Long Lines – Is It Impossible to Keep Customers Happy?
We recently read a review that went as follows;
‘Normally, I hate waiting in line and would steer friends and family clear of restaurants that get especially busy. However, the servers were so friendly and welcoming that I didn’t even get a chance to get upset. They took our belongings, were honest with expected waiting times, and we sat there happily with drinks while we waited.’
Lines for a restaurant serve two main purposes;
- They allow the waiting team some time to clear a table
- They create a sense of intrigue for all who walk by
However, getting this process wrong can have catastrophic consequences. When customers are left waiting too long, or are perhaps continually told ‘five minutes’, it won’t be long before they walk away (and tell friends to avoid the establishment too!).
With this in mind, how do you make sure that your restaurant is worth the wait? Sometimes, forming lines is essential, so we’ve compiled some advice here today!
1. Always Remain Honest
There’s nothing worse than receiving lies from any company; if you don’t think there’s going to be a free table for 45 minutes, don’t suggest 15. Why? Because they will start to get frustrated. As you continually lie about how long a table will be, they eventually get to the point where they don’t even feel respected as customers.
As well as remaining honest, remember to encourage them to make a reservation so they don’t have the same issue in the future.
2. Optimize Your Reservations Systems
We know that it can be scary to open your restaurant up to reservations; one cancellation and your expected income drops. Yet, by not allowing reservations, you may just turn away even more custom.
Instead of shying away from reservations, introduce a system like OpenTable where diners are rewarded for making the reservation and then turning up as expected. Compared to other systems, the 5% ‘no-show’ rate is actually incredibly strong. When you’re more confident about reservations showing, you don’t have so much drama with walk-in guests.
In fact, some restaurants have even started to take credit card details with the reservation. This way, they’re even less likely to skip the reservation. Even if they do, your cancellation fee will come to the rescue.
3. Assess Their Interest
Are they actually willing to wait for as long as they say? Sadly, many people who walk away from a line actually do so because of their own hunger rather than your poor performance. Before accepting that they’ll wait, double check otherwise they’re artificially keeping the waiting time up for everyone else who comes after.
4. Keep Guests Calm
If your restaurant is known for long lines, it’s probably unfair to expect people to wait in a lobby or even outside in the rain. Instead, make sure they have a proper waiting room. If they are outside, at least provide outdoor heating lamps and a drinking area.
Elsewhere, you can also keep customers calm by simply acknowledging their presence. If you’ve ever felt ignored by a business, you’ll know exactly how frustrating this is. Greet all guests, explain the situation, and take them to the bar (if this is an option!).
Finally, another great way to keep guests smiling is to pass around a few snacks. If you don’t want them to go elsewhere, at least keep their hunger at bay while they wait. This is a cheap solution, they’ll tell their friends of the fantastic service, and their main meal will be worth the wait.
5. Occupy Guests
As well as making guests happy, we also believe in occupying them so the time they spend waiting isn’t just staring at one another. We have some suggestions for this;
- Send them Somewhere Nearby – Firstly, you could give them something to do in the neighborhood. Is there a cool store next door or an event nearby?
- Buy TVs – Why not install some TVs in the waiting area and give customers something to watch?
- Offer Coloring Books – For children (and some adults, if they really want!), you could hand out coloring books. Not only does this keep the younger ones occupied, the parents are less likely to walk out when their kids are happily coloring, and when you’ve accommodated them so nicely.
- Take a Number – If the worst comes to worst and they’re ready to walk away, take a number and contact them directly when a table is free.
Conclusion
Some people will never be happy in a line, but you can do your best with these fantastic ideas!