Podcast Summary: "Use These 3 Follow-Up Scripts in Your Restaurant"
Restaurant Strategy
Host: Chip Klose
Release Date: May 1, 2025
Introduction: Enhancing Hospitality Through Follow-Ups
In the episode titled "Use These 3 Follow-Up Scripts in Your Restaurant," Chip Klose delves into the often-overlooked aspect of hospitality: effective follow-up communication. Highlighting the discrepancy between the industry's self-perception of hospitality and its actual practices, Klose emphasizes the profound impact that well-timed and thoughtful follow-ups can have on a restaurant's profitability and customer relationships.
"We're in the hospitality industry, but I don't think we're nearly as hospitable as we think we are... What happens when you have a great date? You send a follow-up. So why are we so bad at it in our industry?"
— Chip Klose [00:00]
1. Follow-Up After a Customer’s First Visit
Overview:
Klose identifies the first visit as a critical touchpoint where restaurants can cement a lasting impression through follow-up communication. Engaging customers post-visit not only shows appreciation but also opens avenues for valuable feedback and repeat business.
Case Study - Noco Restaurant:
He cites Noco, a restaurant in East Nashville, as a stellar example. The owners committed to calling every guest who dined there the next day, personally thanking them and soliciting feedback. This consistent effort reportedly "blew people away" in their first year, fostering strong customer loyalty and positive word-of-mouth.
"They sent a follow up. Now, before you sit back and say... it absolutely will make a difference."
— Chip Klose [00:15]
Implementation Tools:
To manage follow-ups efficiently, Klose recommends leveraging CRM platforms such as 7Rooms or email marketing tools like Mailchimp. These tools can automate follow-up emails, ensuring timely and consistent communication without overwhelming staff.
"There's a program called 7Rooms... or ask us a lot of questions,"
— Chip Klose [08:45]
Key Takeaway:
By reaching out after a patron’s first visit, restaurants can engage customers, gather insightful feedback, and encourage repeat visits, thereby enhancing both customer satisfaction and profitability.
2. Follow-Up with New Hires
Overview:
Employee retention is as crucial as customer retention. Klose underscores the importance of following up with new hires to gauge their integration and satisfaction within the team, thereby fostering a supportive work environment.
Strategy:
Instead of waiting until multiple training shifts to assess a new employee’s fit, Klose advocates for immediate follow-ups. For instance, a General Manager (GM) or chef de cuisine could promptly reach out after a new hire’s first day to check in on their experience and address any concerns.
"Why not call them the first day? Right? So if the chef, the owner, the GM... I just wanted to reach out and introduce myself."
— Chip Klose [15:30]
Implementation:
This proactive approach allows managers to "take the temperature of the water," identifying potential issues early and reinforcing a culture of open communication. Tools like scheduling software or automated messaging systems can facilitate these timely check-ins without adding significant workload.
Key Takeaway:
Immediate follow-ups with new employees enhance retention rates, improve employee satisfaction, and ultimately contribute to a more cohesive and efficient restaurant team.
3. Follow-Up After Catering and Private Dining Events
Overview:
Catering and private dining engagements present unique opportunities for follow-up interactions that blend customer service with sales initiatives. Klose highlights how strategic follow-ups can convert one-time events into recurring business.
Strategy:
After each catering job or private dining event, restaurants should reach out within 24 hours to express gratitude, solicit feedback, and subtly introduce future services. This dual-purpose communication not only reinforces positive experiences but also opens doors for additional bookings.
Example Script:
Klose provides a sample dialogue demonstrating how a follow-up can transition from a courtesy call to a sales opportunity:
"Hi, I just wanted to reach back out... Was there anything you felt like people didn't like?"
— Chip Klose [25:20]
After addressing feedback, the conversation naturally shifts towards future business:
"Tell me, what else do you have coming up? We'd love to take care of you again and continue building this relationship."
— Chip Klose [30:10]
Benefits:
This approach mirrors the effectiveness of follow-ups in personal interactions, such as after a first date. It fosters a sense of personalized service and encourages clients to consider the restaurant for future events, thereby driving sustained revenue growth.
Key Takeaway:
Consistently following up after catering and private events transforms transactional interactions into lasting business relationships, enhancing both customer loyalty and profitability.
Conclusion: The Power of Consistent Follow-Ups
Throughout the episode, Chip Klose reinforces the notion that effective follow-up strategies are integral to transforming a restaurant from merely operational to exceptionally hospitable. By implementing follow-ups after first visits, with new hires, and following catering or private events, restaurant owners can significantly enhance customer satisfaction, employee retention, and overall profitability.
"The better follow up will lead to more sales and will make you more beloved to your people. Will make you a better restaurant."
— Chip Klose [45:50]
Klose encourages listeners to start small by implementing one follow-up strategy and gradually incorporating all three to realize substantial improvements in their business operations and financial outcomes.
Final Thoughts:
"Use These 3 Follow-Up Scripts in Your Restaurant" provides actionable insights for restaurant owners aiming to elevate their hospitality game. By prioritizing timely and meaningful follow-ups, establishments can foster deeper connections with both customers and employees, paving the way for sustained success.