Hiring Gretchen

I often voyage the country speaking to various fellowships and franchise associations on the topic of great service. While on the road, I try to take those opportunities to visit chains not found near my North Texas home. On two of those trips, I visited Culver's locations in the Chicago area and Mukwonago, Wisconsin.

While in the Culver's in Mukwonago, I had the satisfaction to meet a server we'll call "Gretchen." The ordering process was standard, but the aid was extra-friendly as two or three people no ifs ands or buts said hello to me as I entered the building. It's nice not to be greeted with "Next" or "Ready to order?"

Food And Dessert

While I stared at the menuboard, Gretchen asked what I would like and helped by production a few suggestions. I was soon out of the menu-panic mode and placing an order. Further, when I asked if I could pick up my sweetmeat later, my ask was cheerfully granted--far distinct from the sigh and eye-roll that same ask has earned at other places.

Culver's employs a semi-service theory where you place your order at a cashier, fill your own beverage, and wait until the food is delivered to your table. That's where I saw things I preach about taking place--out in the dining room--uncharted territory for many quick-serve employees and managers.

Gretchen came out during a lull at the counter (instead of leaning on it) and began interacting with numerous guests. She knew them, their preferences and their orders. One integrate sitting near me received a coffee refill, an additional one was asked about the soup they ordered, and a third was asked why they didn't order the usual sundae for dessert. She even stopped by my table to see if the Buffalo Chicken Tenders were spicy enough.

I'm convinced, from a guest standpoint, that the ability food combined with personalized aid rarely seen in the quick-service industry is driving Culver's growth. So what can you do to emulate the success of Culver's?

Simple: Hire Gretchens and let their personalities shine. Chances are all they'll have to do is get out from behind the counter.

People like Gretchen are not bussers or cashiers, they are guest ambassadors. Simple guest interactions wow the guests, make them feel valued instead of processed. As a result, they not only return to your restaurant, they recommend it. The venture in Gretchens should be no ifs ands or buts returned as your guest frequency rate increase.

Gretchens can improve your value by:

Greeting guests by names. To encourage this, reward employees who learn 100 guest names. Golden Corral and Chick-fil-A do it. Make guests feel like Norm and not #89. Guiding guests through the menuboard maze. Teach employees to ask questions like, "What are you in the mood for?" or "What do you usually order?" Reassuring choices. Gretchens make eye experience and smile as the guest places his order and respond with a "Great choice!," "You'll no ifs ands or buts like that," or "We're selling a lot of those today." Guests will feel better about their decision. Getting out from behind the counter and offering drink refills. Guests expect that at full-service restaurants but it's a great value-add in a limited-service environment. Checking back to see how the meal is going. Sonic Drive-In and Bumper's Drive-In do a great job encouraging team members to check if customers need extra napkins or condiments. Thanking the guest and enthralling them back. Teach your staff that anyone near a departing guest should thank him for his business and ask him back. A simple, "See you tomorrow!" will suffice. While I firmly believe many fellowships hire the right personality types, if those new employees don't see other team members delivering hospitality, soon, they'll stop it as well. fellowships like Culver's and Chick-fil-A have built hospitality into their delivery systems. Friendly, caring aid builds sales, guest loyalty, frequency, and more restaurants.

Those two brands scream "Friendly." Guests know they can receive a four-star aid experience for one-star prices. Kind of like booking a hotel room online at one of those allowance websites--getting more value for your money.

To emulate what Culver's and Chick-fil-A have done, encourage each worker to embrace the S.H.I.R.T. Philosophy: Smile (at all times), Hospitality (at every interaction opportunity), edify (don't sell), Refills (offer them), and Thank departing guests. Five Simple words will make a world of dissimilarity in your aid levels, sales, and guest frequency. And hiring a few Gretchens of your own couldn't hurt either.

Hiring Gretchen