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Restaurateurs are those who own and manage a restaurant. Hospitalitarians are those who love to cook, serve, and make people happy.
It is the hospitalitarians who create and keep regulars returning. Knowing that every diner is a member of your marketing team, with word-of-mouth recommendations being the most valuable of all, means they need to be wooed and won. How does this happen?
1. Quality
Top-quality food that is beautifully presented, flavourful, and memorable keeps diners satisfied. Sometimes there is one dish that will entice an impressed diner to return, but all need to be of the same high standard.
2. Value
The perception of value is personal. Some guests may feel that reasonable pricing is essential, while others appreciate receiving something complimentary. Palatable, marketable costings are the cornerstone of any successful business. Staff who confidently explain the value of seasonal ingredients, where they come from, and the chef’s philosophy help elevate the overall experience, giving added value. The presence of a sommelier to pair and explain the wines in a fine-dining establishment creates an elevated perceived value.
Winter offers restaurants the perfect opportunity to nurture their local community, whether through thoughtfully reduced menu prices or exclusive add-ons. Hosting special events that welcome people living and working nearby can also help draw in a loyal, local crowd.
3. Memorable experiences
When evaluating an experience, many factors become important for diners. For me, it is a long list of criteria about the food (from innovation to plating, taste, texture, temperature, seasoning, and sourcing), but equally important are the people. Being able to greet a guest by name and remember what they love goes a long way in creating rapport and a brand that locals love.
Personalising in as many ways as possible – from a thank-you note with their name to naming a dish after them – can make them feel like a million dollars! – Jenny Handley
4. The setting and ambience
Focusing on your primary market within a 10km radius makes sense. Especially in winter, diners do not want to travel too far, and convenience is important. Consider what suits their lifestyles and design your menu and offering accordingly. Is a view or a fireplace attractive? What music will they respond to? Have you made the most of the setting? Consider every detail, and then more, to make it unique.
5. Community
Ensure that your restaurant brand contributes to and becomes part of the local community. Be present, sponsor, and support local initiatives. Engage with your neighbours. If you are planning a menu tasting before a new season, why not invite a handful of locals to be part of the session and give feedback? Consider having a loyalty programme to reward those who visit regularly.
6. Service
Excellent service can be delivered in a takeaway or fast-food outlet just as much as in a three-Plate fine dining destination. It all comes down to attitude, which starts with hiring the right people, training and inspiring them, and continuing to retrain them. Good service can save a mediocre meal.
7. Consistency
You cannot offer a wonderful experience and good value to one diner on one day. Your food and service need to be top-notch all the time, for every guest. Consistency builds trust and loyalty.
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