Pt 1: The Welcome – Creating a Lasting First Impression

Welcome to the first edition of an eight part mini series focusing on each area of the restaurant customer journey. This week, we delve into the all-important “Welcome.”

The welcome is not merely the first impression; it should also be the lasting impression that resonates with guests throughout their entire dining experience. It’s crucial to differentiate between a welcome and a greet— while the greet is a component of the welcome, the welcome encompasses the entire experience of stepping into the restaurant and feeling instantly assured that they made the right choice.

The Metaphorical Hug: Validating Their Choice

The essence of a perfect welcome lies in what we like to call the "metaphorical hug"—a big, warm squeeze that says, "Thanks for coming." This begins the moment guests walk through the door, ensuring they feel validated in choosing your venue. It's about making them feel special and appreciated, not just another booking in the system.

Here are key strategies to ensure every welcome is a first ‘wow’ factor throughout their journey:

The Greet: Setting the Tone

1. Remove Barriers: Step out from behind the host stand. Physical barriers can create emotional ones, and your presence should be felt in a warm, unobstructed manner.
2. Genuine Reception: Be genuinely excited for their arrival. Guests can tell when your enthusiasm is authentic, and it sets a positive tone for their visit.
3. Open Body Language: Use open body language that is inviting and warm. A friendly stance can make a significant difference.
4. Personal Connection: Greet reservations by name to immediately build rapport. Thank them for booking, reinforcing their choice.
5. Open Questions: Use open questions like "Welcome to Andy's - Thanks for coming, How can may I help you today?" to start a meaningful interaction rather than a transactional one.

The Seat: Guiding with Care

1. Obstacle-Free Route: Lead guests slowly through an obstacle-free route to their table, ensuring their journey is smooth and pleasant.
2. Equal Distribution: Make sure guests are evenly spread over servers to provide the best possible service.
3. Offering Assistance: Ask if they need help with drinks or require a highchair to show attentiveness to their needs.
4. Best Table Available: Give them the best table available to make them feel valued.
5. Engage in Conversation: Walk and talk! Ask how their day has been or if they've visited before, making the transition to their table engaging.
6. Presentation of Menus: Provide appropriate, clean menus, always opening the final menu on the correct page.
7. Introduction: Introduce the server who will be attending to them.
8. Send-Off: Bid them an awesome time, leaving them with a positive feeling as you depart.

Handling Wait Times: Turning the Negative into Positive

1. Reasonable Wait Times: Always give reasonable wait times—under promise and over deliver.
2. Positive Spin: Back up any “bad news” with good news. For example, “There’s a short wait, but Rob at the bar will make you the best mojito ever!”
3. Enthusiastic Assurance: Be enthusiastic and ensure the guest knows that the wait is totally worth it.
4. Gratitude: Thank them for waiting, reinforcing their value to your establishment.
5. Alternatives: If they cannot wait, offer them a business card and takeaway menu to encourage a future visit, make them feel a little sad inside they couldn't wait this time.

The Don’ts: Avoiding Common Pitfalls

1. Generic Questions: Never use the question “table for two?” It’s generic, boring, and impersonal.
2. Over-seating: Avoid oversitting any one server, which can compromise service quality.
3. Rushing: Don’t rush to the table. Take your time to show care and consideration.
4. Unrealistic Estimates: Don’t guestimate unrealistic wait times. Accuracy is key, its always we will have you sat within 15-20 mins, never just the worst case scenario.
5. Trust but Verify: Don’t always trust the host system. Visually check for clear tables to ensure accuracy.

Training and Inspiration

To truly master the art of the welcome, and just generally great customer experience all staff should be encouraged to watch “Welcome to the Men’s Room,”

https://www.youtube.com/watch?v=KwY6OlaaSho

This video serves as an excellent training tool, highlighting the potential of a lasting impression.

The welcome is the gateway to an unforgettable dining experience. By removing barriers, expressing genuine enthusiasm, and personalising each interaction, we ensure our guests feel valued and reassured that choosing our venue was the right decision.

Remember, the welcome is our "metaphorical hug"—a big, warm squeeze that says, "Thanks for coming." Let’s make every welcome a memorable one.

Stay tuned for the next edition, where we will delve into the next phase of the customer journey. Until then, remember that the welcome is the foundation of any exceptional dining experience.