At Your Service - Server Guide

the server’s guide to being amazing

Top Tips on Tipping BODY LANGUAGE: Watch, Learn & Earn

Try This!

Suggesting your way to a bigger paycheck

7 Simple Things Every Guest Expects

FOOLPROOF

FIRST IMPRESSIONS Hospitality or Service Which Matters Most? ... and much more!

TABLE OF CONTENTS

2

Every Customer Expects

3

Money in the Bank

18

I Am Your Guest

4

50 Things to Never Do

20

Service Vs. Hospitality

5

How to be a Great Server

22

SMILE

6

How Waiters Read Your Table 25

The ‘In’ of Customer Service

8

Give Yourself a Raise

Server Job Description

10

The Cost of Losing One Guest 29

Sidework Checklist

11

Server or Order Taker

30

Grooming Standards

12

The Power of Suggestion

32

Service Techniques

13

Wine Service 101

35

Ordering Procedures

15

Suggestive Selling

36

Specials of the Day

16

Selling Smarter

37

Closing Out a Table

17

Upselling Strategies

38

www.sysco.com

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INTRODUCTION

Every Customer Expects: 1. Genuine Greeting 2. Friendly Prompt Service 3. Smiling Happy Staff 4. Good Food 5. A Good Experience 6. Customized Service 7. For YOU to be a MIND Reader

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from fohboh,com, restaurantowner.com, and many other sites

I am Your Guest You often accuse me of carrying a chip on my shoulder, but I suspect this is because you do not entirely understand me. Isn't it normal to expect satisfaction for one's money spent?

Ignore my wants and I will no longer appear in your restaurant. Satisfy those wants and I will become increasingly loyal. Add a little extra personal attention and a friendly touch and I will become a walking advertisement for you.

When I criticize your food and service to anyone who will listen, which I may do whenever I am displeased, take heed. I am not dreaming up displeasure. It lies in something I perceive you have failed to do to make my eating experience as enjoyable as I have anticipated. Eliminate that perception or you will lose my friends and me as well. I insist on the right to dine leisurely or eat in haste according to my mood.

I refuse to be rushed as I abhor waiting. This is an important privilege that my money buys.If I am not spending big money this particular time, just remember, if you treat me right I will return with a larger appetite, more money and probably with my friends.

I am much more sophisticated these days than I was just a few years ago. I've grown accustomed to better things and my needs are more complex. I'm perfectly willing to spend, but I insist on quality to match prices. I am above all, a human being. I am especially sensitive when I am spending money. I can't stand to be snubbed, ignored or looked down upon.

Whatever my personal habits may be, you can be sure that I'm a real nut on cleanliness in restaurants. Where food is concerned I demand the strictest sanitation measures. I want my meals handled and served by the neatest of people and in sparkling clean dishes. If I see dirty ďŹ ngernails, cracked dishes or soiled table clothes you won't see me again.

You must prove to me again and again that I have made a wise choice in selecting your restaurant above others.

You must convince me repeatedly that being a restaurant guest is a desirable thing in the ďŹ rst place. I can, after all, eat at home. So, you must provide something extra in food and service. Something so superior it will beckon me from my own table to yours.

Do We Understand Each Other?

4

THE JOB

Service Vs. Hospitality In recent months, I’ve heard much talk about senior living communities and hospitality. Some claim to have it incorporated into their service models, while others intend to have it soon. But what’s the difference between great service and hospitality? According to Aaron Bare, entrepreneur and strategist: Service is delivering on your promise. Hospitality is making people feel good while you’re delivering on that promise.

With 10 years in the hospitality industry, I see many parallels between the services that hotels and restaurants provide compared to those at a senior living community. Embracing the word “hospitality” means going above and beyond the basic services you promise.

Service is delivering on your promise.

Hospitality is making people feel good while you’re delivering on that promise.

I was recently dining at a modern American restaurant for a business lunch. As I sat down, the hostess offered me a black linen napkin for my lap, while others received a white one. She indicated that the white napkin would leave white lint on my black dress pants. My service expectation was to receive a napkin. The hospitality piece came in when I was pleased to receive a black one, so I didn’t leave lunch with white lint on my black dress pants. A small gesture that stood out as impressive. I told others of my experience and recommended the restaurant.

Hospitality isn’t a new idea, just a relatively new word to senior living communities. Introducing the idea of hospitality isn’t a complete overhaul of your existing services; it’s simply thinking of the small, yet impressive gestures that get noticed. Most of your prospects have been expecting great service and noticing hospitality for the last 80 years or so, and recognize the difference.

Start incorporating hospitality into your service model and you’ll soon discover that prospects will notice the difference and residents will brag to others about their exceptional experiences.

Article by Amy Howarter www.glynndevins.com

5

Great Hospitality Service Begins with

SMILE

Article by Marla Benson “The Professional Guest”

S

incere Service

Sincerity is one of the key elements missing in many service situations today. No matter what business you’re in, you’re in a service industry. You’re always serving others, whether they’re external or internal customers.

When I walk into a hotel (or restaurant, retail establishment, etc.), I want to know that I’m genuinely appreciated as the customer.

This is so immediately obvious in the attitude of employees. Do they seem genuinely interested in helping you? Or just getting you out of the way?

At the hotel in Cleveland, when the coffee in the meeting room had a strange taste to it, the banquet manager didn’t hesitate to replace it. He didn’t quiz me about it, didn’t insist on tasting it himself to see if my taste buds were defective. He sincerely wanted me to be a happy guest and quickly replaced the offending coffee.

M

eet & Greet

In one of my Hospitality U seminars called ‘7 Seconds to Connect,’ I explain that it takes just 7 seconds to create a first impression.

That impression can be Good, Bad, or very Ugly. Can you ever undo a negative first impression? Yes, but it takes 12 positive interactions to undo one negative. I don’t know about you, but if I don’t get a positive first impression, there probably won’t be a second time, much less 11 more opportunities.

So what can be done during the Meet & Greet to create a positive impression in those first 7 seconds? Many elements factor in, but I think the most important are a sincere smile and positive body language.

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What is positive body language?

• Good eye contact (without staring); • Good posture (no slumping or slouching); • Open posture (no arms folded across the body); These few body language tips, combined with a sincere smile, are a truly powerful combination.

I

nquiring Mind

Inquiring Minds want to know. An Inquiring Mind asks questions of the customer instead of making assumptions. One of my pet peeves in hotels consistently occurs after Front Desk clerks check me in … they abruptly dismiss me with what to many seems a harmless “…And you’re all set.”

Not true. Instead of telling me that I’m all set, how about asking me? A simple phrase such as “Is there anything else I can do?” would be great. Then I wouldn’t feel dismissed, and I wouldn’t feel as if I’m annoying them, imposing on them, because I have more business to conduct.

I frequently have several other questions relating to my program the next day. What meeting room will I be in?

Would they please check to see if there’s a fax waiting for me? Then I will be ‘all set.’ Questions instead of assumptions.

L

isten Actively

Good listening is not an option… it’s mandatory. How can the customer be served properly if not listened to? Active listening requires hearing the message and factoring in the customer’s body language and vocal tone. If the message isn’t clear, become an Inquiring Mind. Ask questions of the customer until you understand the request.

It’s extremely important for customer service staff to realize that every guest is an individual with unique needs, desires, and wants. Oftentimes personnel assume they’ve heard it all before. There is no new request, no new situation that can ever occur because they’ve been there, done that. Not true. So, don’t nod your head as if you know what they’re about to say.

LISTEN ACTIVELY so that you can take care of that guest. You never know what’s coming next.

E

motional Control

I see this one frequently. A service person getting angry, hurt, or upset in reaction to a customer. Customers come into establishments with their own emotional baggage. Sometimes they’re crabby, unhappy, or tired for whatever reason.

That reason usually has nothing to do with the service they are now receiving. I’m certainly not suggesting that there’s any excuse for bad behavior, but jet lag, airline delays, and heightened security don’t make travel the pleasant experience it once was. So people may not be at their cheeriest when they walk into a hotel.

It’s important not to take personally a negative guest, not only for your own mental health, but also so you don’t take your anger out on the next guest. I’ve been that next guest getting the curt, unfriendly service because the service person just got emotionally clobbered by the previous guest. I know that I deserve better than that and so do all guests and customers.

It’s simple, cliché, but incredibly overlooked… Treat guests as you wish to be treated, whether at the supermarket, dry cleaner, restaurant. No matter what business you’re in, incorporate SMILE into your day. You’ll not only see positive reactions from others, but you’ll feel happier in your everyday interactions, as well.

ALWAYS REMEMBER YOUR SMILE! 7

The “IN” of Customer Service Is your Service "In"? Are people "Into" what you have to offer them? Here are some ways to make your service the "In" place to be…

Article by Leonard Buchholz www.customerservicemanager.com Invite your Customers with a friendly open greeting.

Interact with them on their terms. Find out what they would like.

Inquire. Ask them what they would like. Ask them how they are doing, how their family is doing. Ask them to help you provide the best possible Service experience.

Input. Ask for theirs. Help them tell you how you might better serve them.

Inform them. Tell them what you offer and the best way for them to get the most from your service organization.

Include them in all of your communications with them in regards to their service experience.

Involve them by advising them of the steps you are taking and why. Then ask for their acceptance and their Input.

Invest time discovering what works best for your customers.

Use your Intellect to provoke a meaningful and rich dialogue with your Customer.

Use your Intuition to lead you to providing a better overall Customer experience.

Intervene on their behalf between anyone that is not treating your Customers with the respect and dignity they deserve.

Intercede between your Customer and the “Management."

It's those moments of "Caring Beyond" that can make the difference.

Provide Intangibles. Like saying "Please" and "Thank You", Intangibles go a long way in keeping your Customers happy.

Infrequent use of the word(s) "No", "I can't do that", "You'll have to" and the ever popular "We don't do that."

Infuse your Customers with your enthusiasm. It's contagious and perpetual.

Become Invaluable. Not only good for business, it brings Customers back because of the relationship you build with them.

Use your Influence to get the positive changes made.

Don't give up just because "It's the way we've always done it." If it's wrong, it's wrong.

Insist on treating your Customers like they are your friends.

Show Interest in receiving feedback from your Customers.

Interconnect the Best Practices with your professional habits. Your Customer will then get the best of what you have to offer.

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Invent new ways of providing the service. If you are not creative in this area, start thinking about ways to do the same thing differently.

New ways of doing things will Invigorate others on your team and your Customers. They might like a fresh approach.

Have Insight by developing an ongoing communication strategy with your Customers. Ask for and be willing to receive timely feedback. True In-sight is developed by time and dialogue, not one time encounters.

Use the word Instantly in measuring your Customer Service Solutions.

Make it easy for you to Intake requests or comments.

Examine your procedures and policies to see if there are barriers.

Be Ingenuous in dealing with your Customers and Team.

Make self evaluation an Integral part of your day. Ask not what went wrong, ask what would like to have done differently or how do you want it to turn out?

Inspect what you expect. Setting the expectation is the second step.

Integrate service solutions with good manners and proper language.

Initiate all communications if possible. Be the first to extend the hand, provide a friendly greeting and Invite your Customer to experience what your service has to offer.

Intentions are worse than not knowing. By Intending to do something you are acknowledging that you know what you are supposed to do and haven't done it for whatever excuse.

If a person truly does not know what to do, at least they can be trained. Knowing and not doing is far worse.

Keep your relationships with your Customers Intact by keeping your Communications open. Even if things have not gone well, you may still salvage the Customer.

Ingrain into your Customer the benefits they can expect in working with you. Infuse them with enthusiasm for your products and service.

Practice Integrity with your Customers and your team.

That way there is never a question as to what you believe.

Inspire your Customer and your team. Inspire them by Leading them. Inspire them by Asking them.

Doing things seamlessly and smoothly will Ingratiate your team to your Customer.

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THE JOB

Server Job Description Restaurant server is the gender-neutral term for a waiter or waitress who is typically part of a wait staff. Servers can be employed in a wide range of establishments, from casual eateries to fine dining restaurants. The nature of their job requires them to be on their feet for much of their shifts.

Part-time employment is common. According to the U.S. Bureau of Labor Statistics, over 2 million waiters and waitresses were employed in 2012 (www.bls.gov).

Duties A server's responsibilities depend greatly on the business; however, in all cases his or her primary duty is to provide good customer service, take orders, and deliver food.

In most situations, servers are expected to answer questions regarding the menu. They work closely with other wait staff and the kitchen to ensure the restaurant operates efficiently.

In upscale restaurants, servers are more a part of the dining experience, offering suggestions and recommendations, such as wine pairings. They help to personalize the meal and their service is more attentive and formal.

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In restaurants with revolving menus, servers may need to meet with kitchen staff or managers daily prior to service to discuss that day's offerings. Topics in these meetings may include specials, food preparation, and ingredients used, especially if they may be a potential allergen to some diners.

Additional duties of a restaurant server may also include: Processing payment Greeting customers Cleaning tables and dining area Setting tables Requirements Restaurant server positions are entry-level and do not require any formal education. Previous experience is often not required, except in fine dining restaurants, where some experience will be needed. Training as a server is often done on the job and by experienced wait staff. An ability to provide good customer service, maintain a neat appearance, and remember patrons and their orders are essential.

From the career glossary at study.com

SERVER SIDEWORK CHECKLIST ☐ Clean & wipe down wait station ☐ Stock & ice down milk & cream ☐ Stock sugar & sweeteners, coffee, decaf, tea, bottled drinks ☐ Stock glasses, straws, napkins, coffee cups & saucers ☐ Cut lemons & limes ☐ Ice down garnishes ☐ Brew coffee & tea ☐ Have back-up beverage canisters and CO2 tanks Wait Station

ready to replace empties

☐ Stock to-go area with to-go containers, napkins, Food To Go Area

cups, lids, plastic silverware and to-go bags ☐ Fold to-go plastic silverware with napkin, salt and pepper packet, tie with rubber band ☐ Insert to-go menus into to-go bags

☐ Take down chairs ☐ Clean & wipe table tops ☐ Clean & wipe chairs & booths ☐ Align & straighten chairs ☐ Check floor & sweep/mop if necessary Tables

☐ Set tables – flatware, glassware, napkin ☐ Refill salt & pepper ☐ Clean condiment holders ☐ Stock sugar, sweeteners, ketchup, table sauces ☐ Fold additional napkins ☐ Clean & setup centerpieces (flowers / candles) ☐ Place clean ashtrays on tables in smoking section Table Tops

☐ Place trash can is designated areas ☐ Check restrooms for cleanliness & supplies ☐ Dust lamps, shelves, picture frames in dining room ☐ Do minor cleaning; if more than minor cleaning is needed, Clean & Paper Supplies

inform a manager ☐ Stock printer paper, if backup rolls needed

☐ Clean & wipe down menus ☐ Clean & wipe hostess station ☐ Check entry/wait area floor, clean if necessary ☐ Check floor & sweep/mop if necessary ☐ Clean, dust surfaces in entry/wait area ☐ Review SPECIALS ☐ Review reservations book, note special requests ☐ Stock kid items (crayons and game placemats) Hostess Station

Running Sidework Functions: Hostess Station

☐ Check restrooms for supplies and cleanliness ☐ Wipes water from sinks in restrooms ☐ Notify manager if restrooms need more attention ☐ Check and, if necessary, clean entry way / wait area ☐ Roll silverware ☐ Make coffee and tea as required All Stations

Closing Sidework: Wait Station

☐ Refrigerate milk & cream ☐ Cover & refrigerate garnishes ☐ Turn off coffee machine and clean empty coffee pots ☐ Clean exterior of coffee machine; wipe out the filter basket ☐ Run hot water through tea machine to clean ☐ Wipe down exterior of tea machine and clean filter basket ☐ Wipe down station surfaces & refrigerator ☐ Clean drink dispenser spill pan and wipe down outside of with damp towel

machine

☐ Clean to-go area including shelves and counter top areas ☐ Fold to at least 100 sets of to-go silverware wrapped with Food To Go Area napkin

☐ Remove all condiments from table tops ☐ Put butter, lemons, creamers and other food items Table Tops

☐ Wipe table tops ☐ Check floor & sweep/mop if necessary in refrigerators

☐ Empty trash cans ☐ Take bus tubs to dishroom ☐ Assist other servers with unfinished sidework Miscellaneous

☐ Collect all menus ☐ Store reservations book ☐ Clean & wipe down menus ☐ Clean & wipe hostess station ☐ Check entry/wait area floor, clean if necessary ☐ Check floor & sweep/mop if necessary Hostess Station

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from a waiting staff training manual at scribd.com

Grooming Standards General standards of image and grooming apply to both “Front of House” & Kitchen Staff.

Excellent standards of hygiene and grooming are a vital part of any company’s philosophy.

Your success depends on a constantly well groomed appearance.

In order to maintain a “first class” appearance, the following standards are important to note: UNIFORM Should be appropriate, neat, clean and pressed during all shifts.

PERSONAL HYGIENE - Cleanliness and freshness are of paramount importance.

- The use of an effective deodorant or antiperspirant is essential.

- Brush your teeth prior to your shift.

and maintained in an elegant style. For food hygiene reasons at no time must your hair fall across your face or eyes. Below shoulder length hair must be tied back.

Men: Your hair must be clean, combed and neatly cut.

All male staff must be clean shaven everyday.

5. Jewelry: Acceptable jewelry is a wedding band etc.

6. Fingernails: You must at all times have clean,

APPEARANCE

neatly manicured fingernails. Only a clear nail polish is acceptable.

1. Wear your uniform in full as required,

7. Perfume / Men’s Aftershave - Please try to refrain

ensure it is clean.

2. Do not eat, chew gum or smoke whilst at an

from wearing strong fragrances whilst at work and in close contact with the clients.

event/at work. Be aware of the impression you are making whilst working. Please do not “sit about”, or sit down on any furniture visible to the customer, at any time.

8. Make-Up - Make-up can be a very important part

3. Shoes – Polished and of a comfortable nature –

helpfulness – WEAR IT ALWAYS.

no fashion “statements”.

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4. Hair - Ladies: Your hair should be clean, brushed

of the uniform for female staff, please apply with care and avoid bright colors.

9. Smile - Your smile reflects a sense of warmth and

Service Techniques

TIPS ON TECHNIQUE

1. Don’t Start Out By Giving Your Name Immediately acknowledge all new parties in your section.

Regardless of how busy you are; you are never too busy to let your customers know you see them. They come here to be taken care of, so don't start out their dining experience by ignoring them. All new customers should be greeted within one minute.

If your hands are full, the customer knows automatically that you can't take their order, at that minute. You can pause, smile, and say "Hi, I'll be with you in just a minute."

This will satisfy the customer so that they feel important and will be able to relax until you return.

When approaching a table your objective is to make you guests feel welcome and confident in knowing you're there to take care of them. You may develop your style and manner of accomplishing this but here are some suggestions to help you get started:

From a server training manual at slideshare.net

Unless your guests already know you, they don't really care what your name is at this point. Focus on THEM. Make them feel welcome; that they've made a good decision to be at our restaurant and give them a sense they're in friendly, competent hands. Be observant, not scripted. It's o.k. to pay someone at the table a sincere compliment or try to open up some friendly rapport. Later in the meal it's good to give them your name by saying something like, "By the way, my name is Andrew, just let me know if you think of anything else you'd like."

2. After delivering food to the table, give the customer a few minutes to try the dish, and then return to the table. "How is your steak cooked?

Can I get you another... Scotch and water, ice tea?" When checking on food items, always accentuate the positive, and eliminate the negative.

Do ask, "Did you like the way your steak was cooked?”

Don't ask, "Was everything ok tonight?"

Ask an intelligent, specific question and show you're concerned about the answer you get. If something isn't right, do what you can make it right.

3. Each time you take an order, be aware of what might elevate the guests' experience. Be relaxed and friendly, polite and professional. Have an idea what extras (appetizers, sides, etc.) you are going to suggest based upon what you genuinely think will enhance your guest's dining experience. Allow the customers to finish ordering before you jump in with suggestions. If they hesitate, then it's your turn. "May I suggest the (POPULAR MENU ITEM)? It's a one of our most popular dishes." If they still hesitate, you might say something like, "Would you like to have a little longer to decide? Take your time and let me know if I can answer any questions."

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Service Techniques

(continued)

4. Know everything on the menu in terms of what is in it, and what would go well with it. This will be covered in detail in your initial training and will be enforced often in our pre-shift meetings.

5. Suggest premium liquor in all cocktails. It makes the drink taste better, servers are tipped more, and when the guest drinks better, the server drinks better.

6. Get your guests' first drinks to them within five minutes from taking the order; no longer.

8. Learn and use guests' names when appropriate.

Always use "Mr." or "Ms." unless you're told or you're absolutely sure it's proper to use a guest's first name.

9. Make specific suggestions at every step of the meal if you think it's appropriate: drinks, appetizers, sides, wine, desserts, after-dinner drinks. Always keep in mind, your first objective is to show your guests a marvelous time, not PUMP UP THE CHECK. Use your best judgment here.

Sure we want to sell, but more importantly, we want our guests to leave delighted so they RETURN!

7. Suggest specific appetizers before you leave the table to get their first drinks. It saves you time and steps.

It costs hundreds of marketing dollars to attract new customers; restaurants can’t afford to lose any.

When Taking Orders, Always Get The Temperature For Meats Cooking temperatures are as follows: Rare - Bloody cool center, touch of rawness Medium Rare - Bloody red, no rawness of meat Medium - Pink warm center Medium Well to Well - Fully cooked with no redness

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ORDERING PROCEDURES When approaching the table, be sure to have your pen ready, book open, and pad ready. Ask the customer if they have any questions concerning either the specials or entrees. After answering all the questions, if there are any, ask if you can take their order.

Through either eye contact or verbal address, you may start to take their order. Be sure to gather all information from each guest before proceeding to the next. If possible, you should take the order from women and children first, and then the men.

Position numbers must identify customers; thus, the orders should be written and ordered in relation to position #1. Position #1 is the seat closest to the first person to your left. Moving in a clockwise direction, continue taking the orders. If no one is sitting in position #1, move in a clockwise direction until you find a customer. This customer will become the position #1 customer.

Again, it is very important that every server records orders in the same way. If a food runner takes the food to the table for you, then he knows where each dish belongs. In case of registers malfunctioning, follow these steps: 1. Write appetizers at top of ticket.

2. Write entrées under appetizers on the left, and how to cook them on the right of check.

3. For special orders like rare, be certain to make a notation on the ticket, to call special attention to the cooks.

4. Use the correct abbreviations. Menu abbreviations will be provided with your menu description sheets.

5. Write all side orders underneath entrees.

6. Write desserts underneath side orders.

7. At very bottom of ticket, put all teas, coffee, milk, and sodas.

8. Bar beverages will be listed on the back of the guest check only.

9. After all items have been totaled, circle the total. This way, there will be no mistake of where the total is. Also, write thank you, your name, and have a nice evening, enjoyed having you (etc.).

Cooking Times & Handling Timing Problems Once an order has been placed, in most restaurants guests should expect to receive lunch items within six to twelve minutes and dinner items within eight to twelve minutes. This time may lengthen during a busy rush. Your tables' experience is dependent upon your awareness and service to the customers from the time they are seated; to the time they receive their order.

If, by chance, you have a long time ticket, do not hide from your table.

Notify a manager immediately.

Seating Diagram for Ordering

Taking the order is the time for making recommendations.

Suggest appetizers that will complement the guests' meal.

This is when wine can, and should, be offered.

Use a small folder, clipboard, or other hard surface to hold your pad while you write up the order. It looks better and makes it easier for you. Begin taking the order at the same spot at each table. Start with the person closest to you on your left, and work around clockwise.

from restaurantowner.com

When a table has to wait longer than they should for their food, don't just apologize, offer them something for the inconvenience. It costs hundreds of marketing dollars to attract new customers; restaurant’s can't afford to lose any.

A complimentary beverage or dessert is a small price to pay to let a guest know we care about their experience and we want them to come back and give us another chance to get it right.

In cases where the kitchen has been woefully out of sync, a dessert or beverage may not be sufficient. Tell the manager-on-duty about the situation. They should have the authority to do whatever is needed to try to make amends for a bad-dining experience

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Specials & Features of the Day Specials are offered daily for three reasons: 1. To add variety to the menu 2. To allow customers the best of seasonal items.

3. To allow restaurants to test items for future menu development.

These specials may include a drink special, an appetizer, a salad, a pizza, an entree, or a dessert item.

Servers should be able to present a special menu, as well as, verbally describe the items thoroughly and answer questions the customer may have.

When presenting the specials, start with drink specials, then appetizers, soups, and entrees.

In describing the specials, use adjectives, which will entice the customers.

Bad Example: "Tonight we have New York strip with Vegetable Medley."

Good Example: "Featured this evening is the tender New York Strip, wood-fired and served with fresh sautéed vegetables. The blend of hickory and oak add to the flavor of the juicy steak, complimented by the crisp combination of broccoli, cauliflower, carrots and squash."

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It is obvious which of these descriptions sounds more appetizing, and reflects your confidence in the special. If you are not sure which adjectives you should use, ask your fellow sales staff or manager on duty how they would describe the special. You may find that incorporating others' verbiage helps your special descriptions sound appealing.

Closing Out a Table

TIPS ON TECHNIQUE

Presenting The Check Before presenting the check, look it over to make sure you have charged for everything correctly.

After you have determined that the check is correct, give the check in a booklet to the host of the table (if known), or place it in the center of the table and say "Thank you.” Make sure to let the customer know, at this time, that you are the cashier and will take care of the check whenever they are ready.

There is nothing more aggravating for a customer than wandering around looking for a cashier. People also hate to tip when they are standing up by the front door, waiting for the waiter or waitress.

After presenting the check, take a few steps and glance back at the table. If they already have their cash or credit card ready, it may mean they are in a hurry to leave. If this is the case, try to close the transaction immediately or as soon as possible. Guests will notice and appreciate this.

If the customer is paying cash, do not make change right at the table!! Take the check and cash to the back of the house, and make change. Return the check and change on either a tip tray, or a book, along with the receipt.

If the customer is paying with a credit card, follow the house procedure. Once the guest has signed the voucher, pick up both the check and voucher, and again, thank the customer.

DO NOT examine the tip as you leave the dining room!!

REMEMBER, the process of closing out the check is the time when the guest is deciding on the tip amount.

A bad impression here can undo all previous good impressions, and have a direct effect on your gratuity.

The Farewell When your guests are departing, there are four distinct objectives: 1. To make sure their experience in our restaurant was pleasurable.

2. Thank them, by name, for their patronage.

3. To invite them back for another visit soon.

4. To make sure their last impression is a positive one.

Handling Cash Here are the procedures to follow when receiving a payment in cash -

5. Always keep your cash and receipts in a wallet or your apron.

1. As noted above, never make change at the table go to the nearest server station.

6. Paper bills make no noise when they hit the floor so be very careful with your bills.

2. When making change, always count it twice.

7. Never leave your money or wallet unattended.

3. Give the guest some ones and five dollar bills to tip you with.

8. If you are concerned about carrying too much cash during a shift, make a drop with a manager in exchange for an IOU.

4. Return the change to the guest's table on a tip tray.

9. Always remember, treat credit card vouchers like they are cash - THEY ARE. Handle with care!

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ATTENTION $ERVER$ TIPS ON HOW TO PUT MONEY IN THE BANK Server Tip 1 - Be familiar with the menu. Although initial training involves general knowledge of the menu, it is not uncommon for a server to draw an occasional blank.

Even as a new server to a restaurant, appear confident and sure about the quality of the food. If you are unsure of the dish, be honest and say you're new and suggest a popular dish or a personal favorite.

Server Tip 2 - Practice lots of manners when waiting on customers. Remember the old pleases such a "thank you", "ma'am", "sir", and so on. Repeat them often. They "will" make a good impression.

Server Tip 3 - Remove clutter from the table. Clear dishes that appear finished- but always ask first to be sure. If you are serving a smoking table, remember to change ashtrays frequently. When removing ashtrays, make sure you first cover it with a napkin to avoid ashes from getting on their food and other tables that you pass when discarding the butts.

Server Tip 4 - Frequent your tables. There is an appropriate medium for how often you tend to your tables' needs.

Don't ignore your intuitions and never discriminate based on stereotypes. Some customers demand more attention than others. However, don't assume that every customer needs constant attention - this can become a nuisance. Feel out your customers on an individual basis and you'll acquire a knack for the perfect delivery.

Server Tip 5 - There is always that person that doesn't know what to order because it's their first time in the restaurant.

Make sure you have the cook's specialty in mind or even a few of your own favorite dishes to suggest.

Server Tip 6 - Introduce yourself. Break the icy impersonal barrier by telling them your name. After all, customers often base their generosity on the level of service that they receive.

Rather than simply being their server, you have the ability to form a relationship at a more personal level. Great servers are critical channels for acquiring repeat restaurant clientele and what is more comforting than being graced by a familiar face?

Server Tip 8 - Always check ID's when serving alcohol.

Do not assume anyone's age. If you fail to make sure that the consumer is over the age of 21 and alcohol is served to a minor, this may result in losing your job and/or serving jail time. It can also get the restaurant owners in a lot of trouble.

Server Tip 9 - If often your humble nature exudes a level of modesty, don't be afraid to break from those chains.

As shallow as this may be, in a business where looks can score you more cash, stay in touch with your personal hygiene and overall appearance. Look in the mirror often. Pay attention to little things like remnants of your previous meal lodged in between your teeth!

Server Tip 10 - Keep your sense of humor. Participate in small talk with your customers. Keep them engaged. Listen to what they have to say. Politely remove yourself when need be - they will understand that you are busy. Even during a dinner rush, make sure your customers are relatively entertained when you are in their presence. The little time that you spend with your table is very valuable, so use it wisely.

Server Tip 11 - When taking orders for large groups, it is helpful to assign everyone a number in order of where they are seated either in your head or written down. This will help you organize who gets what drink and what food as you can write down or remember what they ordered according to their number. You can even use this method for small groups as well if your memory isn't the best.

Server Tip 12 - Timing is everything when you're asking your guest "Are you enjoying your meal?" I can't tell you how many times I've been asked that question just after I've taken a bite of food! Take a second to make sure your guest can answer the question before you ask it!

Server Tip 13 - Be sure to check the general mood of your table. If your customers seem on edge or as if there is something wrong with their order, they may be too shy to tell you. Ask if there is anything you can do to be of further assistance. You want to make sure you can defuse any potentially bad situations as quickly as possible!

Server Tip 7 - Make sure drinks are always filled. Do not wait until they have to ask you. Depending on personal preference you can either refill drinks with a pitcher or bring their drink in a new cup. You'll figure out quickly what works for you.

As long as you keep the customer's thirst quenched, you're in good shape!

19

50 THINGS NEVER DO RESTAURANT STAFFERS SHOULD

New York Times article by Bruce Buschel • Part 1 from the series: You're The Boss: The Art of Running a Small Business

Herewith is a modest list of dos and don’ts for servers at the seafood restaurant I am building.

Veteran waiters, moonlighting actresses, libertarians and baristas will no doubt protest some or most of what follows.

They will claim it homogenizes them or stifles their true nature. And yet, if 100 different actors play Hamlet, hitting all the same marks, reciting all the same lines, cannot each one bring something unique to that role?

1. Do not let anyone enter the restaurant without a warm greeting.

25. Make sure the glasses are clean. Inspect them before placing them on the table.

2. Do not make a singleton feel bad. Do not say, “Are you waiting for someone?” Ask for a reservation. Ask if he or she would like to sit at the bar.

26. Never assume people want their white wine in an ice bucket.

Inquire.

3. Never refuse to seat three guests because a fourth has not yet arrived.

27. For red wine, ask if the guests want to pour their own or prefer the waiter to pour.

4. If a table is not ready within a reasonable length of time, offer a free drink and/or amuse-bouche. The guests may be tired and hungry and thirsty, and they did everything right.

28. Do not put your hands all over the spout of a wine bottle while removing the cork.

5. Tables should be level without anyone asking. Fix it before guests are seated.

6. Do not lead the witness with, “Bottled water or just tap?”

Both are fine. Remain neutral.

29. Do not pop a champagne cork. Remove it quietly, gracefully.

The less noise the better.

30. Never let the wine bottle touch the glass into which you are pouring. No one wants to drink the dust or dirt from the bottle.

7. Do not announce your name. No jokes, no flirting, no cuteness.

31. Never remove a plate full of food without asking what went wrong. Obviously, something went wrong.

8. Do not interrupt a conversation. For any reason.

Especially not to recite specials. Wait for the right moment.

32. Never touch a customer. No excuses. Do not do it.

Do not brush them, move them, wipe them or dust them.

9. Do not recite the specials too fast or robotically or dramatically.

It is not a soliloquy. This is not an audition.

33. Do not bang into chairs or tables when passing by.

10. Do not inject your personal favorites when explaining the specials.

11. Do not hustle the lobsters. That is, do not say, “We only have two lobsters left.” Even if there are only two lobsters left.

12. Do not touch the rim of a water glass. Or any other glass.

13. Handle wine glasses by their stems and silverware by the handles.

14. When you ask, “How’s everything?” or “How was the meal?” listen to the answer and fix whatever is not right.

15. Never say “I don’t know” to any question without following with, “I’ll find out.”

16. If someone requests more sauce or gravy or cheese, bring a side dish of same. No pouring. Let them help themselves.

17. Do not take an empty plate from one guest while others are still eating the same course.

Wait, wait, wait.

34. Do not have a personal conversation with another server within earshot of customers.

35. Do not eat or drink in plain view of guests.

36. Never reek from perfume or cigarettes. People want to smell the food and beverage.

37. Do not drink alcohol on the job, even if invited by the guests.

“Not when I’m on duty” will suffice.

38. Do not call a guy a “dude.”

39. Do not call a woman “lady.”

40. Never say, “Good choice,” implying that other choices are bad.

41. Saying, “No problem” is a problem. It has a tone of insincerity or sarcasm. “My pleasure” or “You’re welcome” will do.

42. Do not compliment a guest’s attire or hairdo or makeup.

You are insulting someone else.

43. Never mention what your favorite dessert is. It’s irrelevant.

18. Know before approaching a table who has ordered what.

Do not ask, “Who’s having the shrimp?”

44. Do not discuss your own eating habits, be you vegan or lactose intolerant or diabetic.

19. Offer guests butter and/or olive oil with their bread.

45. Do not curse, no matter how young or hip the guests.

20. Never refuse to substitute one vegetable for another.

46. Never acknowledge any one guest over and above any other.

All guests are equal.

21. Never serve anything that looks creepy or runny or wrong.

22. If someone is unsure about a wine choice, help him. That might mean sending someone else to the table or offering a taste or two.

23. If someone likes a wine, steam the label off the bottle and give it to the guest with the bill. It has the year, the vintner, the importer.

24. Never use the same glass for a second drink.

47. Do not gossip about co-workers or guests within earshot of guests.

48. Do not ask what someone is eating or drinking when they ask for more; remember or consult the order.

49. Never mention the tip, unless asked.

50. Do not turn on the charm when it’s tip time.

Be consistent throughout.

21

How to be a Great Server A Food Critic’s Guide

Article by Grant Chen www.chefseattle.com

As food critics for Chef Seattle, it's our job to dine at every restaurant possible, from the mom-and-pop sandwich shop to the trendy downtown establishments. Over the course of our reviews, we've been in the position to experience the good, the bad and the ugly of restaurant service. This guide for servers contains some key tips on how to stand out from the crowd in the competitive food industry.

1. You Represent the Restaurant You might not own the restaurant or cook the food, but for better or for worse, patrons will always view you as "the restaurant".

As such, you're in the lucky position of getting all the praise when the customer is happy, but also being at the end of the stick when they're not, even if it's due to something out of your control.

As the representative, when a customer is happy, let them know that you appreciate their business and look forward to having them back.

When they're unhappy, find out why and what you can do to make it better.

Part of the playing the role of a good server is letting the customers feel like you're in charge. A lot of this can be done simply with how you phrase yourself. For example, phrases that make you sound in charge begin with: I can... I will... I have...

On the other hand, you won't impress your customers as much with phrases like these: Hang on... Let me check... I don't know...

Using positive, take-charge phrases will help you gain your customer's respect, which in turn improves your image in their eyes. If a customer thinks of you as just someone that takes their order or a runner/busser, it's going to be harder to break out of the standard 15% tip mold.

2. Your Opinion Does Matter The one thing that we absolutely hate to hear from our server when we ask for recommendations is, "Everything is good."

Now while you might think to yourself that someone should really be able to figure out what they want from a menu, many diners need a little prodding or just want to know what's good from the expert (you). So when you say that everything is good, this unfortunate is heard as "I don't know", "I can't be bothered" or "I'm scared of recommending a meal that you won't like."

Remember, you are the restaurant's representative and it doesn't look good if you don't know your own products.

We want to hear what you like. Most likely, your own passion and enthusiasm will rub off on us. Of course, you don't want to build up expectations unreasonably high (e.g., "This is the best duck confit you'll ever have!"), but we do appreciate that you know your dishes.

If you must play it safe, you can always point out dishes that are popular with other patrons. You also stand a good chance of up-selling appetizers or desserts if your customers think you know your stuff.

However, don't take it personally if you recommend something that a customer doesn't enjoy. The number of customers that enjoy your recommendation will probably exceed the few customers that don't.

And hey, they asked for your opinion after all!

Customers also like to hear that they made a good choice after placing their orders. Your affirmation (e.g., "Great choice, the veal is wonderful!") is like a compliment, which makes the customer feel like they did the right thing. If the customer enjoys the meal, you can simply reiterate that it was a good choice after all to leave a positive impression.

3. Attitude is Everything After reviewing hundreds of restaurants, the ones that stood out for service weren't necessarily those with staff that crumbed our table, folded our napkins or had an army of bussers with water jugs.

The restaurants with notable service were those with enthusiastic servers who showed real personality.

In fact, we had a server at one restaurant who had forgotten a drink, mixed up an entree order and ran out of cloth napkins. But the server was an example of superior service because of how professionally he dealt with the situation: he admitted his mistake quickly, sincerely apologized and comped the table. In return, we rewarded the server with a generous tip and the restaurant with a solid review.

We know that being a server is a stressful job, especially on those chaotic Friday nights. Smiling while you're trying to juggle six to eight tables of hungry diners is never easy. However, just remember that your demeanor should be pleasant and you should be relaxed when you're on the floor, even while away from the customers. Your customers are there for a pleasant experience and if they see you having a bad day (yes, they will notice), it will rub them the wrong way and lead to a downward spiral of a bad day and bad tips.

By smiling and thanking your customers, you'll find that you'll reap the rewards of this small token of appreciation many times over in the long run. Also, remember that a proper smile involves your whole face, not just your mouth. So practice that smile and use it often! (PS: It's no coincidence many a Hollywood star worked in the food service industry.)

4. Learn Your Wines Depending on your restaurant, you may or may not have a dedicated sommelier who can guide customers through that daunting 20-page wine list. Most likely, your wine list is far smaller and you won't have a sommelier on hand. However, don't be scared, because knowing your wines and appropriate pairings is a fantastic opportunity for you to look knowledgeable, impress your customers and boost your tips.

Surprisingly, our servers have often been reluctant to recommend any specific wine or even a type of wine and instead showed us what is generally popular. We're not asking you to know your entire wine

selection or educate us on the merits of the '95 Brunello versus the '08 Columbia Crest, but we would like you to know enough about your wine selection to make some specific recommendations.

It will help you considerably in the long run.

The best part of learning your wines is that your education will go wherever you go. Although the wine list will change, you will always have the understanding of the various types of varieties.

5. Be Proactive With Your Tables Each server knows that the people at some tables are amazingly easy to handle while other people at other tables can be impossibly difficult. While luck deals the cards, there are things that you can do to make things go as smoothly as possible when you do get a high maintenance group.

After entrees have been served to one of your tables, instead of asking whether they need anything in general, ask about specific items such as condiments, utensils or refills. By specifically calling out items, you'll avoid being called over a few minutes later for a bottle of ketchup or an extra spoon because the customer forgot it the first time around. Also, you'll appear as detail-oriented and genuinely caring of their comfort.

In addition, this goes without saying, but refilling drinks before they are empty is always a sign of good service and really shows that you are paying attention.

6. Practice Good Timing Good timing serves a number of purposes: it reduces the number of trips to each table and makes you look more attentive. The most crucial element of timing takes place immediately after a party has been seated. This is when you'll be making introductions, mentioning specials, taking drink orders, and most importantly, making your first impression.

As a server, it's your responsibility to keep things going. Groups that take a long time to settle down and order are not good to either yourself or the restaurant.

One thing that happens to us often at Chef Seattle is being seated, then immediately asked if we would like to get started on any drinks.

This is normally a good thing, because this gives the customer an immediate item and gives you time to put the order in while they look over the menu.

However, one thing that I don't like (and I admit this may be personal), is when a server asks if I specifically would like a wine (or cocktail)... before seeing the actual drink menu. I realize some customers are regulars and will sit down and order from memory, while others might always order a merlot before dinner, but I don't like the act of being forced to say "No, but I would like a... " or "Let me see the wine menu first". It just feels a bit pushy.

While you want to both meet the needs of your customer and also sell a drink, you also need to leave room for the customer to look over the menu. "Here are your wine and cocktail menus, but would you like to start with any drinks now?" sends the message that they can take their time with the menu, and also addresses the frequent customers who always order the same drink.

After the drinks, outline the daily specials and then inform the table that you'll be back with drinks and to take orders.

Customers appreciate hearing the specials early, because it gets our appetites rolling and also helps them decide what to order.

If you mention the specials after you come back, then the customers are forced to decide on the spot if they prefer the special, often delaying the ordering process. (continued)

23

How to be a Great Server

(continued from previous page)

The last note about good timing is when to deliver the bill. This is usually self-evident as the people will be finished with eating and you'll have already asked them if they want dessert. Don't miss your upsell by delivering a bill before you have asked if they want dessert; and obviously never while your patrons are still eating because it's seen as wanting them to leave.

8. Learning to Handle the Negatives

With thinner margins, many restaurants these days tend to drop the tab a bit earlier, but it's hopefully left with a smile and a note that it's there just for our convenience along with a "Please take your time" or "No rush at all". After a good service, the last thing you want to do is mess up at the end.

First, if a customer is unhappy, find out if they have a legitimate complaint (food prepared wrong, lengthy delays, unruly neighbors), and if so, deal with it appropriately.

Lastly, never forget to thank your customers! As rule #1 stated, you are the restaurant, so every paying customer is your livelihood at the end of the day. A customer that feels appreciated will come back and also tip more if they feel that the restaurant values their business.

7. Understand Your Customers Some customers simply want their server to be an unobtrusive background experience. Other diners prefer interaction and conversation. As any good salesperson knows, it's important to identify what type of customer you have and to modulate your own personality accordingly to build rapport.

An experienced salesperson, for example, will often match your energy level and rate of speech because it makes you feel more comfortable. Knowing how to interact with each group will improve your experience as well as theirs.

In fact, one study in a mid-west diner showed that servers who were purposefully enthusiastic received less than average tips compared to servers that simply did their job. This doesn't mean that you should act like a robot, but it does goes to show that some customers are interested in interacting with you, while others just want you to be a transparent part of their meal.

Many front-line customer service jobs have the motto, "The job would be great if not for the customers." It's true that one bad apple can ruin an otherwise great day, so the key is to find ways of dealing with those bad apples so that you can continue doing your job and making your other customers happy.

Sometimes a quick resolution will patch things over, but the customer may still be upset regardless. Anger is usually a by-product of feeling helpless, which means angry customers want to have some say over the situation. This can mean talking to the manager, making threats or leaving a bad tip.

To diffuse a simmering customer, try asking, "What can I do right now to make you happy?" It's a great customer service line that puts the ball in the customer's court and forces them to vocalize their needs. It will usually snap them out of their bad attitude when they realize that they have no more excuses to remain sour.

In the event that you snag a customer who is just irreparably negative, you should just tell yourself that some people in the world are simply not happy, no matter what you do. Try not to take it personally, because unfortunately they enjoy being miserable.

9. Smile Happiness is contagious. If you smile at someone, chances are they'll smile back. Science also shows that even if you're not happy, acting happy will actually make you feel better. We're not saying you should carry a smile the whole night (it may even be creepy), but a few strategic smiles will go a long way.

Never forget to thank the customers!

A customer that feels appreciated will come back and also tip more if they feel that the restaurant values their business.

24

How Waiters Read Your Table

Article by Sarah Nassauer for wsj.com

Restaurants Train Servers to Judge Diners, Make Service More Personal; Nixing 'Hello, My Name Is…' What looks like a convivial scene is a waiter's nightmare: people at a table, chatting away, menus closed with drinks in their hands.

Yet when Alex Martin, a 26-year-old waiter at Blue Smoke restaurant in New York, tried to take their order "they didn't even look up," he says. "If you are standing there for more than three seconds it's like an eternity."

At such times, Mr. Martin employs his go-to strategy of "the hand on the table." Placing down his palm draws the group's eyes up and out of the conversation, interrupting but without being pushy, he says. A few minutes later the men had ordered and quickly returned to chatting.

Called "having eyes" for a table, or "feeling" or "reading" the table by restaurant workers, it's how the best waiters know what type of service you prefer before you tell them.

From fine dining to inexpensive chains, restaurants are working to make service more individualized as the standard script ('I'm so-and-so and I will be your server tonight") is sounding dated.

Even chain restaurants like Denny's, T.G.I. Friday's, and Romano's Macaroni Grill are focusing more on personalized service by training staff to note body language, eye contact and offhand remarks, hoping to make service feel less mechanical. Traditionally, eateries taught waiters to follow a script and push add-ons like desserts and drinks.

Getting service right, not just food, is increasingly crucial for restaurants. The number of people going to restaurants is expected to grow by less than 1% through 2019, slower than population growth, predicts NPD Group, a market research firm. At the same time restaurants from Applebee's to fine-dining spots like Press St. Helena in California's Napa Valley say guests expect better service as they continue to demand top value for their dollar and learn more about restaurants' behindthe-scenes operations through TV shows and books.

"We asked what can we do that will set us apart from the scrum," besides discounting and coupons, says Wayne Vandewater,

vice president of learning and development for Applebee's, owned by DineEquity Inc. "Food is easy to copy, a building is easy to copy, but it's not easy to copy our people."

Some restaurants still employ waiter scripts, but now they are being used to dig for guest information. At Romano's Macaroni Grill, an Italian-themed chain, waiters are taught to use their scripted offer of house wine to find out if the table will want a fast, leisurely, or lively meal. If "they say, 'no, well, we are going to the theater,' " then the waiter knows dinner isn't the main event, says Brandon Coleman III, chief marketing officer for the company. To speed up service, the waiter may bring the check at the same time as the food.

If diners have a laptop open on the table, they might not be interested in appetizers that are best for sharing or learning a lot about the cocktail menu, says Ricky Richardson, chief operating officer for Carlson Restaurants Inc., which operates T.G.I. Friday's.

25

How Waiters Read Your Table

"We changed 'suggestive selling' to 'situational selling,' " says Rene Zimmerman, senior director of training and development for Bob Evans Farms Inc., a family-style restaurant and food maker. Instead of offering every breakfast guest one additional item, say biscuits and gravy, waiters are taught to adjust their offer depending upon the guest.

For a diner who places a lighter order, like a bagel and fruit, the waiter might suggest a cup of coffee or tea.

Restaurants are investing in training despite the historically high churn rate in wait staff, though turnover has slowed since the recession. Waiters can be paid below minimum wage in some states because they earn tips.

In other states, they are paid a minimum wage that varies by state from $5 to $10, plus tips.

As part of a recent, two-week training course at the Cheesecake Factory in Burlington, Mass., Lauren McDonagh, 23 years old, sat with four other new employees before the lunch rush. They heard tips on how to interact with tables with children (if a kid says he doesn't like green things, don't use lettuce, even as a garnish), first-time guests (walk them to the restroom, don't point), and celebrations (get at least five employees to sing "Happy Birthday").

26

Ms. McDonagh and the others are taught to "tour guide" guests toward menu options they think are best, like easy-to-prepare food if they are in a hurry. When Ms. McDonagh began waiting tables without any training at age 18, "it took me three months to realize you give the dessert menu quietly to the mom, otherwise kids scream," for dessert, she says.

Reading a table happens within seconds of a waiter coming to a table. By asking for a cocktail menu or smiling and making strong eye contact, "they are saying 'hey, I want to engage with you and I want you to make me feel really important,' " says Mark Maynard-Parisi, managing partner of Blue Smoke, a pair of barbecue restaurants in New York, owned by Union Square Hospitality Group. If people seem shy, "you want to put them at ease, say, 'take your time, look at the menu.' " Blue Smoke does seven days of training with new waiters, five days of trailing an experienced waiter and two days of being trailed by the experienced waiter. Each day includes a quiz and a focus such as greeting guests.

With parties of four or more, "the most important thing is to read the dynamic between the group," Mr. Maynard-Parisi says. Alcohol (who is ordering more or less) is a potential point of contention. He reads eye contact and body

language to see if a group is friendly (looking at each other) or less secure, like an uncomfortable work meeting (glancing around the room, fidgeting). "Am I approaching the table to rescue them or am I interrupting them?"

Because people often resist speaking up when they're unhappy with their meal, waiters are taught to detect if a guest is unhappy. When asked about dinner, if a guest says, " 'It's OK.' That to me is a red flag," says Allison Yoder, general manager of Press.

At Cheesecake Factory, employees are taught to look every guest in the eye when moving through the dining room, watching for people looking up from their meal, pushing food around their plate, or removing ingredients from their dish—all signs they might not like their meal. Even if it's not their assigned table, they are trained to ask if anything is wrong and try to fix problems.

Reading a table is still more art than science.

On a recent night at Blue Smoke a couple came in with a baby in a stroller, usually a demographic looking for a quick dinner.

Instead, the baby fell asleep during the meal.

"They spent so much money," says Mr. Maynard-Parisis. They "got another cocktail and dessert and an after-dinner drink."

How Waiters Read Your Table

The Signals You May Be Sending If a waiter reads the needs of your table correctly, you're likely to end up with a good experience. Inadvertently giving off the wrong signals can doom a table to service that's too rushed, too slow or just off kilter.

Here, how to work the system.

If you're chatty... A waiter is more likely to assume a friendly, chatty table is there to party. Get ready for more offers of drinks, dessert and a talkative waiter.

If you act moody... You may get better service. Several waiters said they are more careful to get every detail right when they believe a table is already in a bad mood (a couple fighting or a tense business meal perhaps).

If you say 'It's OK'... To attentive waiters, saying food is 'OK' is a red flag that you aren't happy with your meal. The waiter or manager might dig for more information to fix the problem.

If you ask about the menu... Food questions are a sign that you either like learning about everything you might eat or you feel lost and need guidance. One menu question could lead to a long, full menu description. If you seem overwhelmed, the waiter might try to steer you toward a particular order.

If you grab the wine list first... Expect the waiter to focus wine explanations and questions about refills to you.

If you're early and fancy... Diners who are dressed up and have an early dinner reservation may lead waiters to suspect they have another event that night and serve them at a fast clip.

If you're wearing a suit at lunch... Diners who look like they just stepped away from their cubicle, whether in a suit or business casual, are bound to get speedier service.

The exception: If the waiter realizes the boss or valued client wants to set a slower pace by asking for more time before ordering or pulling out papers for a sales pitch.

If you act like the ring leader...

A waiter will try to determine who is in charge at the table through body language, clues in conversation or by who made the reservation, and defer to the wants of that diner.

If there's no obvious leader...

If no take-charge person emerges at the table, the waiter may struggle to figure out whether to be chatty or invisible and whether to make the service quicker or more leisurely.

Check, Please?

How the check is brought to the table can make diners grumble. Some guests want the check without asking, some feel rushed if a check is placed on the table before they ask.

When researchers asked customers which restaurant service mistake is worst in terms of overall satisfaction, they said not promptly settling the check when the guest is ready to leave, or problems with the check amount.

(This complaint was second only to messing up the food order.) The research, which surveyed 491 people who had dined at a table-service restaurant within the past month, was published in the Cornell Hospitality Quarterly in 2010. It's 'tricky,' says Serge Krieger, general manager of fine-dining spots TRU and L2O Restaurant, both in Chicago.

Instead of leaving people in check limbo,' ‘we make them ask,' says Mr. Krieger.

'After coffee, we say, "Anything else I can get you?" And they usually ask for the check.'

To signal when diners are ready to pay, Applebee's, owned by DineEquity Inc., has introduced check holders (see above) that say, 'I'm ready to go!' The new books are in about half of its 2,000 U.S. locations and customers are using them, says Wayne Vandewater of Applebee's.

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Give Yourself a Raise

15% tip on $2.50 = 35 cents (rounded) You do that on avg. 30 customers per night = $10.50 You work 5 shifts per week = $52.50 You work 50 weeks per year = $2,625

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The Dollar Cost of Losing

One Guest Imagine if every guest who dines in the restaurant tells 12 people who weren’t there about their dining experience.

Then those 12 people tell 6 more, and those 6 tell 3 more, etc.

Think it won’t have an effect on business? Just take a look at the chart below to see the impact!

Initial guest tells 12 friends = 12 new customers!

12 new guests tell 6 friends = 72 new customers!

72 new guests tell 3 friends = 216 new customers!

That’s a grand total of 300 potential new customers!

OR 300 that will never even try the restaurant based on the good or bad experience of that very first guest!

$3,600.00

With an average guest check of $12.00 per person, that’s a whopping in potential business that all goes back to the experience of that very first guest!

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Which Are You?

SERVER A Professional Server

OR

ORDER TAKER An Order Taker

Makes Money.

Makes Change.

Is In Control.

Is in the “Weeds”.

Makes Suggestions.

Always gets all the “cheap customers”.

Realizes any guest is potentially profitable with suggestive selling.

Is going to get a “real job” some day.

“Waits on Tables”.

Recommends daily food and drink feature.

Says, “Do you want an appetizer?”

Realizes you can earn as much as you’re willing to suggest.

Says, “Do you want some wine with your dinner?”

Knows that there is no “Salary Cap” when it comes to tips.

Says, “Do you want some dessert?”

Knows price, portion size and prep of every menu item.

Can double the tips with half the tables.

Thinks selling is pushy and a waste of time.

Complains when their busy, complains when they’re slow.

Can’t wait for the night to be over.

Knows that to suggest is to sell, and to sell is to serve.

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Good Service can save a bad meal.

A good meal cannot save Bad Service.

- Doug Roth

Need Proof?

Check Out the Check Average Comparison An Order Taker Vodka Tonic………………….…$2.50 Water…………………………....$0.00

A Professional Server Absolute Vodka Tonic……………….$3.00 Perrier Water…………………………$2.75 Appetizer……………………………..$11.00

Steak Dinner……………………$8.95 Chicken Pasta…………………..$7.95

Steak Dinner………………………….$8.95 Chicken Pasta………………………...$7.95 Mushrooms…………………………..$1.50 Side Salad…………………………….$0.75 Bottle of wine……………………..….$11.00

Coffee x 2……………………..…$1.50

Check Total……………………...$20.50

Irish Coffee……………………………$3.25 Espresso……………………………....$1.50 Dessert……………………………......$1.95

15% Gratuity…………………....$3.15

Check Total…………………………...$46.50 15% Gratuity………………………....$6.90

That represents a positive cash flow difference of $3.75 on that one table alone!

Lets look at some simple math...

Times 10 tables a night = $30.75 Times 5 shifts a week = $153.75 Times 50 weeks a year = $7687.50 server has the potential $$$ A true professional to ring up over $230,000.00 in a single year, and 15%- 20% of that could be yours!

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the

POWER

of

Suggestion • Boosting Wine by the Bottle Sales •

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Article by Joyce Angelos Walsh www.restaurantowner.com

"Americans Prefer It by the Glass" is the title of a recent New York Times column written by wine critic and renowned enologist Frank Prial, who commented on the wine drinking habits of Americans. We tend to drink wine as a cocktail, without food, he noted.

Unlike Europeans, most of us have not grown up with a bottle of wine on the dinner table.

And so another well-regarded wine expert tells us that wine by the glass is popular with our customers. If you've been following along in your hymnal, you will remember in the May issue of Restaurant Startup & Growth we published "Selling Wine One Glass at a Time," by master sommelier Doug Frost, who touted the virtues of a well-rounded wine-by-theglass program.

So why on earth are we writing an article on the importance of selling wine-by-the-bottle?

First, to succeed at wine sales, you need to be ready to serve by the glass and by the bottle, and know how to make both programs work well for your guests and your bottom line.

Second, as Prial goes on to tell us, there are

Bottle Sales Basics The wine-by-the-glass program gives you a way to provide guests with a decent glass of wine when they don't care for a whole bottle. Leverage your by-the-glass program to sell wine to tentative drinkers or to introduce diners to varieties that are unfamiliar to them. Just don't lose sight of your goal to get a bottle on every single table.

How do you get there? First, train your servers to be sellers rather than order takers. In the restaurant, the ability to sell separates the men from the boys and the women from the girls. Hire your wait staff with this in mind.

It will pay off handsomely over time.

Seek servers not for their wine knowledge alone, but their attitude toward promoting wine. You can teach almost anyone to become knowledgeable about wine; salesmanship is in large part an attitude.

Identify your salespeople and pair them with those who have not gotten the sales religion.

If you're lucky, selling will become infectious, and the laggards will begin to move your wine inventory. If your order takers just don't get it, you might offer to help them explore alternative careers.

a number of good reasons -- reasons that you might not have considered -- why you will want to see bottles of wine on each and every table.

The Advantages of Selling Wine by the Bottle While a good wine-by-the-glass program can be profitable, selling by the bottle tends to drive up wine sales. Let's look at a typical scenario, as an illustration. If a party of four orders six glasses of wine at $7 a glass, that's $42 in the till. If the same foursome orders a reasonably priced bottle for $30, and has a second bottle, your gross would be $60.

Sure, your cost is typically lower on glass wine, but you tend to take more dollars to the bank with bottles.

In addition, bottles increase server and bartender interaction with guests, which can drive up check averages. While a server is opening and serving a bottle, he can interact with guests, make menu suggestions, and create opportunities for further sales.

By freeing the bartender, you give him more time to spend with guests at the bar, which creates fatter drink tabs.

Another important point is to understand that the first table turn sets the pace for bottle sales the rest of the evening. I train servers to pay extra attention to getting a bottle on every table during the first seating. As diners are seated for subsequent turns, they will take note of the surroundings. Subconsciously, they say to themselves, "Everyone here is drinking wine by the bottle. I should do the same." We like to think of ourselves as individualists, but most of us run with the herd at times. Make this aspect of human nature work for your business.

Overcome Obstacles to Success Like almost everything in life, including restaurant wine sales, we can be our own worst enemies. What are some potential and obvious roadblocks that any restaurant may face when it comes to selling bottled wine?

For instance, do you have enough copies of your wine list to go to every table, and do your servers always present it to guests?

Do your servers lack confidence in their wine knowledge? The following are four common obstacles to successful wine bottle sales, with suggested methods for "breaking on through" to the profitable side.

And while wine by the glass can be more profitable, in terms of direct cost, bottles can indirectly increase income by increasing server and bar efficiency. From a practical standpoint, bottles are a more efficient way to serve your guests. Wine-by-the-glass sales keep servers running to the bar, increase the number of glasses that have to be washed, and tax the bartender's time. Bottles keep the server at his station rather than hanging out at the service bar.

But bottle sales please more than your accountant. Bottles can improve your guests' wine experience, which, in turn, improves their dining experience. Emotionally speaking, a bottle of wine (or two) on the table drives home the value of wine as a focal point of the communal experience, which is an important reason why folks gather around a restaurant table with friends and family.

And, unless you have an ideal wine-by-theglass program, bottled wine offers your guest a wider variety of choices of freshly opened wine. Particularly at restaurants where the selection of wines by the glass is extensive but wine sales not brisk, your guests might find themselves drinking wine that has seen better days.

Your servers are afraid of looking foolish.

Who can blame them, when they're struggling to open a bottle of wine? My motto: The first 1,000 bottles are the hardest!

Servers need to be completely comfortable opening a bottle -- in front of an audience -or they will shy away from even asking a guest about their wine selection.

New servers should be opening all the wine by the glass for the bartender, and be called upon to demonstrate during lineup.

(See "Wine Service 101" on Page 43.)

And while we're on the subject of looking foolish, servers are often afraid to show their ignorance about wine. Wine is complex.

How often do you provide training on the subject to your staff? Ongoing training often means daily emphasis on wine. If you're serious about selling wine, it has to be a topic of discussion in every lineup. Set up tasting classes with a distributor or winery on a regular basis. Wine training should be educational, enjoyable and motivational.

If you see glazed looks on your servers' faces during your training sessions, you haven't found the right trainer.

Another scary proposition for many servers is being posed with the question, "What wine do you recommend with…?" (continued)

• The Power of Suggestion • Mastering the myriad directives of wine and food pairing can be mental gymnastics, particularly with the range of flavors offered on many menus today. There is really only one immutable law: People should drink what they like. We may offer suggestions, as there are some stellar combinations (you should cover this in your wine training); however, paying too much attention to what goes with what is yet another hoop through which we make people jump, and can complicate the experience. Learn about the best and worst combinations. It's fun and useful (see Initial Sources for some help here) but don't be a slave to rules.

You've chained your guest to a telephone book-sized list. Variety is the spice of life, they say, and you are the proud owner of several thousand bottles of wine in your cellar.

But right now, as your guest, I have been forced to make far too many decisions today.

Could you just give me the CliffNotes™ version of your wine list? Many top restaurants offer abbreviated lists that appeal to those of us who have neither the time nor inclination to read three pages of Merlots.

You have a problem getting the right bottle to the right table right now. Do you have a system for ordering and retrieving a bottle in a timely manner? This is probably one of the most irritating things for a guest.

The wine shows up after the food is served, or worse, it's the wrong bottle. Does a server have to track down a member of management to obtain the intended bottle? Are the servers without a clue that you are out of wines on your list? If you answered "yes" to these questions, you need to get organized.

Your servers prejudge the guests. Guests may surprise you. A casually dressed couple comes in early, and orders domestic beer, and the server pegs them as "no wine here." Or, they order a couple of glasses of White Zinfandel, and the server swiftly removes the wine list along with the menus after taking their dinner order. He makes no mention of the wine list, just proceeds to a terminal to enter their order, rolling his eyes upward and mumbling, "White Zin!" Undue prejudice against pink wine aside, this assumption can cost you sales.

And on that note, I'll end the article with a personal anecdote. One evening, nearly 20 years ago, as a wine steward, I recall a party of four, dressed casually, that ordered a carafe of the house Chablis from their server.

The server remarked to me that I probably would not want to bother handling the order.

After all it's "just a house wine." I told the server, that I'd be happy to attend to them.

The server had taken their food order, and as I had trained him to do, he left the wine list on the table. I served the Chablis, chatted with the guests for a bit, and let them know I'd just put some new wines on the list, and I'd be available if they would like any suggestions. The server ran back to me several minutes later, and exclaimed, "They want bin 318! Do you think they're serious?" I smiled and went to the cellar for my decanter and a magnum of Chateau Lafite. You never know.

8 Ways to Maximize Wine Sales 1. Speed counts. Once the order is taken (and this goes for cocktail orders, as well), get the bottle to the table as fast as you can.

2. Make the word "wine" slip into every single first approach to a table, whether it's a single diner or a crowd. Practice this approach on friends and family. "We have several new wines on the list, my favorite is…," or "I'll be right back with your cocktails, and I will leave the wine list with you to select something for your dinner."

3. Always assume that your guests want wine. It's only a matter of which one they want. "Would you like a red or a white this evening?"

Or how about "…wine for this evening? I love this Sauvignon Blanc with our mussels," or "the veggie pizza is great with this Zinfandel -- would you like to try a bottle?"

4. Up sell the two glasses to a bottle. "We offer the wines by the glass by the bottle as well, and they are a great value when you're both having the same thing -- shall I bring a bottle?"

5. When emptying a bottle, (always to the host) ask "would you like another bottle of the same or would you like to see the list again?"

6. Don't spend too much time worrying about what goes with what. Everyone has their own taste, and while there are good choices and great choices, screwing it up entirely is rare.

7. Be aware of any wines that may be unavailable, so that you may inform the guest at the moment they order it, and suggest an alternative.

Again, avoid delays; they cripple your sales.

8. Even if you don't drink wine, you can sell it. Find some wines with which you are familiar. Selling is storytelling, and remarking to a guest that the owner loves a certain wine or that the winemaker recently visited the restaurant for dinner can sell a bottle.

Don't be afraid to be creative.

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Wine Service 101 How to remove a cork intact, and a bunch of other basic rules of wine service that every server and manager should know are listed below.

1. The bottle is presented to the host. The host is whoever ordered the wine. Pay attention to this -- don't present the bottle to the gentleman if the lady ordered it. Say the wine's name and vintage, conďŹ rming their choice, before opening.

2. The bottle may be set on the table or a geridon (a French term for a side table), or opened "in the air." Make this determination based on your style of service and set a policy for consistency.

5. Withdraw cork using the action of the opener as a lever.

Avoid pulling the cork to one side as it comes up. When the cork can easily be removed, twist the cork with your hand and remove.

Avoid popping the cork out. Place cork on table next to host's glass.

6. Wipe the bottle top again.

7. Pour 1 to 2 ounces for the host to taste.

3. The server shall have a clean folded cloth napkin in hand.

Cut the capsule cleanly below the second lip, and wipe bottle with napkin. The cut capsule goes into servers' pocket, and never on the table or in an ice bucket.

4. Insert the corkscrew, but not dead center, or the opener will spiral down to one side. Look at the top of the cork like the face of a clock and insert it between the center and 1 o'clock (11 o'clock if you are a southpaw).

8. Upon acceptance, pour clockwise (label facing guest) all women ďŹ rst, and then gentlemen, and then host last (male or female). One 750-ml bottle is 25 ounces, and serves four, with wine left over in the bottle. Do not try to empty on the ďŹ rst pour -it looks pushy. No matter what your glass capacity, serve no more than 4 or 5 ounces. You may have to stretch a bottle for 6, but do not short anyone on that initial pour.

9. Wish the party well by saying "enjoy" and remove the cork, unless they would like to keep it. (Never re-cork the bottle on the table.)

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TIPS ON TECHNIQUE

Suggestive Selling

To sell effectively, you must sometimes bring a need or desire to try something to the surface. Make sure you use the right type of language.

For example: "Would you like an appetizer tonight?"

If the guest responds, "No," your suggestion is over before it got started.

"Would you care for some of our battered pickle chips with your drinks? They go great with beer and come out quickly from the kitchen.”

With this approach, you have exhibited your knowledge and confidence of food.

The guest has now developed confidence in you. This will greatly enhance your opportunity to make this sale and make other recommendations.

People don't like to be "SOLD." Effective suggestive selling is subtle.

You are doing the guest a favor, looking after his best interests by offering your knowledge and expertise and making honest recommendations.

Many of guests are not familiar with daily specials. As their intermediary, you are in the position to smooth the way for a confused guest. Above all, be sincere and honest. Always do what you truly believe is in the "guest's" best interest. Recommend items you know are superior and you are certain they will enjoy.

NEVER OVER SELL! Always allow the guest to finish ordering before you start suggesting. Be aware of what the guest is ordering and make sure he understands what he is getting.

If a guest orders too much, and you are certain he can't handle that much food, advise him. He will appreciate your concern and honesty.

Suggest appetizers while people are studying the menu. "How about some fries or sharing an order of mozzarella sticks," with your dinner this evening?"

Suggest side orders with entrees. "Would you care for a cup of our famous tomato soup or a side arugula salad with your sirloin?"

Always be persuasive and display complete confidence. Make suggestions so positively, that the guest wouldn't dream of questioning your recommendation.

Don't ask the guest a "yes or no" question. This requires him to make a decision. Remember, people come here to relax, not think. If you display confidence and complete product knowledge, the guest will trust your judgment and allow you to take care of him.

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Selling Smarter Not every guest is going to buy a bottle of wine, appetizer, or dessert. But you must remember, we know two facts about every customer.

Every Customer: 1. Is planning to spend money.

2. Wants to have a good time and enjoy their meal.

If you keep these two facts in mind, you will be amazed at how easy it is to sell, providing, of course, you possess the necessary knowledge and confidence.

Through suggestive selling, you can: • Increase check totals. The higher the check, the better your chances of a good gratuity.

• Expose the customer to a new and different product they may not have tried, if you had not recommended it. Thus, the evening is more enjoyable and he may return with friends and has more reasons to tell others about the restaurant.

Suggestive selling and making personal recommendations is another aspect of good service.

Eventually, it will come easily as you build your self-confidence.

From a server training manual at slideshare.net

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Fundamental

Upselling Strategies for the Restaurant Upselling is essentially a practice of embellished suggestions aimed at getting the guest to spend more money. It is a valuable marketing strategy in any restaurant, but it must be trained and practiced in order to be effective as a sales technique. Restaurant servers, cashiers and kitchen staff who have contact with the customer should know appropriate and effective ways to upsell menu items. These useful methods for upselling in the restaurant will help increase sales and tip money.

How to Upsell Upselling is the art of enticing customers to buy something extra without them knowing you are selling something.

Offer Multiple Suggestions Workers can upsell whether they work in a quick-service restaurant or a swanky lounge. Here are two prime examples: • At Wendy's, the worker at the cash register will usually ask the customer if he would like to "Biggie size" his order. This means getting a bigger drink and bigger order of fries for a few extra cents. The customer often feels as though he is getting more bang for his buck, even though he probably did not want the bigger size to begin with.

• A guest asks the bartender for a vodka martini. Rather than simply taking the order, the bartender asks, "Which type of vodka would you prefer? We offer Grey Goose and Svedka." The bartender brings up two of the most expensive varieties of vodka in order to upsell to the guest, or get him to pay more for his martini.

Use Embellished Descriptions Servers and restaurant workers can upsell by describing the ingredients, cooking process or presentation of a dish as a means to entice customers and convince them to buy. Often, servers will not actually ask a question but simply launch into descriptions to whet their guests' subconscious appetites. Make the items sound exciting by trying these methods: • Suggest an appetizer by explaining the ingredients and preparation with vivid language. For instance, say "You will find our appetizers especially intriguing, including the broiled goat-cheese quesadillas which are sprinkled with pepper and thyme and served piping hot."

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• If a diner is already sure of what he wants, ask him if we would consider any sides to go with his meal. To a diner ordering chips and salsa, a server might say, "A side of our fabulous guacamole would complement your chips and salsa, since it is prepared with fresh avocados and tomatoes, as well as our signature spices."

Describing the side as a smart attachment to the meal is a great way to make the meal seem incomplete without the extra purchase.

5 Keys for Upselling Dessert Desserts in particular are lucrative but challenging items to upsell. The guest is often satisfied from the main entrée and may not ask for dessert directly. Listed below are five popular strategies for upselling desserts: 1. Present dessert menus after lunch or dinner.

Bring out dessert menus for each diner after clearing dinner plates. Seeing the descriptions and ordering from a menu may make the guests feel more in control of their choices.

2. Use vivid descriptions.

Describe a few of the dessert specials using vivid imagery to appeal to the guests.

3. Bring out the dessert tray.

Utilize a dessert tray to show guests how tasty the desserts look.

4. Offer low-calorie options.

Do not forget to offer low calorie dessert options, which may sway diners who are trying to watch their figures.

Also suggest coffee or tea.

5. Show off your desserts.

When someone does order a dessert item, be sure servers or runners carry it at table level. This way, other diners can see and smell the dessert and may be convinced to order one of their own.

How to Integrate Upselling Strategies into Training Sessions Upselling does not always come naturally. Make upselling part of the training regimen by offering tips and suggestions to restaurant workers and servers at the start of every shift, as well as during initial training sessions.

Managers and lead servers can help their staff learn to upsell by following these suggestions: • Allow servers to taste menu items. Provide opportunities for servers to taste menu items, including daily specials.

• Train in menu knowledge. Make menu knowledge a priority, so servers can speak intelligently about the preparation and quality of food.

• Suggest vivid descriptions. Offer ideas for how to use colorful language when describing dishes. For example, avoid simply offering "a slice of chocolate pie" and instead upsell "an exquisite slice of delicate chocolate mousse pie with a drizzle of caramel." The second description makes a big difference.

• Role-play with servers. Role-play with servers to demonstrate how to ask questions or offer more items • Provide rewards. Hold contests and offer incentives for servers who sell the most dessert or daily special, giving food or gift cards as prizes.

Wine Pairing Wine can provide an excellent complement to a meal. Hence, wine pairing is a great way to upsell to your customers.

However, satisfying the customer's palate with a wellpaired wine requires training, experience and extensive knowledge of both the food and wine menus.

Taking the time to learn about food and wine pairings can improve the customers's dining experience and make even more sales for the restaurant.

Do You Know Where Everything Goes?