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Turning the mundane into the memorable

June 24, 2011 by Don Fox — CEO, Firehouse of America

Most consumers treat themselves to dining occasions across the entire spectrum of restaurant segments. Within everyone's lives, there are occasions that are best suited for a fast drive-thru experience and a very low price (with commensurate quality attributes).

Other occasions allow for a more leisurely fast-casual experience that offers a unique blend of convenience, high-quality food and tip-free price. A casual-dining experience rewards the guest with a dedicated server, and (hopefully) a high-quality meal that lives up to the price point. And then there is the fine-dining experience, where the guest's decision to award the highest check average of all is rewarded with impeccable service and the finest food that money can presumably buy.

During the past few years of its explosive growth, the fast-casual segment has stolen dining occasions from both ends of the spectrum. But when looking at the numbers and reflecting upon the steady declines in casual and fine dining, one may conclude that the erosion caused by fast casual has lapped at the shores of casual dining the most.

With this in mind, I am always conscious of observing the performance of my casual dining competitors. I enjoy those occasions when a full-service experience is in order, and as both a customer and a restaurant professional, I look at each experience and each brand to contemplate their strengths and weaknesses. Usually, the strengths of both casual and fine dining come in one of two areas -- either great food or superlative service that demonstrates that the server and management know their business and care about keeping mine.

That being said, full-service restaurants follow a predictable script; hostess greets you and escorts your to a table (assuming no wait is required, which unfortunately for the segment, is more the norm these days). You server is either introduced to you or introduces themselves. His skill is then put to the test in all the areas that make for a great server and a healthy tip: expedient, attentive service and attention to your table; great menu knowledge reflected in food and beverage recommendations; a personable, smiling demeanor; the imparting of a belief that you are important to them. The definition of a superior server bridges all concepts and cuisines, and they have an opportunity to really make or break your experience.

Next comes the part of the experience that is executed the same way in virtually every full-service restaurant -- the delivery of the check. As mundane as it may seem and as easy as it may be to execute, there is a lot that can go wrong -- and often does. A particular pet peeve of mine is when it is abundantly clear that your party has finished their meal, yet you wait at length for the check presentation, which automatically induces the belief that even when the checks comes, it will probably take the server forever to retrieve it with your form of payment (and then longer still to finally return with the final receipt for signature). Normally, one would think that there is nothing exceptionally positive that can be added to the totality of the dining experience - that it is only fertile ground for something to go wrong. With that in mind, I'd like to relay a recent experience I had in a casual dining restaurant that demonstrated how in every operation, there is the opportunity to turn the mundane into something memorable.

At this particular mid-scale restaurant (a modest size multi-unit brand), I had a good experience. The food was well worth the price with some unique flavor combinations that made it more than just another "me too" choice. The server was very good. Not off the charts excellent, but knowledgeable, attentive and and a good demeanor. When it came time to get the check, I went though my normal thoughts about how long it might take. We had added a desert (an excellent recommendation on his part), and he was quick to follow up when he saw the last bites taken.

When the check holder arrived, I decided to pay with cash. I didn't have exact change in order to leave my payment inclusive of a generous tip, so I waited for him to return with the check holder, and what should have been a $5 bill and some change (of course, there is some strategy involved by the server in regard to how they portion out the change in order to maneuver for a optimum tip, but let's leave that aside for the moment). When I opened the check holder, to my surprise, there were two crisp, brand new $2 bills, and a freshly minted silver dollar.

Now, I can only surmise that this was no accident. What a genius move on the part of the brand, or perhaps the individual unit general manager, to stage such unique currency for the increasingly diminishing transactions that involved cash. You might be thinking, "What's the big deal?"

The point is, it made that very mundane, routine experience a truly unexpected and memorable event. It was just one very small part of an overall very good dining experience. It was a perfect complement to the occasion.

It shows those of us running our own operations that we should look for remarkable ways to do the routine, mechanical aspects of the job.

I am intentionally not mentioning the brand where this took place, because I am eager to hear from the readers whether or not you have had a similar experience. Tell me if you have, and where it happened! If it's the same, we'll give them credit where credit is due. Ummm...make that cash.