A round with Andy

It’s never been so important to live up to your customers’ expectations

It is now more expensive than ever to drink ‘out’. In order for our pubs and bars to hit their targets the prices have to go up so they can make money, but the people who drink in our establishments don’t really care about that. They want an experience, there has to be a reason for them to come out and not just sit in the house drinking, a trend which is on the rise.
Now, more than ever, we have to offer above and beyond what people expect when they step into our establishments.
In a recent survey we carried out at Mixxit, we asked what people look for when they step into a bar from the following ten options; choice of drinks, atmosphere, choice of food, staff courtesy, speed of service, quality of drinks, value for money, price, sport on TV/outside area and specific brand of drink availability.
What you might find surprising is that value for money comes in at number seven!
So people are looking for an experience when they go out.
You may think of everyone who comes through the door as a customer. We prefer to think of them as guests. But whether you call them guests or customers, we don’t need to tell you that they always come first.
They are the most important people who walk into your establishment. Without them, your role does not exist; satisfy them, and they will become more loyal. But what are the guest’s expectations today?
For me it’s vital to never be complacent when you serve.
Building loyalty is tough – bad news travels faster than good and a bad night for you is certainly worse for your guests.
Great attention to detail and sharp service means they should become a walking endorsement for your bar.
Guests rightly demand to be able to drink and dine at their own pace. They may hate to wait but refuse to be rushed, they might not spend a great deal now, but you never know when they may return and who they may bring along with them.
We’ve offered our advice on how to make them feel at home, but it’s equally important you learn how to anticipate their needs to maximise your sales potential. It is important to know how to ‘read the guest’ so you can greet them and address them accordingly.
The standard has definitely increased in the UK but we still have a way to go to catch up on other countries that see the service industry as a professional career.