Starting a First-Time Customer Program in Your Restaurant
If you’re a chef or restaurant manager, then you know how competitive the restaurant industry is. Customers, your biggest assets, have so many options to choose from when eating out it makes it hard to gain their loyalty. That’s why it’s important to make a great first impression with every patron, so you give them a reason to return. One way to increase customer retention and turn those first-time guests into loyal customers is to develop a first-time customer program.
What is a First-Time Customer Program?
First-time customer programs are designed to make your guests feel appreciated during their first visit to your restaurant. There are no set guidelines for creating a first-time customer program, but they usually involve restaurant managers giving away coupons or gift certificates to customers to encourage a second visit to your restaurant. Incentives typically include a free appetizer, beverage, or dessert with the purchase of an entree, or having your servers hand out buy-one-get-one-free vouchers to encourage couples or small groups to come back.
If offering free food and drink doesn’t fall within your budget, then a first-time customer program could consist of your chef introducing themselves to the guests and asking how their meal was. This simple action makes your patrons feel welcomed and appreciated, and it shows them that you take customer satisfaction seriously. Ultimately, the goal of a first-time customer program, whether it offers incentives or not, is to turn first-time visitors into returning customers that can then join your loyalty rewards program.
Benefit of Having a First-Time Customer Program
The biggest benefit of having a first-time customer program in place is that it will help you gain repeat and loyal customers. Since it’s difficult to gain loyalty from an individual on their first visit, it’s important to get them back in your doors a second, third, and fourth time. By having a program set in place, you’ll be able to give your first-time customers the best possible first impression of your business. That positive first impression is what will hopefully encourage your guests to come back or tell their friends and family to give your restaurant a try.
Tips for Starting a First-Time Customer Program
If you’ve decided to try out a first-time customer program, then the following tips should help you get started. Whether you’re looking for ideas to increase your program's effectiveness or suggestions for retaining more customers, this list has you covered.
- Train your staff to ask the right questions right away. By teaching your hostesses and servers to ask questions like "Is this your first time dining with us?", they’ll be able to quickly find out if it’s a customer’s first visit.
- Have a secret code in place to inform other staff members that it’s a customer’s first visit. Once hostesses and servers are confronted with a new customer, they can use your business’s secret code to alert the manager, assistant manager, or hostess. For example, servers can place a different colored napkin holder or flag on the customer’s table, or they can write the table number down on a whiteboard in the back-of-house common area.
- Only offer free coupons with the purchase of an entree. Yes, you want to get customers through your door a second time, but you can’t give them their entire meal for free or you’ll lose out on profit. However, a free appetizer won't end up costing you much, but will still impress your customers.
- Include an expiration date on your coupons. If your coupons have no expiration date, customers will likely keep putting off their second visit. If the offer is only good for a few weeks or a month, they’ll be more likely to return sooner.
- Put a personal spin on each customer’s visit. Be sure to address each guest by their name, and try to give them a coupon that matches their personality. For example, if they dined with you in the afternoon, then offer a coupon for a lunchtime special. Or, if they were interested in the wine menu, provide them with a happy hour coupon.
- If your chef is going to come out and introduce themselves, have them do so once the customers are about halfway through their entrees. This gives your guests enough time to start enjoying their food, but it doesn't interrupt the server's task of delivering the check and wrapping up the meal.
- Ask new customers to fill out a guest card. This allows managers to get feedback and collect guests’ contact information, so they can receive emails with weekly specials, events, and other information. Also, if a patron leaves a less than desirable review or expresses dissatisfaction, managers can try to resolve the issue and redeem the restaurant's reputation.
By starting a first-time customer program in your restaurant that wows your guests during their visit, you’re sure to increase your restaurant’s number of loyal customers. Plus, by giving your patrons a great first impression of your business, their word-of-mouth advertising will bring even more customers through the door.
Posted in: Related Resources
How to Advertise Your Restaurant For Free
Starting a restaurant is an expensive undertaking. Even with all the necessary investments, many restaurants fail to attract enough customers to sustain their business. Inadequate or poor advertising is one of the main reasons for their downfall. For that reason, it's crucial to think out of the box when advertising your restaurant. While traditional advertising methods may require a significant financial commitment, finding ways to promote your restaurant’s brand for free can put you in a position to succeed in this highly competitive industry. Click any of the tips below to skip to the free advertising tips that interest you: Embrace Social Media Identify Key Demographics Enhance Your Digital Presence Host Live Events Engage with Customers Free Restaurant Advertising Ideas While paid advertising can be effective, it's not always feasible for every restaurant's budget. With the right approach, you can harness the power of free advertising and maximize your restaurant's visibility. By optimizing your marketing efforts and choosing the methods that make the most sense for your concept, you can attract new customers and keep them coming back for more. 1. Embrace Social Media The largest and most widespread way that restaurateurs can advertise their business for free is by participating in social media. Social media platforms not only allow you to share important information about your business, but they also provide opportunities to interact with guests. When managed correctly, social media accounts make it easy to keep your audience informed about new dishes, special offers, and exciting events happening at your restaurant. Consider starting an account on one or more of the platforms listed below: Facebook: Facebook is a versatile platform that allows you to create a business page where you can share photos, videos, and updates about your restaurant. You can also use Facebook to engage with your customers by responding to comments and messages, creating polls, and even organizing events. Instagram: Known for its visual appeal, Instagram is an excellent platform for showcasing mouthwatering food photos and creating a visually appealing feed. Utilize Instagram's features like stories, highlights, and hashtags to increase your reach and engage with your audience. TikTok: TikTok has rapidly gained popularity, especially among younger demographics. This platform allows you to create short, engaging videos that can go viral and help increase your restaurant's visibility. Take advantage of popular challenges and trends to create content that resonates with your target audience. When embracing social media for restaurant advertising, it's crucial to maintain an active presence by posting regularly and engaging with your followers. Interact with your audience through comments, direct messages, and even by hosting giveaways or contests. Encourage customers to share their experiences by creating branded hashtags or running user-generated content campaigns. 2. Identify Key Demographics Understanding your target audience is crucial when it comes to crafting effective advertising campaigns. By identifying key demographics, such as age groups, income levels, and interests, you can tailor your marketing efforts to reach the right customers. Use the tools listed below to learn more about your target market. Google Analytics: This powerful tool provides valuable insights into your website's visitors, allowing you to understand their age, gender, location, and interests. By analyzing this data, you can gain a better understanding of the demographics that are already engaging with your online presence. Social media insights: Social media platforms also offer free tools to gather data and insights on your customer base. Platforms like Facebook and Instagram provide detailed analytics on your page's followers, such as their age, gender, location, and interests. Customer surveys: Train your staff to ask for feedback or conduct surveys to collect information about your customer base. This can provide valuable data that free tools may not capture. 3. Enhance Your Digital Presence The internet has become the go-to resource for customers looking for new dining experiences, making it crucial for restaurants to establish a solid online presence. Here are some key strategies to enhance your online presence and attract more customers to your restaurant. Set up a user-friendly website: Start by setting up a user-friendly website that showcases your menu, contact information, and any special promotions. Your website should have a visually appealing design, easily navigable pages, and clear and concise content. By providing relevant information and an intuitive interface, you create a positive user experience that encourages customers to explore your restaurant further. Optimize your website for search engines: Incorporate relevant keywords and meta tags throughout your website's content. These keywords should reflect the type of cuisine you offer, as well as any unique aspects of your restaurant. By doing so, search engines will recognize your website as relevant to customers' search queries, driving more traffic to your site. List your restaurant on Google My Business: Google My Business is a free tool that allows businesses to manage their online presence on Google's search engine and maps. By creating a Google My Business listing for your restaurant, you can provide accurate and up-to-date information to potential customers. This includes your restaurant's address, phone number, operating hours, and website link. Utilize third-party delivery sites: Third-party delivery platforms, such as Uber Eats, Grubhub, and DoorDash, have a large user base actively searching for dining options. By partnering with these sites, you can increase your restaurant's exposure and reach a wider audience. 4. Host Live Events Hosting live events is a simple yet effective way to advertise your restaurant for free and make it a go-to spot in your area. By hosting these live events, you can create a buzz around your restaurant and generate positive word-of-mouth. Remember to promote your events through social media, your restaurant's website, and local event listings to maximize attendance. Trivia nights: Organize a weekly trivia night where customers can test their knowledge while enjoying delicious food and drinks. These interactive events encourage friendly competition and keep patrons engaged. Karaoke: Let your customers take the stage and show off their singing talents during a karaoke night. This fun and lively event will create a memorable experience for your guests and keep them entertained. Happy hour events: Boost weekday traffic by hosting happy hours with discounted drinks and appetizers. Not only does this attract customers during slower hours, but it also creates a vibrant atmosphere that encourages socializing and networking. Tastings: Showcase your menu items or new additions by offering tasting events. Allow customers to sample a variety of dishes, enticing them to come back for a full meal in the future. Watch parties for sporting events: Capitalize on major sporting events by hosting watch parties. Offer food and drink specials, create a festive atmosphere, and provide large screens for customers to enjoy the game. Cultural or holiday celebrations: Embrace the diversity of your community by hosting cultural or holiday celebrations. This not only attracts customers looking to celebrate their heritage or favorite holidays but also introduces your establishment to a new audience. 5. Engage With Customers One of the most effective and cost-free methods of advertising your restaurant is to connect with your customers on a personal level. This not only helps you build relationships with your patrons but also allows you to collect valuable customer data for advertising campaigns. Clearly state your intent when collecting information, such as telephone numbers or e-mails, from individuals. This is crucial to avoid violating any rules regarding the Telephone Consumer Protection Act and ensure your customers feel comfortable providing you with their contact details. Customer surveys: One way to engage with your customers and gather feedback is by creating customer surveys. Place these surveys on each table or include them in the check presenter. Encourage your guests to fill them out, asking for their opinions on the food, service, and overall dining experience. Offer birthday promotions: Sending birthday coupons can help increase customer loyalty and generate positive word-of-mouth advertising. This personal touch not only makes your customers feel special but also encourages them to visit your restaurant during their birthday month, potentially bringing along friends or family members. Implement an e-mail campaign: Creating e-mail campaigns with announcements and special offers is a great way to engage with your customers. Collecting customer e-mail addresses allows you to directly communicate with them, keeping them informed about upcoming events, new menu items, or exclusive promotions. Back to Top Starting a restaurant is a challenging endeavor, but by thinking creatively and finding ways to advertise your restaurant for free, you can increase your chances of success in this competitive industry. By adhering to the tips above, you'll be able to position your business for success.
Restaurant Loyalty Program Ideas
From a global pandemic to supply chain and staffing shortages, the restaurant industry has weathered many challenges since 2020. Brands can use customer loyalty programs to successfully navigate these turbulent times. No matter the economic climate, creating a customer loyalty program helps restaurant operators earn repeat customers and increase overall sales. Learn how to create a successful rewards program by implementing our loyalty program ideas. Use these links to learn more about restaurant loyalty programs: What Is a Loyalty Program Rewards Program Benefits Types of Loyalty Programs Loyalty Program Ideas Rewards Program Tips Best Restaurant Loyalty Programs What Is a Loyalty Program? Loyalty programs provide discounts, freebies, and benefits to customers who regularly choose a business. The rewards increase when a customer spends a certain amount, refers a friend, or makes consistent purchases. “Loyalty programs” are aptly named, because they reward brand loyalty and incentivize customers to frequent a business. Restaurant Loyalty Program Benefits Restaurant loyalty programs encourage customers to return to your restaurant, order more, and spend lucrative celebratory dining occasions with you. Discover the top benefits of restaurant loyalty programs below. Increases Revenue - Loyalty members typically purchase more often and at higher price points than non-loyalty members, increasing revenue by 5-10%. (The Bond Loyalty Report) Earns Repeat Business - 79% of consumers will continue doing business with a brand if they offer a loyalty or rewards program. (2022 Merkle report) Prompts Referrals - 73% of consumers are more likely to recommend brands with good loyalty programs. (The Bond Loyalty Report) Reaches Gen Z - 62% of Gen-Z customers are highly influenced by a strong loyalty program. (The Bond Loyalty Report) Types of Restaurant Loyalty Programs There are five main types of restaurant loyalty programs, physical frequent shopper punch cards, and digital points programs. We recommend veering away from punch cards since most consumers don’t want to have to carry around a physical card. Learn the differences between these two categories below. Punch card - A punch card is an easy way for customers to keep track of their purchases. Each time they purchase an item and receive a “punch” on their card, they’ll be one “punch” closer to attaining a free item or special promotion. Though not all customers will want to carry these cards with them, this type of loyalty rewards program can cater to the preferences of your patrons. For example, you can reward customers who frequently order ice cream with a free cone after their tenth “punch.” It can also get patrons to try new things at your restaurant. For example, if they get punched for 5 entrees, they can get a free dessert. Automatic rewards systems and databases - Did you know you can manage your loyalty program through your POS system? Toast POS offers a digital loyalty program for a flat monthly fee. Guests enter their email at checkout to join and start earning rewards. Each time they use their credit card with your business, they automatically accrue points. There’s no need for a loyalty card and points are managed online. App - Many restaurants, especially chains, use self-made apps so guests can create an account and scan their app or "check-in" on their app when purchasing from the restaurant. Apps eliminate the need for guests to carry around a card or remember a rewards number, and they will appeal to members who frequently engage with their smartphones. Membership loyalty credit card - Offer your customers a loyalty card to pay with. This can take the form of a credit card, similar to Starbucks' Rewards Visa Card, that guests can add money to or spend money with and accrue "stars" or "points". Receipts - Use receipts to market your customer rewards program. Include a website link in the receipt to a contest or a special offer that your loyal customers can access if they will take the time to do so. Promote your cafe, concession, or coffee shop sales and offer an item at a discounted rate if customers bring the receipt back with them at a later time. Back to Top Foodservice Loyalty Program Ideas Upgrade your restaurant rewards program by incorporating our restaurant loyalty program ideas. Social Media Rewards - Allow customers to earn points through social media. Provide customers with loyalty points when they post photos of your food or business to their social media accounts. This is a great way to receive free advertising and encourage patrons to engage with your brand on social media platforms. Cell Phone Number Rewards - Go mobile and have customers sign up for rewards with their cell phone numbers. When they purchase from your establishment, they can provide the cashier with their mobile phone number to collect points. By signing up, they agree to receive text communications from your business, such as alerts about new menu items and discounts. Be selective about the texts you send, or customers will unsubscribe. Class Rewards - Get creative and offer classes to your loyalty club members. For coffee shops, this could be a class on how to make latte art. Bakeries might teach their patrons how to make a sourdough starter, and restaurants can offer a special night where they teach plating techniques. Offer Referral Rewards - Allow customers to win points, perks, and rewards for referring a customer when the person they referred makes a purchase. CRM software can help you track customer referrals. Keep referral points to “first generation” referrals, meaning, when customer A refers customer B, customer A gets a point. But, when customer B then refers customer C, customer B gets a point, but customer A does not. This helps prevent profit loss. Educational Rewards - Give customers points for completing educational content that relates to your brand. For example, if sustainable seafood is a priority at your establishment, give customers points for reading/watching resources on sustainable fishing. If customers understand the value of your products, they’ll appreciate them more. Those who are already educated on your offerings will appreciate that you promote their shared values. Free Birthday Items - Encourage customers to join rewards programs by offering them free items on their birthday. Not only does this build loyalty, but it also gives an incentive to use your establishment as the location for their celebratory event. Most people will bring a group with them on their birthday, which increases overall profits. Consider offering a free appetizer or dessert. You can even increase the number of free items based on the party size booked for their birthday dinner. Extended Happy Hour Rewards - Bars and restaurants can offer their loyalty club members extended happy hour times. You can also consider including more items on the happy hour menu for rewards club members as an exciting perk to make customers engage with your loyalty club. Merch/Swag Rewards - Offer patrons merchandise and swag for participating in your rewards program. Not only will this boost their affection for your brand, but it is also great advertising. You can make this straightforward, like branded stickers, or get creative and make it personal to your brand. For example, a BBQ restaurant could offer customers bottles of their signature sauce as a loyalty program perk. Loyalty Program Tips The Bond Loyalty Report reveals the power of an effective loyalty program, and it also shows the weakness of an unengaging one. The average household will enroll in approximately 13 loyalty programs but will only regularly participate in seven of them. We provide you with restaurant loyalty program tips, as well as mistakes to avoid, so your customers become active participants in your restaurant rewards program. Make your loyalty program mobile - 75% of surveyed consumers said they are more active in loyalty programs that are easily accessible from a smartphone. (Code Broker) Let customers earn gifts and swag - 46% of surveyed consumers said they want to earn gifts and swag when they take part in a loyalty program. (Yotpo) Offer extended rewards redemption periods - The primary loyalty program frustration of 31% of surveyed consumers is their rewards often expire before they get the chance to redeem them. (Code Broker) Provide early access to sales - 46% of surveyed consumers want early access to sales for being a loyalty program member. (Yotpo) Don’t collect personal information - 71% of Americans hesitate to sign up for a rewards program that asks for sensitive details such as their address and account information. (Wilbur Survey) Forgo Physical Cards - 79% of Americans prefer rewards programs that don’t require them to carry a physical card. (Wilbur Survey) Don’t make participants download an app - 58% of Americans resist downloading a new app to participate in a loyalty program. (Wilbur Survey) Best Restaurant Loyalty Programs If you're looking for inspiration to create your loyalty program, review some of the best restaurant loyalty programs in the food service industry for inspiration below. At the time of writing, these were how popular restaurants and cafes offered their rewards. Dine Rewards with Outback Steakhouse, Carrabba’s, Bonefish Grill, and Fleming’s At Outback Steakhouse, Carrabba’s, Bonefish Grill, and Fleming’s, guests get 50% off every 4th visit. The offer is valid for up to $20 at Outback, Carrabba’s, and Bonefish Grill, and up to $40 at Fleming’s. Offers are of value for 6 months. To reap rewards, you must spend at least $20 ($40 at Fleming’s) on food and non-alcoholic beverages. This does not include gift card purchases, alcohol, taxes, and tip. How to Enroll: Sign up online and check your activity timeline to see how far away you are from receiving a discount. When dining at one of the four restaurants, you let your server know you are a member and provide your phone number. P.F. Chang's Rewards Program With the P.F. Chang's Rewards program, you earn 10 points for every dollar spent. Once at 2,000 points, you get a free entree reward. P. F. Chang's gives you a 1,000-point bonus just for signing up, getting you halfway to a free entree. Members also receive birthday rewards and other exclusive offers. Once you reach your 2,000 points, it automatically applies your rewards to your order. How to Enroll: Guests sign up online and share their phone or member number with their server. Chick-fil-A One Program With a Chick-fil-A One™ account, you can redeem points by placing an online catering order, an order through the app, or by scanning your Chick-fil-A One QR code at the register or drive-thru. Members receive points for every purchase which they can use towards future purchases. There are 3 different member levels: Chick-fil-A One Member, Silver Member, or Red Member. The member’s annual spending determines their status. Other benefits include birthday rewards, gifts to friends and family, meal donations, insider information on new menu items, College Football Hall of Fame tickets, and backstage tour tickets. How to Enroll: You can sign up online or through the app. T.J. Rockwell's Rhino Rewards T.J. Rockwell's has a program called “Rhino Rewards.” For every $100 spent, you receive a 10% off coupon for your next visit. As part of the lunch club, you receive a lunch coupon (valued up to $7) for every 5 visits. Once you spend $300, you get a $10 gift card. For every 10 visits, you earn a free appetizer on the next visit. For beer enthusiasts, T.J. Rockwell's offers the Mug Club. Members pay $40 a year and receive a 20-ounce beer mug that stays at the bar for the year. During each visit, you request your mug (which has your unique number on it) to be filled up. Members also get 10% off food purchases, and they receive a free ticket to the food buffet during the super bowl. How to Enroll: Ask your server to set you up with a rewards card or a Mug Club membership next time you visit a T.J. Rockwell's location. My Starbucks Rewards With the Starbucks Rewards program, members collect 2 stars per $1. Depending on the number of stars you accrue, you get different rewards, such as the ability to customize a drink for free, gratuitous coffee or tea, a hot breakfast option, a protein box, or select merchandise. On certain days, you get twice the number of stars for your order. How to Enroll: Guests can enroll through the Starbucks app. They can also use the app to pay when they pick up their order or in advance. Back to Top The goal of any loyalty program is to increase the number of regular customers. If your customers are happy and if they feel like they can benefit by eating at your restaurant, then your restaurant will benefit too.
Guidelines for Training Restaurant Servers
Regardless of a restaurant's size or style, the serving staff represents the face of every dining establishment. These individuals have the most face time with your customers during their visit, and positive interactions can go a long way to ensuring those same patrons return. Hiring the right employees for the job from the start is always ideal, but the introduction of a structured server training program can pay huge dividends for your business. Server Training By putting some thought and effort into a restaurant training program, you can immediately emphasize your workplace culture for every new hire and lower the turnover rate for your business. The following guidelines for restaurant server training will help you establish an effective, knowledgeable staff. Click below to learn how to train restaurant servers: Create a Server Handbook Hold a Server Orientation for All New Hires Set Goals for Server Training Cross Train Your Servers Shadow an Experienced Server Hold a Menu Tasting Perform Testing and Roleplay Ongoing Training Create Incentives 1. Create a Server Handbook If you don’t have an employee handbook yet, it’s a good idea to get one created. This restaurant training manual will serve as an important resource for new hires learning how to be a server as well as the rest of your established server staff. Provide a handbook to every server and keep one or two copies in the restaurant so anyone can reference it in times of need. A server training manual should include the following: Server Etiquette Guidelines - The scope of your etiquette may vary depending on the type of restaurant you own. For instance, fine dining has very specific guidelines that dictate every aspect of service. But on the whole, any type of restaurant customer service should emphasize politeness, humility, and the ability to anticipate the needs of your guests. Server Uniforms - Outline all dress code requirements in your guide, including expectations concerning uniforms, hair, jewelry, facial piercings, and fingernails. Some of these details are small, but they should be a large focus for any waitress training program. Make it a priority to discuss these things at length during servers' training and ensure the appearance standards are clear. Server Scripts - How do you want your servers to introduce themselves to each new table? By providing a script for your serving staff you can help them to remember to share specific information about your establishment. How to Upsell - Not everyone is a salesperson, but upselling is a skill that can be learned. Share tips that will help your servers encourage guests to order appetizers, desserts, and upgrade cocktails with top-shelf liquor. Safety Policies - A busy restaurant is full of hazards and you can make sure your staff is safe at all times by outlining all of your safety policies. Stress the importance of wearing non-slip footwear and explain safe methods for carrying trays, ice buckets, bag-in-box sodas, or other heavy items. You should also include emergency procedures and fire exit routes. 2. Hold a Server Orientation for All New Hires As a busy restaurant owner, it can be tempting to skip this step or delegate it to your managers. However, holding an orientation to meet your new servers face-to-face goes a long way to building a workplace culture that improves employee retention in the long run. These are some topics that you can discuss: Mission Statement and Company History - As the owner, this is your chance to share the mission statement of the restaurant with your new employees. By passing on information about what your business stands for and the values that you want to uphold, you can create a trickle-down effect. You would be surprised how often servers get questions from customers about when the business started and who owns it. This is your chance to make sure your servers are sharing your vision with your customers. Restaurant Concept and Culture - You probably put a lot of creativity and thought into your restaurant concept, but your new employees will need an introduction to your theme and how they can help support it. For instance, if your restaurant specializes in locally grown produce, you'll want your staff to be educated about regional fruits and vegetables. If you own a BBQ restaurant with a blues music theme, you'll want your staff to have some knowledge and appreciation for blues music. Tour the Building - By giving your new staff a tour of the restaurant before their first shift, you can help put them at ease. When they arrive on their first day, they'll know which entrance to use, how to find the time clock, and where to keep their belongings. 3. Set Goals for Server Training By setting training goals, you can create a standard that you'd like all servers to meet. This ensures that your program is consistent and every server gets the same level of restaurant training. Provide a Training Schedule - Before each server gets their own tables, they should complete your serving training program. Create a set schedule for your trainers to follow so that your new servers are hitting each step in the program. A sample schedule might last one week or two weeks, depending on the type of restaurant and style of your service. Create Benchmarks for Training - Make sure your training schedule has built-in benchmarks or small goals that each server should meet along the way. For example, after their first day of training they should be able to recite the permanent beer list, recount the company history, or memorize the table numbers. 4. Cross Train Your Servers Cross training with other employees provides valuable insight into how a particular restaurant operates. Before new servers start working with your waitstaff training team, it can be very helpful to have them train with some other key positions first. Cross Train with Hosts / Hostesses - Members of the host team are experts on the layout of your dining room, how to use your reservation software, and how to rotate tables so guests receive the best service possible. By spending a couple of shifts working with the host team, a server will quickly learn the dining room sections and the numbers of each table. They'll also be capable of attending to any guests that walk through the door, in the absence of a host or hostess. Cross Train with Food Runners - The next training session should be with a food runner so that your new servers can apply the knowledge they just learned about the dining room in a different application. They should know where each table is and be able to deliver food to the correct guest. This training session is also an introduction to your menu and what the different food items look like. 5. Shadow an Experienced Server Before completing the training program, your new servers should perform a few shadowing sessions with your most experienced servers. You can designate a certain number of required training sessions, or rely on your trainer's judgment as to how many are needed. During these sessions, the new server is essentially an assistant and any of the tips that are earned go to the trainer. The trainer should go over the following topics: How to Take Orders - After completing a training session with the food runners, your new servers will have a better sense of the most popular food items on your menu when it comes time to interact with guests. They should practice taking orders for each table, with the trainer acting as a guide if any questions pop up. How to Use the POS System - A big part of transitioning to a new restaurant is learning how to use the POS system. Trainers should show the new server how to use the system, then give them hands-on experience entering all the orders for the shift. Sidework Rotation - In addition to serving guests, servers also have sidework duties that must be performed during every shift. These duties usually consist of prep work like cutting lemons, stocking the salad bar, or stocking beverage stations. At the end of the shift, they should make sure all the tables in their section are clean and that condiments are full. Learn Where Items are Stocked - Servers will need to retrieve various items from dry and cold storage during a shift. It's very helpful to point out the location of items like glass racks, ice buckets, and take-out containers so they can be found quickly. Restaurant Layout - During waiter or waitress training, be sure to identify key routes to the most important parts of the facility. Additionally, your staff will always want to be aware of the surroundings, so point out potential problem areas as well. This can include high-traffic locations or places that could contain one or two "blind spots" for servers carrying full trays of food. How to Close Out - The close-out procedure includes everything a server needs to do before they can end their shift. To close out of the POS system, a server needs to print their sales for the shift and turn their cash in to a manager. They'll also need to use their sales to tip out any bartenders, bussers, or food runners. Sometimes a server will be designated as a sidework checker and will have to sign off on each server's sidework. 6. Hold a Menu Tasting One of the best parts about server training is trying out the menu items. Servers can't answer questions or make recommendations if they've never tasted the food. At the conclusion of server shadowing, the trainer should sit down and do a menu tasting with the new server(s). This is a great time to sample a variety of the most popular food items, go over the most commonly asked menu questions, and discuss allergen information. It's also a celebratory moment because training is almost complete. Even the most descriptive of menus still require clarification from time to time, and your wait staff should be as familiar as possible with the menu. The best serving staff should be able to not only explain in detail each menu item, but also provide suggestions, recite any daily specials with ease, and answer a customer's questions. 7. Perform Testing and Roleplay The last step before a new server can work independently is to pass a final test. For some restaurants, this test might be very lengthy if there is a lot of memorization involved, as with extensive wine or beer lists. Written Test - This test could cover everything from menu knowledge to policies in your handbook. It should include everything you think is vital for your servers to know. Roleplay - Require the new server to wait on a manager before their training is complete. With this method, a variety of common interactions can be touched on, all within the span of just a few minutes. In addition, this method can prepare new staff members with the proper responses to complaints or upset customers. 8. Ongoing Training Several of these guidelines, such as your restaurant layout and the menu, may change over time, so it's important to use all of these teaching points as part of ongoing training sessions for all your servers. By implementing an ongoing training program, you have the opportunity to increase productivity, update policies to comply with new industry regulations, and improve job satisfaction in a work area that's often high in employee turnover. Some specific things to make part of long-term training include: Learning which menu items are most popular, least expensive, most expensive, etc. Acquiring knowledge of weekly or daily specials Successfully selling guests on appetizers or desserts Finding the right balance between too much and too little interaction with guests at their table Improving awareness and multi-tasking skills Reading personalities/attitudes and determining exactly which kind of service the guest desires 9. Create Incentives Make sure your serving staff stays engaged by offering incentives for performance. You can reward servers that participate in ongoing training sessions with free meals, preferred parking spots, or raises. Keep track of server wins like the highest alcohol or appetizer sales and give out a gift card to the winner each week. There are many ways to incentivize performance and create a fun work environment to help you retain your best employees. Single-event training can often be forgotten or seem overwhelming for a new employee on the first day. By creating and following a detailed training program, you can set your new employees up for mutual success. Ongoing training allows employers to evaluate and follow up effectively to get the most out of their staff. This type of restaurant server training can help propel your operation to the next level of professional, award-winning service.
