Podcast Summary: RESTAURANT STRATEGY – "Better Table Touches to Drive Revenue"

Episode Information:

• Title: Better Table Touches to Drive Revenue
• Host: Chip Klose
• Release Date: January 23, 2025

Overview: In this insightful episode of Restaurant Strategy, Chip Klose delves deep into the art of table touches and how they can significantly influence a restaurant's revenue. By contrasting outdated, mechanical approaches with authentic, relationship-driven interactions, Klose provides actionable strategies for restaurant owners to enhance guest experiences and drive repeat business.

1. The Problem with Current Table Touches

Hollow Interactions: Klose begins by addressing a common issue in the hospitality industry: the prevalence of ineffective, hollow table touches. He describes scenarios where managers deliver scripted, impersonal greetings that fail to engage guests meaningfully.

• Quote:

  "[0:00] A: ...that is what we call a hollow table touch."

Impact of Systematization: He traces the origins of this problem back to the 1990s when restaurant chains like Red Lobster and Olive Garden introduced rigid steps of service to standardize guest interactions. While intended to ensure consistency, this approach often resulted in robotic and insincere engagements.

• Quote:

  "[05:30] A: ...We were trying to make good servers with lots of flair. And it became fake, Fake. It became false."

2. A Trip Down Memory Lane: Old School Table Touches

Authentic Hospitality from Europe: Klose shares a personal anecdote from a visit to Sorrento, Italy, illustrating the stark contrast between modern hollow touches and traditional, heartfelt hospitality. At Porto Marina, the hostess's gesture of offering complimentary white wine to waiting guests exemplified genuine care and attentiveness.

• Quote:

  "[09:15] A: ...wine just calms people. It settles people... she's trying to show you we care."

Lessons from a French Maitre d': He recounts mentorship from a seasoned French maitre d' who emphasized the importance of personal connections over scripted farewells. This mentor taught him to replace generic phrases like "Have a great night" with proactive invitations for future visits, thereby fostering loyalty and repeat business.

• Quote:

  "[13:40] A: ...the worst thing you can ever do to a guest is to say, 'thanks so much, have a great night.'"

3. Four Tactics for Better Table Touches

Klose outlines four practical strategies to transform table touches from superficial to impactful:

a. Engage First-Time Diners Meaningfully

Opportunity with New Guests: First-time patrons represent a golden opportunity. By recognizing and celebrating their choice to dine at your establishment, you can create a memorable first impression that encourages repeat visits.

• Quote:

  "[16:00] A: ...their friends have brought them. They just heard great things about your restaurant."

Actionable Steps:

• Personalize greetings without relying on hollow questions.
• Notify managers about first-time diners to ensure tailored interactions.

b. Encourage and Facilitate Online Reviews

Importance of Reviews: Positive reviews on platforms like Yelp and Google are crucial for attracting new customers. Klose emphasizes the need for managers to actively seek reviews from satisfied guests.

• Quote:

  "[20:45] A: ...recency of the reviews on Yelp and Google and TripAdvisor actually matter a great deal."

Actionable Steps:

• Prompt guests to leave reviews during their visit.
• Provide easy access to review links via QR codes or cards.

c. Foster Meaningful Conversations with Managers

Building Relationships: Managers should engage in genuine conversations with guests, learning about their lives and preferences. This personal touch helps build a rapport that can lead to increased loyalty.

• Quote:

  "[25:30] A: ...learn something that they wouldn't have otherwise known unless they had a meaningful conversation."

Actionable Steps:

• Encourage managers to take notes on guest preferences and significant details.
• Use this information to personalize future interactions.

d. Secure Future Reservations Proactively

Beyond Generic Farewells: Instead of ending interactions with generic phrases, managers should actively seek to secure future reservations, transforming table touches into direct revenue opportunities.

• Quote:

  "[30:10] A: ...when are we going to see you again? That's your last moment... get another reservation on the books."

Actionable Steps:

• Politely ask guests to book their next visit before they leave.
• Highlight upcoming events or special offers to entice repeat visits.

4. Implementing the Tactics for Success

Klose stresses the importance of consistency and authenticity in applying these tactics. By moving away from scripted interactions and embracing genuine, personalized engagements, restaurant owners can foster deeper connections with their guests, leading to higher satisfaction and increased profitability.

• Quote:

  "[35:00] A: ...collectively let's agree to do better table touches. No more hollow conversations."

Conclusion

Chip Klose wraps up the episode by reiterating the transformative power of meaningful table touches. By adopting these four tactics, restaurant owners can elevate their guest interactions, enhance customer loyalty, and ultimately drive substantial revenue growth. He encourages listeners to implement at least one of these strategies in their establishments immediately.

• Quote:

  "[38:20] A: ...you just have to want to do it. That's it guys. That's what I wanted to talk about."

Additionally, Klose reminds listeners to support the podcast by leaving a five-star rating and review on Apple Podcasts, highlighting the community-driven growth of the show.

Key Takeaways:

• Avoid Hollow Touches: Replace scripted interactions with genuine engagement.
• Leverage First Impressions: First-time diners are prime candidates for building lasting relationships.
• Active Review Solicitation: Encourage satisfied guests to share their positive experiences online.
• Proactive Reservation Booking: Secure future business by inviting guests to book their next visit before they leave.

By embracing these strategies, independent restaurant owners can significantly enhance their customer service experience, fostering loyalty and driving profitability.