My husband and I dine out at least once a week. I have always
enjoyed dining out with my family and friends, and, for the most part,
our initial dining experience at a restaurant determines whether or not
we will return to that restaurant on a regular basis.It is no secret that the restaurant business is highly competitive. Restaurateurs are well aware of this fact and face the ongoing challenge of continually attracting new and returning customers. Let's consider why some restaurants become popular dining venues filled to capacity every day while others fall quietly by the wayside.
What factors come into play in making a food establishment a successful venture?
I think the general consensus is that location, location, location is the prime factor in setting up a business establishment. But, over the years, I have come to realize that people will venture far and wide to find a proven good eatery.
It can be located at the far end of the block on an obscure side street with low lighting and the public will flock to it if word gets around that it is special.
If you are a budding restaurateur, I think it is important that you first create a comfortable ambiance for your clientele. Your restaurant is your home away from home and you need to feel pride in welcoming people.
Greet them with a smile and seat them yourself, or, if you have a restaurant manager, have him/her seat your guests. Their table should be properly set when they arrive (no leftover crumbs from your previous customers). A welcoming waiter should arrive within three minutes of their being seated. The waiter should introduce himself and offer them an opening cocktail/wine. Do not instruct your waiter to ask your customers if they would like a glass of water - provide it. If appropriate, perhaps a basket of warm fresh bread could accompany their cocktail.
Your menu is a measure of your creative ability and a reflection of the vision you have in the preparation of food. It should be clear, concise and attractive, and should consist of your carefully laid out food items that flow in a distinct sequence on each page. Never hand your customers a menu typed on a plain white sheet of 8 ½" x 11" paper. That is the ultimate in tackiness!
If you need help in designing a menu, it is well worth your cost to find a menu designer who will help you create a stylish menu that will enhance your customer's overall dining experience. Include your restaurant logo on your menu. At an additional cost, menu covers are typically used in elegant dining restaurants. They add a touch of class to your menu.
I believe a good waiter is worth his/her weight in gold. Hire waiters who can think quickly on their feet, possess excellent memory abilities and exhibit pleasing personalities.
Most importantly, give them a name badge so customers can become familiar with them. In the beginning, it may cost you a little more in salaries to hire good staff, but in the long run, you will reap the rewards of returning customers. It never ceases to amaze me when a waiter is able to successfully take the dinner orders of three or more customers without having to write down a word. There's a real skill to this.
If you hire a manager to oversee your staff, make certain he/she always informs your waiters of the daily specials and keeps them abreast of any changes to the current menu. I, for one, am never thrilled when I order a particular entrée from the menu and am told by our waiter ten minutes later that the kitchen is all out of that item.
Also, make certain that your waiters are familiar with the definitions of ingredients in your menu items. I wonder how many people who dine out on a weekly basis know that scallions are baby onions or ceviche is a seafood marinated in lemon juice? Over the last decade, the number of unusual food ingredients in restaurant dishes has grown extensively. Hiring a waiter who knows the meaning of those ingredients and can enlighten your customers is invaluable.
Presentation is important. Serve a variety of tasty dishes presented in a pleasing manner. It is not necessary to pile on the garlic mashed potatoes. A normal adult size portion will do. If your customer is still hungry after eating dinner, a tasty dessert or specialty coffee may be suggested by your waiter.
Come up with a signature dish for your restaurant. Word gets around quickly and customers will drive miles to savour your signature lamb kabobs.
Offer inviting daily specials at slightly reduced prices and try to include a vegetarian dish in your daily specials. Many customers go for the daily specials. Also, if you learn that your customers are celebrating a special occasion, surprise them with a complimentary dessert or après dinner liqueur. A little generosity on your part goes a long way with your customers.
And finally, timing is everything when it comes to serving a customer. An opening cocktail/wine should be served within ten minutes of ordering. Work on twenty minutes for each course (appetizer, entrée, dessert/liqueurs) that follows. Never leave your customers hanging! Present the bill soon after their final course. Most customers are ready to leave after their empty dessert plates or empty liqueur glasses are removed.
I hope these tips are helpful to restaurateurs facing the challenges of running a successful restaurant.
Fran Frampton
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