Courtesy, the Key to Winning Repeat Customers

The saying goes that, "you only get one chance to make a first impression." This is especially true in the food-service industry. A customers starts forming an impression of your restaurant the moment they pull into the parking lot. When all is said and done, it is that opinion that influences whether or not they come back for a second visit.

It would be easy, as owners or managers, if we could stand by the front door and greet every single customer as he or she came in. Unfortunately, that just isn't realistic. We must rely on our staff to, not only make first contact with the customer, but to provide the consistent degree of courtesy that will make a good impression and inspire the customer to become a regular patron.

The All-Important Greeting

It is well noted among the medical community that smiles are highly contagious. If your restaurant employs a full-time greeter, then ensuring that a customer is warmly met with a smile becomes somewhat easier. For those how rely on wait staff to greet and seat customers, or in fast-food establishments where the cashier is the first point of contact, it can become more challenging.

Though we'd all love it if our staff was always congenial and happy to be at work, that simply isn't going to happen most of the time. However, the overall mood of your staff can significantly affect the customer's mood and perception of your restaurant. Stress the importance of greeting the customer with a smile each and every time and consistently reinforce this expectation.

Service with a Smile

The warm and smiling greeting is just the start. That same level of cheerful congeniality and pleasantness should reach into ever single interaction with the public. From taking the customer's order, to bringing them the check, your staff should be aware of how their attitude affects the customer's mood and perception.

This is especially true for wait staff. They are much more likely to bear the brunt of a customer's bad mood, and so remaining cheerful in interactions can be trying. However, if they allow their mood to suffer because of a negative experience with one customer, their overall performance will suffer. As a result, the business will suffer and, more importantly to them, their tips will suffer.

The Thank You
Almost as important as the greeting, but much more often overlooked is task of sincerely thanking the customer as they leave. It is important to acknowledge that you appreciate their patronage. After all, they could have just as easily gone to eat anywhere else. They chose your establishment and it is important to express gratitude and to encourage them to come back.
If a customer feels valued as a customer and received the proper degree of courtesy throughout his or her entire visit to your restroom, they are infinitely more likely to return again and again. Not only are repeat customers good business, but they can be one of your best promotional resources. A hearty recommendation from a satisfied dinner is the best endorsement your restaurant could ever hope for.