We need to be giving them the unexpected extra, the pleasant memory, the nice surprise, the personal recognition and the respect of listening -- really listening -- to what they say to us. When we run with our brains on automatic, when we get so focused on the mechanics of getting the meal out that we forget that it is about HOW the meal goes out that is important, when we forget that tonight's meal experience doesn't count unless it creates a desire for the guest to return again . . . then we just become caretakers for the bank.

SUPER SUMMIT UPDATE
The 99 seats at the Super Summit are being claimed as we speak . . . and you don't want to be left out. I can safely say that there will never be another forum where all nine of us will be on the program.Certainly there will not be another event where we will be able to say what we will say at the Super Summit. Take a look at www.hospitalitymasters.com for the latest information on this unique event. You have the inside track on this -- it will not be promoted to the industry at large. Clear your calendar for April 29-30 and plan to join us in Seattle. Be sure to register before March 15 and take advantage of the early registration discount.

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