As the atmosphere becomes tense, servers often become stressed. While customers get irritated waiting for a table, waiting for a drink, or waiting for their food, servers sense the demise of their tip, and in an attempt to befriend the customer, they often resort to "tip-tactics," a strategy which pin-points the problem: "I put your order in 40 minutes ago," says the server. "It's not my fault. The kitchen is backed up and there's nothing I can do."
The tactic is like kerosene sprayed on fire. The results are unhappy customers who are usually given a free meal or free round of drinks at the expense of the restaurant. And they don't always throw a fat tip either.
Bottom line: If this is a common tactic used by your servers, it's a no-win situation. Neither operators nor staff will profit from potential revenues. Staff will end the shift disgusted and tired, managers have to explain the comps, and the customer may or may not return to the restaurant again.
There are ways to combat this situation which won't compromise the quality of service or profits.
- Empower your front-of-the-house staff to deal with this situation by helping them learn to keep calm and stay in control. There's nothing worse than a server who is panic-stricken, and the results can be devastating. Work on developing self-confidence in your staff so they understand the important role they play in establishing the pace for servicing the customer.
- Make sure everyone pays attention to the smallest details. For example, if there are tired, hungry, crying children in line, have the hostesses give them a few crackers, a small juice or soda, and something to occupy them, such as a small toy, crayons, or a balloon.
- Hostesses should be honest when asked how long of a wait it will be, smile, and be matter of fact: "It's going to be about 30 minutes to an hour wait, but it goes by pretty quickly. We're a very popular restaurant. If you like, I can find you a table in the bar. I'll be happy to move you when your table is ready in the dining room."
Once customers have arrived at the table, it's up to the server to take control of the situation. Even the most irate customer can be contented. It takes a little ingenuity and creativity, but it can be done.
- Servers are usually aware of how long food is taking to arrive and if it looks like a long wait, one way to curb "comping" items due to dissatisfied customers, is to bring them little free samples of lower priced items. Use items such as a basket of bread, a tossed green salad with vinaigrette, or a sample of soup.
- If these items are spaced properly, the customer will never realize that a half-hour or more has passed and they'll appreciate the extra special attention. Operators can review house specialties and utilize lower cost items. It doesn't really matter how inexpensive the item is because the customer will appreciate the gesture.
- There are many other small, simple touches, such as checking back with customers to see how everything is going and if they'd like anything else at the moment. It is important to let them take their time because they waited for it. The last thing servers should do is try to turn the table, particularly if the waiting line has diminished. Let them leave when they're ready. They did wait for it.
The keys to a busy night are keeping calm and retaining control. Customers control our business, but when they come in to a restaurant, they look to us to guide them through.