Are you giving customers what they really want?
In my time I’ve trudged through several exhibitions, where the halls were filled with ovens, grills, blenders, coffee machines, gelato makers and so much more. Most of these events showcased front-of-house and back-of-house technologies and equipment, while hosting dedicated panels on resolving friction points in daily hotel and restaurant operations. Many of these forums operated through highly focused Think Tanks and interactive roundtables, rather than standard lecture halls, where the learned members of such panels mapped out, for example, how certain operational shifts directly alter Net Promoter Scores (NPS) and online reviews.
One of the collective threads of thought that came out during discussions was on satisfying the customer and giving them the best experience possible. Quite a few experts mentioned how their teams at their properties were responsible for making this happen, despite the continuous challenge to hire people…let alone finding the right people for the job. This notion was echoed by the vice president of an International hotel who remarked that the hotel brand’s ethos was to listen to feedback and provide what guests really want.
But are restaurants or nightlife venues really doing that, or is it all mere talk?
Have you observed that there have been a slew of restaurant openings over the last few years; you almost wonder if all hit the bulls-eye. Not really. Some venues look absolutely remarkable; they are the popular spots in the moment; because they're more focused on marketing instead of earning real business. Their ideal customer has no taste, just money. They capture the temporary, fickle attention of the “aspirational wannabes” who visit the venue to stimulate status.
To the discerning however, over time, the consistency of service in such places leaves much to be desired. In others, the staffs are like your best friends, but the food falls flat, being bland, poorly prepared, or texturally unappealing.
Restaurants often open with the highest hopes and highest quality offerings. Everyone wants instant success. But reality sets in. It becomes apparent that using 5-star everything is costing too much. Portions shrink a bit. Do we really need to use butter instead of margarine? We could save money if we stuff that pasta with frozen shrimp instead of fresh prawns... the customers won't care....and many won’t know. (Yes, I would hasten to declare that there are certain situations in which customers really don’t know best and need to be educated.)
When you look again at many of these places six months down the line ... they are near empty most days. It doesn’t take a genius to figure out why so many places are getting it wrong: it’s because they don’t listen to the customer. Some owners are more interested in churning out a dining spot they think is the best, as opposed to what the general public wants.
There are customers out there who aren’t blinded by heavily blown up venues designed to demand visual attention and looks alone. Empty outlets are your customers trying to say something; it’s time to listen. Maybe subtle customer complaints are telling you something about your process.
In the age of social media and online reviews, customer communication is constant. But here's the problem: Most businesses focus on overt feedback – direct compliments or complaints – not the in-between. The true gold lies in the subtle cues, the unspoken needs, and shifting preferences.
Problems are rarely convenient. But they can be incredibly informative. A problem ignored is an expense. A problem listened to, understood and acted upon can become an advantage.
Shafeek Wahab - Editor, Hospitality Sri Lanka, Consultant, Trainer, Motivational Speaker, Mystery Guest Auditor, Ex-Hotelier
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