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The essentials of good service by Annie Schwab
Annie Schwab gives her very informed opinion on what is and isn’t good service...
Whenever I am asked, "what’s my opinion of good or bad service?" my answer is always the same, "how much time have you got?"
This subject is emotive and lengthy. In my opinion no one chooses to work in the hospitality industry unless they:
- like meeting people and have a genuine interest in human nature
- have a sincere desire to serve and to please
- love food and want to know about its production from field to table and...
- are, as in any worthwhile profession, ready to work long and hard to reach their goals
When interviewing prospective employees these were the points I always looked for: if a candidate meets these criteria, then it’s simple to teach them how to excel and reach the top.
How many of us have encountered a snotty sommelier who looks down his or her nose if you mispronounce a wine, or the waiter who regards you with disdain if you only choose a main course? A customer is a customer however much, or little, they spend, and while they may not be adding greatly to the gross profit, they’ll return, if they enjoy the experience. And then they may even order the odd bottle of Petrus!
What I really admire in good service is the ability to read situations. You may be a regular customer and, when dining with friends, perhaps enjoy a chat with the staff. But, on the other hand, if you arrive for a business lunch, then you want the service to be discreet, quiet and efficient.
It is a joy to observe a talented Restaurant Manager, someone who can walk through the restaurant and spot every fault at a glance. He or she will know instinctively when a table is not entirely happy: it’s the art of a true professional, knowing how to deal with an unhappy customer. You have to avoid at all costs what I call the ‘ostrich syndrome’, where members of the service staff try and avoid the table, hoping the problem might disappear. Instead, the good manager or waiter will confront the problem head on and deal with it.
 In the past I have always found that asking the customer what we could possibly do to put things right is by far the best route. It conveys the fact you feel they are important to you and you value their custom. The truth is that if the situation is really embarrassing then you’re not going to see that customer again, but if you handle things properly you may avoid him or her feeling so aggrieved that they want to tell the whole world about their perceived terrible experience.
Dining out is all about expectations. If the restaurant reaches or exceeds expectations, then all is well. If the opposite is the case then the result is a dissatisfied customer.
Where I find many restaurants lacking is in the ‘meet and greet’ on arrival. I want someone there at the door when I enter, or at least before I’ve had time to study the entire decor. Making the customer feel as though you are genuinely happy to have them dining in your restaurant is the first step, giving them your full attention, not trying to answer phone calls or being distracted by colleagues. It’s very easy to put things on a wrong footing from the off, so welcome your customers, make them comfortable, serve drinks, and give them menus to read - that way they will likely consider themselves valued guests.
One of my pet hates is staff with jingling jewellery and some of the worst culprits amongst waiting staff are, in my opinion, the French! Large gold bracelets that clang into everything including your glass or plate are unnecessary and annoying. A restaurant may be a place for customers to show off their finery, but it’s not a personnel catwalk. As a customer, I don’t want to see or experience their latest fashion accessory, and that includes any body piercings, OTT hairstyles, strong perfumes, or heaven forbid, body odour!
All most of us ask from a restaurant is good food with pleasant, efficient service from an informed member of a happy brigade. Let’s face it, there’s nothing more annoying than asking a question about the menu only to be told, “I don’t know. I’ll go and ask the chef” How difficult is it to have a five minute team talk before each service?
Also, I want my venue to be flexible. If I want to change the garnish on the dish, I don’t want to be told the chef won’t do it because that’s the way he wants to serve it. I can always remember my visit to a well known, starred establishment in the City. When I asked to change the ice cream for one which accompanied another dessert, the answer was an emphatic NO, without explanation. On the other hand, as a member of the serving staff, I would not appreciate ridiculous requests that ruin the kitchen’s efforts. There is a way of handling these situations and just a blank ‘no’ is not the way; gentle persuasion is a far more subtle approach.
Good service starts with the management’s own enthusiasm and skill. Their devotion and passion will filter through to the whole brigade. In the best restaurants, it’s a joy to be served by a team who are focused on making sure you enjoy every single minute of your visit, and meal. That’s what hospitality it all about.
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