Perfecting the Carry-out Experience
Due to more demanding schedules at work and home, an increasing number of Americans are ordering carry-out from casual restaurants instead of eating inside. Hospitality customer service consultant T.J. Schier says that restaurateurs who execute carry-out properly will stand out from the competition.
Dallas, TX (PRWEB) November 22, 2004 --- Americans are in a hurry. From balancing deadlines in the office with raising a family at home, men and women alike have schedules that are more frenzied than ever. With less time for relaxation and a declining interest in cooking homemade meals, a rapidly increasing number of Americans are using the carry-out option rather than eating dinner inside a restaurant.
Consumers are demanding this convenience, and many restaurants are responding. However, a high percentage of these restaurants have implemented service measures specifically designed to create an ideal carry-out experience for their customers.
Customers want convenience, and it is easier for many people to phone in a carry-out order at a casual restaurant," said Schier, who is the author of Now Thats Service That Sells," which was released earlier this year and includes a chapter devoted to perfecting the carry-out experience. We dont want fast food and pizza all the time -- there are days when we are craving dinner from a place like Chilis or Outback - but at the same time we often dont have the time or dont feel like going inside to eat."
Recognizing the revenue stream potential, many restaurants have refurbished their restaurants to accommodate carry-out business. Yet the customer service for carry out in casual restaurants is typically less polished than in-house.
Carry-out should be an experience for guests just as eating in-house is," said Schier, whose company, Incentivize Solutions (www.incentivizesolutions.com) provides seminars on guest service and employee motivation, and creates training, employee incentive and guest service programs for service businesses. Casual restaurants that offer carry-out are competing with quick-service restaurants and pizza delivery chains. Customers have a growing number of choices, so casual restaurant operators need to incorporate techniques that give their guests a favorable experience -- one that will make them want to return."
Staffing and training are the essential ingredients to effective carry-out service, Schier says. This starts with having employees whose sole role is serving carry-out guests.
Its important that the phone is appropriately staffed during peak hours by employees who are trained on proper etiquette, menu knowledge and how to clearly communicate with customers," said Schier, who is also the author of Send Flowers to the Living! Rewards, Contests and Incentives to Build Employee Loyalty," Drive-Thru Excellence" and Now Thats Quick-Service That Sells." Its better to have staff members whose job is to service carry-out guests than have a bartender trying to answer the phone on a busy Friday night in addition to serving the bar guests and running the service bar."
Hosts are the employees most often assigned to carry-out since servers focus on in-house guests since they depend on tips. Yet, in many restaurants, hosts are not given menu training.
Obviously, its not a good idea to have employees without in-depth menu knowledge answering the phones," Schier said. Your carry-out team members should be prepared to answer questions, especially when guests dont have a menu in front of them."
A side entrance for carry-out with its own POS terminal and an employee behind the counter is the ideal set up, Schier says. Restaurants that still require guests to navigate their way to the bar for carry-out pickup make the experience inconvenient. It is also important to include utensils, napkins, condiments and a carry-out menu with the order, which adds to the convenience factor.
Twenty years ago, nobody would have imagined that the drive-thru would represent more than 60 percent of a fast-food restaurants business. Today, the carry-out element is gradually composing a higher percentage of a casual restaurants sales," Schier explained. Carry-out may only be a fraction of a restaurants business today, but it will continue to grow if it is executed properly. And this is one more way that a restaurant operator can stand out from the competition."
Media Contact:
Jeff Louderback
Quantified Marketing Group
(407) 474-6149
jlouderback@quantifiedmarketing.com
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