A Unique Approach

The other day I was discussing the concept of service and hospitality with a friend of mine. Inevitably we started comparing the different brands of service that existed in the marketplace, whether it be chain restaurants or independents. I was then reminded of a recent dinner meeting that I had with the head of one of the top chain restaurant companies in the country. I think it is also important to note that this chain is renowned for their service standards and overall excellence. When I was talking with this gentleman, we started discussing what he felt was one of their major keys to service success: execution. As we talked about their style of execution, we ultimately began discussing their mystery shop system that allows them to test their servers on their ability to meet the company's very high standards. Following our dinner, I was able to see a copy of this mystery shop, and I can tell you that I was definitely not prepared for what I was about to see.

This company's mystery shop focused almost only on the timing of service throughout the meal. For instance, if the appetizers were not on the table within six minutes, points would be deducted. There was a timing standard for every single part of the dining experience. Ultimately, I was impressed but found the system limiting. For instance, if you were served your entree in exactly 12 minutes, but the server was rude there is no way of communicating this information.

In my opinion that is the difference between quantitative and qualitative service. As I see our brand of service, we definitely focus on the more qualitative tenets of service. What I mean by this is that we exert a tremendous effort to try to make the guest feel more important, valued, and happy while they are with us, and doing so through personal touches. I believe that an owner of a great restaurant should be constantly developing personal relationships with his or her customers. I think that the bond that a customer builds with a restaurant is much stronger if there is a personal connection that develops as opposed to mechanical execution of service. To me, this is difference between great independent restaurants and great chain restaurants.