How To Increase Tips and Keep Guests Happy

When customers dine out they’re expecting a variety of experiences, but in order to provide a memorable one, it’s important that service staff and management connect with the guest.

So what is the guest connection? Many restaurateurs believe the most important duty a server has is to wait tables with efficiency, taking on as many as possible to maximize sales. However, sales maximization should be a long-term goal, rather than a short-term consideration.

In fact, a server can earn better tips by providing better service to fewer tables than by providing adequate service to more guests. The former will likely translate to increased sales per guest and increased customer loyalty. The trick is to make the guest feel as welcome and comfortable in the restaurant as they would at home.

Shift the job focus

The guest connection is as important for the server as the host, cooks and every employee within the restaurant. It’s why every member of your team should make that connection their primary focus, creating an environment that makes every guest feel comfortable enough to want to return to enjoy the experience again soon. And, if the server’s focus shifts from delivering food to connecting with the customer, a positive relationship between server and diner can form quickly.

Once a restaurateur decides to make the ‘guest-connect,’ the server’s primary function shifts from that of a person delivering food to that of a pal chatting and making friends with guests. A restaurant is better served when wait staff takes care of guest needs in every respect, rather than just recording orders and delivering food. Keep it simple and talk about something other than the restaurant. You could discuss the weather or ask about the guest’s weekend plans.

Eliminate guest complaints

If executed correctly, once a good relationship is formed with guests — not one of server or servant — everything else becomes easy. For example, a guest usually complains if dinner takes longer than anticipated; if the server forgets to submit their entire order; if the food is overcooked or cold; if the music is too loud or if the room is too cold or too hot. And, once a guest becomes unhappy about service, it’s difficult to turn the situation around — unless the waiter is their friend, rather than just their servant.

If there’s a connection, guests are likely to take a different approach when they have a complaint — asking for help or asking what’s going on. As a friend, the waiter can solve those problems by providing polite explanations or by being proactive and informing the guest of the reasons for a delay. If that doesn’t work, a complimentary drink or snack may help.

Fond farewell

The ‘guest-connect’ is most successful if the waiter cares about the customer after the bill and tip is paid. It’s not a hustle but a sincere interaction; if executed correctly, the guest will return and ask to be served by the same waiter.

Douglas Fisher is a foodservice and franchise consulting practitioner, with a practice focused on franchise development, operations assessment and litigation support. In business since 1984, Fisher is the author of four industry-related books, including Canadian Restaurant Accounting, the national accounting standards published by the Canadian Restaurant and Foodservices Association. He can be reached at [email protected]. For more information, visit fhgi.com.

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