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here’s how you become extraordinary,” not just like doing side work and
things like that, but how does that staff member wow the customer?

Roger:
If you’ve done your job and if you’ve found interesting, engaging
people with a desire to serve the public, you recognize that each of
them has a unique personality that’s going to be very appealing to
your guests. They each have strengths, and whatever that strength is,
I’ve always encouraged those people to use their unique personalities
to build my brand. What does that mean? I had people that were
totally engaging to kids because I had a kid-friendly place, and if the
kids are having a good time, you know the parents are having a good
time. I had staff that were so humorous, they would tell jokes at the
table. They would capture the attention at the table. I had people that tell them, “Hi, my name’s Roger, and I can’t wait to tell you all about
would juggle, just do crazy, whacky things. what’s great about this restaurant,” or whatever your approach is. “I’ll
be right back to tell you a few things,” and then you don’t even have
I know those are extreme examples, but what I’m getting at is to stop. As long as you make eye contact, you smile, you engage the
encourage your team to use their unique personalities to be their customer and introduce yourself by name, you can then go onto the
own brands within your restaurant brand. And that is what dazzles table that has a greater need, and then you come back.
and wows the customers. And if they can do that, it’s a skill. It’s a
mindset. It’s an approach. Then, every time they approach the table, But a lot of inexperienced staff, or even people who have done this
even if your guests are in conversation, they stop what they’re for a while, get – it’s that common term, ‘in the weeds.’ They’re so
talking about because they can’t wait to hear what the staff or the overwhelmed by how much they have to do that suddenly they’re
server is going to say next. And that is amazing. So I’ve got a system paralyzed by it. They’re inefficient, and they’re spinning their wheels,
for this. It’s not something that’s achievable right off the bat. It takes and they’re not multitasking in their section. They’re wasting lots of
a little bit of time, but if you apply those systems, they will work for time at the point-of-sale system or in the kitchen, and guests are left
your restaurant. wondering, does my server know what’s going on? Where is my server?
I need another drink. Where is my meal? I’ve been waiting 20 minutes.
Nick:
And how do you suggest that they greet tables or greet somebody So it really starts by knowing what each stage your tables are at,
behind the bar? What would you say to someone brand new? They’ve recognizing and anticipating their needs, introducing yourself by
got a great personality, never been a server or bartender or anything name, and keeping all the balls in the air at one time. And that is a
before. What would be your number one suggestion to somebody on skill that needs to be developed too, but that is in the system.
how they should first greet a customer? What would they say, what
would they do, in order? Nick:
Awesome. Let me ask you this too. What about the importance of
Roger: noticing staff, because you’ve got your A players, and like you said,
Well, that’s a multifaceted question, and it’s a good one. But it all you’ve got your B players. These staff members are doing really well
starts by introducing yourself by name, and that puts a personal for you, but if they’re not being recognized – they’re going all out,
touch on the interaction between the guest and the staff person. doing everything they can, listening, following directions, giving the
So if we back up to a very, very busy restaurant where all the seats customers the best experience they can, and then they don’t get
are filled, you might have a half an hour or longer of line at the door noticed for it or they feel like maybe the owner or manager just kind
and the hostesses are taking down names and passing out coasters of takes them for granted. How does that change the mindset of the
to wait for a table. A lot of staff get intimidated by that situation. server or bartender or whoever it is that’s working for you, or even the
So part of this training system really teaches and trains them to manager and the owner not recognizing them?
multitask and to cover lots of ground when they’re on the floor and
to recognize and anticipate a customer’s needs before they’re even Roger:
asked. But all this starts with the introduction. Yeah, and that happens in so many restaurants, because I think
I mentioned earlier that it’s really the manager – or if the owner
So let’s just say a server has five tables in her section and they’re all is really in charge on the floor every day, it’s really that person’s
full. You kind of scan that section and you figure out who needs what responsibility – to recognize staff, notice their positive contributions,
at what point. That’s sort of called the circle of sales and service, and praise them for those contributions, and develop and nurture
by introducing yourself by name, that buys you time. That doesn’t them into A players. And if they fail them in that regard, then
mean you have to stop at that table and engage the customer and it’s not the staff’s fault, it’s the leadership or the management’s
have a lengthy discussion. It simply lets the customer know that you fault. So noticing is super important. When I had restaurants, I
recognize them, and then they can go on to look at the menu. You would constantly wander the floor, constantly recognized people

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