Drive through any town, big or small, and it won\u2019t be long before you pass an empty storefront. Many of these abandoned shells are former restaurants, still identifiable by once-beckoning signs and marquees.\u00a0<\/p>\n
It breaks my heart every time I see one. I know the owners poured their blood, sweat, and tears into them, working grueling hours and sacrificing much of their personal lives to build something special.\u00a0<\/p>\n
Often, these failed businesses are near similar operations that appear to be thriving. So if location isn\u2019t the determining factor, what separates a successful restaurant from one that doesn\u2019t make it?<\/p>\n
I call it the \u201cit\u201d factor. When people feel \u201cthis place has it,\u201d they come back again and again. It\u2019s difficult to define exactly what \u201cit\u201d is, but let me try.\u00a0<\/p>\n
We all love to enjoy ourselves. So we search for experiences and things that will make us feel good. We\u2019ve all left a restaurant or store thinking, \u201cI\u2019m never going back there.\u201d These places just didn\u2019t have \u201cit\u201d for us.\u00a0<\/p>\n
Conversely, there are places we love to visit again and again\u2014places that make us feel welcome and comfortable. These places have created a brand that resonates with us. That\u2019s \u201cit.\u201d<\/p>\n
I really like this definition of branding from Gordon Food Service\u00ae North America Commercial Segments Manager Doug Owens: \u201cYour brand is your promise to your guest that is unique and readily identifiable, supported by demonstrated behavior, and executed by your team.\u201d<\/p>\n
This emphasizes that business is about customer perception. You have to make your customers understand that you have something they want; then you have to deliver that something every day and every way.\u00a0<\/p>\n
Here\u2019s the kicker: \u201cSomething\u201d isn\u2019t just one thing. It\u2019s everything that contributes to a customer\u2019s evaluation of your operation. Think of your guests as embarking on a journey when they choose to dine at your restaurant\u2014a journey that results in a final impression of your operation. Everything you do will either positively accelerate or negatively decelerate their path to deciding whether you\u2019re \u201cit\u201d for them.<\/p>\n
Be aware that customers are experiencing your operation from a number of vantage points. Perhaps that couple is coming in because they found you online or have a friend who recommended you. Maybe that mother saw an ad or drove by with her kids and liked the look of your place. Any or all of these may have been enough to encourage a new customer to stop in. You may never know the motivating factor, so a consistent approach to all of them is vital. Each can be viewed as a critical moment in the consumer\u2019s decision to choose you.<\/p>\n
Regardless of what motivates customers, all come in with an expectation. Exceed that expectation and you\u2019ve delivered \u201cit.\u201d<\/p>\n
Let\u2019s revisit the journey I mentioned and the critical moments a customer will experience along the way. I like to refer to these moments as \u201ctouch points.\u201d They are a series of opportunities to influence your guests and optimize the dining experience. \u00a0 \u00a0\u00a0<\/p>\n
Attend to these seven touch points and you\u2019ll be on your way to achieving the \u201cIt Factor.\u201d<\/p>\n
Curb appeal. <\/strong>How do your building and parking lot look to passersby? Go out front and experience it the way customers would.<\/p>\n Hello, appetite!<\/strong> Is your host\/hostess creating anticipation by offering a friendly greeting, an honest appraisal of wait time, a look at the menu and a promise of delicious things to come?<\/p>\n Tease me.<\/strong> Does your host\/hostess lead guests to tables with purpose and panache? Do the d\u00e9cor, cleanliness, noise level, and table setting suggest a pleasurable meal?\u00a0<\/p>\n Decision time.<\/strong> Is your wait staff trained to sell rather than simply take orders? Do they know how to read customer cues and tailor their approach accordingly?<\/p>\n Lookin\u2019 good.<\/strong> We eat with our eyes first; are your plates picture-worthy? Food presentation is theater, so set the stage for a satisfying experience.\u00a0<\/p>\n Ready, set, eat.<\/strong> Does your food deliver on the menu\u2019s promises? Is it delicious, appropriately portioned, and attractively presented? Is your wait staff poised to sell desserts before the customer gets full?<\/p>\n Gotta go.<\/strong> Is the bill delivered in a timely manner? Are customers thanked for their business? Does the host\/hostess invite them to come back?<\/p>\n I\u2019ve just barely scratched the surface of touch points and their role in giving your place the \u201cIt Factor,\u201d but I promise there\u2019s more to come on this topic.<\/p>\n Resonating with customers is all about your \u201cit\u201d factor. It\u2019s what keeps them coming back, and what keeps you in business. Find yours and you\u2019ll be well on your way to success.<\/p>\n Customers evaluate your restaurant on multiple fronts, and their perception becomes reality, so take the time to experience everything through their eyes.<\/p>\n Focus on the 7 key touch points outlined here and you could be exceeding customer expectations in no time.<\/p>","protected":false},"excerpt":{"rendered":" What separates a successful restaurant from one that doesn\u2019t make it?<\/p>","protected":false},"author":19,"featured_media":4386,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[69],"tags":[],"class_list":["post-4385","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-running-your-business"],"acf":[],"yoast_head":"\nGrab a Coffee and Sip on This<\/h3>\n