With 9 in 10 adults saying they enjoy going to restaurants, your business can tap into a huge potential audience. But great food and drink are only part of the package. As more diners look for an “experience” rather than just a meal, providing excellent customer service becomes a key differentiator.
In this article, we’ll explore the importance of stellar customer service and share nine actionable strategies to boost your restaurant’s reputation, building restaurant PR and restaurant branding.
In this article, you will learn:
- Why providing excellent customer service is important for your restaurant’s brand
- What strategies to use to improve customer service
The importance of customer service strategies for your brand
The restaurant industry looks set for unprecedented growth, with US sales expected to hit $1.1 trillion by December 2024. It’s a good trade to be in right now. But it’s also super-competitive, with 45% of operators expecting competition to intensify during the year.
Because there’s so much choice in where to eat, people now make decisions based not just on food quality and restaurant menu pricing but on the restaurant setting and overall dining experience. Plus, customers who dine out regularly have high expectations and are not shy about sharing their opinions about the restaurant’s customer service.
All of which means that customer service is more important than ever.
If you get it right, you’ll improve your brand’s reputation and average restaurant revenue. That’s partly due to customer loyalty—satisfied diners will become repeat visitors and recommend you to others. Customers who enjoy the experience will also likely spend more, boosting your average order value.
We’re not just talking about the basics, such as well-trained staff and timely complaint handling. Your service needs to stand out from the crowd by exceeding customer expectations and offering innovative touches that will raise your brand profile.
9 restaurant customer service strategies to build your brand
Fabulous food and drink? Check. Attractive décor? Check. Your restaurant’s got the basics covered, so now it’s time to go above and beyond for your customers and provide excellent customer service. Here’s how.
1. Ensure your staff is attentive and proactive
Your front-of-house staff are the face of your brand, and they’re instrumental in creating a positive customer experience. They must always provide a friendly welcome, remain polite and professional, and take orders promptly and accurately.
Apart from responding quickly to customer requests, staff should also be proactive and anticipate their needs. For example, they should check to make sure diners are happy with their meals and ask if they need more drinks or condiments. Also, remember to let them know if there’s any delay with the food or drinks.
It’s also worth finding out if there’s a special reason for their visit— if it’s a birthday or anniversary, you could offer a free drink or something along those lines. Return customers should be welcomed by name, their favorite food item should be remembered, or dishes should be recommended based on previous orders.
Learn more about how to greet customers in a restaurant.
2. Provide exceptional staff training and empowerment
Your staff should be trained in communication, problem-solving, and conflict resolution and empowered to make decisions. They also need to understand your restaurant technology and be familiar with the menu.
Finding time for learning can be tricky in a busy restaurant, but training software can help. You should also encourage upskilling and career development, letting staff know that you support their growth. When you recognize and reward exceptional customer service, you’ll boost morale—and happy staff means happy customers.
Learn more about restaurant technology and restaurant trends.
3. Know your menu
Some customers will certainly ask questions about the restaurant menu. This may include requests to specify a dish’s ingredients and allergens or suggestions about which additions go best with a given dish or daily special.
If you run a fine dining restaurant and offer an extensive range of wines, customers may also ask which dish best matches a given wine and vice versa.
Whether the question concerns ingredients, allergens, daily specials, or wine, your staff must be able to answer it. Menu knowledge should be provided through restaurant staff training and practiced regularly. If you offer a seasonal menu, training must be more frequent to ensure your staff can answer questions accurately.
Additionally, staff should be trained in upselling and suggestive selling techniques, such as recommending higher-end items or complementary dishes, to enhance the dining experience and increase sales.
4. Create immersive dining experiences
Today’s diners—especially younger ones—don’t just want a meal. They want to be engaged and entertained at the same time and document the experience on their socials. That’s why immersive dining is so popular, from theme restaurants to dinner theaters.
Think of Dans Le Noir and Blackout, where diners eat in the pitch dark (okay, that’s harder to photograph for Insta). Norway has an underwater restaurant with views of the ocean floor, while Le Petit Chef uses 3D mapping technology to project a tiny animated “chef” onto your plate.
Other offbeat concepts include the Karen’s Diner chain, where you pay to be insulted by the staff, and the (sadly now closed) Disaster Café in Spain, complete with a simulated earthquake. Then there are the hugely popular cat cafés, speakeasies, and food/games mashups such as Pinstripes or Punch Bowl Social.
5. Leverage technology for better restaurant service
You don’t have to use virtual reality to wow your customers—there are plenty of other technological advances that will improve your service. For example, restaurant inventory management tools will help you avoid stockouts, and point-of-sale (POS) systems make it easy to take payments wherever you are.
You could set up a digital restaurant menu with photos and menu descriptions and let diners place orders via your restaurant mobile app or website. This saves time for your staff, and also enables you to capture valuable customer data. (You’ll have to focus on attentive service when delivering the food to the table.)
6. Ensure the speed of service
One aspect that influences customer satisfaction is the speed of service. Nobody likes to wait a long time for food, especially if they only have a short lunch break before they have to go back to work. However, ensuring that orders are accurate and timely can also significantly enhance the dining experience.
One way to speed up customer service is to implement appropriate technological solutions. The previously mentioned digital menu speeds up the ordering process—the customer scans the QR code and places the order at the table.
Some online ordering systems, such as UpMenu, allow you to place a dine-in order. What does it mean? The customer places an order for specific dishes, and for a specific time, and after arriving at the restaurant, the food is already waiting for them.
You can also consider implementing a restaurant reservation system that allows customers to book tables for specific times and dates.
7. Handle complaints effectively
No matter how good your customer service is, there will always be the occasional issue—and your brand will be judged on how well you handle it. Start with a sincere apology for whatever’s happened (even if you believe the customer to be in the wrong!).
If a diner makes any restaurant complaints on the day, you’ll need to fix them quickly. All staff should know how to placate an upset customer and when to escalate to a manager. Make sure they’re aware of the protocols for offering free desserts or taking an item off the bill.
Poor customer service may be why a customer complains after their visit. In such cases, respond quickly to their email or call. You’ll also need to address negative comments and bad restaurant reviews. Keep an eye on social media, reply quickly, and offer a private chat to resolve the problem.
In short, remember that better customer service means fewer customer complaints, which can make or break a business.
8. Implement loyalty programs and special offers
A restaurant loyalty program, special deals, and promotions encourage repeat customers. Customers might collect stamps or points toward a discount or a freebie, or you could treat them on their birthday. Special offers might include half-price kids’ meals during school holidays or a free appetizer when a diner spends a certain amount on main dishes.
Don’t just launch these strategies randomly—use your ERP software to make informed decisions by monitoring your inventory and getting financial insights into which promotions will be most effective for the business. For example, you could create a special offer around surplus stock.
Reward loyal customers with exclusive discounts, personalized offers, and early access to new menu items to enhance their satisfaction and loyalty.
Learn more about restaurant loyalty programs to choose the one that best meets your restaurant’s needs.
9. Gather and implement customer feedback
All customer feedback, whether positive or negative, is valuable. Set up a system for collecting feedback and use it to look for patterns and identify areas for improvement. As well as responding to negative comments, thank customers for their positive Google restaurant reviews—and share them with the staff!
This is another area where you need to be proactive, encouraging feedback instead of waiting for it to arrive. As a restaurant owner, think of giving customers a QR code that links to a survey, sending them a post-visit email, asking them to leave a review after placing an order online, or setting up a suggestion box in the restaurant. If you implement one of their ideas, let them know (it proves that you value their opinions).
Check out these examples of restaurant survey questions you could use to gather valuable insights. Learn more: How to get customer feedback in a restaurant
Key Takeaways
- Ensure your front-of-house staff are attentive and proactive: They are key to creating a positive customer experience by providing a friendly welcome, maintaining professionalism, and taking orders promptly and accurately.
- Implement technology: Use a digital restaurant menu, an online ordering system, a restaurant mobile app, and tableside ordering to streamline operations and reduce wait times. Remember that technology can improve the overall dining experience and increase service speed.
- Train and empower staff: Regularly train your staff on customer service best practices and empower them to make decisions that enhance the customer experience. Well-trained staff are key to providing consistent, high-quality service.
- Resolve issues proactively: Address customer complaints and issues promptly and effectively.
- Collect customer feedback: Listen to your customers and identify areas for improvement. Respond to both positive and negative comments to show customers that their opinions matter and to continually enhance your service.
Frequently Asked Questions (FAQ)
What do you call table service?
Table service in a restaurant is commonly referred to as “waiter service” or “waitstaff service.” This type of service involves servers or waitstaff taking orders directly from customers at their tables, delivering food and beverages, and providing attentive and personalized service throughout the dining experience. It may also be called “fine dining service” in higher-end establishments, which often includes more elaborate and formal service techniques. Learn more about what is fine dining here.
What is customer service at a restaurant?
Customer service at a restaurant involves welcoming and seating guests, taking orders accurately, and delivering food promptly to ensure customer satisfaction. It also includes efficiently addressing any issues or complaints and maintaining a clean, inviting restaurant setting. Excellent customer service is crucial for enhancing customer satisfaction, encouraging repeat business, and building a positive reputation.
What are good customer service examples?
Good customer service examples in a restaurant setting include:
- Warm welcome and prompt seating: Greet customers with a smile and friendly demeanor as soon as they enter.
- Personalized service: Remember and use customers’ names if known. Offer personalized recommendations based on their preferences.
- Attentive order taking: Listen carefully to customers’ orders and any special requests. Confirm the order to ensure accuracy.
- Timely and accurate service: Serve food and beverages promptly and correctly. Check back shortly after serving to ensure everything is satisfactory.
- Proactive problem resolution: Offer solutions, such as replacing a dish or providing a discount. Follow up to ensure the customer is satisfied with the resolution.
- Clean and comfortable environment: Ensure a pleasant ambiance with appropriate lighting, music, and temperature.
- Smooth payment process: Present the bill discreetly and handle payment transactions efficiently.
- Follow-up and engagement: Engage with customers on social media, responding to their comments and reviews.
- Consistent quality: Train staff regularly to maintain high levels of service and hospitality.
