The best servers adjust and flow with the ever-changing moods and pocketbooks of guests. In the Meal Designer Series, we’ll explore effective approaches to common kinds of diners, including economizers, reluctant analyzers, sophisticated diners, and jackpot tables, to enhance the guest experience and maximize sales. A restaurant isn’t just a place to eat. It’s a community of faithful friends, advocates, and followers who come together to be entertained, educated, and connected. Knowing how to partner with them is key to surviving and thriving in good times and bad. Here are six ways they can help your business.

1. HELP PAY THE RENT.
Years ago, while waiting tables at Paolo’s, I cringed at the thought of Muffy and Buffy, two Georgetown co-eds who camped out at one of my two-tops for an hour and a half every Friday. I was beside myself as they split the cheapest entrée and ordered a glass of house white and a Diet Coke. But Michael, my mentor, straightened me out: “Okay, Bob. They have a $20 check and come in once a week, right? That’s a $1,000 a year! I think you can make a small sacrifice for two of our faithful followers.”

2. PROVIDE STATE-OF-THE-ART PR.
“We’re fortunate to have special friends who spread the word through both the internet and their connections in the community,” says Christy Przystawik, GM and co-owner of Food Matters, a restaurant, wine shop, catering operation, and grab ‘n’ go market in Alexandria, Virginia. “Carla is our mini PR person. Single, working 9 to 5 with a full social calendar, and decked out in exotic handcrafted turquoise jewelry, she’s a dynamo. She loves to promote wine tastings and special events, such as our Oktoberfest and Mardi Gras parties, by using her personal mailing list and firing off thousands of emails.

“Jennie, another passionate Food Matters advocate, has her finger on the pulse. With her Julia Roberts-esque beauty and charismatic spirit—and my best friend since fourth grade— she’s a natural-born connector. Jennie works at a hip firm and is in with D.C.’s who’s who. She’s also on the board of a local hospital volunteer group. Just last week she said, ‘You need to donate a Manchego cheese platter. It’ll get your name out with socialites who want to be in the know about restaurants. Next year, you’ll be running this event.’

“The interesting thing about both Carla and Jennie is they don’t want special praise. They promote us because they believe in our commitment to serving fresh, seasonal, and sustainable food. For all that they do for us, they’re grateful for a simple thank you.”

3. HELP THROUGH THE TOUGH TIMES.
“Last fall,” Christy continues, “Wolfgang, a regular at the Food Matters bar, asked, ‘What’s happening with business? You’ve definitely slowed down!’ “When we told him we didn’t know if we’d make it to the end of the week, he freaked.

“‘Please don’t tell me you’re closing. How will I live without my Duroc pork chop with the cider glaze and rosemary thyme sweet potatoes?’ Wolfgang bemoaned. He loves us so much he started coming in three times a week, ordering our specials and his beloved pork chop. Fortunately, things have picked up, in no small part due to passionate fans.”

4. MAKE FOR A FUN CAST OF CHARACTERS.
“Rhonda and Rosanne, whom we simply call ‘the sistas,’ are always cracking us up. The other day Rhonda argued with Rosanne, saying she hated Burgundies and would pass on our tasting. They both ended up loving the Volnay we poured and bought a case. Admittedly, they’ve thrown out every preconception they ever had about food and wine. Their spirit of fun, openness, and desire to learn is contagious. They’re part of the family,” Christy explains.

5. ACT AS FOCUS GROUPS.
“For 59 years, our pastry chef, Gus, came in at 3:00 a.m. to make a classic creamy New York style cheesecake,” recalls former Blackie’s House of Beef GM Al Chadsey. “When we reopened Blackie’s in D.C., we wanted to wow our guests with a new approach to desserts. Who better to give us feedback than an informal group of regulars? We first had the group, Margaret, Nancy, Haley, and Buddy, try a chocolate soufflé that didn’t make the cut. They voted for the raspberry version. Buddy told us it had more eye appeal. Margaret loved the luscious texture and intense flavor. It ended up being a hit, with our servers selling a soufflé, along with cappuccinos or Grand Marnier, to one out of every three tables.”

6. FINE-TUNE PERSONALIZED SERVICE.
I was fortunate to have a cadre of call parties requesting my service during my tenure at Paolo’s. Dr. Ben Weinstein and his wife Laura of Bethesda, Maryland, was one such couple. As soon as I saw them walking up, I raced to the open kitchen. “The Weinsteins are here!” I alerted Adam, our chef. He immediately placed two translucent grouper filets, beautifully garnished with fresh herbs, on separate plates. Then I bolted to the wine rack and chose a special bottle of white. After graciously helping them with their chairs, I opened: “Welcome home, Dr. and Mrs. Weinstein!” On cue, my sidekick Jess presented the plates: “First, as you can see, Adam picked out two lovely fresh filets of black grouper, which he prepared simply—the way you like—poached with white wine, fresh dill, and a hint of garlic, along with steamed local fresh asparagus. I’ve also selected a beautiful bottle of Arneis from Italy’s Piedmont region with hints of pear, almond, and apricot. Please enjoy a complimentary taste,” I continued. The Weinsteins and others helped me sharpen my approach to all guests—how to act on preferences and dazzle with unexpected delights.

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 2009.