Stephen Montgomery is a man who knows a thing or two about the challenges facing hospitality businesses.
As director and spokesperson for the Scottish Hospitality Group, Stephen has spoken to operators across the country about the issues facing their businesses, as well as fighting the good fight at Holyrood and Westminster on behalf of the industry.
That’s on top of decades of experience in the trade running a variety of pubs, hotels and restaurants.
And so it was a natural next step for Stephen to put all of that experience to use as a consultant, offering advice and solutions to operators looking to cut costs, increase efficiency and sharpen up their customer service.
“Costs are so big at the minute. And there’s a ceiling that consumers will pay for food and drink, and probably for accommodation to a degree as well,” said Stephen. “Many businesses are looking now at saving costs and money rather than continually putting prices up. Easier to save a pound than to make four. But you can’t do it at the cost of the customer experience.”
Assistance can range from reviewing costs and contracts across the full range of an outlet’s services from utilities, Insurance, Epos, and PDQs through to mystery dining and advice and training on every step of the customer journey.
Stephen said: “The time that the customer wakes up in the morning and says to their partner ‘let’s go out for food tonight’, that’s where their journey starts. It’s how they find you; what’s your digital presence, what’s your socials like? What’s your advertising like? How easy is it to book? Who’s the first point of contact when they lift the phone?
“Put yourself in the customer’s point of view.”
That focus on the customer has never been so important, with the cost of a night out higher than ever.
“When you look at the cost of going out, for two people it’s the cost of a weekly shop now,” said Stephen.
“Ten years ago people weren’t overly bothered about spending £30/£40.
“But now, when it’s becoming so expensive, the consumer wants that experience. They don’t just want fish and chips on a plate. And even if your food isn’t 100% all of the time, if your staff are absolutely on it, that can sometimes make up for a bad meal, or one that wasn’t as good as the first time they were there. Service is what we do, but hospitality is how we make people feel, and the experience.
“If your consistency is right and your service levels are up there you are going to get repeat business.”
