Page 16 - BRS - 010_04
P. 16

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



                                                                            PAGE
                                                                            16                                                NEXT PAGE >>
   11   12   13   14   15   16   17   18   19   20   21