Chapter 11 Service & Guest Relations

• The Service Encounter• Gamesmanship• Servers & Greeters• Food Service Teams• Hard Sell Versus Soft

Sell• 7 Commandments of

Customer Service• Formality or Informality• The Difficult Guest

The Service Encounter• Many servers are

skilled performers in the service encounter.

• The server & the guest are both actors in the play.

• Once the meal is finished, the play is over, the guest leaves & the server moves on to the next stage.

Gamesmanship• Many servers look at the customer–server

relationship as a battle of wits, with the guest as the opponent.

• The object of the game is to extract the maximum tip possible.

• At the end of each evening, word is passed as to who received the most in tips.

• If servers are pitted against each other & there are prizes for who gets the most tips, it is easy for a dining room to degenerate into a game, with the guest as secondary participant.

• One way to ensure harmony among all of the restaurant’s personnel is to insist that all tips be pooled & everyone share.

What makes a good server?• Personality.• Team orientation.• Technical knowledge

of product/tableside confidence.

• Knowledge of how to read guests & anticipate their needs.

• Knowledge of the finer points of service.

Greeters• The first & last person a

guest encounters.• A smiling, well-groomed,

friendly person is an asset to the restaurant, but the position calls for more. • Greeters who know the

restaurant add luster & are able to answer a variety of specific (& general) questions.

Greeters• The main part of the

host/hostess’s job is to represent the restaurant by offering a friendly greeting & facilitating the seating of guests.

• Another key aspect of the job is knowing how to seat guests and not overload a server or the kitchen.

• Greeters keep a sheet for reservations, whether they are called in or walk-ins.

The Server as the Independent Businessperson

• It is too easy to set servers up as private businesspersons, each doing his or her own thing—in effect, operating as an independent business on the premises leased for nothing.

• Such a situation can foster competition rather than cooperation.

• If any situation calls for teamwork, it is a fast-paced dining room, which requires working in harmony, goodwill, and trust.

Foodservice Teams• Some restaurants operate with

servers working two to a team.• Most common is the server/busser

team.• Some systems work as the entire

crew makes up the team.• “Full Hands In, Full Hands Out”—

helps everyone work to help each other.

• The team system has one major advantage: Hot food is served hot.

Hard Sell Versus Soft Sell• The hard sell: May result in the

customer feeling pressured.– “Will you have dessert?”– “Would you like a cocktail?”

• The soft sell: Low key complete service.

• The kind of clientele may determine the best approach.

• Service includes a number of factors other than selling including showmanship, wine service, attention to detail, refilling water glasses, cleaning ashtrays, replacing soiled silver, etc.

Seven Commandments of Customer Service

1. Tell the truth.2. Bend the rules.3. Listen actively.4. Put pen to paper.5. Master the moments of

truth.6. Be a fantastic fixer.7. Never underestimate the

value of a thank you.

Formality or Informality?

• This depends on the kind of experience you are trying to deliver.

• Some restaurants thrive on informality.

• Others may be more formal & the servers only speak when spoken to.

Setting Tables• Tables should be pleasing &

inviting. • Cutlery & glassware should

be spotless.• Once complete, the setting

should be pleasing to the eye.• This is accomplished by

arranging everything symmetrically.

Taking the Order• Servers introduce themselves

& take the opportunity to suggest beverages. – The main point is to get the

guest to make a selection from a variety of choices rather than a simple yes-no decision.

• The server may also describe food specials, then depart to obtain the beverage.

• The food order should be taken by asking the senior female for her order 1st, followed by the other women, the senior male & so on.

Taking the Order• Orders are taken by seat

number, allowing each plate to be placed correctly in front of the person who ordered the dish.

• Beverages are served & cleared from the right-hand side & to a tray.

• Some restaurants clear plates as soon as a person is done eating, others wait until everyone has finished. – The method chosen is a

matter of preference.

The Difficult Guest• Once in a while, the server is

confronted by a difficult guest.• The majority of complaint

handling falls into the employee hands.

• Employees have to be trained to problem solve the right way & right away!

• The approach is, “What can I do to help?” – Which is, in itself, quite

disarming.

Win-Win Action Tips• Act immediately on a complaint.• Let the customer know you care.• Calm the customer by

acknowledging the problem & encouraging feedback.

• Tell the customer in an honest way how the problem will be addressed.

• Invite the customer to express his or her feelings.

• Never invalidate or make the customer wrong.

• Offer appropriate & reasonable amends.

• Nurture the relationship by smiling & thanking the customer again.

Strategies for Handling Complaints

• Remain calm. • Listen. • Empathize. • Control your voice. • Get the facts. • Take care of the

problem immediately. • If you take back an

entrée, offer to keep the meals of the other diners warm in the kitchen, so that the group can eat together.

Service Personnel as a Family

• Many managers do whatever they can to create a family feeling among foodservice personnel:– Encourage employees to

eat & drink on the premises.

– Reduce meal prices.– Sponsor employee

parties.

The End

Copyright © 2008 John Wiley & Sons, Inc.