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Restaurants - Dress Up The Presentation.
By John Hendrie ~ Regular views on global issues
Tuesday, 23rd September 2014
 

Does perception become the reality in a dining experience? 

Hopefully not, but you surely can enhance the sensibilities of your patrons and make that experience more memorable.  

However, beware the porcine proverb, "You can't make a silk purse from a sow's ear". There is another one about lipstick, too.  We have those senses all present when we partake at the casual-dining restaurant.  The smell " aromas wafting; hearing " the sizzle of the steak; touch " the freshness of the breads; and the taste " delicious entrees and appetizers.  And, what starts this parade of senses " the eyes, of course. 

We are just beginning to come back from the recent recession.  We were not investing, renovating or replacing much for the last seven or so years.  Matter of fact, we were just holding on to our hats, hoping to survive. And, we cut back " no more fresh flowers, breadsticks replaced by crackers, portions shed along with staff.  Not a pretty time.  Somehow we held on to our brand reputation.

Now is the time to make a new splash and create some excitement in the marketplace and regain our rightful place in the minds of our guests.  The back of the house seems to be doing just fine.  What can we do in the front to increase the joy of dining with us?  Well, as it turns out quite a bit.  Let’s just “tweak” the environment a bit.  Maybe a new look or a refresh of the facility.  Perhaps, focus on improving the service, which is always paramount.  Or, let’s enhance the table dining experience.

The Orlando Sentinel, in a recent article, reported that a number of chain restaurants are doing just that " enhancing the presentation of their various menu choices.  “Smokey Bones, Hard Rock Café,

Sonny's BBQ and other chains are introducing more modern dishware and adding flair with garnishes and paper wraps. Such efforts can help make a place seem cool and contemporary at a relatively small cost, said Darren Tristano, executive vice president of the restaurant research firm Technomic.  ‘If you put it on a nicer plate,’ he said, ‘it feels like it's worth more money.’" 

For so many years, consumers have lived with white dishes and platters, boring glassware, mundane wraps for goods like burgers and pitas.  Add a little color, try a clever new means to present your onion rings, change the shape of your dishware (consider the rectangle).  Ultimately,bring more joy and excitement to the dining experience. It can be done and inexpensively.

Smokey Bones is one good example. “… more plates now have trendier square and rectangular shapes, though they are approximately the same size. More foods, such as burgers, are wrapped in paper with the Smokey Bones logo " though they are still served on dishes. Soft pretzel sticks that once came in swirly black metal contraptions now stand in plain white containers on white plates. On other items, though, Smokey Bones added some color.

Once-plain margarita glasses now sport a vibrant blue stripe across the top. Smokey Bones also now uses garnishes such as carrots and kale.  Chief Executive Officer, Chris Artinian, said the changes are a good investment, worth the $150,000 or so extra that Smokey Bones will pay each year. ‘It introduces you to the food in the right way and makes the right impression,’ he said.”

You can dress up the presentation all you want, but you cannot let slide the quality of your food or service. A new look might give a subliminal boost to the dining experience, but mealy vegetables, an undercooked pork chop or a surly server will cancel out all your hard work and of course invite a viral broadcast.

Remember those porcine proverbs!

John Hendrie is the author of the LRA blog, focusing on anything and everything about customer experience. LRA Worldwide is the leading global provider of Customer Experience Measurement services for multinational companies with complex customer interactions. For over 30 years, LRA’s innovative brand standards audits, quality assurance inspections, mystery shopping programs, research, and consulting services have helped ensure our clients deliver consistent, memorable, and differentiated experiences to their customers. Many of the world's preeminent global hospitality brands, as well as companies in the gaming, dining, healthcare, sports and entertainment, real estate, retail and travel industries choose LRA to help them measure and improve the customer experience. For more information, visit www.LRAWorldwide.com

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