Podcast Summary: Restaurant Strategy – "The Importance of First Approach"

Episode Details:

• Title: The Importance of First Approach
• Host: Chip Klose
• Release Date: November 25, 2024

Introduction

In the episode titled "The Importance of First Approach," Chip Klose delves into the critical role that the initial interaction between restaurant staff and guests plays in shaping the dining experience and, ultimately, the restaurant's profitability. Drawing from his vast 25-year experience in the industry, Chip offers actionable strategies to refine the first approach, ensuring it sets a positive tone for the entire meal.

Defining First Approach

First approach refers to the moment a server or bartender engages with new guests—whether approaching a table or welcoming patrons at the bar. This initial interaction is pivotal in making a lasting first impression, which can influence guest satisfaction and return rates.

Chip emphasizes, “[First approach] really is first approach. It's the moment when a server approaches a new table or bartender welcomes a new guest to the restaurant” (00:00).

The Four Keys to a Great First Approach

Chip outlines four essential components that constitute an effective first approach:

1. Greeting with Confidence and Authority

   Establishing authority from the outset ensures guests feel attended to and reassured. Chip shares a script example:

   “Hi, welcome to Restaurant xyz. My name is Chip. I'll be taking care of you tonight... I have to be able to step over and say, hi, welcome everyone. My name is Chip and I'll be taking care of you tonight.” (00:00)

   He underscores the importance of servers projecting confidence, stating:

   “Confidence goes a long way because you're basically saying, no, no, no, I'm in charge here.” (12:30)

2. Getting a Drink Order

   Securing drink orders early engages guests and begins building rapport. Chip advises servers to:

   “I'll be over with menus in just a second, but I'd love to start you off with something from the bar.” (15:45)

   He introduces the concept of identifying the "thirstiest person" at the table to streamline the drink ordering process:

   “There is always somebody at the table who is itching for a drink... ask them first.” (22:10)

3. Not Worrying About Water Right Away

   Instead of immediately offering water, Chip recommends delaying this to create opportunities for upselling bottled water:

   “Tell them, did you prefer bottled water or tap water for the table? Right. It's the last thing you do before you leave.” (30:55)

   By positioning the water order last, servers can potentially increase revenue through sales of bottled water, which Chip illustrates with a compelling financial example:

   “If you wait on four tables... that's 60 bucks over the course of the week.” (33:20)

4. Telling Guests What Happens Next

   Clear communication about the dining process sets expectations and reduces potential confusion. Chip provides a continuation of his initial script:

   “I'll be right back with some menus for you... I'm telling them this is going to happen next.” (40:15)

   This approach helps in pacing the meal effectively, contributing to better table turn times and higher overall satisfaction.

Practical Examples and Scripts

Chip offers detailed scripts to illustrate the application of these keys in real-life scenarios:

• Initial Greeting:

  “Hi, welcome everyone. My name is Chip. I'll be taking care of you tonight. I'll be over with menus in just a second, but I'd love to start you off with something from the bar.” (10:05)

• Identifying Thirsty Guests:

  “Ma'am, it looks like you know what you want. What can I get for you from the bar?” (22:50)

• Handling Water Orders:

  “Tell me, did you prefer bottled water or tap water for the table?” (35:10)

These scripts are designed to be concise, clear, and authoritative, ensuring that guests feel welcomed and attended to without feeling overwhelmed.

Importance of Training and Coaching

To implement these strategies effectively, Chip emphasizes the necessity of ongoing training and real-time coaching:

• Modeling Behavior:

  “When at all possible, you step in and you show the behavior and then you coach.” (50:00)

  By demonstrating the desired approach, managers can set clear expectations for their staff.

• Real-Time Feedback:

  “You have to coach in real time every single night. You get good at it.” (52:30)

  Immediate feedback helps staff refine their techniques and internalize best practices.

Additional Insights

Beyond the core four keys, Chip touches upon leveraging team dynamics to ensure consistent execution of first approach strategies. He illustrates how team members can support each other in high-demand settings:

“If somebody is stuck at a table... you step in and you say, hi, welcome to Restaurant xyz.” (28:40)

This collaborative approach ensures that every guest receives a warm and efficient welcome, even during peak hours.

Monetary Impact of Effective First Approach

Chip provides a compelling analysis of how mastering the first approach can lead to significant financial gains:

“If a bottle of water is seven or eight bucks... that's 30 bucks... over the course of the week.” (34:20)

By optimizing each table interaction, restaurants can incrementally increase their revenue, which cumulatively results in substantial profit over time.

Additional Resources and Sponsorships

While the primary focus of the episode is on first approach strategies, Chip also briefly mentions other resources and partnerships beneficial to restaurant owners:

• Margin Edge Software:

  “Margin Edge gives you tools to make decisions in the moment so we can be proactive rather than just reactive.” (05:30)

• Honeycomb Credit Partnership:

  “Honeycomb Credit is a crowdfunding resource... it's a really, really good avenue.” (55:00)

These segments, though brief, offer listeners additional avenues to enhance their restaurant operations and financial strategies.

Conclusion

In "The Importance of First Approach," Chip Klose effectively underscores the significance of the initial guest interaction in driving restaurant success. By implementing the four key strategies—greeting with confidence, securing drink orders, delaying water orders, and clearly communicating next steps—restaurant owners and staff can enhance guest experiences, increase table turnover, and boost profitability. Through practical scripts, real-life examples, and a focus on training and coaching, Chip provides a comprehensive guide for elevating the first approach in any full-service restaurant environment.

Notable Quotes with Timestamps:

• On First Impressions:

  “We only have one opportunity to make a first impression.” (00:00)

• On Confidence and Authority:

  “Confidence goes a long way because you're basically saying, no, no, no, I'm in charge here.” (12:30)

• On Identifying Thirsty Guests:

  “There is always somebody at the table who is itching for a drink.” (22:10)

• On Water Orders:

  “Tell me, did you prefer bottled water or tap water for the table?” (35:10)

• On Training:

  “You have to coach in real time every single night.” (52:30)

Resources Mentioned:

• Margin Edge: marginedge.com
• Restaurant Strategy Podcast Schedule: restaurantstrategypodcast.com/schedule
• Honeycomb Credit: honeycombcredit.com

This comprehensive summary captures the essence of Chip Klose's episode on first approach, providing valuable insights and practical strategies for restaurant owners aiming to enhance their service quality and profitability.