A good restaurant not only needs special dishes, but also special services. Good dishes are the "hardware" of the restaurant, and the special service experience is the "software" of the restaurant. Different products, different environments, and different services, the final value presentation is also completely different.
If you want to create a special service, you must first understand what "service" is. "Service" is actually to meet the needs of catering customers, the results of activities that catering companies and customers come into contact with, and the internal activities of catering companies. Special services are to add "surprise" based on customer satisfaction. Special services are not required by restaurant service standards, but beyond the standard requirements.
Why do you need to provide special services?
(I) Consumer Dining Psychology
Modern consumers require more personalized and humanized services, and the level of taste has improved, which has far exceeded the low-level needs of filling the stomach. Even the spiritual pleasure and enjoyment in the dining psychology are also Become a necessary content.
Catering companies must pay attention to customer service, not only to satisfy customers and please the main customers in a competitive environment; more importantly, after please the customers, drive sales, win profits for the company, and support employees, and the company continues to grow and grow. . The key link to all this is the service of employees to face customers.
(II) Current status of the catering industry
Catering companies have tended to do products, channels and sales in the years of development, and are not particularly good at providing services and brands. However, when enterprises have come to this day, they have encountered two biggest changes in the market:
1. Consumers have changed, consumers have changed from purchasing behavior to lifestyle;
2. There are insufficient customers, and customers are not enough. Products in any industry are more than Please;
These two characteristics determine that enterprises must understand in their operations. The two most important parts now are service and the other is brand.
(1) Service-oriented catering:
Service-oriented catering, as the name implies, is to improve user experience through services. The restaurant works hard on brand stories, dining environment, and handling and grasping details, so that users can get an experience beyond the food itself, thereby better retaining users.
From Dianping Data shows that Haidilao has significantly increased per capita consumption compared with the previous two years. Although increasing consumption of hot pot companies is a common phenomenon, Haidilao's consumption is still relatively high through continuous price increases.
Obviously, whether admitted or not, in the simplest perception of consumers, service is indeed Haidilao’s core competitiveness and most distinctive feature, and it is also the most expected of Haidilao. Haidilao's "servo-style" service can not only increase the turnover rate, but also increase the price of vegetable gold, increase gross profit margin, and ensure strong profitability.
(2) Product-type catering:
Product-type catering is to engrave the high quality of the product in the hearts of users, and then attract customers through product discount information, and strong advertising to stimulate customers to purchase. At the same time, it will speed up the update and iteration of products, so that the products will not be easily imitated and copied by other merchants in a short period of time, and form their own core competitiveness. Since its inception, Bannu Company has always taken the "trampoline spirit" as the spiritual motivation of the company; "let tripe hotpot go global" as the company's mission; "consider customer as relative" as the service concept; , innovation and win-win" are business philosophy, these are important barriers to the development of Banu's brand and enrich the brand connotation of Banu.
Banu's perverted procurement model is particularly prominent. With fans and money, I went to Xilingol League to buy sheep, harvested first-class Maowen Dahongpao in Qiang Village at an altitude of 2500-2800 meters, and picked the first stubble of stone pillars and butter in the Tujia terraces in the hinterland of Sanxia . High standard, garlic peeled by hand.
There is no doubt that good food is becoming the underlying competitiveness of catering companies. Although Banu's original procurement model has increased costs, it has also gained customer recognition and industry reputation.
"two-step" strategy to build special services
With the development of the economy, catering companies are facing greater and greater competition. How can the catering industry be invincible in the overall environment? How should catering companies provide their own special services? The author will explain it from two aspects below.
Step 1: Exceeding service settings
provides customers with unexpected services, which can bring unexpected surprises to customers, better attract repeat customers, and achieve the store's business goals. "Forecasting the customer's needs before the customer enters the store; meeting the customer's needs before the customer opens; resolving the customer's complaints before the customer is unhappy; making the customer feel moved and surprised before the customer leaves the store" is the employee providing the guests with services beyond expectations method.
First of all, it is to serve with care. Service work must be carried out together by all employees; service work must be meticulous, strictly managed, and unremittingly carried out; service work must always adhere to the principle of "guest-oriented" and make way for customers' needs; service work must insist on satisfying customers Unify the satisfaction of employees and the interests of the company to achieve the best balanced benefits; service work must be attentive, always think about the needs of the guests, and solve the difficulties of the guests; service work must be passionate, anxious about the guests' urgent needs, and touch the guests with true feelings; service The work must be clear and implemented to the individual; the management personnel must set an example and drive subordinates with their excellent service behavior; the management personnel have the responsibility to train, guide and inspect the service technology mastered by subordinates; implement the service area responsibility to the individual, and the store manager will follow the store. Responsible system.
is the second standard for customer service.
1.Friendly and proactive: When you see a guest, you should first smile actively and greet the guest;
2.Being courteous and enthusiastic: When serving customers, use service honorifics throughout the process and respectfully call the guest's surname (common customers);
3.Standard and adaptable: Service process: service process In the meantime, operate according to the standard and take the principle of convenience to the guests;
4. Efficient and beautiful: maintain the highest work efficiency and make the operation beautiful;
5. Modesty and thoughtful: apologize piously for any inconvenience and disturbances caused to the guests without intention, and make remedies. Sex service Service until the customer is satisfied;
6. Service to the end: Any place and at any time, the customer's request to any employee shall be handled to the end until the customer is satisfied. No excuses or shirks the customer to other people at will ;
7. Personalized service: actively communicate with customers and provide personalized services to every personalized customer.
Every employee must achieve the "personal service standardization" model benchmark, and on this basis, give full play to personal wisdom to keep personalized services alive forever, thereby continuously improving and improving.
Finally, there are three realms of high-quality service: satisfying customers, surprises customers, and moving customers. The first state of "satisfaction with customers", that is, to meet customers' needs to be valued, welcomed, understood and enjoy comfort, and to provide customers with all their services, starting from the customer entering the store until the customer finishes dining and leaves. , all must ensure that the service is in place to satisfy customers.
The second realm "surprise the guests":
1. For old customers, restaurants need to establish customer history files, record customers' basic information and dining preferences, record customers' favorite or dislike dishes, and train waiters to make every All waiters know.
2. During the ordering session, the waiter should ask the guests if they have any taboos or special favorites, or other special requirements. If so, they should do their best to satisfy and guide them.
3. During the service process, the waiter pays attention to observing or listening to the guests’ conversations and understands the guests’ information, such as physical discomfort, birthday, mood, etc.
4. Observe the items and foods that customers like or do not like to use, understand the mood and physical condition of the guests in a timely manner, and provide quality services in a timely manner.
5. Use all information well and convert it into service actions, sense and tap into customers' potential needs, and promptly identify and meet their needs before customers speak, giving customers a surprise. This is also the most critical link.
The third realm "touches guests". This is the highest level of service, and both physical and psychological feelings exceed the guests' expectations. Restaurant employees need to improve the level of customer satisfaction on the basis of providing personalized services, use value-for-money services to move customers, and impress customers with emotion. It may also happen after the customer complaints. The restaurant manager should strengthen training on handling customer complaints by the waiter, seize the opportunity of customer complaints, change the customer's impression of us, and make the customer leave in the mood.
Step 2: Create productism
In many time-honored catering brands in China, most of them are advocates and practitioners of productism, such as Zhengzhou's Heji and Fang Zhongshan , which has been prosperous for decades, and has been in the decoration design and Services are almost negligible, but year after year, Weibo and WeChat are everywhere free word-of-mouth communication for customers. They inject kung fu into products, allowing the ultimate products to serve consumers' stomachs. This is their productist service, which is worthy of all the research and thinking of catering brands.
products are big and customers are big. The Banu people often say: serving customers is more important than serving customers. I firmly believe that a good product itself is the best service. Overcome all difficulties, move customers through ultimate experience and real products, and exceed expectations. "Tering your face to the customer, and your butt to the boss (superior)" In any case, put customers first! Customers refer to consumers, partners, employees and people who support Banu and their own development.
After doing the above two steps, the specialized services will naturally be revealed. It is not easy to develop and maintain customers and enhance product concepts.
Finally, the author wants to emphasize two points to everyone. First, hasteness will not be achieved, and the service effects of catering companies are accumulated over a long period of time; second, do not generalize by side, and do not just want to use "service" or "product" or "product" "One of the two, become bigger and stronger, and take real steps in one's "two feet" to seek development.
In this era of "over-service" catering, productism has undoubtedly become a new trend in the industry. When defining their core competitiveness, what catering companies need to consider most clearly is the positioning of the company itself. Only by grasping the general direction of the enterprise can we decide what is the main and what is the auxiliary, effectively combine productism and serviceism, maximize corporate profits, and greatly improve customer satisfaction .
This article is excerpted from "China Good Catering Magazine"
