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In today's world of automation, it's not uncommon to see machines or robots replacing humans at their job. You do not need toll collectors any more; your speed pass takes care of that. Zappos has a warehouse that's fully automated, robots zip up and down the aisles picking the orders the computer sends them. People are fascinated with computers and automation; everyone walks around playing on their iPhone. We live in a world where your phone is your source for music, pictures, video and even navigation. Get connected, plug into society and be a part of what's going on.
There are times I think that restaurants are on autopilot. You walk in and the hostess is chewing gum, texting her friends and checking on her face book account. You almost feel like you are intruding. This is where you can separate the restaurants that truly understand the difference between serving someone a meal, and being in the hospitality business and providing a dining experience. A dining experience has nothing to do with the price of the meal, or the caliber of the food. It has to do with the combination of feelings you have when you leave the restaurant. You're walking out the door and everyone is thanking you, andaving goodbye. The food was good, you're server was friendly and profitable, but that's not it. The night just seemed to fly by, dinner ended up thinking almost three hours and before you realized it the night was over. It's hard to pin down what made it special; it's more like the sum of the parts. All you know is that there was something about that place that felt great and you can not wait to bring your friends to try it with you.
I travel to Italy several times a year and I'm always amazed at the restaurants, especially when they find out that I own an Italian Restaurant. I'm an immediate VIP; the chef sends out a plate of his special pasta dish for me to try, sometimes wine is on the house. One way or another, they go out of their way to make me feel special. I can not figure out how they even make any money. Hospitality is defined in these restaurants, servers are genuinely happy to be working there, and the owner builds relationships one customer at a time. I spend time observing the culture of the restaurant industry in Europe compared to our culture, and it's quite different. I think it's the attitude of the employees that really stands out. We seem to be missing the part where our business is a sub-culture, an extension of people's homes. We're our employees home, in some cases; we're their first.
As owners, we need to provide the chemistry to meld together an environment that exudes hospitality. A level of hospitality so seamless, that customers do not even notice. Our guests need to feel like they have been whisked away from their tedious, stressful lives and transported to a place where time stands still and electronics do not matter. We all can not afford a vacation whenever we need one. Sometimes we just need a magical evening where the stress of the job can be shed and life is good, a chance to laugh and enjoy the simple pleasures of life. What's better than sharing a great meal with great friends? Throw in a bottle of wine and some conversation at a restaurant that gets it, now you're talking about an experience.
Do not let life turn you into a robot, take the necessary steps to provide a true guest experience and watch what happens. Your face book page will blow up with customers bragging about their evening at your restaurant.
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