Why do people dine out? Reasons
include romance, taking a break from
the kids, doing business, or just indulging
themselves. They want all the comforts
of home without doing the work. But there are
certain things servers say that diminish guests’
perceptions of warmth, grace, and hospitality.
Negative comments, mixed messages, and
expressions of resentment or indifference can
deflate what would otherwise be a great experience.
Here are 10 tips for avoiding those pitfalls.
1. Don’t make excuses. At Mike’s American
Grill in Springfield, Virginia, a server once told me,
“We’re out of raspberries because Chef’s girlfriend
left him, and he drank three bottles of Cuervo.” Instead
of creating a negative mental picture, why not
say, “We’ve sold out, but we do offer a raspberry sorbet
I’d recommend with a snifter of Grand Marnier
and an espresso.” Don’t whine; offer solutions.
2. Don’t start with a negative. At the famous
Magnolia’s in Charleston, South Carolina, a
server approached with, “Hi, we’re out of salmon.”
A better approach is to start with a positive,
put the negative in the middle, and end with a
positive: “Good evening. Tonight we’re featuring
an excellent macadamia-crusted halibut. And,
by the way, the salmon was so good we sold out,
but we do offer a great, full flavored sashimi-grade
tuna with a roasted red pepper sauce.”
3. Don’t argue. It’s futile to argue with guests. A
guest may insist a steak is rare when, in fact, it’s
medium. It’s best to honor the guest’s position.
I once heard a server respond to a disgruntled
guest, “That’s not red snapper? How about I
take you in the kitchen and show you the whole
fish?” Even if you win, you lose by arguing.
4. Don’t share personal dislikes. For years,
I sold thousands of Shell Bowls at Paolo’s in
Georgetown, Washington, D.C., saying, “Tonight
we’re offering the Shell Bowl: Steamed mussels,
steamed clams, and grilled jumbo shrimp. It’s
fabulous!” I kept my dislike of mussels to myself.
Thousands loved the dish, and I reaped the
benefits. Divorce your personal tastes from the
tastes of the buying public.
5. Don’t complain. Another sure-fire way to
make guests uncomfortable is to complain
about your restaurant. At the Richmond Hill
Restaurant in Asheville, North Carolina, I asked
“How’s the free-range chicken?” The server
replied, “I wouldn’t know, they don’t let us eat
anything here.” Respectfully communicate issues
with your manager, not guests.
6. Don’t fake it. If a guest asks, “Tell me about
the Shiraz,” a server should not respond with,
“Well, um, it’s kind of fruity and sweet.” Guests
easily sniff out bogus answers. It’s better to admit
you don’t know and offer to find out.
7. Don’t embarrass. What strange pronunciations
have you heard lately? When a guest says,
“I’ll have a glass of the ‘Mare-lot’ you wouldn’t
say, “Oh, you mean Merlot?” Do what you can to
help guests save face.
8. Don’t blame. Who do we blame? The
kitchen? I used to. It was an easy way out. When
I slammed a prime rib on top of an appetizer, I’d
say, “I’m sorry there’s new help in the kitchen.”
When you bad-mouth your restaurant, you make
guests uncomfortable.
9. Avoid sarcasm. A guest asks, “How’s the
Blackened Mahi?” You say, “No one’s complained
about it yet.” Or, “We’re out of the lasagna, but
don’t worry, you’re not missing anything.” Tell the
chef if you have concerns about the food, or start
thinking about a new career.
10. Go beyond “everything’s good.” Instead,
try, “Everything is good, but there are four things
I wouldn’t want you to miss.” Then describe the
items in beautiful, mouth-watering detail.
Bob Brown, president of Bob Brown Service Solutions,
www.bobbrownss.com, pioneered Marriott’s Service Excellence
Program and has worked with clients such as Disney,
Hilton, Morton’s of Chicago, Olive Garden, and Red Lobster. He
has appeared on the Food Network,
is author of The Little Brown Book of
Restaurant Success and The Big Brown
Book of Managers’ Success, and has
recently released The Seven Keys of
Beverage Sales Success DVD Learning
System, www.bobbrownmedia.com.
Copyright Bob Brown 2010.
