Let me hit you with a surprising truth bomb: The #1 reason customers don’t return to a restaurant isn’t the food. It’s not even those bathrooms you obsess over keeping spotless. And no, it’s not your carefully curated playlist.
It’s the service. Plain and simple.
Now, before you jump in and tell me about your pristine kitchen or your award-winning menu, hear me out. As restaurant owners, we’re trained to focus on everything – the cleanliness, the food quality, the ambiance. And yes, all of that matters. But what matters most is how your guests feel from the moment they step through your door until they wave goodbye.
(And hey, quick-service folks, I’m looking at you too – every phone call, every counter interaction, every delivery handoff counts!)
Let me share a quick story that’ll blow your mind…
Image Source: Mahuffer’s Google Business Listing
There’s this place down in St. Pete Beach, Florida called Mahuffer’s. And let me tell you – it’s exactly what it sounds like.
Picture this:
The decor? Beach junk collected over 30 years.
Thecenterpiece when you walk in? A broken toilet that washed up on shore a decade ago.
There are even cats roaming freely because, well, the owner loves cats and the place is basically two walls and a roof.
Their unique selling proposition? “Warm Beer and Cold Food but Friendly Service.”
I’m not kidding.
But here’s the kicker – the place is PACKED. Always. Why? Because the moment you sit down, those servers and bartenders treat you like you’re family returning from a long journey. They make you feel at home. I personally make it a point to visit every time I’m in Florida and can’t stop telling people about it.
This brings me to the million-dollar question: How’s YOUR service stacking up?
Let’s break down five game-changing service elements you need to evaluate right now:
1. The Expectations Game – Are you delivering $20 service for a $5 meal? Because that’s what it takes. When your service exceeds expectations, something magical happens – it’s called perceived value. And guess what? Perceived value means you can actually raise your prices. (Yes, really!)
2. The Name Game (simple but powerful) – Does your staff introduce themselves by name? It’s shocking how many corporate restaurants skip this step. This is your chance to outshine the big guys with that personal touch.
3. The Script Strategy – Every interaction should be intentional. From your host to your busser, everyone needs guidelines on what to say and how to say it. Don’t leave these precious guest interactions to chance. Script it out, make it natural, make it yours.
4. The Knowledge Factor – Here’s a pop quiz: Can EVERY member of your team – from the host to the busser – answer basic questions about your restaurant? What makes you special? What are today’s specials? What’s happening this weekend? They better know, because your guests will ask.
5. The Daily Huddle – Whether you’re fine dining or quick service, pre-shift meetings are non-negotiable. They’re your daily opportunity to motivate your team, set goals, and crush the biggest service killer in our industry – miscommunication.
Remember, exceptional service isn’t just about being nice (though that’s a great start). It’s about creating an experience so memorable that your guests can’t wait to come back – even if your decor includes beach debris and wandering cats.
Image Source: Mahuffer’s Google Business Listing
Ready to Build Your Dream Team?
Look, we both know that amazing service starts with amazing people. But finding them? That’s the tricky part. Our DFY marketing hiring specialists have helped hundreds of independent restaurants just like yours build service teams that keep guests coming back again and again.
Want to stop losing customers to bad service? Let’s talk about how we can help you find and hire staff that’ll treat your guests like family (minus the drama).
Click here to schedule your free consultation with a DFY hiring specialist today.
(Trust me – your future guests will thank you for it.)
Michael Thibault
Known as “The Done For You Marketing Guy for Restaurants.” International Speaker on Restaurant Marketing. Published contributing author of 4 Marketing Books. Industry expert on Google Searches and Review Sites. Recovering Independent Restaurant Owner and Caterer of over 21 years. And, all-around good guy.
