How to create a great restaurant experience and boost profit

Crafting the right restaurant ambience will lead to greater customer satisfaction and higher profits, says Paul Hunter from Seeds Consulting, but it’s an elusive ingredient to find

In the dynamic, competitive world of the hospitality and restaurant trade, success isn’t just about delivering exceptional dishes or providing top-notch service… it’s about creating an unforgettable experience that keeps customers coming back for more.

In food and drink franchises, creating and maintaining a consistently elevated customer experience is key to growth (and a massive factor why many franchised QSR brands lead their sectors), but finding this holy grail is about much more than simply following a pre-established playbook.

Franchisees need to take ownership of their local market and work with franchisors to create a unique, buzz-worthy experience for their guests to leave a great impression.

“Businesses are only ever as good as the service they give,” says Paul Hunter, hospitality consultant at Seeds Consulting and former head of operations at Vagabond Wines, Puttshack, Bill’s, and Tortilla.

“The huge advantage of franchising over starting up is buying into a business with a proven track record and a product that you know already works well. But no matter how great the venue may look or how amazing the food or drinks are, the path to success is always rooted in the quality of service that your guests receive.”

Just as you would conduct a local competitor analysis and embrace a marketing plan, going the extra mile to craft a memorable customer experience will lead to repeat business, positive reviews, and ultimately, higher turnover and profit. This starts with training.

“Great franchises will offer complete staff training guidance from pre-opening on site to recruitment and new staff training manuals,” Paul continues.

“Training should never be rushed or ignored – your teams are the gatekeepers of your business and leave the largest impact on your guests. If you don’t have access to experienced in-house trainers or an HR team, I recommend working with a training and people consultant to ensure pre-opening and ongoing training and development is on point.”

Every customer interaction is a chance to make an impression that lasts a long time after the bill is settled. From the moment a guest walks through the door, their perception of your establishment begins to form. This initial encounter sets the tone for their entire experience that follows.

Welcoming smiles, attentive staff, and a comfortable ambience can all contribute to creating that positive first impression.

Hire for success

An important contributor to creating a pleasant environment for your guests is the mood and behaviour of your team. “Look at how they work together,” says Paul.

“Are they enjoying their jobs, having fun and laughing together? Most importantly, are they smiling? Stressed teams pass on their tension to guests, just by the way they look and work.

“Remember, your team culture is as important as the food and drink you serve – and this can’t be taught in a manual. As with training, working with professionals to create a smooth, happy and professional environment is a worthwhile investment.”

It all starts at the hiring stage.

“Hire the best, and then keep them,” Paul advises. “Sounds easy, but believe me it’s not, and I’ve seen businesses die a piece at a time by losing their best people. Remember, great hospitality is almost impossible to teach. It’s all about hiring the right people.”

Look after the detail

It’s often the small details that leave a big impact. From the arrangement of table settings to the choice of background music, each element contributes to the overall ambience and attending to these little details showcases your commitment to providing an exceptional experience.

A well-thought-out atmosphere can even influence your customer’s perception of the quality of your offerings.

“Creating the right ambience for guests ensures a great experience, happier customers and increased spend, but it’s not something that can be learned from a book and it definitely isn’t one-size-fits-all,” advises Paul.

Not only do you need to consider ambience during different times the day (your breakfast atmosphere should differ from that in the evening, for example), but each day is different too, as weather, seasons and other outside influences all have an impact. Take lighting for starters.

“Your business should never be markedly brighter than the outside,” says Paul. “As the sun sets, so your lighting should reflect the change outside and dim right down, creating a cosy, almost sexy, environment. No-one wants to burn their retinas when walking indoors, and a lot of business is lost before it’s even begun if potential guests walk straight on past because you look too bright from the outside.”

Music is another very important factor that changes through the day. Think about your playlists. “Music should be there and audible, but (late night venues aside) almost unforgettable,” Paul advises. “Your favourite playlists might put off 60% of your guests, so choose music that suits your venue, not your personal tastes or those of your staff.”

“I would recommend working with a music provider who will help you to select the right tracks and plenty of them; no one wants to hear the same song over and over,” he adds. “This also ensures your teams aren’t plugging in their own devices when you’re not there! As with lighting, start quiet and as the venue fills and the noise of your guests increases, slowly increase the volume of the music to create the perfect buzz and atmosphere.”

Another contributor to the comfort and positive experience of your guests is temperature.

“This seems like a no-brainer, but a lot of business is lost because spaces are too cold or too hot,” warns Paul. “The perfect temperature is 21 degrees – warm enough to be comfortable, but not awkwardly so. If you have tables outside, consider supplying blankets or hot water bottles (as well as shade), and think about the draft doors when your seating plan, because when they open they generate a rush of air. We want guests to be comfortable enough to stay for as long as they like, not to be forced to leave and have their dessert somewhere else.”

Create connections

One-size-fits-all approaches are becoming a thing of the past. Modern customers crave personalisation – they want to feel like more than just another transaction.

By getting to know your regular guests – their preferences, and even their names – you will create a connection that makes them feel valued and special, fostering loyalty and encouraging customers to return again and again.

Going above and beyond what customers expect can create a sense of delight and surprise, so try and anticipate their needs and desires and find ways to exceed their expectations. It could be a
complementary dessert, a personalised recommendation, or simply exceptional service.

These gestures leave a lasting impression that customers are likely to share with others.

Focus on feedback

In today’s digital age, customer reviews hold immense power. A memorable experience is more likely to result in positive online reviews and recommendations on social media platforms.

Happy customers become brand advocates, sharing their experiences with their networks and these endorsements not only attract new customers, but also contribute to building a trustworthy reputation.

“We all have a love/hate relationship with reviews,” says Paul. “Many bad ones are over-embellished and cutting – and why couldn’t they have said something when they were in!”

But love it or hate it, feedback is vital to the ongoing success of your business.

“The new generation of customers rely heavily on ratings,” he continues, “and when you remove the emotion from feedback, there’s a lot of good to work with to help reward or improve your operation. I would encourage your teams to ask for feedback; this helps guests to voice any concerns before they leave and gives you the opportunity to put things right.”

When it comes to online reviews and ratings, always reply to feedback, but never enter into a debate online.

“The adage that ‘the guest is always right’ may not be literally correct, but when it comes to your business they should always feel like they are,” Paul advises. “If you get a bad review, acknowledge it, apologise to the customer and take it offline by asking them to contact you directly. If it’s a great one, then thank the customer – it means the world to people.”

Profitable return on investment

Crafting exceptional experiences requires investment, both in terms of time and resources.

However, the returns far outweigh the initial costs. Repeat customers are more likely to spend more and become your brand ambassadors and positive reviews and word-of-mouth recommendations drive new business without the need for extensive marketing efforts.

“Dealing with any issues as they arise during a guest’s visit is a great opportunity to turn a problem into a magic solution and create new regulars,” Paul concludes. “Listen to what guests have to say and ask what they would like to make it better. Most of the time people just want to be heard, so a free dish or drink will be enough to make their day.

“Remember, we’re entering uncertain times with less disposable money and guests will ultimately vote with their feet. It might cost you a free drink today, but that will mean returned visits tomorrow and beyond. As Danny Meyer says: ‘a great restaurant doesn’t distinguish itself by how few mistakes it makes, but by how well they handle those mistakes.’”

Each interaction is an opportunity to make a lasting impression – an impression that can turn a first-time visitor into a lifelong customer. The hospitality and restaurant industry is about so much more than just providing good food and service; it’s about creating memories and positive emotions too. Focus on delivering to customers an outstanding experience, and you can foster loyalty, generate positive reviews, and drive higher profits for years to come.