nm PROFESSIONAL PROFILE PAMELA PATTON Why Did I Choose This Career and Industry? I believe this career chose me, and is truly my destiny, All of my business positions have been cuslomer-focused, making a difference inthe lives of others People have long been my passion. My cooking experionce dotes back to my great grandmother, Gussie Hayes (aka Big Momma). By example, she taught me how to make something from nothing. She also taught me that each person is uniquely different and special My Philosophy Wall that’s two-fold, First find your passion. You're probably already following it ‘on some level in your life without reclizing it. Second, reat everyone os if they were special; exemplary customer service works in every Feld All about Me ell in ove with cooking long ago. | was raised in Georgia, but spent alot of time with my groat grandmother, Gussie Hoyos [Sig Mommal, on her farm in rural ‘Alabame. By age nine, Iwas fascinated with her expertise in the kitchen and her ability o cook enough for cll of usin a short period of time. Big Momma tought me to make my frst hot water combread, feeding all of my siblings and a lot of cousins os welll Wve probably taken a different path thon many people. | was the first member of my family o graduate from college and finally received a master’s degree in public cedministration with a concentration in human resource management from Droke Unversity Then | worked at corporate and government posiions in Des Moines, lowa, In my spare time, | loved fo enleriain! Soon | began inviling some Drake college students fo my home after church, offering them « home-cooked meal and leftovers to carry them over for a few days. The number of students quickly grew from 25 to 100. My son was a youth pastor in Chicago. He decided to come home to lowa and asked me fo put on a luncheon, as he planned to start a church here, | got lots ‘of compliments, so while working in corporate America and feeding the students, | started a catering business. In 2010, when banks were not lending money, | secured a loan from the Targeted Small Business (TSB} Assistance Program in lowa, and ‘opened my business in 2011. So thot’s how | storied. | had not worked “formally” in the industry before ths. Since then, Ive token numerous classes—paricularly in food safety“Every day you're throwing a party. Meet your guests at the door and give them the experience of a lifetime! They will never forget it!” —Pamela Patton The cafering business natrtily evoked ino a resturant | wanted o establish iy business ina diverse neighborhood and have a diverse staf, which is reflective cf the neighborhood | serve Plfors Restaurant ison upscale soul food restaurant featuring such ims as southern fried chicken ond southern fried chicken pict, fch, collard greens, red velvet wales, red beans and rice, whipped sweet potcioes, mocoroni and cheete, peach cobbler, and many more items But what's most special about the reiaurant sits customer service, We work fo make everyone feel special os they walkin the door. We dort ignore anyone! The Achievement I’m Most Proud OF ‘im most proud of my children we birthed-Notlie and Stanley Patton—and their ability to make their marks onthe world. Tha, and our two grandsons, Micah and Meson, Weve accomplished a lot in @ short amount of time and lm truly humbled by the accolades, The restaurant has been open for four-andt-hof years, and we hewe been featured on the Food Network's Diners, Drive-ins and Dives, have been recognized by the loutenant governor of lowe, and took third place in local shark tank held by lowa Women Lead Chenge (IWC). Keys to Success ‘At Patton's Restaurant, we try to rect everyone os if they are on extension of our fail. Ther are no srongos; thro are only poople wating o most now fiends, Ourgool INTERESTING FACTS ABOUT is for them to have « great experience. And our return on investment (ROH shat we PAMELA: increse he number of people coming othe restaurant hrough wor of mouth, lhe see snes 5, toke tie fo get to know your exsomers—the rewards willbe great rn sock an fel, ofon oF rack ond el mp, Doe ls ond My Favorite Quote Penn Relays. ” ; © Grong up, pick pls ond wees If you really want to make a friend, go on Big arma’ fam sel al the to someone’s house and eat with him—the pease ‘ rs : © tied mak cob ffl people who give you their food give you aig hen sie ther a” © le peng ns why to oss and seeing the werd through thei eyes! © About ihe Nation Restaurt Assen and mo: | as 02015 Faces of Dery wine. This ard honosindiuasin the ‘esiouont and foodsenicinsty who hove ‘ead the Ameria Dram trou had wot, dteminan, on ents —Cesar Chavez ayService and Mancgemen: falcons, eG PolUauoMe mt oreiceliiy eater cores 2) jth SMH Ge) Giclees Restaursnt ard fcodservice Reece ce ciieerecs Glicticeise ss (es isin enter ins tod conning out of the Kitchen, Everyone in the Speration must be meses BPs ecia= vege fe ie =xoerence that Quests wll een uteetiiin wee ete tee fundamental of sevice and| what rely tener eat enercen ey And finally, youll be given @ epee ell see cen ie Pere cece enon lees ier ie eres\itej- semen ‘and foodservice operatons. Yeu'l Skanver the basic tesrcnsibiiies die) ite celanena) equates! je lnecer iio) ctiine see ne lecie! goul seitug, ane prcblem-salving ene eer ates (eile (eels tesa ore ver receive now, You wil have On) even SVvepteczee4 gierer chenoe ibis dynamite inclustry:‘5 SERVICE AD MARAE Case ee Ti @ welryé (Offsides is c popular destination for casual dining, However, lately, management has seen a change. Business has slowed down quite a bi, and the word around town is that the customer service is to blame. Steve, the manager, and Raoul, the chef, are really concemed about the situation, but they're not sure how to correct it, Within the past month, they have had to replace o number of seasoned employees, ond they found it diffcul to find quoted stoff to fil these postions. Most oftheir new employees are inexperienced, but they are eager to learn, Today, Sieve ond Rooul were mode aware of some dificuties between ) Poulna, the hostess, and Antonio, o buser. Paulina is fom Poland and Aniorio is hom Mexico, Crossculual sues have been the primary couse ) of their difficules, Steve sis both of them down to review Offsides’ mission statement and code of ethics. Steve and Raoul also need to hire an additional line cook, realizing that it is time to crosstraiin line cook Harry so that he can soon be promoted to sous chef.CARTE! 20) PRINCIPLES OF GREAT SE SERVICE‘HMPTR 20 PRINGPLES OF GREAT ERNIE @...,, Questions 1 What exactly are service and hospitality, and how do they affect an ‘operation's success? 2 What is the importance of frst impressions? 3 What is the best way to identify a guest’s needs, and what types of special needs should your staff be aware of? 4 What is the importance of guest feedback, and what are some methods to collect such feedback? 5 What is the best way to resolve guest complaints? Service FirsHtime guests Comment cards. Competitive Americans with Surveys advantage Disabilities Act Focus groups Dietary needs (ADA) ‘Mystery shoppers aINTRODUCTION AND HOSPITALITY FIRST IMPRESSIONS m DEFINITION OF SERVICE INTRODUCTION MAKE NO MISTAKE: EVERY EMPLOYEE IN A RESTAURANT OR FOODSERVICE OPERATION, FROM THE FRONT TO THE BACK OF THE HOUSE, IS RESPONSIBLE FOR PROVIDING GOOD SERVICE. THE HOST'S ATTITUDE, THE SERVER'S TABLE-SIDE PERSONALITY, AND THE RESPONSIVENESS OF THE BUSERS ALL CONTRIBUTE TO THE DINING EXPERIENCE, AND GUESTS NOTICE ALL OF IT. COMPETITION FOR GUESTS HAS NEVER BEEN GREATER. THEY HAVE HIGH EXPECTATIONS, ESPECIALLY ABOUT THE WAY THEY WANT TO BE TREATED. EVEN IF THE FOOD IS GREAT, GUESTS WILL BE DISAPPOINTED IF THE SERVICE 1S POOR, AND THEN THEY PROBABLY WILL NOT BE BACK. BUT IF AN OPERATION GETS IT RIGHT, IT COULD BE REWARDED WITH REPEAT BUSINESS AGAIN AND AGAIN. DEFINITION OF SERVICE AND HOSPITALITY The root word of “service” is “serv,” meaning “to serve.” Service is what restaurant and foodservice employees provide. It is measured by how well ‘everyone in the operation is doing their jobs. Hospitality is the feeling that guests take with them from their experience with the operation, I refers to the interaction between a guest and host—the service, care, altention, and even physical environment. Hospi equality customer service. and service are critical to hit Good customer service benefits the operation in the following ways: © Increased guest satisfaction * Increased guest loyally © Decreased marketing coss (as guests share by “word of mouth” how good ‘an operation is)CHER 20 PROCIPLES OF GREAT SERVICE © Enhanced business reputation e * More positive work environment (which keeps employees loyal) VIDEO * Increased profits Giving Good First Impressions Far a video on giving goad first impressions, please got: Textbooks Resouront.org/Vides. * Increased employee satisfaction Customer service often makes the difference between positive or excellent dining experiences and negative or ordinary ones. In fact, products served by similar competitive restaurants are usually very much alike. These offerings do not add much of « competitive advantage—the thing that attracts a guest fo ‘one operation over another. So, when the offerings of competitors are similar, the competitive advantage often comes from the nature ond quality of customer service. Its important o provide the best possible level of customer service 10 stand out from the competition. Before beginning a career in the restaurant and foodservice industry, it is importont to understand what service is all about. Working in a service industry means serving people directly. This is the single most important aspect of the job. Good service comes from o natural desire to serve, but itcan be improved through training, effort, and commitment. This i the same for everyone across the boord, from owners fo managers to line cooks. Everyone serves the guest ‘And, often, good leaders help serve their staff to ensure the staf is successful. You see this when managers jump in and wash dishes iF dish washer coll in sick, oF simply when they train employees to help make them better. FIRST IMPRESSIONS The first impression is often the strongest impression people have of a person, place, or event. A positive fist impression goes a long way in seting the tone of «© gues's experience. t accomplishes a number of different goals, such as * Making the guest feel welcome © Helping the guest feel confident cbout the decision to come to the operation * Setting the stage for a good dining experience © Making the guest more likely o forgive minor errors ‘A strong first impression is one of the least expensive and most effective forms of advertising, If the impression is followed with a high level of service, as well 1s good food or a good product, the operation will probably have a return guest. Making a positive first impression is not hard. Restaurant and foodservice ‘employees have to be conscientious. Figure 20.1 is an example of a positive Figure 20.1: Hostess greeting quests. greeting by a hostess.(OAPTER 20 FOUNDATIONS OF RESTAURANT MANAGEMENT &CULBUARY ARTS ides) Figue-20.3:hopropinydssd cok ‘The initial guest interaction is one ofthe best ways in which to make a strong first impression, This initial interaction can come in many different settings, and a good customer sorvice plan accounts for them ol. The following are a few ways to generate postive and lasing first impressions: * Begin customer service from the moment a guest cal. Ths includes using good telephone skis, such os standard greetings, when answering he phone © Greet guests immediately upon their arrival to make them feel comfortable cand welcome. This includes thanking them for coming and inviting them inside. * Display courtesy, respect, and friendliness in every guest interaction — smile, make eye contact, and make friendly conversation © Learn guests’ names and recognize guests who regulary visi the restaurant. The fociliy’s cleanliness and appearance are also very important to fist impressions. The outside of the facility is frequently the first thing a guest sees, «3 shown in Figure 20.2. Maintain exterior facilities, such as the parking areas, sidewalks, and enfranceweys, 30 tha they look clean and inviing. Minin inferior facilis so that they look and smell clean and fresh. This includes clean floors, tables, venss, menus, and counters, as well as well-stocked and spotless restrooms. The appearance ofall restaurant and foodservice employees also impacts the firs impression. Employees make a good impression on guests by presenting themselves professionally. They should make sure to do the fllowing: © Dress appropriately: Wear clean, wrinkle-free uniforms or clothing that is in good condition. See Figure 20.3. ‘© Practice good hygiene: This includes clean hands, nails, face, and hair {held back or put up) © Wear minimal jewelry: This will depend on the policy of management In oddition, employees should not do the following: © Drink, eat, smoke, or chew gum in front of quests or outside of designated break areas. © Wear strong fragrances. © knowtevce cHeck 1 Explain the difference between 7 is three reasons why making a service and hospitality good first impression ‘an operation's success.IDENTIFYING GUESTS’ NEEDS itis up to all employees to ensure prompt, friendly, and professioncl service from the fime a guest arrives to the time of departure. To start, identity the gues's needs. Although all guests share some basic needs, such as friendly, efficient service and a high-quality product, some have special needs. The quality of a quests experience will be affected by how well the service staff (ete 2 PRIIDPLES OF GREAT SERVICE IDENTIFYING GUESTS’ NEEDS identifies that gues's needs. See Table 20.1. Dietary needs Cer guests may need oditonal hep. Some hove dificult sein, hearing, waking, crying food to table, or counting monoy. Alay be respectful ond hove patience when serving elder guests. This woup may have dietary restiions and concerns to which fod hanlts shuld be aitntve. Gusts may hoe specl dietary needs, which meons they may not beable teat cain food its do tools or eligius restos, simply by choice. Serer kowledge ofthe menu ictal Series must know exactly what in every menu tem orb ale ochack with the cef whan usu Disclimas onthe menu—such os for those wih food legis —are ‘not enough, Food oles cone severe ond, sometnes, fatal th server doesnot know the answer oo ues’ specc question about menu ingredients, he or ste shuld esksomaone who does know. Dr nat eer tok the cance of Sring something hat may case on allicreacon, notion, iven thot ali con be highly dangerous, ts importnt ony the manager ond mark the ticket oso legen speci ore. Guests on pail ts ofen sk that men its be cong in some woy ven ifthe request saoms strange or pc, food handlers shold provide guests with evactly what they ode. Families with young children Tis group may oso hove special neds. They may ned igh choirs or booster seats, sntrcnment (such os poet and cron) to keep he cle happy, and cit’ man Servers should know how fo loca these items quickly. Chen often et elles wien they are hungry, so providing 0 quick snack (suchas crocker o cl) or sending the cle’ order tothe kitchen ight ow wil be aretlyoppreited bythe quest. Chien may ao have dietory reson, suchas allergies, of which servers need fo be oware, First-time guests Firsttime guests or exeiening on operton forthe fist tim ond might be uname with the mero any spec oct thatthe patiatr operon offs. These guests might enjoy ar introduction to fe fecy ond its menu Servers cn easly identify oisHime quest simply by asking, Have you dad wth ws before?” They shoul pln to spend some extra ine with hese cis. 05(HAPTER 20 FOUNDATIONS OF RESTAURAIT ALATAGEAENT & CULINARY ARTS guests Hey ent aro aasome foreign-language Language cifrenas present clenges fo licen ond responsive service. Depending on where the fot is cated, duoHanguage menus might help make all gusts ee! more comfortable cand welcome, Hoving server on sta who speaks another language aso helpful. inal, induing pices of menu items can hep bridge any languoge gos. ‘Nake sur single diners receive the some lve of service and attention as a larger party. Consider asking sol diners where they might ike to sit—some individual prefer quit spo, while others might ery siting ot he bar, Wihou cong special ctention to gusts wth dsb, employees need fo ocommodate them in every woy possi, such os seating o quest ina wheelchair in on cro with plenty of spoce. The stff hs to adress the needs of guests with temporary dsobites a ml, such ‘osc broken om o lg. The physic! facity shold be equipped to efecvlyocommmodate these needs—for exompl, having ramps fr wheels or hor ratings in restrooms. The ‘Americans with Disabilities Act (ADA) prohibits dscininatin aginst indviuas with tists in l places open fo he pub, ond restaurants should be ADA compliant; howeve, it is os impotont to moke sue tht these accommodations can be used, Fr exompl, wheelchair rams nee fo be maitsned ond deoned to allow sy acess and ste envionment, @ vorournow How Many Poople Have Allergies? ‘An estimated 15 million Americans hve fod alles. And that numbers ‘on the rise: a 2013 Centers for Disease Gontrol ond Prevention study revealed that fod allergies among children increased 50 porcent betwoon 1997 and 2011, 6 Spec occasion usualy mean thatthe quest has specc needs. Lrg group, fr exoml, might requie spec menus or a pec action within the operation (separated fom other quests) and oditonl dicated sewers, ‘Try to anticipate guests’ needs and accommodate them before being asked. This requires watching and listening to ques's carefully. Employees should do their best to please guests and think creatively whea serving them. © knowteDcE cHeck 1 List threo special needs that an 2. What should a server do if fenploves jag rehos and provide... ques coruments thar te tamer Tan example of each suction: severe allergy?‘HAPTER 2 aL OF GREAT SeRiCe GETTING FEEDBACK \TRODUCTION ON GUEST SATISFACTION DEF N OF SERVIC To determine how well the restourant or foodservice operation mects guests’ expectations, it is useful to measure their satisfaction. This wl help in understanding the quality of the operation’ customer service. (GETTING FEEDBACK ON GuEST Routinely ask whether the food, drink, service, and accommodations (seating, ] SATISFACTION temperature, lighting, and so on) are satisfactory during a guest's visit. This is the simplest and most obvious way to get crical guest feedback. Additional ‘ways include the folowing © Encouraging guests to complete comment cards at end of visit © Assessing guest satisfaction through surveys after a visit © Holding focus groups with both guests and employees to get cltoiled feedback © Starting a mystery-shopper program ‘Comment cards are quick surveys that guests complete noting their level of satisfaction with the food and service, These are short and simple. Include comment cards and pencils when the check is delivered to encourage guest feedback Take any problems mentioned in comment cards seriously and correct them whenever possible. As a manager, you should circulate the general results, so that every stoff member is aware of guest concerns. Praise those employees who are complimented by guests. Insiruct and train any employees who are mentioned os part of a complaint. lude more Surveys are similar to comment cards, but they sometime: ‘openrended questions. For example, surveys might include questions such as, “How can we improve our service?” and "What would make you come back?” rather than, “How was your meal?” In oddltion to written surveys, managers can call a sampling of guests the day offer their visit fo get feedback over the telephone, The following are examples of information and questions that might be found on a guest feedback survey: © Guest name? * Contact number? © Date of visite © How often do you visit our restaurant? © Tell us something about your favorite dish. ‘* What dish did you order? © How would you rate the taste of the food? * Share your views concerning our food presentation.(HMPTER 70 FOUNDATIONS OF RESTAURANT MARAGEMERT &CULBLAY ARTS Social Feedback A get woy for esavnt nd foodservice operations to gfe eink mts guess fo tum to soc medio andthe Ime, Popular scl media sites include Focebook, Instogram, Saapchot, ond Tut, Opertins stl check ha soil mein ccuns regula so what guess pasting bout thi xperces wi th option, Gusts asa tum to the intemet to post or rate their experiences. at foodseice operations on review ses, su as ‘Yelp or Urbonspoon. Its important for restaurant and foeserie opr o know wha! het ues cre saying aout business. Hain a manager moor ‘hese vow sts and espa io each est comme shows tha heres isisteig spoons and wont fo improve bose onthe feadbock, m8 ‘As with comment cards, a higher proportion of people with complaints are likely fo provide feedback. It takes time and effort for guests to provide feedback through the phone or a website, To encourage guests fo respond, some operations offer a complimentary food item or discount. However, such offers may unintentionally discourage negative input Focus groups consist of guests who meet as a group to talk with manogers about possible improvements in service or other areas. Many successful service managers use weekly or monthly focus groups to stay updated on any potential customer service improvements, Focus groups can also be conducted with employees. Employee feedback is on important part of providing great customer service. Managers may want to hold focus groups with employees from each area of the restaurant and foodservice operation. At the focus group meeting, employees should feel free to make comments about the operation with the assurance that no one will repeat anything said outside the meeting, Varying the employees in the group gives everyone an opportunity fo contribute and helps keep employees invested in the overall efficient functioning of the operation. out fear of angering management and ‘Mystery shoppers are hired by an operation to visit and report on their ‘experiences and impressions of « particular foodservice operation. These shoppers provide more in-depth feedback than comment cards or surveys, especially if they have been trained on an operation’s systems and procedures. ‘When beginning a mystery-shopper program, managers can present it as an opportunity for all employees to see how they are viewed by quests. Encourage ‘everyone to take criticism constructively and be willing to improve performance. based on mystery-shopper reports. Some mulu operations for positive mystory-shopper feedback, companies reward single @ KNow.eDcE cHECK 2. What is the difference between a comment card and a survey? 1 How can an operation collect guest feedback?RESOLVING GUEST COMPLAINTS No matter what an operation does, here is the bottom line: At some point, mistakes get made. Stuff goes wrong. Guests become unhappy. Any unhappy guest is bad for business, so every oporotion needs an organized system for handling and resolving all guest complaints The person who First receives the complain is responsible for making sure it gots resolved, even if that means deferring fo someone else, such as o manager, to do 50, Some operations choose the on-duty manager or shift supervisor to resolve complaints. Other operations allow employees to solve the problem without supervision. Itis important that managers support employees’ decisions when they authorize them to resolve complaints. This develops the trust necessary fo have empowered employees. However an operation chooses to resolve guest complaints, management must rain every staff member on how to handle these situations Handle guests’ complaints in proven ways. These methods help to effectively resolve problems: © Listen fo the guest ctfentvely, always looking for ways to solve the problem. © Treat the guest wth courtesy and respect. * Do not become defensive. Do net take guests’ complaints personally © Be patient. © Empothize with the guest and apologize forthe mistake. © Paraphrase the problem to confirm it with the guest. In other words, estate the problem and main details © Take responsibiliy forthe sitvation es « manager or employee. Do not hide bochind a job description. Never brush off a guest by saying, “Sorry, thats not my job.” © Do not pass the buck or blame other employees. Take ownership for resolving complaints unless the situation necessarily cals for additonal halp or authority, such as a supervisor or manager: Iris important to recegnize when a guest is upset so that the problem can quickly be resolved. Some problems are easy to recognize, especially when a guest is visibly upsel. However, mos! problems are more dificult to recognize, because the lorge mojority of guests simply go away unhappy. See Figure 20.4. Guests need to be asked whether everything was enjoyable. Rather than only asking, “Was everything OK?” axk, “Did you enjoy the red snapper?” Actively look to see whether the gues is demonstrating signs of being unhappy with the service or meal, Encourage the guest to explain the problem if there is one. Some signs of an irritated gues include looking annoyed, not finishing a meal, avoiding eye contact, or saying unconvincingly that everything was just “OK.” Be aware of these signs and be ready to help solve any problems CHAPTER 20 PRINCIPLES OF GREAT SERVICE (Résowine cuestcompLamts @ vworovxnow Tho Cost of Unhappy Guests Stulies show that about 96 percent of unhappy quests donot compli; however, up 090 percent ofthe leave and never comeback ‘NS percen ineos in ques retention can lend to as much as 0 30 percent inreose in sles. Sudo show tht exellent customer service leads to as muchas 1012 percent higher sls. alr to deiver quay customer service and food products an ld o fer guests nd to ‘he poste fle ofthe resiauran. Figure 204: Recorize when o questi pet 0 ui resol robles. ot)(ue 20 FOUNDA 6 VIDEO Resolving Guest Complaints Fer a vido on resovng quest complains, pleas go to: Textbooks Restaurontorg/Vioos. 80 NS OF RESTAURANT MARAGEMENT 2 CULIUARY ARTS In short, never ignore or avoid a dissatisfied guest. Problems occur and mistakes core made; guests understand this, Proactively addressing such occurrences with guests can turn a dissatisfied guest into a repeat guest. Notify managers of all guest complaints. This helps the whole operation to take corrective action so the problem will not happen ogoin. Guests appreciate it when managers apologize and show concern. In exireme cases, a follow-up written note of apology is appropriate. When receiving complaints from guests over the phone, a manager or host may be trying to understand a situation in which they were not personally invohed. Follow the same steps for resolving the complaint os if talking to the guest in person, Remember, the caller is probably not angry at the person fo whom they are speaking, but rather at the situation. Its a good idea to take notes when hearing a guest's complaint over the phone. The manager needs all the facts fo work out a solution or pass along the information. Follow up on details that are unclear. This lets the caller know that someone is really listening to the complaint. Apologize for the problem so the caller knows he or she is understood. If the caller needs to be referred to someone else, be sure to give the guest the name of the person who will be handling the complaint, Most important: Be sure the person who is responsible for dealing with the guest receives the message. Managers also handle written letters and email complaints. Handling @ guest complaint in writing requires additional care. When an employee or manager is resolving a complaint, he or she should never accept responsibly (either verbally or in writing) for a guest's injury or damage to property unless a proper investigation and insurance inquiry has occurred. Managers should also never document any standard policy for reimbursing guests in writing, Eoch company has its own guidelines for howe to respond to these situations, and most corgonizations wan! the flexibility to resolve complaints on a case-by-case boss, In all casos, itis wise to follow he acronym LAST: Listen to the complaint Ack doteiled questions to help you understand the issue completely. Solve the complaint as quickly os possible Thank the ques for bringing the complaint to you to allow you to solve the problem and maintain the ques’s business with you © KNowteDGE CHECK 1 Why is itimportant to handle guest 2. ist three to four methods that help complaints qu to resolve guest problems.CHAPTER 20 PRINCIPLES OF RE KE 6 SUMMARY is chapter, you learned the following: © Service is what restaurant and foodservice employees provide. Hospitality is the feeling that guests take with them from the experience they had in the operation. © First impressions are often the strongest! impressions we have of a person, place, or event. The benefits of moking a strong first impression include making the guest feel welcome, helping the guest feel confident about the decision fo come fo the operation, and making the gues! more likely to forgive minor errors. * Allemployees should try to anticipate guests’ needs and cccommodote thom before being asked. Employees should be mindful of guests’ age, dietary needs, porental needs for children, solo diners, disabilities, foreign-language guests, and the fact that special occasions will often require specicl service * Guest feedback is important in keeping an operation running efficiently cond profitably © The ways to determine guest satisfaction include encouraging quests to complete comment cards ot the end oftheir vst, assessing guostsatislaction through surveys after their vist, holding focus groups with both quests ond employees to get detailed feedback, and starting a mystery-shopper program. © Resolving « guest complaint effectively can be the difference between gaining 4 repeat guest and gaining a bod reputation CASE STUDY FOLLOW-UP Refer back tothe unitopening cose study, and onswer these questions, Question 1: What should Steve and Raoul do to ensure that their staff provides ‘excellent customer service? Question 2: Once they achieve @ high level of quality customer service, how can Steve and Rooul maintain this standord? aI(HER 20 FOUNDATIONS oF RESTA a AMT MANAGEMENT & CULINARY ARTS CHAPTER ACTIVITIES Lenguage Arts: “Hello, and Welcome to...” You are in charge of fist impressions at your operation, Wrie scripts for each of the following service staff members: a Greeter b Server ¢ Bartender d Buser How exacily should each of these stoff members greet the guests? What should they say and ask? How should they respond to ques initial questions and orders? How would you like the inal interaction between guests and staf to play oul? ‘Science: Allergies i acted nate 2 perdi olla sermon elon, some of which may be fatal. So, itis crcl that servers be well informed about the ingredients in each dish. Idenify and research a food allergy or sensitivity, and prepare a two-paragrogh summary of your findings. Idntfy some food toms that contain these ingredients, particularly those that you might not suspect. One example might be the wheat in red licorice Math: The Cost of Comploints Lost month, seven guests had negative experiences ot your restaurant, They oll posted comments about those negative experiences on their Facebook pages. Respectively, these guests have 223, 341, 789, 998, 1,213, 213, and 614 friends. How mony peopl ci those negative conmens reac? Create a char showing 1 connectivity Collaboration: Restaurant Wars! {As a group, come up with two restaurants that compete in a similar morket, offer a similar menu, and have similar food quality. Then, examine in detail how each tries fo goin a compelitve advantage through customer service. List ther similarities and differences, as well os the pros and cons of each, As a group, which one would you bbe more likely to visit for a meal? Why? Career Readiness: Identifying a Guest’s Needs Break up into groups of three fo role-play a situation. One student will act os a bored and annoyed server, the second will act as the guest, and the third wail observe and record the interaction. Then switch out so that one student will act as «an atlentve server, the second will act os the guest, and the third will observe and record the interaction. The guests trying to convey certain dietary restrictions ‘Observe and comment on the interaction Critical Thinking: | Spy ..a First Impression! Visit local restaurant and observe what you seein the dining room during the first three minutes you spend there. You do not have to dine af the restaurant to complete ths assignmenl. What is your frst impression? Based on ths impression, what would you expect of the dining experience? Discuss your findings in two paragraphs.CHAPTER 20 PRINGLE OF GREAT SERVICE EXAM PREP QUESTIONS (1) Quality customer service will () Servers will help to create (8) When handling guest complai most likely result in positive first impression by the first thing you should do is A lower payroll wearing A walk away from the table 8B higher tunover A a dan, ironed uniform. without solving the issue. C better gues loyalyy. 8 brightly polished jewel. 8 listen o the quest to understand D increased marketing costs, C expensive, strong perfume. the issue. D hat or head covering for C give the guest a free dessert no (2) When rival restaurants share Earilory purposes matter what similar menus and food quclity, D get another server or manager ‘a competitive advantage can (G) What is a helpful service tip for to handle the problem. most easily be goined by ~ addressing the needs of parents A creating 6 unique menu. with small children? (9)A first impression can be B moving fo a better location A Treat the children the some as ~~ defined as C improving customer service. the adults, A the fst tose of any of the D underseling other operations. Avoid going to the toble unless food or beverages served at a necessary, restourant. (3)An operation ensures that C Bring out crayons and paper B the fist time people search for a the exterior of the facility is before service restaurant online. spotless and well-kept, and the D Serve children’s food in take-out C the feeling someone gets when staff frequently rehearses the containers ordering a dish restaurant's greeting script. What D the stronges feelings that is the most likely outcome of this. (6) What are mystery shoppers? someone gets from an event, a operation's efforts? A Repeat guests who frequently location, or a person. 4 Table sorvice will become complete comment cards slower but more thorough. B Guests who report a positive (10) Which action should you NOT B Staff turnover will increase due dining experience but never take when handling a guest to the script requiterents retun complaint? C Guess will have « positive first Anonymous dines hired by an A Treat the guest with respect impression of the operation. operation fo cilique the sewvice B listen to what the ques is saying D Profis will decrease because of D Guest appreciation programs C Become defensive and Coss fo mainiain the exterior of that are run during the hlidoys get angry the facility D Be patient (DWhat is the most immedite way to gather guest feedback? A Mailing surveys B Talking to diners C Holding focus groups D Distributing comment cords 1%