The 10 things most likely to put off your customers
A lot of our work involves the hospitality sector and so eating out is always an excercise in market research. “It’s a tough job but somebody has to do it”, as they say.
Hospitality can be tough these days. Drinking laws and the economy have conspired to do away with the “office lunch” and the “Friday night drinks”. At the same time there is a new generation of “money rich but time poor” who may make up in revenue for the lost business but who demand far higher standards in terms of food, drinks, environment and service than would have been the norm a couple of decades ago. This is where many start up businesses are struggling.
We talked to a range of contacts and came up with the ten most common reasons customers won’t return to a cafe or restaurant:
1. A lukewarm reception.
Customers nowadays expect to be welcomed in the same way you would invite someone to your house. Greet them with a smile and make them feel special. If they feel at home – that this is “their place” – they’ll come back again.
2. Uncomfortable seating.
This might be overcrowding, woven wicker chairs that snag stockings or clothing, wobbly tables, tables too high to eat off easily etc. Make sure that they’re comfortable and they won’t want to leave – and will be sure to return.
3. Unserviced restrooms.
It only takes one inconsiderate customer a couple of minutes to create a bad impression of your venue. Check the restrooms often. Are they clean? Is there plenty of paper? And before each shift – do the toilets flush? Are the taps and handryers working? Is there soap in the dispenser? These plus the addition of extra little touches – ie flowers – will ensure that they feel special and want to come back.
4. Indifferent or unhelpful service.
A lot of people have food intolerances nowadays or are on limited diets. Facing a list of questions from customers can be frustrating for staff – especially if it’s busy. Take some time to ensure that your staff know the menu – what’s in the food, what is and isn’t organic or GM free. If there’s a lot to remember give them a written sheet to take home or to look at during quiet periods. Have as much information as possible on the menu so that customers don’t have to ask and staff don’t have to remember all the answers.
5. Poor selection of non-alcoholic drinks.
There are still places that only offer a choice of orange juice or “splits” for the person who is “designated driver” just doesn’t want a “drink”. A good profit can be made by adding fruit cocktails – ie a pina colada without the rum – or healthy alternatives like spirulina, egg nog, banana smoothies or liquefied vege drinks to the menu. Someone who is compelled to stick to orange juice or lemonade througout a special meal might not return.
6. Lack of healthy food options.
If everything on the menu comes out of the deep fryer or is served between great slabs of bread or bun there are many who would prefer not to eat at all and will not come back. Have at least some menu items that are low on carbs and fat and make sure there are vegetarian and vegan protein options.
7. Impossible plating
It is currently fashionable to be creative when it comes to receptacles on which to plate food and that can indeed add to the visual appeal of a dish. In some cases, unfortunately, the result is that the actual eating of said food is rendered all but impossible. Mini breadboards the same size as the food so that most of the food ends up on the table during the process of eating. Desserts served in drinking glasses with openings too small for the dessertspoon they are served with. These are just two recent examples we have come across. Before approving a dish for the menu make sure that staff try it for themselves – eating it just as it is served to customers.
8. Failure to cater for solo customers.
A significant proportion of diners nowadays are dining alone. These are often business people who will recommend an establishment to others if they are well catered for. Have some “tables for two” – these will make couples as well as the solo diner feel more at home than a bigger table. Have newspapers and magazines available.
9. Main meals of different sizes
Something else we have experienced recently. Everybody in our group ordered a different item from the menu. Three of us received a nice big plateful of food but one of the group – the biggest and hugriest – received a much smaller portion and, quite understandably, felt ripped off. Every meal should look about the same size. A half portion option at half price, however, would be appreciated by many we spoke to.
10. Bad first impressions
Our final reason that clients won’t come back is that they were put off before they even came in the door. A big no-no is to locate the “smoking area” outside the front door so that would-be clients have to “walk the gauntlet” to get to the door. Dirty windows, a run-down exterior, rubbish strewn on the pavement outside, clumsy handwritten signage – these will all deter customers.
Make sure you take the time to look after your “front door”. Would you want to enter..?
Flat Tak Communications 