This week I am in Chicago meeting with my new team members. For a welcome luncheon, we scheduled our event at Shaw’s Crab House, an institution in the Windy City for the past 25 years.
They orchestrated the experience perfectly:
1. When we arrived, they were expecting us. The Maitre D’ also recognized that we were celebrating a birthday and a new job promotion.
2. At the table, there were small place settings stating “Congratulations” and “Happy Birthday.” Every service person that came to the table knew who to recognize and why.
3. Once the meal concluded, without prompting, the server brought out two desserts on plates that contained the appropriate messaging “congratulations,” etc. We all thought that they had used icing for the message, but indeed the dishware design had the messaging permanently baked into the ceramic.
4. Even after the check was paid, the Maitre D’ made a special effort to extend his thanks and his best wishes for a continued birthday celebration and much success for the promotion.
5. Finally, behind the hostess stand, there is a board with the names of their frequent diners.
As our industry becomes more and more competitive, service and recognition is the most profitable (least costly) way to make a difference! What are you doing to recognize your most loyal customers?