Valerie Killifer Senior editor
08 Jun 2009
When it comes to providing an overall customer experience, fast casual restaurants seem to have the market covered. After all, the fastest-growing segment of the restaurant industry has for several years given consumers an overall dining out experience they can’t get anywhere else.
Herb Heiserman, principal of Bethesda, Md.-based design firm The Heiserman Group, said Vapiano’s leaders wanted to carry the brand’s high-end look and feel to every extension of the restaurant, including the restrooms.
While design is important, the little things matter too. We all have stories of visiting restaurant restrooms that left a lot to be desired and although much has been said and written about the importance of bathroom cleanliness, this fact can’t be stressed enough.
A small investment in an automatic air freshener could pay a big return in regard to the message it sends to consumers. So does the display of a bathroom-maintenance checklist initialed by employees after each inspection.
2. Meet and greet: The first thing guests hear when they walk into a Moe’s Southwest Grill is the infamous “Welcome to Moe’s” greeting.
Paul Damico, president of Moe’s Southwest Grill, said the guest experience at Moe’s is largely dependent on the interaction between the guest, and and it all begins with “Welcome to Moe’s.”
“Not only does the greeting immediately engage the guest, but it also offers a burst of energy and fun which is fundamental to the Moe’s experience,” he said. “The guest feels acknowledged and appreciated by every member of the crew and is able to interact with each one personally as he or she moves down the line. Our customers notice it, enjoy it and expect it; and when they do not hear it, they’re disappointed.”
While few fast casuals offer the same type of greeting that Moe’s does, they could benefit from some type of welcome.