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Meeting Customer Needs

September 2, 2009
You're in a restaurant ready to spend hard-earned money. When you ask if you can change the dressing on a salad, your server says: "I am sorry, we are not making modifications to our menu right now." How does that make you feel? For me, I immediately think, really? ... You can't change the dressing? ... Is it that hard?  

Being a chef of a 5-unit restaurant group, I completely disagree with this tactic.  I am a firm believer that if you are coming to my restaurant and want to make a change to something on the menu because that is the way you like it, no problem. Since each item is made when the ticket comes into the kitchen, I feel there are very few times I need to say "no" to a guest.

Has the Burger King slogan, "have it your way" gone by the wayside at most eateries?  It seems more like, "have it our way or no way."  At Burtons Grill we pride ourselves on customizing the dining experience from the moment a customer is seated.  I feel that with the growing number of allergies and specialized diets, many people decide that it isn't worth it to go out to dinner if they can't get what they want. They'll decide to eat at home.  I also know of some restaurants that feel special requests are too daunting of a task to take on.  I know that you can't be everything to everybody, but I do believe that I can make most things accessible.
 
When customers at Burtons Grill have allergy concerns or need to make menu modifications, the last thing I want to do is make them feel uncomfortable. Our servers are trained to listen carefully to what guests want and to check with the kitchen to see if we can make requested changes happen.  There are many times when guests want calamari sautéed instead of fried or oysters grilled instead of on the half shell.  Is it really putting me out to accommodate my guests?  I know that when I invite someone into my house, I do everything and anything I can to make sure they are comfortable and happy. Why would I change that when it comes to my restaurant?
 
We offer a very extensive, gluten-free menu and a vegetarian menu. We split plates in the kitchen so guests aren't fumbling at the table, pushing half of everything onto an empty plate when they want to share their food.  And we do this at no additional cost. This comes in part from my experience as a diner. I am a foodie. When I go out to dinner with my fiancé, we often order three to five courses and share everything. I am always very disappointed when I see that I was charged for splitting food or, should I say, receiving an empty plate to split the food myself.  If I feel like I was nickled and dimed through my dining experience, I simply don't go back to that establishment.

I transfer this lesson to Burtons. I know that I feel good accommodating my guests with the best food and service that I can. After all, that is why I got into the hospitality industry: to create great food and watch people smile when they eat it. And it has paid off. Here, a few comments I've received from happy customers:
 
"[Servers] Bridget and Cameron were excellent. Both said that there would be no problems with the order and it came perfect. My daughter and I are gluten-free/lactose intolerant and she is also vegan. Hands down, the best eating experience for us in a LONG time. Thank you so much!"
 
"We had the best waiter I have had. His name was Allen. He was efficient, knowledgeable, courteous, and friendly. The food was great, our server even better. Also I would like to thank you for having a vegetarian menu. We are glad Alan told us about it or we wouldn't have known. We are anxious to return. Please keep up the good work. Thanks for a great experience."
 
"My husband has stage-4 lung cancer. He is being treated with chemo and he has a loss of appetite. But he enjoys dining at Burtons because you allow us to split the surf & turf without making us feel uncomfortable. Steve Slicis is always pleasant. We enjoy dining at Burtons when our budget allows us to. Thanks again."

Posted by Denise Baron on September 2, 2009 | Comments (0)