Chapter 13 Service and Guest Relations. Objectives After reading and studying this chapter, you should be able to: –Describe characteristics of effective.

Chapter 13

Service and Guest Relations

Objectives• After reading and studying this chapter, you

should be able to:– Describe characteristics of effective servers

and greeters– Identify the seven commandments of customer

service– List guidelines for handling customer

complaints

Introduction• Guest service

– Important for all restaurants• Particularly dinner houses and fine-dining

restaurants – Offer more service

– Part of marketing and sales• Psychology of foodservice

– Varies tremendously• Complex relationships and skills

Service Encounter• Many servers are skilled performers in the

service encounter– Server and guest are actors in a play

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

– Payoff for the guest: feeling of warmth, friendship, and ego enhancement

– Reward for the server: big tip and excitement of the drama

Gamesmanship• Many servers look at the guest–server

relationship as a battle of wits– Guest: opponent– Object of the game: extract maximum tip – End of each evening: word is passed as to who

received the most in tips• Easy for a dining room to degenerate into a game,

with the guest as secondary participant • One way to ensure harmony: insist all tips be

pooled and everyone share

Greeters• First and last person a guest encounters

– Smiling, well-groomed, friendly person • Asset to the restaurant, but the position calls for

more– Greeters who know the restaurant

• Add luster • Are able to answer a variety of questions

– Main part of the host’s job • Represent the restaurant by offering a friendly

greeting and facilitating the seating of guests

The Server as the Independent Businessperson

• It is too easy to set servers up as private businesspersons– Operating as an independent business on the

premises leased for nothing• Can foster competition rather than cooperation

• Fast-paced dining rooms – Call for teamwork

• Requires working in harmony, goodwill, and trust

Foodservice Teams• Some restaurants operate with servers

working two to a team– Most common: server/busser team

• Team system: – Entire serving crew works as a team

• “Full Hands In, Full Hands Out”– Major advantage: hot food is served hot

Hard Sell versus Soft Sell• Hard sell

– May result in the guest feeling pressured• Soft sell

– Low key complete service• Clientele determines the best approach

– Service includes a number of other factors • Showmanship, wine service, attention to detail,

refilling water glasses, etc.

Seven Commandments of Customer Service

• Include:– Tell the truth– Bend the rules– Listen actively– Put pen to paper– Master the moments of truth– Be a fantastic fixer– Never underestimate the value of a thank you

Formality or Informality• Depends on the kind of experience you are

trying to deliver– Some restaurants thrive on informality

• Servers appear in tennis shoes and blue jeans– Others may be more formal

• Servers only speak when spoken to

Setting the Table• Tables should be pleasing and inviting

– Cutlery and glassware should be spotless– Once complete, setting should be pleasing to

the eye• Accomplished by arranging everything

symmetrically• Everything is clean and fingerprint free

Taking the Order• Servers introduce themselves and take

suggest beverages – Main point: get the guest to make a selection

from a variety of choices • Rather than a simple yes-no decision

• Server may also describe food specials– Then depart to obtain the beverage

Taking the Order (cont’d.)• Food orders

– Senior female order is taken first• Followed by other women, senior male, etc.

– Ordered by seat number• Allowing each plate to be placed correctly

– Beverages: served and cleared from the right-hand side and to a tray

– Some restaurants clear plates as soon as a person is done eating

• Others wait until everyone has finished

Magic Phrases• May include:

– Welcome back– We’re happy you’re here– It’s good to see you again– I hope you like it/enjoy it– May I take your plate?– How was your evening?– Sorry to have kept you waiting– Have a nice trip home

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

a difficult guest– Majority of handling complaints: falls into

employee hands• Must be trained to problem solve• Approach: “What can I do to help?”

– In itself, quite disarming

Strategies for Handling Complaints

• Win-win action tips– Act immediately on a complaint– Let the guest know you care– Calm the guest– Tell how the problem will be addressed– Invite the guest to express their feelings– Never invalidate or make the guest wrong– Offer appropriate and reasonable amends– Nurture the relationship

Strategies for Handling Complaints (cont’d.)

• Other tips– Be diplomatic– Remain calm, listen, and empathize– Control your voice– Get the facts– Take care of the problem immediately– If you take back an entrée, offer to keep the

other meals warm in the kitchen• So the group can eat together

Teen Confrontations• Fast-food restaurants

– Catering to the younger crowd • Can easily become hangouts and the scene of

altercations – Ground rules must be laid down

• Employ an experienced host who quickly identifies troublemakers

• Work with school administrators to discipline troublemakers

• Host should do what is necessary to avoid trouble

Service Personnel as a Family• Many managers do whatever they can to

create a family feeling– Encourage employees to eat and drink on the

premises– Reduce meal prices– Sponsor employee parties

Greeter or Traffic Cop• Greeter: host welcoming arriving guests

– First representative to interact with visitors• Sets the tone for the entire dining experience

• Rookie greeters– First few weeks: outgoing, warm, and friendly

• Can easily turn into a traffic cop ordering visitors• Give the option of becoming a server when vacancy

occurs

Tact: Always• Guests want common courtesy

– Recognition– Respect– A friendly welcome

• Principal reason people dine out – Desire for sociability