“GREAT HOSPITALITY EVERY TIME”

www.foxrc.com

Property of Fox Restaurant Concepts. Unauthorized download, duplication or distribution of this material is prohibited.

G U E S TR E C O V E R Y T O O L K I T

1Revised February 2014

GUEST RECOVERY

When Things Go WrongIf a problem arises it’s important to respond to it and solve it early and promptly. Apologize and offer a proper solution. Often it may be a reheat, to remove something from the dish, or a temperature being off. When this is the case, apologize and remove the plate from the table (offer a menu if needed) and bring the dish to the expo/manager. Write down the table number and seat number for the kitchen and clarify the need. If the Guest is dissatisfied with the entire dish offer to bring something else and be sure to involve a manager right away.

At Fox Restaurant Concepts, we always strive for excellence, but there are times when things go wrong. How quickly, consistently, and sincerely we recover, is what will separate us from our competitors. Be resourceful and use your management team. The managers at Fox Restaurant Concepts are completely committed to helping you recover the Guest experience, no matter what has gone wrong or who is at fault. Whenever you receive a Guest complaint, you must follow these four steps:

· First Priority ~ Take Action. Once you become aware of the problem, take action to solve it. This could mean fulfilling a need, removing an unacceptable item or replacing an item a Guest is not pleased with.

· Second Priority ~ Notify a manager. Once actions have been taken to correct the problem, notify a manager. Be sure to provide him/her with details about the issue and the steps you have taken to correct it.

· Third Priority ~ Follow Up. Stay close to the situation and follow up to make sure the Guest is satisfied. Don’t ignore it.

· Fourth Priority ~ Review. Review with manager at the end of the shift to help us get improve and make sure we prevent this types of situations from becoming regular occurrences.

“The secret to success is listening to our Guests ~ a lot!” ~ Sam Fox

Guest RecoveryWe are in the business of exceeding the expectations of Guests. Hospitality is the foundation of everything we do. No matter how effectively we work the floor during our shifts, every once in a while we need to approach a Guest who has a complaint. When that happens, we have an opportunity to turn a potentially negative situation into a positive one.

Guest recovery, when needed, can make or break the Guest’s desire to return. Great Guest recovery involves knowing what Guests expect from us, using proper language, and letting the punishment fit the crime. Your goal is not just to bring the Guest back, but to bring them back SOON. Let’s review some basic facts about Guests:

For every 1 unhappy person that complains, 27 go away and don’t say anything. Think about those missed opportunities. Since there is almost nothing we can do about a Guest who doesn’t let us know we messed up, we should take full advantage of the opportunities presented by those who do.

Only 4-6% of Guests complain. For those that feel like some Guests are just out to get something for free, realize that we can’t afford for them not to speak up. When you realize that this is such a small percentage of our total Guest traffic, you can put it all into perspective. As much as we spend on getting Guests into the building, we can’t risk losing one over a few dollars.

It costs five times as much to get a new Guest into the building as it does to keep a current Guest. You never, ever win an argument with a Guest. If you win they lose. And since no one really likes to

lose, that feeling of loss will drive the Guest to tell at least 10 of their friends about how we ran them out of the restaurant. The domino effect is tremendous.

2 Revised February 2014

Knowing these facts should give you the desire to take care of whatever problems arise for the Guest with earnest dedication to their happiness and desire to return. Have a service heart!

Guests want four things from us when it comes to taking care of their problems. They want us to be friendly, flexible, fair and they want us to fix it! When a situation is already tense, and the Guest gives you the opportunity to solve the problem, friendliness on your part will ease tensions and create a rapport between you and the Guest. When Guests are not satisfied, they need you to be flexible and not take a defensive position with regard to their problem. Fairness will help you measure the extent of the Guest’s dissatisfaction and allow you to FIX the problem.

Approach the Guest knowing you have the chance to make a friend. Give great “face.” Display ten-second likeability. Be sure your body language is not threatening to the Guest. For example, clasp your hands behind your back in a manner that says, “I’m here to help you.”

Whatever happens, stay calm. If you become angry, you are no longer effective. Don’t take the complaint personally. It is not your fault. Your job is to make the situation better.

Introduce yourself, but not just as “the manager”, they’ll know you’re the manager. Becoming a real person to the Guest will lend itself to open communication. Always give the Guest a chance to give you their side of the story. If the Guest wants to unload, let them! Listening to the Guest will help to defuse the emotion and will expedite the recovery process.

Sympathize with the Guest. When dealing with any problem, start your conversation with, “I’m sorry.” Acknowledge and validate their feelings. “I know how you must feel. You have every right to be upset.” Say, “I’m sorry” even if we didn’t do anything wrong. You are sorry our Guest isn’t happy. A heart felt honest apology to an unhappy Guest usually soothes the frustration that led them to complain in the first place.

Never try to “educate” the Guest. It is not our job to educate or correct them. Instead, tell them what we can do to help them. When a Guest complains about how long the wait is on a busy night, you might say, “I’m sorry. I’ll make sure you get seated as quickly as possible. Next time, if you are in a big hurry, you can make a reservation or use our call-ahead seating. We’re usually not on a wait until about 6:30.”

Never ruin a great apology with an excuse. “The kitchen is really busy.” “The bar is swamped.” “We’ve got a new guy on the grill.” These are excuses, and have no place in our culture. The Guest really doesn’t care why their food took 25 minutes. What they really want is for you to make it right. Resist the temptation to make excuses.

If one item at a table needs replacing and another Guest at the table tells you, “You ought to buy the whole table dinner.” Inform the Guest, “You know, I wish I could. What I will do is get this gentleman a nice fresh chicken sandwich.”

Be clear to both the Guest and the server in explaining your resolution. Make eye contact and speak directly to the Guest involved. “I’m going to cook you another chicken sandwich; in the meantime, I’d like to buy you a bowl of soup” (assuming there are 2 or 3 other Guests at the table who will begin eating without him). After speaking to the Guest, always clearly inform the server of your decision. “Comp the chicken sandwich and ring in another one. I’ll tell the kitchen to make it on the fly. I’ve taken the gentleman a bowl of soup on the house while he waits.”

Never respond to a Guest with a problem through a server or other employee. If a Guest has a problem, talk to the Guest. If a Guest does not like their meal, you must be involved. Telling the server to “comp the item off and get them what they want” is not acceptable.

3Revised February 2014

The most important piece of great Guest recovery is that the punishment fit the crime. As you read the following, keep in mind that you don’t always have to buy something to make the Guest happy. Many times a friendly and understanding ear is enough.

The Crime The Punishment

The Guest waits too long at the front door Let them know you are working on it for themGet them a table right awayOffer an appetizer or cocktail

We mess up the entire meal Pay for the meal

Guest waits for a MW filet, then it’s well done, then it’s sent back, then it’s cold, then we don’t bring him another fork…

Personally work on the steak until it’s perfectPay for itOffer them an opportunity to come back on the house

If we take too long to recover Apologize and recognize that it’s unacceptable that they weren’t taken care ofAsk them to return and ask for youGive them an appropriate comp. card

Use your best judgment to WOW the Guest into returning. Don’t just fix the problem, build in a WOW by surprising them. Go above and beyond to make sure they know you’re sorry things weren’t perfect. Remember, when the Guest arrives, they usually expect perfection for their money. Every detail we perform below their expectations takes away from the possibility of them returning.

Approaching the Guest before you have all of the answers:

When you are not aware of the nature of the problem: Guests asks to “see a manager”

1. Keep your face friendly, relaxed, open, concerned and caring. Don’t anticipate bad news. The Guest may just want to compliment the server, or ask a general question.

2. Use opening lines such as, “Hi, I’m Katie, what can I help you with tonight?”

3. Listen carefully to what the Guest is saying. If there is a problem, deal with it appropriately.

When you think you know the problem because an employee gave you the run down

1. Your body should suggest you are concerned and you’re confident you can take care of them.

2. Begin by introducing yourself, and then let the Guest talk. When they have given you the details, make sure you acknowledge their problem.

When you begin the conversation by acknowledging the Guest’s perceived problem, you are letting the Guest know that they don’t have to be on the offensive. In many instances, just listening patiently and recognizing the Guest’s point of view is half of the solution, because it dissipates much of their hostility or anger.

4 Revised February 2014

If the Guest has a problem with the food: Remember: Our goal is to make the Guest happy.

If we made the item wrong 1. Remake it.2. The manager will make sure the item is refired and made on the fly.3. Deliver the item personally and make sure it was remade correctly.4. Do a quality check to make sure the Guest is happy.

If the item took too long 1. Don’t charge the Guest for the item.

If the Guests doesn’t like the item 1. Try and fix it. Ask questions like, “Is it too dry? Or “What don’t you like about it?” Try to address the issue directly. “Can I get you some more sauce?” or “Would you like for me to remake it without the green peppers?”

2. If they just don’t like it, offer them something else. Only charge them for the item they ate.

3. If they are not satisfied, it’s on the house.

If there is a foreign object in the food 1. Acknowledge the real fear or issue. “Are you alright?”2. Try to let them know what the object is “The cooks separate the cheese

with wax paper. Some of it got into your sandwich.”3. Read the Guest, if they find it humorous, use humor. If they find it

offensive, use a remorseful and serious tone.4. Always apologize.5. Offer to replace it with something else.6. If they have lost their appetite, offer them dessert or something to go.7. Always buy the item!

If the foreign object is offensive 1. Apologize with sincere remorse.2. Let the Guest know you’re taking care of the issue. 3. Offer them a replacement meal.4. Buy the item.5. Offer them dessert.

If the object has lawsuit potential or caused the Guest great distress

1. Apply all of the above.2. Make sure the Guest is alright.3. Use concern, sensitivity, gentleness and understanding.4. Go above and beyond to try to solve the Guest.5. Recover the table.6. Involve the general manager.

Always remember that the punishment should fit the crime. Choose an appropriate complimentary action. Don’t just buy food. Show that you care about the Guest. Make sure to build in the “surprise”. If you’re not sure what to do, take care of the Guest and ask another manager’s opinion.

In many situations a table visit is our final opportunity to guarantee that the Guest will return. If you are not sure that the Guest will return, you have not done enough! Anytime you make a table visit you own their Guest experience from that point forward. Your goal is to save the Guest, not just solve the problem. Ask yourself, “What does the Guest want?” What will make them happy?” Then just do it!

5Revised February 2014

A Guest Recovery Checklist:· Everything that goes wrong at a table becomes an OPPORTUNITY to impress the Guest. How fast do

we react? Do we contradict them? Do we make excuses? Do we do everything in our power? How do we compare with other restaurants they’ve been to?

· SOONER IS BETTER THAN LATER (BE PROACTIVE) – the longer we have, and the more service steps we have to impress a table after something goes wrong and is addressed by someone, the better chance we have of hitting the home run with that Guest.

· Always begin by INTRODUCING YOURSELF to the Guests (if you are specifically sent to address a problem). A handshake and an introduction is very disarming, and sometimes makes it all okay before a word is spoken.

· Always ask them a question about their experience. Let them tell you what’s wrong, instead of telling them what you heard from a employee (unless there’s a foreign object in their food, at which time your first words are an apology). READ THEIR MOOD. You will almost immediately know what’s required of you.

· Use active listening techniques: smile, nod, look concerned when appropriate, but whatever you do, LET THEM FINISH SPEAKING before you say anything. Most people don’t really listen. Be different.

· Apologize, but DON’T RUIN IT WITH AN EXCUSE unless the Guest specifically asks why?. Move on; tell them what you’re going to do and then follow through immediately. Be realistic. Don’t tell them their refire steak will be “a few minutes” if it’s going to take seven minutes. Never lose their trust.

· No matter what the Guest says or how ludicrous it is, NEVER CONTRADICT THEM in any way. This is the fantasy world they come to where they’re always right and they get exactly what they want. They’re paying good cash for that privilege and they’re kind of a big deal in here. If they’re ever wrong here, they’ll go somewhere else.

· If you want to be successful 100% of the time, SURPRISE EVERY Guest in some way. Show up with a half salad during the 7 minute steak refire, or a special amuse, keep them eating and enjoying our food. The half salad costs $1.50 to put on the plate. Every single Guest is worth more than that. The entrée they didn’t really enjoy disappears from the bill unexpectedly, and with no fanfare? You’ve created permanent loyalty.

· Treat every disappointed Guest like you would treat a close friend that you had offended in your own home. Do what it takes to MAKE IT RIGHT, with the understanding that in our restaurant, “right” means their expectations are exceeded and they are amazed. The most important thing is bringing them back; don’t be afraid to tell them that.

6 Revised February 2014

NOTES

7Revised February 2014

NOTES

8 Revised February 2014

NOTES

“GREAT HOSPITALITY EVERY TIME”

www.foxrc.com

Property of Fox Restaurant Concepts. Unauthorized download, duplication or distribution of this material is prohibited.