Is your focus on training servers to increase check average? Or is your focus on providing great customer service training and increases check average and tip % will come?

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Permalink Reply by Michael Biesemeyer on January 4, 2010 at 11:45am

Great discussion, Marilyn! I watched a few of your video presentations on Youtube, and appreciate the message you're bringing to this industry.

I'm a food server (16 years in the industry, 10 as a server). There's something that I learned a few years back after reveiwing cashouts night after night that didn't always reflect my efforts.

Tips and check average, while seemingly perfect indicators of performance, don't always tell the whole story. That two-top that only ordered two apps and split their entree? They left a $20 tip on a $80 tab. The four-top that spent $400...they only left $60 as gratuity. Both tables seemed equally content, in fact, the four-top stopped on their way out to thank the manager and mentioned how great their server was.

In the same way that Wall Street is not a perfect indicator of the overall health of the economy, a server's cashout falls far short in gauging a server's performance.

A high check average may have more to do with how a server was seated, how many covers she had, whether she took last tables, if she had large parties (automatic gratuity), and a number of other factors. These factors are completely arbitrary, and have nothing to do with the server's ability to sell or give great service.

So, yes, maybe there is a server who looks good on paper (high check average/tip percentage, etc.), but how does that translate into actionable steps for the other servers? Is there some other way to measure performance that's based less on tips and sales?

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Permalink Reply by Kaffeenjunkie on January 4, 2010 at 5:15pm

We concetrate soley on getting our staff to develop repeat business and guests. In essence we encourage them to create a small business of their own inside of ours.
As Michael points out there is often tip disparity in trying to build a check avg on any given table. Often there is a disconnect from sales to tips.

There is even greater disparity in creating a connection with guests and getting them to come back in. Frequently returning guests spend more money and over the long haul leave more tips. We also notice that they are happier to be in our restaurant, more forgiving of mistakes and treat our staff better. OUr servers that make the connection make better tips and have better sales.

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Permalink Reply by Dorothy Frisch on January 16, 2010 at 3:42pm

Hi Marilyn,

I address some of these issues on my blog posts. You can see them here on FOHBOH or on my website, www.polishedservice.com.

Best of luck,

Dorothy Frisch

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Permalink Reply by Alvo on January 18, 2010 at 8:09pm

I would rather have a high rate of repeat customers who over tip than work up a high check average and run the risk of losing the perception of value. Five guests who tip $20 on $50 are better than two that tip $25 on $100. The objective for me is to ensure that I have the opportunity to please as many people in a night thus maintaining my personal income and my position in the restaurant.

Bless those who can drive up a check average and maintain regulars, my priority is just to maintain regulars.

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Permalink Reply by Paul Paz on January 20, 2010 at 9:43am

Hello...

Running a restaurant is about making a profit. Owners and investors don't usually dive into a restaurant because of philinthropic reasons.

FOH staff are sales and marketing professionals working for commission (tips).

Probably the greatest asset in increasing margins for the house and sales staff is teaching them the importance of engaging their customers on the terms the customers want.

Tableside service is like dancing... the guest leads and the staff follow.

Teach staff to be alert to the many nonverbal cues and prompts customers present moment to moment. Once the the staff read a specific cue and prompt they need to ACT. If the customer drank their glass of wine in 10-minutes... offer them another when the glass is half full rather than making the customer ask for a refill when the glass is empty.

Make it as easy as possible for the customers to spend their money! Don't get in their way from spending by ignoring those ques and prompts that say, "Hey... I'm having a great time and want MORE of the same... or something better if you've got a suggestion!". Now that's a sales opportunity to merchandise products that align with the cusotmers preferences.

And Marilyn... if you use my suggestion at the NRA show you better give me credit... or I'll call you out on it from the audience! :-)

Paul

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Permalink Reply by Lauren C. Tyson on February 5, 2010 at 1:46pm

Hi Paul
I agree with the half-full glass suggestion for non-alcohol,
but not for alcoholic beverages. For alcoholic drinks, I recommend
waiting until the guest has finished. If the guest downs a
glass of wine in 10 minutes, that's a signal to me to keep
a close eye on things. Just my perspective,
which tends to be on the cautious side.

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Permalink Reply by Paul Paz on January 20, 2010 at 10:49am

Marilyn...
Fun video clips on your website!
I'll save you a seat!
:-)
Paul

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Permalink Reply by Andrew S. Kirby on January 20, 2010 at 3:39pm

I think the secret to providing great customer service training is to exceed the expectations of your customers...

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Permalink Reply by Mark S. Holmes on February 11, 2010 at 11:17am

I agree except, we have guests as apposed to customers
A customer is one you provide goods or services to.
A guest is someone you invite into your home and treat like family.

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Permalink Reply by Marilyn Sherman on February 15, 2010 at 12:45pm

These are great responses - thanks so much. I totally agree that the emphasis should be on repeat business - creating such a great dining experience that the 'guest' not only wants to come back, but ask for their server by name. One of my pet peeves is to have a great dinner at a fine restaurant, splurging on apps, great wine, dinner, dessert, dessert wine, only to have the server be MIA at the very end. (i.e. doesn't come back to see if there is anything left we hadn't ordered, or even to leave the check for us to start paying). Leaves a bad taste in your mouth, and certainly doesn't make you want to come back. By the way, I was thinking of pricing my book "20% if you really liked it or just $15 if it was just okay."!

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Permalink Reply by Tony Garner on October 22, 2010 at 2:34pm

I believe that all training should be on customer service because if you try to get one check up, and have bad service that customer will not be back so you lost that later money for that few extra dollars you made on that night.

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