Resources
>
BLOG

Can Your Customers Trust You?

Jul 15, 2011

A recent Restaurant Briefing post pointed up the need for more transparency in business operations in these post-economic meltdown days, with a number of specific recommendations on how restaurants could help rebuild the trust of their patrons.

We would like to take this a step further and suggest that the current climate rivals the post-Watergate era in its capacity for shaking consumer belief in the very foundations of our economic and social system, and could create an entire new generation of distrust. And that suggests that no effort to demonstrate authenticity and transparency is too small.

Here, then, are some more opportunities:

SERVE REAL FOOD.

Authenticity in experience has become a megatrend byword for these uncertain times, a tenet that extends throughout virtually every customer-facing industry. For restaurants, the food is the most obvious expression.

You can convey the authenticity of your food in a variety of ways, starting with the menu. The copy itself should be clear, descriptive, and free of hyperbole (such as “cooked to perfection”—what, after all, does that mean?). It should convey quality and freshness, and play up the attributes of individual ingredients, without going overboard.

This is not to say that everything needs to be farm-raised and artisan-produced—there will always be a role for speed-scratch and prepared ingredients in all but the most rarefied kitchens—but many consumers are increasingly aware of where their food comes from and how is it made, and the more informative you can be about your food, the better.

That’s the reasoning behind the sourcing lists seen on so many menus today, crediting local farmers, cheesemakers, ranchers, and so on. Product qualifies such as aged cheddar cheese, housemade dressings, and imported prosciutto will go a long way toward proving authenticity.

EMPHASIZE FRESHNESS.

Many observers believe that fresh is the new shorthand for healthy, and it’s certainly something your patrons are looking for. You can get a fresh message across in a variety of ways, both subtle and overt. One is through the simple display of ingredients—a very famous restaurant in New York has a farm table in its entryway that holds a big bowl of seasonal ingredients such as apples and pears. Impeccably fresh flowers on the tables can do the same thing, along with fresh ingredients displayed on service stations.

Another way to say “fresh” is through customization. When customers are able to order menu items the way they want them, you’re telling them that the food is made-to-order just for them—the ultimate statement of freshness.

Seasonal menu changes also work wonders with freshness impressions. For more on this, read “The Call of Seasonal Menus.”

BE FAIR AND OPEN WITH EMPLOYEES.

Authenticity and transparency have a way of percolating through an entire organization. Of course it almost goes without saying that you want to train your staff members, both front- and back-of-house, to be able to translate your menu and quality standards to patrons.

But it’s just as important to respect your employees as it is to respect your customers, and that respect will translate through to patrons. This does not have to be financial.

• Be upfront with staffers: tell them how your business is faring and what your goals and expectations are. Allow employees to learn about your business—it will help them, and you

• Maintain an open door policy for listening, not just for problems and grievances, but also their solutions and suggestions. The people who are closest to the trenches may have some very good ideas for improvements.

• Respect their need for a full and balanced life, with adequate time off and flexibility in scheduling.

• Make a commitment to staff development. It doesn’t have to be expensive, and it will help improve morale. You might want to investigate online training or subsidized training opportunities that may be available in your state or town

• Encourage reading, volunteering, attending local conferences and seminars, and anything else that will help your staff grow