Tag Archives: Serving

And This Is How It Ends

It always ends the same way

Four years ago, I took a big step up in restaurants to start my current job.  A co-worker’s girlfriend recommended me to her boss.  I interviewed and was hired on the spot.  I still remember the way it felt walking into the restaurant for that interview.  How impressive the building was.  How professional the staff all looked.  I didn’t see a server who looked younger than me.  It seemed like everything I had been working towards in my serving career.

I remember spending my first six months constantly fearing that I wouldn’t make it.  Worrying that I wasn’t up to par with all of the incredible servers I worked with.  I studied my training manual that whole time trying to know enough to slide by on being really knowledgeable about the food we served.  I did all the little extra things I could to try and be helpful.  My goal was simply not to be the first one fired from my training class.  Of the six people I started with, three still remain.  No training class before or after can boast such longevity.

For those not in the restaurant business, I should explain that four years in a restaurant is the equivalent of a couple decades in corporate America.  After five years, they give you a gold watch and force you to retire.  I have seen over 100 servers come and go.  Only one manager still remains from when I started.  The General Manager when I started is now the Regional Manager.  The Regional Manager when I started is now a VP.  Even the guys the chain is named after are gone.

I survived uniform changes, major sidework changes, menu changes, and countless policy changes.  I watched co-workers leave after all of these changes.  I’ve survived firing sprees that took the jobs of some incredible servers.  I’ve grit my teeth when new managers came in and said, “great servers are a dime a dozen.”  I swallowed my pride when I was told prior to my first interview with the local paper about this blog that I shouldn’t mention the company name because, “I might write something to embarrass them.”  I didn’t take it too personally when I was passed up for numerous promotions over the years.  I grit my teeth every time I had a conversation with my regional manager while he sat in front of a plaque bearing my name that said “Best Server” from the local paper even though he never even congratulated me.

Years ago a regional training manager at another company came up to me quite excited.  She had a new phrase she thought of and wanted to know what I thought of it.  I braced myself for this nugget of wisdom and she said, “you should appreciate what appreciates.”  I was a bit underwhelmed.   She explained that in accounting, all of the equipment in your restaurant depreciates every year.  The only thing that becomes more valuable with the passing of time is your staff.  I understood her logic, but wasn’t sure the catch phrase was quite perfected.  Looking back, I think there was a great deal of wisdom in those five words.

I don’t really want to get into the straw that broke the camel’s back.  I am still incredibly grateful for the opportunity that was extended to me four years ago.  It has given me the opportunity to work with some incredible people and make some amazing friends.  Who knows how my life would have been different if I hadn’t taken the job.  Likewise, if I was better utilized this blog might not exist.  Maybe these thoughts would have been memos and pre-shift meetings rather than posts and chapters. 

What I do know for certain is that I am incredibly optimistic about the job I begin next week.  I only took two interviews on this job hunt.  I turned down three others and only sent out five resumes.  I took the one where I interviewed with the owner.  Where he expressed a desire to have someone with my experience and knowledge join his team.  He openly admitted that he was interested in hearing new ideas on how to make the restaurant better.  I don’t think it was just lip service.  It was strange to hear someone who runs a restaurant actively seeking input from others.  I had forgotten what that felt like.

I suppose part of the reason for writing this post is therapeutic.  There is a greater moral to this story for others though.  Managers, appreciate what appreciates.  Loyalty only extends so far.  If you are not appreciating your staff, someone else will.  Servers, remember that your loyalty also only extends so far.  Make decisions based on what is right for you, because a corporation will always make decisions based on what is right for them.

Part of me is sad to leave.  At the same time, I am incredibly optimistic about starting a new chapter in my life.  I’ve never held a serving job as long as this one.  I spent twice as long at this restaurant than any other I have been at.  I have spent more waking hours in that building than all but a handful of places I have been in my life.  I trained over 75 servers, built an impressive core of regulars, and countless times, “took one for the team.”  Still it ends without fanfare or gratitude.  Such is the nature of the restaurant business.

Tips2: Tips For Improving Your Tips is the new book from the author of The Hospitality Formula Network.  It contains the 52 essential skills of the exceptional server.  This book teaches the philosophy to turn average service into an exceptional guest experience that will rapidly increase your tips.  This book shows how you can provide better customer service and dramatically improve your tips.  Enter the coupon code “squared” to receive 20% off your copy today.

Is Running Hot Food Always The Priority?

running hot food

The food looks perfect, now if they could only eat it.

I have worked for a number of companies and managers over the years that repeated a similar mantra.  “Running hot food from the window is the top priority.”  This is often heard from the mouths of managers, kitchen staff, and expediters.  It has been emphasized so often that it is often accepted as factual.  While it is a very important factor of the guest experience, I would contend that running hot food is not always the first priority in providing the ideal guest experience.

Serving your guests food that was perfectly prepared by the kitchen is very important.  The food should be sent out of the kitchen at optimal quality.  Letting the food cook or dry out under heat lamps will not improve the quality of the food.  Heat lamps do not improve the taste of food.  They are only meant to preserve the temperature of the food as it awaits delivery to the table.  Heating lamps will buy you a very limited amount of time to maintain the temperature, but are not a subsititute for running hot food.

You should want your guests to have an incredible meal.  One of the most important factors in this is to have them eat their meal when it is at peak quality.  This does not however mean that running hot food to the guest immediately after it comes out of the kitchen is always ideal.  This may seem like a contradiction.  It is in fact accounting for a very important factor that is often left out of the equation.  While food does not hold up well under heat lamps, it fares far worse sitting in front of guests who are prevented from eating it.

I am going to contend that your top priority should be to have your table prepared to eat the food as soon as it is delivered from the kitchen.  An entrée that arrives when the guest is still enjoying their salads will get cold and undesirable as your guests push it aside to finish their salads.  Guests will quickly lose patience as they stare at a meal in front of them while lacking the condiments or silverware they need to begin eating.  Guests will feel rushed and become annoyed if their food arrives minutes after the appetizer was delivered.  I will not say that food sitting under a heat lamp falls into the “out of sight, out of mind” category.  Rather, food sitting in front of them will make them far more agitated about waiting for a fork to arrive than a brief delay in runnign hot food.

There is a reason for optimism in this reshuffling of priorities.  Most all of the things that can prevent a guest from enjoying a meal are under your control.  While you cannot control the rate at which the kitchen completes the order, you can however anticipate most of the needs that will prevent your tables from being able to instantly enjoy their meals.  Learning to spot these potential barriers will keep your guests happy while allowing them to enjoy the meal as it was intended to be served.  This is a vital skill for a great server.

Here are some strategies for preventing your guests from receiving food they cannot immediately enjoy.

Time Your Courses: I know that not all restaurants advocate ringing in multiple courses individually.  As a server, it is often up to you to do this on your own.  By ringing all of your courses at once, you leave the timing of your guest’s meal to a line cook who cannot even see the table.  Monitoring your tables and staggering the time at which you order each course will allow you to give your guests adequate time to complete each course before delivering the next.

Count Silverware: Asking a guest to “hold onto” a piece of silverware is tacky and rude.  If you expect an exceptional tip from your guest, they should be able to expect clean silverware for each course.  As you remove a fork from a table, replace it on the very next trip. 

Anticipate Needs: A guest who orders a steak will need a steak knife.  A hamburger or french fries will almost always necessitate ketchup.  Food that is intended to be eaten without silverware, will require extra napkins. 

Ask In Advance:  Inquire of your guests about any sauces they will want their meal when it is served.  Steak sauce, mustard, extra dressing, and a number of other items will maintain their quality at the table far longer than hot food will.  Having these things waiting on the table before the hot food arrives will prevent the hot food from waiting on the sauces arrival.

Running hot food should always be a priority.  Delivering the items necessary to enjoy the hot food should be a greater priority.  A guest will show greater patience with a steak knife in front of them while waiting for their steak than they will of those items are delivered in reverse order.  Anticipate the needs of your guests in advance and deliver them prior to the foods arrival.  This sets you up to keep your guests happy while serving their meals at the highest quality possible.

Tips2: Tips For Improving Your Tips is the new book from the author of The Hospitality Formula Network.  It contains the 52 essential skills of the exceptional server.  This book teaches the philosophy to turn average service into an exceptional guest experience that will rapidly increase your tips.  This book shows how you can provide better customer service and dramatically improve your tips.  Enter the coupon code “squared” to receive 20% off your copy today.

The Lost Art Of Suggestive Selling

This will be relevant by the end of the post.

“Subtlety is the art of saying what you think and getting out of the way before it is understood.” –Anonymous

 

We as a society have really lost the power of subtlety.  It could be because we have lost the patience to unravel it.  We receive far more information on a daily basis than our ancestors a hundred years ago could even process.  Most of this information is not subtle.  It is blasted at us with bells and whistles to get our attention.  The news channels do not just report the news, they also tell us what to think about it.  Movies no longer imply that a couple is about to “make whoopee”, they show us the scenes in the trailer.  In a few generations we have gone from Marilyn Monroe standing over a vent to Britney Spears getting out of a limousine.

With all of these changes, we have forgotten what it means to be “suggestive.”  This is particularly true in restaurants.  A few decades ago, corporate restaurants determined that they wanted their servers to be sales people.  The also determined that they had no interest in paying for the training necessary to actually accomplish this.  Instead, they decided to teach their servers to use adjectives and “suggestive selling.”  One of the first posts on this blog was declaring my disdain for the overuse of adjectives.  I recently realized that I never discussed my equal dislike for the corporate restaurant incarnation of “suggestive selling.”

As with most great restaurant ideas of the last couple decades, this was based on “research.”  No one will ever accuse upper level restaurant managers of being scientists or sociologists.  When they set up this “research” they will generally have one group follow the protocol they want to introduce.  The other group will do nothing different.  When the first group produces results greater than the second, they view this as proof of success.  This result is then broadcast as fact and soon becomes conventional wisdom.  They seldom look for the actual mechanism that produces the result or how their hypothesis can be altered to produce greater results.

Before we go any further, I want to try an experiment of my own.  I will not claim it to be scientific, but I will use it for a point later on.  This is not a trick and there is no wrong answer.  In your mind, I want you to picture a glass of wine, a cocktail, and an appetizer.  Your first instinct is all that matters.  Try to remember for just a few minutes what each of those items are.  Is the wine red or white?  A particular varietal?  What appetizer and cocktail were your first responses?  Are these the ones that sound most appealing to you at this particular moment?  We will return to this point in a minute.

It is probably necessary for me to clarify what suggestive selling is and conversely what it is not.  Restaurants have inaccurately labeled any number of things as suggestive selling.  Suggestive selling is not asking a guest if they would like to add a salad or soup to their meal.  While it is making a suggestion, it is not suggestive selling.  Suggestive selling is using the power of suggestion to manifest an idea in the buyer’s mind of something they want.  People have a negative reflex towards being sold something.  They on the other hand will gladly buy something that they determined on their own that they wanted.  The art of suggestive selling is to create the idea in their mind while allowing them to take credit for the idea.

White Zinfandel, Margarita, and Chips and Salsa.  The law of averages tells me that because I picked the most common response to each of those categories I should have guessed one right for about a third of you.  Additionally, about one third of you would alter your answer because I guessed it.  Most of you I struck out on.  Let me follow up with another question.  Do any of you think my guesses are more appealing than the ones you had in your mind originally?

The commonly used statistic in restaurants is that suggesting a specific glass of wine, cocktail, or appetizer will increase the sales of that item by ten to twenty percent.  This is compared to walking up to a table and asking them, “what can I get you to drink?”  While I already discussed why the word “drink” kills sales.  I think there is a third option the “research” does not account for.  Using words that trigger a response in the minds of your guests.

When I asked you to think of those particular items earlier, you most likely picked the ones you liked most.  Just as the word “drink” produces an instinctive response, so do “wine”, “cocktail”, and “appetizer.”  While “drink” probably produces a reply of your favorite non-alcoholic beverage, the other words open up a new world of possibilities.  If when I said “cocktail” you started salivating for a Dewars and water, I would not produce the same results by recommending a top shelf margarita.  In fact a margarita was the opposite of what you were thinking and now I have labeled myself as someone who is trying to sell you something you do not want.

Suggestive selling is making subtle statements that lead people to decide on their own to buy things you want to sell.  It is not pushing particular items on them.  Letting the guest have the thought on their own makes them feel like they are in control.  It also prevents you from looking like a salesperson.  Oddly enough the mark of excellence as a server who sells is the guest not being aware that you are selling them anything.  A good server provides their guests with what they want.  A great server leads their guests to want things that they did not even know they wanted.

Other articles on how to sell more as a server:

I Make A Mean Cherry Limeade

Using Words That Sell

The Most Important Phrase You Are Not Using

Selling Away and Selling Up

How To Sell More Desserts

Tips2: Tips For Improving Your Tips is the new book from the author of The Hospitality Formula Network.  It contains the 52 essential skills of the exceptional server.  This book teaches the philosophy to turn average service into an exceptional guest experience that will rapidly increase your tips.  This book shows how you can provide better customer service and dramatically improve your tips.  Enter the coupon code “squared” to receive 20% off your copy today.

A World Without Tips

A world without tips

I am still incredibly grateful for my recent guest post on tipping.  It inspired my response that discussed the economics of tipping.  It also raised a few other interesting points that I am now learning are common misconceptions about restaurants.  For people who have never worked in a restaurant, these misconceptions can easily be mistaken as facts.  Upon further consideration they may not be wise to pursue.  One interesting idea that she raised in the post was raising the wages paid to server by restaurants to replace tipping.  While on the surface it seems quite logical, it would have a disastrous impact on the industry.

Restaurants are operated on incredibly thin profit margins.  As discussed in a previous post, large corporate restaurant chains are extremely susceptible to anything that affects their stock prices. With a huge spike in the cost of labor, restaurant stock prices would crumble.  Independent restaurant owners struggling to stay afloat would shutter.  Consumers would lose choices.  A vast majority of restaurants would survive this initial wave, but be forced into the next step.

The remaining restaurants would set a wage for servers considerably lower than what the servers make now.  Professional servers with years of experience would have to settle for the new rate or venture into a new career field.  Between servers quitting and terminations, restaurants would reduce the size of their server staff by about a third.  Servers who worked four table sections before would now be required to work six tables for less money.  This would reduce the damage to the restaurant’s bottom line, but also drastically reduce the quality of service that was provided to guests.

Even reducing the number of servers would not compensate for the server wage tripling or quadrupling.  The restaurant’s only alternative would be to pass the cost along to the consumer.  A fair amount of profit will also be included in this price spike.  This will be allowed because restaurant prices are based upon the comparative value to a competitor, not the cost of the food or labor.  As the consumers recognize that they are paying more and receiving less service, they will cut back on their dining expenditures.  This leads to more restaurants closing and more employees out of work.

The remaining restaurants will face less competition and the consumers will have fewer choices.  When this occurs, the remaining restaurants have less incentive to keep menu prices low.  With fewer serving jobs available, server wages would stagnate and then fall.  The industry will digress to where it stood generations ago.  Fine dining for special occasions and the wealthy, diners for the rest of us.  Eating out becomes a greater luxury and the experience is far less enjoyable.

Now some may argue that restaurants would never cut server pay to the extent that they did not provide a livable wage.  I would argue that they in fact have already followed this path, but in a way most guests never see.  If we look at the hard truths of the restaurant industry, we can already see that this has happened in one area.  What has happened in the kitchen is a precursor to what would happen to servers in a world without tips.

There was a time only a few decades ago when you could raise a family on a cook’s wage.  A cook could be mentored by a chef for years and eventually run a kitchen of his own.  As line cook, he could still make a livable wage.  Chefs were the highest paid people in the restaurant because they were the primary reason for the guests to select the restaurant.  They ran the kitchen, designed the menu, and were often the face of the restaurant.

When corporate and multi-unit restaurants began popping up around the country, this began to change.  Instead of a chef designing the menu for their restaurant, a chef designed the menu for the chain.  As the number of restaurants grew the number of chefs actually declined.  This made operating the restaurant far cheaper and lowered the price to the guest.  In order to compete new restaurants skipped the chef’s salary and paid for a consultant to design their menus.  This was still a more friendly option than the common alternative of hiring a chef to write the menu and train the staff only to fire them six months later.

Companies then began mass-producing their sauces or buying them from outside sources.  This completed the transition.  It is only logical to pay someone less to reheat a sauce than to make it from scratch.  This meant fewer skilled positions available in the kitchen.  The chefs that remained were subject to pay freezes and lack of opportunities elsewhere.  When they left, line cooks replaced them had far less experience and were paid a far lower wage.  Those promoted line cooks were replaced by people willing to work for less money.  This pattern continued until the starting wage in a kitchen was reduced to a national average of less than ten dollars an hour.  Young, single men and people who were not born here now fill most of the jobs.

Further proof of this comes from the hotel industry.  Service charges at hotels often run over twenty percent.  This allows for the hotel to keep as much as eight percent of this “tip” for themselves.  They can keep the prices lower on their banquet menus knowing that this extra profit is built in.  The servers receive the same percent on the lower prices.  The hotel makes the extra profit and none of it trickles down to the servers.

I know that tipping seems like an annoyance.  It truly is better for the guest and the server for the current system to be maintained.  In no way should any of this be construed as an argument against forcing restaurants to pay a decent wage to servers.  Restaurant owners and their lobbying groups are at work all across the country arguing that the server wage should be lowered from its sub minimum wage level.  Paying the server directly through tips means more of the money ends up in the servers pockets and less to the restaurant owners.  This means more incentive to provide the service the guest expects.

Tips2: Tips For Improving Your Tips is the new book from the author of The Hospitality Formula Network.  It contains the 52 essential skills of the exceptional server.  This book teaches the philosophy to turn average service into an exceptional guest experience that will rapidly increase your tips.  This book shows how you can provide better customer service and dramatically improve your tips.  Enter the coupon code “squared” to receive 20% off your copy today.

People Who Read This Post Also Enjoyed:

In Defense of Selling as a Server (Part One) (Tips Squared)

A Few More Thoughts On Emmer (Tips Squared)

Restaurant Etiquette: Pop Quiz (Restaurant Laughs)

A Food Critic Intervention (The Manager’s Office)

Chef Nicolette: An Introduction (Foodie Knowledge)

The Economics of Tipping

A reminder for all of us.

I still occasionally get the guest who will say, “I can buy this wine for half this price at the store.”  Which is true, but it doesn’t come with a staff to serve it and a crew of chefs ready to cook you an incredible meal from a fully stocked kitchen.  I wonder if the same people have ever priced grapes at the grocery store.  If they want to get really serious about cutting out the mark up, that would be an even cheaper place to start.  Better yet, if they buy seeded grapes they could plant the seeds and never have to pay for a bottle of wine again.

Most of you understand the absurdity of this logic.  Those who do not understand have already stopped reading to go buy grapes.  At each step along the process of making the bottle of wine the cost of goods and service, along with a healthy profit margin, are passed along to the next stage.  From grape to cellar, farmers, vintners, bottlers, distributors, and restaurants all add to the price of the bottle in advance.  There is one exception to this rule.  The person who opens the bottle and pours it actually makes that wine less expensive.  At the most basic level, the person who serves the wine pays for part of the bottle for you.

The reason for this is that the person who pours the wine is paid far less than minimum wage.  In 44 states the wage for servers is well below the federal minimum wage.  In some cases it is as low as $2.13 an hour, but generally it is between $3.00-$4.00/ hour.  State and federal law allow this because servers are expected by the government to receive tips.  Every other person involved in the production of the wine took his or her salary in advance.  The server allows you to determine it.  They reduce the cost even more by agreeing to pay the person who set up the table, the bartender who retrieved the wine, and the person who cleans up the table after you leave.  This occurs whether you tip them or not.

This is not just true of wine, but of the food you order.  If restaurant were required to make up the difference between what servers are now paid and the minimum wage, the cost would be passed directly to the consumer.  The server pays for the fries you eat with your burger.  Over the course of all the guests a waiter serves during the course of an evening it would not take much to get them up to minimum wage, but that is probably not in your best interest either.

The 14 year old girl with multiple facial piercings and a three month baby bump that hands you your meal at the drive thru is probably not who you want serving you for two hours during your grandparent’s 50th anniversary dinner.  Even she makes a couple dollars over minimum wage.  To attract the caliber of server you would want to have serving you on your special occasions would cost a considerable amount per hour.  If you paid that rate up front with the price of your meal, it would tack a great deal more onto your check.  It would also not provide motivation for a server to work quickly or smile as your child grinds saltines into the floor beneath them.

It is not just the service that you see which would have to be paid for either.  Your server showed up hours before you arrived to prepare.  A server who spent an hour cutting a case of lemons before you arrived so you could have the lemon in your water.  A server carried a heavy rack of glasses out of the dishroom to get that water to you faster and then got a five pound bucket of ice out of the machine to keep your water cold.  They also have been by more times than you have even noticed with a pitcher to keep it full.  A server cut the bread you eat before your meal.  They also scooped the butter you spread on it.  A server spent five minutes polishing the glasses your wine is poured in to make sure there were no watermarks.  When you complete your meal, there is no need to clean up after yourself.  The server who just picked up their uniform from the dry cleaners will be crawling under your booth to clean everything before the next table arrives.  No matter what percent you tip, none of this appears on your check.

While they are taking care of you they are serving other tables as well.  They are trying to keep calm the table to your left that doesn’t understand why their well done has taken eight minutes already and is still not ready.  They are answering the same question for each person at the table to your right.  They are trying to not think about the lovely people who sat at your table before you who did not feel tipping was required.  They are getting waved down by other server’s tables.  They have been there since 10:30 and will be there until the clock says 10:30 again.  They will be right back with your hot tea.

Your server does all of this in the hope that you will have a great experience.  They grin and bear it through all of the rotten guests hoping that someone will appreciate the service of a professional.  They hope that at the end of the meal you will show your appreciation in the form of a tip.  They hope that after they have paid the bartenders, bussers, and food runners out of their tips that there is enough left over after their bills for them to be able to sit down do a decent meal at whatever restaurant is still open.  Regardless of the quality of service they receive, they will tip well after that meal.  They understand.

Tips2: Tips For Improving Your Tips is the new book from the author of The Hospitality Formula Network.  It contains the 52 essential skills of the exceptional server.  This book teaches the philosophy to turn average service into an exceptional guest experience that will rapidly increase your tips.  This book shows how you can provide better customer service and dramatically improve your tips.  Enter the coupon code “squared” to receive 20% off your copy today.

Related Posts From This Blog:

10 Reasons Why Serving Is Not Like Your Job

Cost vs Profit

Fighting For The Server Wage

The Evolution of Free Bread

The Greatest Customer Complaint Response Ever

Awkward Moments