Podcast Summary: "Better Table Touches to Drive Revenue (ENCORE)"

Episode Information

• Title: Better Table Touches to Drive Revenue (ENCORE)
• Host: Chip Klose
• Podcast: RESTAURANT STRATEGY
• Release Date: June 26, 2025

Introduction to Table Touches

In the highly engaging episode "Better Table Touches to Drive Revenue (ENCORE)," Chip Klose delves deep into the art and science of table touches in the restaurant industry. Opening with a relatable scenario, Chip highlights the commonplace yet ineffective "hollow table touches" that fail to enhance customer experience.

"How many times have you heard that, right? Some manager with greasy hair steps over, interrupts your conversation... That is what we call a hollow table touch." (00:00)

The Evolution and Decline of Table Touches

Chip provides a historical perspective, tracing the origins of table touches back to the 1990s when restaurant chains like Red Lobster and Chili's began standardizing service protocols through secret shopper reports. This commodification led to robotic interactions, stripping away genuine hospitality.

"When marketing was hand to hand combat, it was about building relationships... Not systematized, not machine, like, not robotic." (00:00)

He criticizes the rigidity of these standardized touches, which mandated superficial interactions rather than fostering meaningful connections. Managers were trained to "paint by numbers," leading to insincere engagements.

Reviving Old School Hospitality

To illustrate effective table touches, Chip recounts personal experiences emphasizing authentic hospitality. One standout story involves a visit to Porto Marina in Sorrento, Italy. Here, a hostess not only welcomed them warmly but also offered complimentary white wine to ease the wait, demonstrating thoughtful customer care.

"Wine just calms people, it settles people... She's trying to show you we care." (00:00)

Another pivotal anecdote involves training under Francois, a seasoned French maitre d' from New York City. Francois taught Chip the crucial lesson to avoid generic farewells and instead focus on securing future reservations through personalized interactions.

"The worst thing you can ever do, the worst thing you can ever do to a guest is to say, thanks so much. Have a great night." (00:00)

Four Tactical Approaches to Enhance Table Touches

Chip outlines four actionable strategies to transform table touches from hollow to meaningful, each backed by practical examples and expected outcomes.

1. Engaging First-Time Diners

   Recognizing and catering to first-time guests can significantly influence repeat business. Chip emphasizes the importance of managers noting these diners and engaging them with personalized conversations.

   "First times represent an incredible opportunity... You just have to do it." (00:00)

   Implementation Steps:

   • Servers inform managers about first-time guests.
   • Managers engage with them by asking how they found the restaurant.
   • Provide incentives like discount cards to encourage return visits, achieving around a 15% redemption rate.

   "If you've got 100 covers a night and you can get 20 of them to rebook... it profoundly changes your top line revenue." (00:00)

2. Collecting and Encouraging Reviews

   Leveraging satisfied customers to leave positive reviews on platforms like Yelp and Google can enhance the restaurant's online reputation.

   "They’ll say, oh, my God, this was the best... If you could just take two minutes and leave us a review... it just helps us grow our small business." (00:00)

   Implementation Steps:

   • Managers approach guests towards the end of their meal.
   • Encourage them to leave immediate reviews using QR codes.
   • Offer small incentives to increase the likelihood of on-the-spot feedback.

3. Meaningful Conversations by Management

   Chip advocates for managers to engage in genuine conversations with every table, taking notes on personal details to personalize future interactions.

   "You get to look like a genius because you had the forethought to ask a pointed question and write it down." (00:00)

   Implementation Steps:

   • Managers keep a notebook to jot down unique details about each table.
   • Use this information to recall and reference in future visits, enhancing customer loyalty.

4. Securing Future Reservations Directly

   Instead of generic farewells, Chip suggests actively asking guests to make future reservations, aiming for a 20% success rate.

   "When are we going to see you again?... If you've got 100 covers a night and you can get 20 of them to rebook... it profoundly changes your top line revenue." (00:00)

   Implementation Steps:

   • At the moment of departure, managers ask guests to book another reservation.
   • Address potential objections and make it easy for guests to commit on the spot.

Conclusion: Transforming Table Touches for Profitability

Chip wraps up the episode by reiterating the importance of moving past hollow interactions to foster meaningful connections that drive repeat business and enhance profitability.

"Collectively, let's agree to do better table touches. No more hollow conversations... Have them do meaningful table touches. And it's not that hard to do." (00:00)

He encourages restaurant owners to implement at least one of the four strategies discussed, emphasizing that even minimal adoption can lead to significant improvements in customer retention and revenue growth.

Final Thoughts and Call to Action

In closing, Chip urges listeners to leave positive reviews on Apple Podcasts to help grow the community and reiterates the value of actionable insights shared weekly.

"If you get any sort of value from this episode... Leave us a five star rating and review on Apple Podcasts." (00:00)

Notable Quotes with Timestamps

• "That is what we call a hollow table touch." — Chip Klose (00:00)
• "Wine just calms people, it settles people." — Chip Klose (00:00)
• "The worst thing you can ever do to a guest is to say, thanks so much. Have a great night." — Francois, French Maitre d. (00:00)
• "Your goal in that moment is not to say, thanks so much, have a good night... Your job right then is to get another sale." — Chip Klose (00:00)
• "That's how you get a reservation on the book." — Chip Klose (00:00)

Key Takeaways

• Avoid Robotic Interactions: Move beyond scripted phrases to engage guests authentically.
• Leverage Managerial Touchpoints: Utilize managers to connect with guests meaningfully, especially first-timers.
• Encourage Immediate Feedback: Prompt reviews during the dining experience to capture genuine sentiments.
• Focus on Future Engagements: Actively seek reservations for future visits to ensure repeat business.

By implementing these strategies, independent restaurant owners can significantly enhance the dining experience, foster customer loyalty, and ultimately drive profitability.