I have often compared the challenges we have faced (and continue to face) in hospitality to a ‘Grand National’. Except fences keep being added that seem to get taller and more hazardous while the ‘finishing post’ is moved away, with further furlongs added to our continuing ride to success or in many cases to simple survival.
Of course, ‘success is a journey, it is not a destination’ so we have to keep ‘riding the horse’ and jumping the fences. So ‘delighting’ our customers at every opportunity is vital because just satisfying them isn’t going to be good enough going forward. We have to be great atmosphere and occasion creators.
The key is, as hospitality businesses, we have to focus on building the sales line through being very consistent at what we do best, and creating more great memories for our guests and customers by keeping our teams motivated and focused on great customer service.
Knuckle down
There is no doubt we will face the challenges ahead like all the other challenges we have faced and continue to knuckle down and treat our guests and customers better than ever and build the business from the top, after all, increased turnover is essential to paying increased bills.
This is a time for more innovative training while developing, valuing and motivating our people like never before. Service will be the number one key differentiator going forward, along with a ‘great value’ proposition.
I wrote a while ago about the perception of great value versus price. In a nutshell, ‘great value’ isn’t about cheap, it’s about the customer looking at the bill and saying to themselves… that was worth every penny and I will be back again soon because this establishment nailed the food and drink quality and crucially the service was friendly, welcoming, knowledgeable and, most importantly, I didn’t feel ripped off when the bill arrived!
We have eaten out a few times recently where ‘bill shock’ has occurred. The food, drink and service quality didn’t live up to the total amount charged on the bill… so we simply won’t go back. Building the top line isn’t about purely putting up your prices, that’s easy to do. It’s about being worth the prices you are charging and encouraging regular repeat visits. We all have to ask ourselves “are we worth it, are we still good value?”.
More expensive
We will need to focus on our dedicated teams more than ever before. Sadly, with the employer national insurance contributions (NICs) hikes recruiting people for two or three shifts a week will be more expensive. It is a great shame that people who offer so much to our business for a few shifts a week are now no longer looking as ‘viable’ as they did. Hospitality has been built on the loyal two to three shifts a week workers who want to add to their main job or get out of the house to work in a sociable environment. It is essential we remember all our people are ‘viable’ if we train them well, develop and value them and keep them motivated and customer focused. They are all assets to the business and we need them. So get them paying for themselves by giving them the skills they need to increase your sales through great service.
If we simply look at the costs we face and hike our prices up to deal with them then we are in big trouble because very quickly businesses will become a ‘special occasion sort of place’.
When you go out on those rare weekends you have free and see places on a Saturday night or a Sunday lunch half full, you simply know they are charging too much and not living up to what they are charging. They are in the dreaded downward spiral of ‘special occasion land’.
So my message is… it will be tough over the coming months as we adjust to increased costs, but we have to stay very positive and share the challenges we face with our teams so they can understand what is ahead of us and help us build those sales to pay those bills. Simple really...
