Building A

Restaurant Guest
Experience
What Guests Want From Your
Restaurant
 Questions?
Chat us using
the Q+A panel
to your right

Today’s presenters

■■

Hannah Harrington Mike Taberski Nicole Theohary

 Hannah
The Storyteller Harrington

Content Specialist, Upserve

Hannah believes that a great restaurant goes beyond food,
drink and space - it’s all about creating the best
experiences for guests. She joined the Upserve marketing
team with a focus on content marketing, spending her days
sharing customer’s stories through video, case studies, and
webinars.
 Mike
The Operations Guru
Taberski

Marketing Operations Analyst,Upserve

Mikes path to a career in Marketing Operations was
definitely not a planned one. He spent most of his early
career in and around restaurants either as staff,
management, or consulting. His passion for the restaurant
industry along with my background in military intelligence
lead him to pursue a something a little more strategic.
 Nicole Theohary
The Guest Whisperer

Senior Account Manager, Upserve

As an Account Manager at Upserve, Nicole dedicates her
time to nurturing relationships with restaurateurs to help
optimize their business. With eight years of industry
experience and a bachelor’s in Restaurant Management
from Johnson & Wales University, it’s the perfect recipe for
success.
Why we are talking about improving your guest communications.

The industry has been facing a downturn over the past few months.
The full service restaurant segment will show 3.5% growth over
the next year, compared to the original projection of 4.3%.

Millennials are now the biggest generation on the planet.

In April 2016, this group of people made up 75.4 million of
people on earth, whereas the Baby Boomers made up 74.9
million.
 Today’s Agenda
1: What guests want from a dining experience.

2: What is your current brand, and how to adapt it to improve guest

communications.

3: What you should do today to improve your guest experience.

What guests
want.
From a dining experience in 2017.
If the industry is growing at a slower rate
than anticipated, how your restaurant
stay successful?

a re yo u r
e re : W h o
st ar t h
Lets gue s t s?
Enter - the millennials.
In April 2016,
the biggest group of this group of
people made
people on the planet. up 75.4 million
of people on
earth, whereas
1. Aged: 16-34 the Baby
2. More ethnically and racially diverse than older adults Boomers made
3. ¾ of them have a profile on a social networking site up 74.9 million.
4. ⅕ have posted a video of themselves online
5. They are the most educated generation in American history
 The key takeaway from all of this data:
differences in lifestyle, upbringing ,and
attitude contribute to taste preferences
based on generation. Just as each
generation has its set of culture and trends
associated with it, each generation also has
a unique palate.
 1. Health and sustainability
focused restaurants.

u c a t i o n .
bo u t e d
1. It’s a l l a

2. Menu buz
zwords.

3. Unique flavors expe

ct ed.
 According to NPD’s 2017 outlook,
restaurants that fail to innovate, risk being
overlooked but a large portion of their
guests.
 2. Technology integrations.

n u b e fo re
y o u r m e
h ey k n ow e d o o r.
1. T
goin g t h ro u g h th

2. Online ord
integratio
ering
ns.

Updated social med

3. accounts and webs
ia
ites.
How’s it
going today?
Assessing your restaurant’s current guest
communications.
 Start from square 1: Who are YOU?
Mantra 1:

If you cook it - they will come

Mantra 2:

Serve well an you will

succeed
 I have built my
foundation - now, how do
I cater to my guests?
What you can do to show guests that you care.

Care about yo
ur
h ere! guests.
Be t

Try somethi n g n ew.

 Your turn:

It’s a busy Friday night at 7:00. Your

restaurant is swamped, and there are people
waiting to be seated. It’s all hands on deck.
The question is, will your guest experience
falter?
1. A couple walks in with no
reservation around 7:15. Your
hostess…
t e d l o o k ,
e x a s p e ra
g i v e s a n th e i r
g h s an d t a l ks t o
Si a n s w e r in g
“ N o
befo re j u s t s ay s
g u e , a n d W e ’r e
colle a F r i d ay ?
1. res e r va t i o n o
bo
n
o
a
ke d .” States, do
When prom
you have a
reservatio
2. stale expr
pted no, lo
ession sta
then it's ab
o k
n?
s up with a
ting, “um,
well,
out a 45 m
inute wait
Greets them with a tonight.”
warm smile,
explains how the re
3. little backed up, bu
seat within 45 minu
staurant is a
t will do best to
tes, and ushers
them to the bar.
2. As you wait for your table,
you have to run to the restroom.
You see…
t h e t ra s h
l l in g o v e r
w e l s s p i n t t o l o o k
Pape r t o e v e n w a
o u d o n ' t d w o w ,
, a n d y i le t, a n
bin te o f t h e t o
u t h i n k
at t h e s t a m a ke s y o
1. this fl i c k
you’r
e r i
e
n g
a n
l i g
e
h
x
t
t r a i n C a r r i e.
Toilet pap
er on the g
2. low on pap
because o e r t ow
round, run
els and a l
ne stall is b
n
ine
i n g
you flashb roken, giv
acks to mi ing
ddle scho
ol.
That they spent mo
3. paper towels, and t
ney on the
he aroma of a
well placed candle.
3. After 50 minutes of hearing your stomach
rumble, you’re finally seated and handed the
menu. As you’re settling in, your server…
s a s you r
0 m i n u te
e a r s fo r 2 s.
Di s a p p ss e m p t i e
water g l a

1. Asks if you
2. rushed, bu
’re ready t
t hey, you
o order, sl
are starvin
ightly
g.
Describes the spec
ials as you
3. browse the menu, a
would like more tim
nd asks if you
e before you
order.
4. You have decided on your
order, and it’s finally go time.
Your meal is here, and…
c o l d , a n d
’s s te a k is 's
oy f ri e n d u rg e r. . . i t
Yo u r b t e v e n a b
rg e r i sn ’ w i c h .
your b u e n s a n d
1. a grille d c h i c k
Everything
arrived in i s cooked alr
i
2. have been
20 minute
asking for
hotsauce
ght, and
s flat. But,
ketchup a
you
with no lu nd
ck.
The manager stops
3. you and everything
even predicted the
by to check on
is great. They
extra fixings
before you even tho
ught to ask.
5. You’re stuffed and are ready
to enter a food coma on your
couch. Time to pay…
i m e s y o u
w m a ny t
t t e r h o , yo u r
No ma fo r t h e c h e c k
.
sign a l l e d o r i n g y o u
ig n
1. wa i t re s s k e e p s

Your chec
2. you never
k arrives p
ordered a
wait for a n
romptly, h
d i e t
owever
coke. Time
ew check. to
Your waitress asks i
3. splitting before she
check, and does no
f you plan on
presents your
t leave you in card
purgatory, waiting f
or her to come
back
How’d you do?
n i g h t, o r
e n a n o ff
ve j u s t b e m e e t in g
c o u ld h a a m w id e
. It a t e t o
Woah n e e d t o h a v e
r v ic e m e a n s
e y o u e r s e u ’re
Mostly 1’s: m ay b
to dis c u s s w
n
h
t
a
.
t c
D
u
o
s
n
t
’t
o m
p a n i c - t h a t’s w h y y o

s t a u ra t o d a y .
your re list e n i n g

Mostly 2’s:
The devil i
the 5 yard s i n the details
line, and y . You’re at
Mostly 3’s: over the li
falling thro
ne. Time t
ou want to
o assess w
take it
ugh the cr hat is
for you, it’ acks - than
You have an A-team s not very kfully
staff. It’s rare to fin much.
restaurant with this da
caliber of customer
service and care. K
eep on keeping on,
knowing you, you w but
on’t ever settle for l
than the best. e ss
Improve on your
guest experience.
What you can enact today.
Loyal customers spend an average of 67%
more at our restaurants than new ones do,
and studies have shown that it costs 6-7
times more to get a new customer, than it
does to service an old one.
 Build a relationship.

It’s important to approach new guests the

same way you’d approach loyal regulars –
like a close friend or family member.

- This allows you to build a relationship that is founded on trust.

- When your guests feel like they can trust you, they are more likely to
be genuine and helpful with their responses and feedback.
5 things your guests want (and how to give it to them)

1. Customizable
Meals

2. A Social Activ
ity

To Leverage
3. Technology

4. To Talk About It

To Find You Easily

5.
1. Customizable
Meals

Let’s use millennials as our example. They are, after all, the largest
group of people dining out (more than they’re cooking at home, in
fact).

Introduce a mix and match combination options of current

entrees and sides or adding new shareable appetizers.
Allow guests to create a personalized, interactive dining
experience will lead to higher levels of satisfaction and
enhanced dining experiences.
 2. A Social Activ
ity

The way different generations view going out to eat is very different. While
older generations at one point saw dining out at restaurants as a way to
escape the dull realities of the day, millennials use it as something far
different.

With this in mind, think about how you can curate fun events
that will add to their active social calendars. Several
restaurants have found major success in hosting weekly trivia
nights or murder mystery dinners on a regular or rotating
basis.
 To Leverage
3. Technology

It’s no secret everyone today is glued to their phones. This is especially true
of millennials. Think about it, this group has grown up on technology and
social media.

Many restaurants are tapping into this obsessive

technological need by providing free WiFi or charging
stations at booths and tables. Not only does this provide
major value to guests, it can also bring your restaurant
social benefits.
 4. To Talk About It

People love to share they got “Boston’s Best Ice Cream

Sandwich” or went to the coolest hidden gem in an up and
coming neighborhood. The impact of social media has only
amplified this desire to share these experiences.

They like to talk about the experiences that they’re having

—not only for their own benefit, satisfying their own taste
buds, or their need to be adventurous and try something
new, but also a part of that social inclusion,
5. To Find You Easily

59% of Millennials say they review menus online often or very

often, and 19% do so using a mobile device. When this group hears
about a new restaurant, their first instinct is to Google it.

Having a presence on social media and a website with a

strong user experience creates a positive first impression
and makes prospective guests far more likely to walk
through the door.
 The Bottom Line.

The Millennial generation is only one subset

of restaurant consumers, but it is the largest
one, and a good example to reference when
thinking about your full strategy.
More resources for you.
The more you know…

Communicate with your Restaurant marketing: Social media 101:

guests better: Provide the only guide you’ll getting started with
the best hospitality out ever need your strategy today
there.

Tackle Seasonality: Staff management: Menu design: the

one season at a time hiring, training and psychology behind the
with this guide. retaining staff menu
 How Upserve Can Help.
Your front of house and back of house know how to
communicate. Shouldn’t your tech?

The Upserve Restaurant Management Platform ensures that your

point of sale, payments, and other integrations finally talk to each
other. You get an easier to use system, intuitive insights that help
you grow margins and revenue, and more of that one ingredient
you never seem to have enough of...time back in your day.
855-664-3887 | marketing@upserve.com | upserve.com