Viewpoint April 2007
“I Regret to Inform You... Your Service Sucks!”
by Bob Gershberg
Managing Partner, Dick Wray Executive Search
Sounding a wee bit harsh, perhaps, but if success breeds complacency it is high time some of our fledgling brands wake up. There is no doubt the fast-casual players are approaching their day in the sun but without some serious improvement in training, the clouds will roll in. These are the times that try consumers' souls! It is no longer the exception, but most often the rule that customer focus falls rapidly through the cracks of the drain board. What ever happened to the days when we were trained and subsequently trained others to “jump” when the guest walked in the door?
On a recent visit to a quick-casual bakery cafè unit, I found myself on line with about nine other hungry guests. Only one cashier took orders while six other highly visible staff members did everything BUT take care of customers. A woman, clearly bolder than I, inquired loudly, “Excuse me, are the other staff members trained to work the line? If not, I understand.” “Yes they are” answered the young cashier. The woman and four other guests left the restaurant. A couple of weeks later my wife and I stopped at another of the same franchisee's units for a quick bite en route to a hockey game. This time, seven of us stood in line waiting for one cashier while five other staff members scurried about doing restocking and the like. With great displeasure, I hurriedly wolfed down my meal and proceeded to the men's room. I observed an employee doing the b-line from stall to kitchen totally ignoring the mandatory “Employees must wash hands” sign. Did this surprise me? No, not at all. Have I returned to this location? Clearly not! My wife assures me the corporate units of this chain are much better run. The only problem is this franchisee owns 100 units.
Conversely, my daughter waits tables at an exceptional high end Japanese restaurant in her college town. I suspect a long tenure in a university town falls somewhere between one semester and one year. Nonetheless, the intense training program in this establishment is five weeks long involving extensive study of all menu items with culinary as well as operations input. Only 40% of the newbies are successful in graduating from the training program. Is it any wonder that this restaurant is often on a 90 minute wait in the evenings and folks are happy to do just that?
“No Train... No Gain” was our cry in the 80's. We have long known that indifferent service is the number one factor influencing guests to “find new friends”. Our guests are in pursuit of better food and better service and as hospitality professionals we are well-advised to embrace their high standards. These are the times that try consumers' souls!
All the best,
