Serving up a nourishing meal

Last night, my wife and I went out to dinner at Campiello’s, a local restaurant that we frequently patronize.  It has a mix of modern Italian cooking, regional specialities that change on a monthly basis and outstanding service.

Our experience last night was one that left a long-lasting impression.  The lessons from this experience apply to restaurants, retailers and other customer-facing companies seeking to exceed  customer expectations to increase retention, referenceability and ultimately revenue growth.

First, the manager, Jason, offered us a choice, rather than just dropping us off at a table.  A table was available right now if we wanted, he said, but he thought he could get us a much better table if we waited at the bar for 10 minutes.  We decided to hold out for the better table.  He came back promptly and escorted us to our table.  When we got there, he asked us about our kids and mentioned that he had seen an article on my company in a local magazine.  Now, I don’t know if he had stored that info in his computer, but I didn’t care.  The personal attention left us feeling recognized and cared for.

At the end of the meal, Jeanie, our server, offered us dessert.  I chose something but my wife mentioned that she was not really a “sweets” person and really preferred salty foods to sweets any day of the week.  When Jeanie returned, to our surprise, she brought not only my dessert, but a small plate of homemade potato chips!  She told us that she could not figure out how to charge for them, so not to worry, they were “on the house.”

The food, as always, was outstanding.  But the personalized service is what we talked about all the way home.  And you can bet we will be back sooner rather than later — why, I almost took my daughter there tonite!

So what is a marketer to learn from this outstanding restaurant?

Three lessons really stood out:

1. Recognition is where relationships really begin. The fact that Jason remembered us, asked about our children and even mentioned an article on our company made us feel like we mattered.  All of this was delivered in an authentic manner.  Who we are mattered.

2. Listen and react. Jeanie didn’t have to bring a surprise dessert to our table.  I am sure she had lots of tables to care for.  Instead, she took in what we said and reacted to it.  What we said mattered.

3. Show flexibility. The “alternative” dessert that Jeanie brought showed real thoughtfulness — so it was not on the menu — who cares?  What we needed mattered.

The end product is food for the body and the soul, leaving a taste that will be remembered.

What would it be worth if you could do this for your Best Customers?  How can you translate a food experience into something magical that your customers would remember and talk about for days to come?

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Tagged as: best customer experience, best customers, Customer, Customer Centricity, Restaurant