My next-door neighbor’s daughter works at one of the better club’s in town as the restaurant manger. Her attention to detail as it relates to the member experience is unmatched in the club world.
Knowing her Father well, she was taught from a young age the importance of remembering names. It is something this blog focuses on continually, because frankly, many people weren’t taught the magic of it.
I asked Sarah how she trains employees to remember names, even when they are new:
- “It’s unacceptable to address or even ask for a member’s number”. They aren’t numbers, they are people. She believes it is imperative to remember names quickly because of the inherent competitive advantage it places the club ahead of the other restaurants members pass on the way to the club. A simple technique for a new employee is, “Hello, my name is _______________ and I know I have served you before… I am trying hard to remember everyone at the club. Could you give me your name once again and I’ll be right back with your drink order”. This is 1,000 times better than, “what can I get you to drink…great, what’s that number again”.
- “Have pictures of members in your computer data base. Another simple solution. What about pictures after the Saturday or Sunday morning games of the members in the 19th hole…with tagged pictures on Facebook? I would actually have staff look at these to cement the member names in their minds.
- Always have a senior employee present. I have actually seen Sarah point out members many times to new hires as they are walking in. “That’s Mr. and Mrs. So and So, she usually gets Tea with two lemons, he likes Diet Coke”. Having a seasoned employee around to point out and teach new hires who and what (the member likes) is valuable.
- Strike up simple, but genuine conversations. “How was your round today Mr. Smith, it was certainly a beautiful day for golf?
- Use the members name several times throughout their time in the dining room. Repetition takes effort, not skill. This the quickest way to remember names quickly.
My club, Holston Hills CC in Knoxville, TN just hired a new Executive Chef. With a newly remodeled kitchen and dining facility still in progress, the roll-out of the new menu has been limited — and for good reason, when 94% of Country Club restaurants lose money on Food & Beverage. It’s not the (collective) club Restaurant’s fault when only 300-500 potential customers are all the club can serve despite great service and a high-quality product.
Last night my family decided to go to the club for their once-per-week (Friday) dinner. The menu is limited…and I love it. Two appetizers – $5. A feature drink. Three main courses & two dessert items. And these selections change every week – another fantastic idea. Simple.
I would like to convey a few things about my experience that you could use or keep in mind at your club:
- When we arrived, we didn’t have to park 1/2 a mile away like we do on a busy Friday night at Outback.
- Reservations were a snap. No pager to carry around. No one butchering my last name when our table was ready. No bustling waiting area where everyone is texting annoying bird noises, watching (loud) videos, or talking on their phones like no one else exists.
- When we arrived, they had nice table cards with the club logo and our names – great touch.
- Of course, no chain in town can match the advantage of knowing who my family is when we walk in. We were greeted by Eric and Curtis, by name. It matters.
- Service was prompt and attentive, not smothering, throughout the entire meal.
- When our restaurant Manager, Jamie came by to say hello, he took the time to introduce himself to my son and shook his hand (he’s twelve years old). This meant a lot to me. Do you think this would ever happen at PF Changs or Red Lobster?
- Because the kitchen isn’t pushing out meals every three minutes, our meal didn’t sit in the service window/area for six minutes. It came out hot off the grill.
- About mid-way through out meal, Chef Patrick came out to say hello and asked how our meal was. This was genuine by the way, not forced. My Father, who used to own and manage restaurants for years used to make a point of doing this – and he always had a big following of customers that yelp or tripadvisor couldn’t beat off with a stick.
- At the club, it’s nice (sorry, I’m getting old) to have presentable folks take care of you. Pressed clothing. Friendly. No nose rings, lip piercings, eye-brow piercings, tattoos, gum-chewing, or having to ask several times what they said because of a tongue-piercing (this actually happened over a business lunch at a nice restaurant in downtown Knoxville a week earlier).
- The music was soothing, no pumped up Lady GaGa, Bruno Mars, or Justin Bieber that we had to yell over.
- My view? Looking out over a 1927 Donald Ross masterpiece beats a parking lot view any day.
- Finally,we didn’t feel rushed to leave because the Restaurant needed to turn our table over another 5-6 times.
All of these points are worth a 15-20% premium.
How you Market this is up to you:
- A view looking out of the window of your club split-screened with a parking lot at Applebees?
- Pictures of members that everyone knows enjoying the food (other members will ask how their experience was)?
- A picture of the table cards with members names?
- Pictures of the food being cooked on an open fire in the Kitchen or plated?
- A few pictures of the staff members everyone loves welcoming members to come?
- Maybe a comment or two from actual members that night raving about their experience?
These are ideas the chains simply can’t do, and won’t do.