Awaiting Tables
By Lee Simon
Humans, by
nature, are creatures of habit. Most members of our species have a natural
resistance to change, whether they like to admit it or not. One of the
unfortunate side effects of this quality is the acceptance of the status
quo. There are many aspects of daily operations that are taken as a given,
and accepted by both the operator and patron. It doesn’t have to be that
way. This month, we will examine one of these missed opportunities – the
waiting area. With a little thought and planning, this missed opportunity
can be transformed from a weakness into a strength … and result in increased
profits.
In the Beginning
When an
operation first opens, the primary concern is filling the dining room (can
also be stated as butts in seats). Forecasts, projections and the
like are great, but there is understandable angst regarding potential
failure when an establishment first opens. Fast forward … your operation is
a success and now you have warm bodies in both the dining room and the
waiting area. But what do you do with your waiting patrons? Too often,
especially when a dining establishment is located in a retail area, I see
the host(ess) hand a patron a coaster or pager and send them off. Yes, they
ask them to leave and comeback later! Let me get this straight – the patron
that was drawn to your establishment by marketing efforts and reputation is
not only allowed to leave the premises, but encouraged to do
so? What a tremendous marketing opportunity blown! The patron’s wait is
part of the dining experience, and should be treated with equal
consideration and planning. During a design or renovation process, consider
how you can capitalize on this marketing opportunity. The pertinence of
these examples will vary based on the individual operation, but the concepts
may prove useful.
The Bar
The industry’s
time honored waiting venue is the bar. Assuming that your patron likes
smoke, has no children, and wants a drink, it is perfect. Based on current
demographical shifts, it is not likely to be a desirable location to wait
for a vacant table. More importantly, it could offer a negative start to
the dining experience. If approached in a creative manner, the bar area can
be an interesting and enjoyable experience. Too often, however, the bar is
used as the easy way out and offers nothing to frame the dining experience.
Extension of the Dining Room
Some establishments
have begun offering appetizers in the waiting area. This approach has
numerous benefits. First, customers typically go to a dining establishment
to eat – they are hungry. Feeding them sooner rather than later will keep
them occupied and content. Second, dining in the waiting area provides
additional seating and reduces the average turn time for a table, resulting
in a significant increase in potential revenue.
Merchandising
Merchandising
is a great option. Why send your customers, and their money, elsewhere to
purchase goods and services? Consider offering a shopping experience that
will not only appeal to your customer base, but also support the theme and
objectives of the operation. Private labeled food products, seasonings
consistent with the cuisine, specialty cooking utensils, and gadgets,
amongst other items of interest, can be offered. Doing so will provide an
additional source of potential revenue and profit.
Entertainment
The wait
before a meal is an integral part of the dining experience, and can
significantly impact the patron. The ideas proposed above require the
patrons to entertain themselves. The dining establishment can, however,
take entertainment into its own hands. This is yet another marketing
opportunity. For example, a display cooking station in the waiting area can
be utilized to demonstrate preparation methods for the evening’s special.
This would offer an opportunity for interaction between your staff and
customers, occupy the guests during their wait, provide educational advice,
and likely result in an increase in sales of the prepared item. This
approach could be taken one step further by offering recipe cards that
include the dining establishment’s logo and address. If live entertainment
is not desirable or possible, consider presenting specialty television
programming that is pertinent to your concept. Putting on the football game
(as much as I love football) doesn’t always cut it.
Conclusion
If properly conceived in the design or renovation process,
the waiting area can be configured to help set the tone for an enjoyable
dining experience. Utilizing some of the ideas presented above may even
result in additional profits. Try looking at the waiting process,
both the physical space and agenda, with a fresh set of eyes. If you do,
you are likely to discover a number of missed opportunities.
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this story to an associate
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