what’s your plan for 2018? - restaurant owner · on the sales and marketing message. ‐gregg...

How to Create a Superior Guest Experience 1/4/2018

© Copyright 2017 RestaurantOwner.com 1

Welcome!Today’s webinar will be starting shortly.

How to Create a Superior Guest Experience & Make 2018 Your Best Year Ever

Jim Laube

Your Hosts

Joe Erickson

How are you going to achieve better results in 2018?

What’s Your Plan For 2018?




Budgets / Projections

Marketing / Promotions

Cost Controls / Efficiencies

Numbers Driven Strategy


What About The Guest?

ATTRACTION GUEST EXPERIENCE RETURN

AdvertisingPromotionsDiscounts

Frequency / Loyalty Programs

$ $ $ $?Cut CostsImprove Efficiency

What Drives Restaurant Success?

What’s the Most Important Number? Sales

Costs & Expenses

Net Income




What’s the Biggest Driver of Sales? Sales

Costs & Expenses

Net IncomeThe Guest Experience


What’s the Biggest Driver of Sales?

The Guest Experience

90% of the time people judge a company based on the experience they or someone else has and 10% on the sales and marketing message.

‐ Gregg Lederman


What’s the Biggest Driver of Sales?


If true, that means your GUEST EXPERIENCE is (by far) your most important MARKETING activity.



A Superior Guest Experience

Loyalty

Spend More

Positive WOM

Positive Reviews

Higher Prices


Almost 9 out of 10 U.S. consumers say they would pay more to ensure

a superior guest experience.

Source: Customer Experience Impact Report by Harris Interactive/RightNow

Guest Experience Leaders Outperform

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

Chick Fil A KFC

Average Annual Unit Volume

“My Pleasure”



A Superior Guest Experience

Sales

Costs & Expenses

Sales Growth$ $

ProfitGrowth$ $ Net

Income

The purpose of this webinar is to show you HOW it can be done!





$ $ $ $Cut Costs Efficiency

What About The Guest?What does the Guest care about?

Guest Driven Strategy


Quality

ConnectingDelighting

Value

Positive WOMPositive Reviews

What does the Guest care about?




Budgets / Projections

Marketing / Promotions

Cost Controls / Efficiencies



Guest Experience

Service / Hospitality

Quality / Execution

Guest Driven Strategy

World Class Guest Experiences

1. Don’t happen by chance.

2. Are the result of an “intentionally” designed guest journey.

3. Recognize both the physical (tangible) elements and the emotional outcomes at every stage of the experience.



The Power of Emotion

“People are not rational beings with occasional emotion, they are emotional beings with occasional rational thought.”

‐ Brene Brown

The Power of Emotion

“Business, like life, is all about how you make people feel.”

‐ Danny Meyer

In a Restaurant, What Drives the Guest Experience?

Concept

Execution Hospitality

EmotionalResponse



In a Restaurant, What Drives the Guest Experience? Concept

ExecutionHospitality

EmotionalResponse

Consider The 5 Senses

Smell Hear Feel TasteSight

Key Emotional Triggers

75% of the emotions we generate on a daily basis are affected by smell. Next to sight, it is the most important sense we have.

‐ Martin Lindstrom



ARRIVAL ENTER MEAL PAYMENT DEPART

The Guest Journey

Touchpoint = Emotional Response


• Parking Lot• Signs/Lights• Exterior

• Host Greeting• Reservations• Wait• Seating

• Server Greeting• Drink Order• Delivery• Entrée Order• Check Back

• Check Delivery• Payment Processing

• Thank You

• Host Farewell


Key Touchpoints



ARRIVE WALK‐IN MEAL PAYMENT WALK‐OUTSTAGE >>

EMOTIONAL STATE (MOOD)

Unintentional Guest JourneyPositive Emotion

Negative Emotion

Guest journey has never been “designed” from the

guest’s point of view



Unintentional Guest JourneyPositive Emotion

Negative Emotion

+ Good Mood

- Bad Mood



Unintentional Guest Journey

Appealing Menu

Potholes in Parking Lot

Trash Near Front Door

No Welcome

No Wait / Booth

Wait For Server

Refreshing Drinks

One Entrée Lost

2nd Entrée Served

LONG Wait for Check

Quick Processing

Positive Emotion

Negative Emotion

Sincere Thank You

Lame Apology

No Towels in Restroom

Delicious Food ?





Unintentional Guest Journey

Appealing Menu



No Welcome

CURIOUS

Wait For Server


Refreshing Drinks

One Entrée Lost

2nd Entrée Served

Delicious Food

LONG Wait for Check

Quick Processing

Positive Emotion

Negative Emotion

Sincere Thank You

Lame Apology

No Wait / Booth

UNSURE

HOPEFUL

IMPATIENT

RELIEVED

IRRITATED

ANNOYED

PLEASED

ANGER

APPEASED

AMBIVALENT

EMOTION

DISTRACTED

DISAPPOINTED

For Each Touchpoint


DESIGN THE EXPERIENCE:

How do we do it?What are the desired emotional responses?

ANALYZE THE EXPERIENCE:

“Put ourselves in the Guest’s Shoes”

Service, Hospitality, Quality



Intentionally Designed & Supported Guest Journey

Clean, Well‐Lit Parking

Host Opens Door

Warm Greeting

Is This Table OK?

Amazing Desserts

Hot, Luscious Food

Timely Payment

Farewell & Thank You

Addressed by name. Pleasure

to Serve –Please ReturnQuick Check

Back

Delicious Aromas

Escorted to Super Clean Restrooms

Friendly, fun server. First time visit?

TIRED

WELCOME

OPTIMISTIC

EXCITED

JOY

ENRICHED

CONTENT

?





Special Attention To Critical Points

Clean, Well‐Lit Parking

Host Opens Door

Warm Greeting

Is This Table OK?

Amazing Desserts

Hot, Luscious Food

Timely Payment


Pleasure to Serve – Please Come Back

Quick Check Back

Delicious Aromas

Escorted to Super Clean Restrooms

Friendly, fun server. First time visit?

TIRED

WELCOME

OPTIMISTIC

EXCITED

JOY

ENRICHED

FURIOUS

Untimely Payment

Pleasure to Serve – Please Come Back


CONTENT

DISAPPOINTED



Unintentional Guest Journey Recovery

Appealing Menu



No Welcome

No Wait / Booth

Wait For Server


Refreshing Drinks

One Entrée Lost

2nd Entrée Served

Delicious Food

LONG Wait for Check

Quick Processing

Sincere Thank You

Lame Apology

GUEST AT

RISK!Immediate Apology

Manager Apology

Timely Check

Mapping Your Guest Journey

1. Design the Experience

2. Document the Experience

3. Deliver the Experience

For Each Touchpoint ‐




• Parking Lot• Signs/Lights• Exterior

• Host Greeting• Reservations• Wait• Seating



• Thank You

• Host Farewell


Key Touchpoints

Using The Guest Experience Worksheets

1. Guests Desired Outcomes

Part 1 – Design the ExperienceServer Greeting

‐ Friendly, genuine‐ Personal (not scripted)‐ Timely – within 1

minute



2. Risks/Obstacles


‐ Unaware‐ Rushed / In the weeds‐ Distraction‐ Impersonal





2. Risks/Obstacles

3. Emotional Response


‐ Welcome‐ Appreciated‐ Assured, confident‐ Pleased


1. Draft Position‐Specific Behaviors

Part 2 – Document the ExperienceServer Greeting

‐ Smiles, eye‐contact‐ Personal welcome‐ Monitor tables‐ Team support



2. Identify Supporting Systems


‐ No double sats‐ Seating alerts‐ Co‐worker assistance





2. Identify Supporting Systems

3. Identify Differentiators & Over‐The‐Top Opportunities


‐ Welcome by name‐ Recall favorites‐ Identify special

occasions


1. Train and Remind

Part 3 – Deliver the ExperienceServer Greeting

‐ Modify training manuals‐ Explain the “WHY”‐ Role play‐ 1% training / 99%

reminding


1. Train and Remind

2. Implement Supporting Systems


‐ No double sats‐ Seating alerts‐ Team support




1. Train and Remind

2. Implement Supporting Systems

3. Provide Feedback & Recognition


‐ Mgt observation‐ Timely communication‐ Praise for progress,

outstanding performance

Identify 1 or 2 Touchpoints


• Parking Lot• Signs/Lights• Clean Front

• Host Greeting• Reservations• Seating



• Thank You

• Host Farewell

How to Begin

In a Restaurant, What Drives the Guest Experience?

Concept

Execution Hospitality

EmotionalResponse



What Drives the Guest Experience?

Food Quality

Consistency

Speed/Timing

Cleanliness

Accuracy Welcome

Appreciated

Cared For

Connection

Relationships

WHO Drives the Guest Experience?

Food Quality

Consistency

Speed/Timing

Cleanliness

Accuracy Welcome

Appreciated

Cared For

Connection

Relationships

Who Creates the Emotional Outcomes?

What Drives Your Guest Experience?


Your Employee Experience Drives Your Guest Experience!

EMPLOYEE EXPERIENCE



What Will You Spend in 2018?




$ $ $ $

What would your guests say?

Summary

1. Numbers vs. Guest Driven Strategy

2. Power of Emotion

3. The 5 Senses

4. Mapping The Guest Journey

5. The Guest Experience Worksheet

6. How to Begin

Key Point

Keep your focus on what matters most . . .

Your Guest Experience!



How to Build a Culture That Engages Your Team, Delights Your Guests &

Transforms Your Restaurant

Delivering YourUltimate Guest Experience

ONLINE WORKSHOP


ONLINE WORKSHOP

Tue – Jan 9 Wed – Jan 10 Thurs – Jan 11

3:00PM – 5:00PMCentral Time

Culture/Leadership

EmployeeExperience

GuestExperience

3 ‐ Day ONLINE Workshop

Deliver Your Ultimate Guest Experience

EmployeeExperience

Culture

Primary Goal

Guest Experience




Guest Experience

EmployeeExperience

Culture


Guest Experience

EmployeeExperience

Culture


Guest Experience

Culture/Leadership

EmployeeExperience

The journey to improve your GUEST EXPERIENCE begins with

improving your CULTURE




Guest Experience

Culture/Leadership

EmployeeExperience

How to create a culture that supports employee engagement

and guest loyalty


Guest Experience

Culture/Leadership January 9 – 3:00 to 5:00PM CDT

EmployeeExperience

January 10 – 3:00 to 5:00PM CDT

January 11 – 3:00 to 5:00PM CDT

What Will You Spend in 2018?




$ $ $ $

$10,000 + $6,000 +X XWhat would it be worth?






ONLINE WORKSHOP

Non‐Members ‐ $997 Per Location

Members ‐ $497 Per Location




ONLINE WORKSHOP

Non‐Members ‐ $997 Per Location

Members ‐ $497 Per Location

For More Info & to Register . . .

RestaurantOwner.com/workshop

How to Create a Superior Guest Experience

Questions

(workshop questions – [email protected])



Thanks for Attending!

How to Create a Superior Guest Experience & Make 2018 Your Best Year Ever

what’s your plan for 2018? - restaurant owner · on the sales and marketing message. ‐gregg...

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