- Austin J. Crawford
- Oct 27, 2024
- 7 min read
Updated: Feb 3
We all go through the motions, and some days are better than others, right? I think those moments are more about ‘what we learn and can take away,’ than anything else. Those moments allow us to be better versions of who we were yesterday. —Better tomorrow than we were today, if you will…
Reflecting back on a ‘not-so-perfect’ evening in the recent past. I wanted to take time to reflect more upon what makes a FRONT DOOR (HOSPITALITY-CENTRIC) experience what it is. How does the mindset “Is this Excellence” translate into to how that can shape up; each day?
I’ve come up with 7 Key-Fundamentals of Hospitality through the Front Door. I’m sure there are more… but this is where we landed for today. We always welcome feedback/thoughts in the comments below.
(TLDNR? -Actionable Take Aways included at the end.)
Dining out is often about the food and ambiance, but a truly memorable experience starts the moment a guest arrives. The initial greeting sets the tone for the entire meal and can make or break the experience. As operators, we all face the challenge of attracting and retaining guests. In a competitive market, prioritizing hospitality is essential. Genuine hospitality turns first-time diners into lifelong guests and creates a positive buzz that builds reputation and profitability.
1. First Impressions are Lasting Impressions (Hospitality through the Front Door): Setting the tone
The level of hospitality we provide is equally as important as the food. That front door vibe, energy, and engagement are paramount for a restaurant’s first impression on its guests. Pay close attention to the greetings being made. Dial into the stage-appeal (vibe), and specifically; the attentiveness of each guest service associate that are hired/set in place. The front door interaction creates an immediate perception of the restaurant’s culture. Does the front door represent your sales volumes or does your sales volumes reflect your front door?
A warm, genuine greeting always makes a guest feel welcome and valued from the very beginning. On the other hand, a ‘rushed, stressed, or mediocre’ welcome can create a barrier. An indifferent welcome can make it feel like we are some kind of ‘gate-keeper’. That barrier forms between the guest and our brand even before they have had a chance to sit down.
What are we doing to protect that??
A well-trained guest services associate understands the importance of first impressions. They can ensure that every guest feels at ease, whether they’re a regular or first-time guest.
Every guest should be a VIP. So don’t permit there be a gate keeper to your business’s front doors.
2. Attention to Detail (Ambiance): The Subtleties that Speak Volumes
If any thing shall be the gate keeper to your front door, Ambiance is the vote. It all begins with the front door: atmosphere, scent, lighting, cleanliness, decor all play a part in setting expectations. Picture this: the guest steps into a restaurant, through clean front door glass doors. They look at the carpet rolled out for them, its clean and free of debris. The lights, and candles are lit not too bright, not too dark, its warm, and slightly cozy. The aroma of lightly scented candles and/or delicious roasted garlic fill the lobby. Eye contact is made. All these fine details we set up create an immediate sense of confidence in what we do. They reveal what this property/business stands for. Is it excellent? I’d say so.
Subtle details like cleanliness, well-maintained furniture, and a tidy entryway communicate the restaurant’s commitment to excellence. No one wants to dine in a place where the front of the house looks neglected or chaotic. Picture this: smudged windows and slimy door handles. Food and mint wrappers on the floor. No candles lit, lights and music not adjusted. Wet towels and menus are strewn about. Cups, papers, and pens are all left in a mess. No eye contact made. Attention and correction to these details shows that the restaurant takes pride in itself. It shows guests they are entering a restaurant that values quality in every aspect. This commitment permeates everything we do.
3. Efficiency and Wait Times: Making Guests Feel Valued from the Start
The restaurant can’t always control the number of covers/guests coming in at once. However, good associates can learn and control how they manage these situations. It’s not about tenure, it’s about ‘their dedication to learning’ that set apart all else. Excellent hospitality involves communicating a friendly welcome, providing accurate wait times and following up on them.
People’s timelines for their celebrations and dining experiences are a hard thing to always gauge. However, there are usually indicators and signs. Some will not be following the standard time frames. A wise guest services associate should be able to use critical thinking. Critical thinking allows them to plan ahead and anticipate outcomes before problems arise. Nonetheless, delays will happen, and sometimes delays will happen all at the same time. The guest services team should know when to take a cue, when to communicate and how to manage a delay. Hospitable teams need to provide further acknowledgment, coupled with food or beverages if extreme.
Guests are more likely to have a positive impression when they feel professionally, but genuinely acknowledged. Don’t be nice, because it’s what you think is expected of you. Be nice because that is who you are. A hospitality role isn’t suitable for everyone. A real leader should spot that and correct it; especially if they can’t coach it.
Guests appreciate being cared for, even if they must wait. Waiting is ok… as long as it’s not too long past their quote/reservation time. Be proactive, be effective and open the lines of communication. Transparency in our hospitality shows that we respect the guests’ time ( and their dollars). The business/restaurant aims to make our guests comfortable in every possible way. Your associates are the business/restaurant. Get them on board.
4. Personalized Service: Creating Memorable Experiences
Personalized service begins at the front door. Recognizing regulars is important. Acknowledging special occasions is also key. Ensure recognition is made. They told someone or indicated it for a reason.
Tailoring interactions based on the specific needs of each guest will significantly enhance their experience. Just like fine details in ambiance, paying attention to personalized touches makes guests feel valued. These touches create memorable experiences that stand out. Think outside the box if we have to; but in the least: be genuinely interested in them.
Noting guest preferences creates familiarity. Welcoming them by name if they are frequent visitors shows appreciation. Reviewing the upcoming shift ahead can help guest services teams to accomplish this. Remembering details such as dietary restrictions or preferred table locations is important. Mentioning these details upon arrival shows that we prioritize the guest experience beyond just that ‘transactional level’. This is what Guest Chit is for and will empower communication and personalized experience.
5. Associate Empowerment and Training: Building a Culture of Excellence
Achieving excellence in hospitality at the front door starts with a well-trained and empowered team. Associates should be trained in technical skills. Most importantly though, they should be trained in empathy, communication, and the ability to read social cues.
Empowering hosts to handle minor guest concerns or make decisions to improve guest comfort builds trust. But as leaders, we must guide them on how to think critically. We also need to guide them on how to act empathetically. This is a crucial area that we need to lead well in. Confident front doors speed up service and leads to a smoother experience for everyone.
Effective training should focus on the restaurant’s brand values. It should ensure that the front door experience is a seamless extension of the overall dining experience. Our guest services teams should feel valued and invested in. They are more likely to embody the culture of hospitality. They strive for excellence in every interaction.
6. The Ripple Effect: How Great First Impressions Impact the Entire Experience
A guest feels welcomed and valued “through the front door.” They’re likely to carry that positivity throughout their entire visit. That warm first impression will positively influence their experience of the meal. It will affect how they engage with other staff. It will also impact how they rave about the restaurant afterward. The guest services teams should needs to be great at this! Without this skill set… it unravels before it even begins.
Guests who feel genuinely welcomed will more likely appreciate the little details. They tend to notice the whole dining experience. This includes everything from the food to the servers’ recommendations. Also… even better yet; they’re also more likely to forgive minor issues, knowing that the restaurant genuinely values their experience. This unspoken asset is invaluable and will also lead to 4&5-star reviews, word-of-mouth recommendations, and lifelong guests.
7. Building a Reputation for Excellence: Hospitality as a Competitive Edge
Restaurants that prioritize hospitality create a unique experience. The ones that “strive for excellence” from the moment guests enter the door set them selves apart from others.
‘We are not every other restaurant, we are the best restaurant in the city…’ should be the mindset to coach.
When guests consistently feel valued and welcomed, we build a reputation that goes beyond the plates.
This reputation is empowered by genuine hospitality. It creates RAVING FANS who sing our praises (online & off line) to friends and family.
Conclusion:
Hospitality through the front door is a strategic advantage, directly impacting guest satisfaction, loyalty, and reputation. By prioritizing a focused, welcoming guest centered experience, every associate contributes to building trust and strengthening of our guest connections.
This focus ensures that each guest feels valued and appreciated. By focusing on excellence in hospitality, we continue to secure ongoing success and reputation far beyond the dining room.
Make today the best yet!
Excellence in Hospitality: Actionable Takeaways:
Elevate First Impressions: Train staff to prioritize warmth, attentiveness, and enthusiasm from the first moment a guest steps inside. Each greeting should be genuine, creating an immediate sense of welcome.
Create Memorable Ambiance: Pay attention to subtle details, such as cleanliness, scent, and lighting, to convey a sense of quality and comfort. These sensory cues form a powerful first impression.
Optimize Efficiency and Communication: Empower front-of-house staff to communicate clearly about wait times and handle delays gracefully, turning any wait into a comfortable experience through transparency and care.
Personalize Guest Interactions: Encourage the team to recognize and acknowledge regular guests and special occasions, fostering a sense of individual connection that extends beyond mere service.
Empower and Train Associates: Equip the front-of-house team with decision-making skills, empathy training, and social awareness to handle guest needs proactively, creating smoother and more positive interactions.
Leverage Positive Impressions for Lasting Impact: Understand that the initial impression influences the entire dining experience. A warm welcome can lead guests to appreciate details and extend grace to minor imperfections.
Build a Reputation for Genuine Hospitality: Emphasize that consistent, heartfelt hospitality is a unique competitive edge. Strive to be the standout choice by making every guest feel truly valued and appreciated.
By executing these strategies consistently, your establishment can cultivate an enduring reputation for hospitality, ultimately driving satisfaction, loyalty, and word-of-mouth referrals.
