Memory Making the key to creating guest relationships.
Food has become entertainment. Get in to a London taxi and all the driver wants to talk about is the capitals best restaurants, providore's and markets. Whether it's Sydney, Singapore or London. From bespoke bars, to cafes and restaurants, to books and television programs people are obsessed by food, chefs and restaurants. Food has become a very crowded market place so creating a point of difference is important to hospitality success. Creating unique and personalised experiences is one way to stand out in the market place.
Food has become a very crowded market place.
Working in the luxury/bespoke end of the market I have seen the rise of the food traveller. Guests and clients that travel the world just to eat. In order to satisfy these types of guests we try to offer experiences that draw the guest into the kitchen and our food story, and in doing so create a food experience like no other. This in turn becomes a beautiful and important memory. This memory is a business creator, as the guest re lives the experience and shares it with other potential clients and like minded individuals. Our pass dinner, at Pretty Beach House, is just one way we create such a memory. Guests eat at the kitchen pass watching and engaging the chef as he cooks their meal. Guests just love such intimate and personalised dining experience, so much so they rarely want to leave. This is a unique experience with the theatre of the kitchen only centre-metres away.
What I love most as a chef is drawing people into something that is often hidden behind the kitchen door. Guest's ask questions about the produce, the techniques and how they can replicate in their home kitchen's. Sometimes they even want to get into the kitchen and cook. Let's face it people are fascinated by food and by the cult of the chef and want to learn and be involved as much as possible in the kitchen experience. From a personal point of view it is great to chat and educate guests, from a professional perspective quite demanding. Every guest is different and has a different need. The important thing from a business perspective is to meet this need and create a lasting food memory that creates repeat clientele.
Find a point of difference that your business can use to make positive and lasting memories. The first place to start looking is directly at the client. Who are they, what are they looking for, what are their needs. This is paramount as once you can understand the client you are almost there.
Understanding the client is paramount.
Most guests/clients are well travelled and very knowledgeable. As a chef I have to be able to talk, cook and explain each technique and dish. Here's my approach for creating a personal food and travel experience.
Interact on a level of shared experience that creates comfort and common ground which can nurture a very personal guest relationship. Don't talk too much, once you have broken the ice it's time to listen. Remember your not trying to become their best friend. Guests often have a story that they like to tell, so let them tell it.
Read body language, sometimes guests want to be left alone or maintain a personal/professional distance. Read the signs and be ready to change approach. Guest services is NOT about one size fits all.
I try to pick personalities, look for common interests and understand when guests want interaction and when they want to be left to themselves to chat and enjoy an intimate moment.
Share the experience evenly, don't just focus on one individual.
Never lie, if you don't know the answer, admit it. Don't let ego get in the way.
If something goes wrong embrace it, fix it and move forward. Everyone makes mistakes. Don't try and cover it up or lie about it, you will just look foolish and potentially ruin any currency that you have with the guest.
Never say "not a problem" Why was it a problem in the first place?
The last point is the most important, make it natural. Show real interest in the client as well as the job that you are doing for them. A forced or dry delivery will come across poorly and appear fake, something guests will soon pick up on.
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