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Editor’s Note: This is the tenth edition of a regular column on www.elrestaurante.com. Pepe Stepensky, a veteran restaurateur and a long-time member of the el Restaurante Advisory Panel, is offering his advice to any el Restaurante reader with a question. When he does not have a specific question to answer, he will write about the steps to opening and running a restaurant. Click here to email him a question.
In Pepe’s previous column (click here to read it), he discussed 7 important attributes of a great server. Here he offers 7 more.
8. Pairing and beverage knowledge: Offering appropriate pairing recommendations and being knowledgeable about the beverages available can significantly enhance the customers' dining experience.
9. Professionalism and personal presentation: Maintaining a professional attitude and impeccable presentation helps create a positive impression on customers, improving the overall perception of the restaurant. I recommend having an established uniform and having everyone wear it and keep it clean and well presented. It never hurts to insist on the personal hygiene of your staff. The image of the restaurant also rests largely on your staff.
10. Complaint handling and conflict resolution: Knowing how to handle complaints calmly and resolve conflicts quickly is key to turning a bad experience into a positive one. In our restaurants, quickly addressing a customer's complaint or bad experience right there and then is what keeps them coming back without hesitation.
11. Teamwork and collaboration skills: Collaborating with other staff members and maintaining effective communication contributes to more efficient and pleasant service for customers. Your employees must understand that they come to your restaurant to work, not to make friends. They must expect efficiency and respect from their co-workers, and they should offer that to them.
12. Knowledge of serving techniques and presentation of dishes: Knowing how to serve and present dishes in an attractive way adds value to the dining experience and reinforces the perception of quality of the restaurant. The server is the intermediary between the kitchen and the diner, and it is his or her responsibility to deliver the food at the right temperature and with the right presentation to prevent it from coming back.
13. Proper payment and cashier management: Knowing how to handle payments accurately and efficiently avoids problems and ensures a smooth experience for customers.
14. Closing with gratitude and follow-up: Expressing gratitude at the end of the meal and following up with customers demonstrates care and attention to their experience, fostering a long-term relationship. I always remind my staff to greet the customer as they arrive and say goodbye in the same manner, wishing them a good day and that we hope to see them back soon.
These fundamental skills help servers provide exceptional service, ensuring that customers leave satisfied and eager to return. A server in a bad mood or with a bad attitude can destroy the entire philosophy we have built for our restaurant. The server is the front of our business, our spokesperson. We depend on our servers for repeat and consistent customers.
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