APOLOGIES: A family matter kept me from blogging yesterday…here’s what I was working on…
Foodies hate bad restaurant service and love to talk about, like soldiers comparing war stories.
I heard one the other day from my mother that, when I told another foodie about it, caused cold chills to run up and down her body. My mom and her special friend used to go to this one Kahului, Maui, cafe for lunch pretty often, and liked it. Then one day, the waitress, who had been somewhat surly throughout the meal, greeted their gratuity with the words: “We work for tips, you know. This isn’t enough.”
They’ve never been back. And they do tell the story. With the name of the restaurant.
Recently, someone emailed me a link to piece by famed restaurant guide editors Tim and Nina Zagat from their ZAGAT Buzz blog: http://www.zagat.com/buzz/op-ed-should-servers-get-a-degree-in-hospitality
I can’t disagree with their premise that front-of-the-house staff in restaurants ought to receive professional training and, as a result, more respect, which might not only produce improved performance but a greater willingness to consider service as a respectable, long-term career. (One of the problems plaguing the industry is that few servers stick with the job over time, with all the downsides that turnover creates — increased costs for hiring and training, fumbling beginners exasperating customers and so on.)
But I don’t think training is the solution. You can teach someone where to place the fork. You can instruct them to look for misplaced or missing utensils. You cannot teach them to care; to treat others as they wish to be treated — to notice, for example, that there are no knives on the table but someone ordered a steak, the kind of small act that cements a long-term relationship.
Who would ever wish to be told their tip was niggardly? Who would be fluffy-headed enough not to realize that a short-changed tip might be sending a message: “your service sucked,” or possibly, “there’s something wrong with this restaurant.”
I generally don’t penalize servers for acts not their fault. And I favor using words when I’m trying to communicate. But the truth is, most local folk won’t draw poor performance to a server’s attention, or even a manager’s — not face to face. Confrontation is anthema to us. We’ll talk to each other. We might whine anonymously on Yelp. But, mostly, we just never go back.
I am, as the English say, gob-smacked whenever I hear restaurateurs blame other factors for their failure when the problem was not the economy, not the chef, not even the lack of parking. The problem, more often than not, was service, or some supposed cost-cutting service-related measure that the owner probably instituted: complicated ordering procedures that make things easy for the kitchen, tough for the customer, for example.
At a recent hospitality training session I attended, I asked the instructor, a chef with more than four decades’ experience, whether everyone could be taught service or whether some people just don’t belong in the front of the house. The latter, he said, without a moment’s hesitation.
In other words, you can train someone to say, as the Ritz-Carlton requires of its employees, “MY pleasure!” But you can’t infuse the words with meaning. And we have hyper-sensitive radar for this; we just know when it wasn’t a pleasure for them at all. And we don’t go back.
You hit the nail on the head! When I was a customer service trainer, we told our clients, “Value a customer who make a complaint. Look at it as an opportunity to fix a problem and to grow your business. Why? For every customer who makes a complaint, at least nine others had the same problem with your business, but instead of telling anyone at the store, went home and told all their friends and neighbors and never returned to your store. So, not only did you lose the original customer’s business, you probably lost other current and potential customers’ business.”
Last week I made a complaint, by phone, to the owner of a small local food business that makes and supplies prepared Mediterranean dishes to local health food stores. I told the owner — whom I have never met in person, or talked with before — that I liked his products very much, but I wondered if the recipe had been changed or the personnel had changed because the last couple of packages of dolmas that I had bought were practically inedible due to the overwhelming taste of cinnamon . This is how the owner of that business handled it: First he apologized, then he asked for facts: where items were purchased, dates on the packages, types of dolmas. He told me nothing had changed as far as recipe or personnel, except they were making many more dolmas a week than usual because their business was growing very rapidly, and that the mixing may not have been as thorough as it should have been. He then told me he would make up for my expenditure, replace the dolmas with anything I wanted, invited me to the main shop to sample all of their different types of dolmas to see which ones I liked best, and invited me to visit on the day that they made all their 20,000 dolmas for the week to see the process in action. He thanked me for bringing my complaint to his attention, and allowing him the chance to make things right. He spent way more time on the phone with me than I had expected, and made me feel that my business was of the utmost importance to him. No wonder this man’s business is growing rapidly. He really cares about the product he produces and about his customers.