Pam Simos (above), keynote speaker and founder of Five Star Training, suggests operators review different types of guests with their team and test their knowledge by having them think of ways to customize service.

Did you know that approximately 14 percent of your guests won’t return to your business because of bad food quality and 68 percent because of bad service quality? So, doesn’t it make sense to train your teams to deliver top-notch service to win your guests back every time?

To gain the competitive edge today, operators have to do much more to place their restaurant on the “favorites” list. One way is through personalizing service for each type of guest that comes to your business.

For example, the selling and service techniques required for a family with children are certainly different from those used with elderly guests. The same holds true for business guests vs. vacationers.

It is never safe to think that your restaurant staff will inherently understand these differences. Unless trained, they are most likely to offer one-size-fits-all service.

Teach your team to be observant of your guests' situations, particularly:

• Time limitation – Are they leisurely or time-restricted?

• Mood – Is it a celebratory event, romantic or stressed?
• Age group – Are there children, teenagers, baby boomers, seniors or geriatrics? A combination?
• Purpose – Is this a social, private/intimate, or business event?
• Gender – Is it a girls’ night out or fraternity reunion?

• Verbal Language – Note voice tone, rate, inflection, speech, pronunciation and grammar.
• Body Language – Consider eye contact, facial expressions, gestures and movement.

Look for telltale signs of a guest in a rush such as looking at their watch, rubber necking, talking quickly or tapping their fingers. Also, solid observation of your guests’ image (e.g., clothing, accessories, hair, makeup, etc.) can also provide you with many clues about their dining mode.

Different People, Different Needs
There are countless types of people or groups that your staff has undoubtedly served – from a group of teens to a single employee on lunch break. During a pre-shift meeting or company training session, review the list of guests below with your team and test their knowledge by having them think of ways to customize service for different guest types.

To get started, here is a list of frequent diner types and some ways in which to make their experience pleasant:

• Celebrating guests – Since celebrating guests usually have larger budgets, suggest higher-priced items along with party-spirit foods/drinks and a cake to recognize the occasion. Congratulate the celebrating guest and focus on their main event. Be social unless serving a couple desiring privacy. Place drinks where spills are less likely and remove obstacles (e.g. vases and centerpieces).
• Elderly guests – Because many elderly guests are on a limited income, guide them toward value-oriented foods and recommend light, soft and non-spicy foods. Be patient and speak slowly, project your voice and listen carefully. Don’t condescend and treat them like children. 
• Guests with kids – Offer high chairs and booster seats to the parents or caretakers. Be prepared to make kid-favorite suggestions and easy-to-eat finger foods. Offer something to occupy the kids’ attention, such as game books, crayons and crackers. Be patient while the family orders and give the children the opportunity to place their order themselves. Sincerely compliment the guest about their kids and socialize with the children in a kid-friendly manner. Place drinks where spills are less likely and remove obstacles. Quickly clean any spills and keep the area tidy. Deliver extra napkins if necessary.
• Romantic couples – Guide couples toward a booth for privacy. Because romantic couples usually spend more money on dates, suggest higher-priced items along with wines, champagnes and desserts. Provide them with highly organized and efficient service. Whenever possible, minimize your conversation and avoid hovering to allow them privacy without ignoring their dining needs.
• Businesspeople – Since many businesspeople have business accounts, suggest higher-priced items. If a business lunch, suggest items that are prepared quickly and inform them if their selected order requires a long preparation. Provide them with highly organized and efficient service and ensure their order is delivered promptly. Minimize your conversation and allow them privacy without hovering over them.
• Vacationers – Since you can assume vacationing guests usually allow a healthy budget for their trip,  suggest higher-priced items and recommend signature items. Ask them questions about their vacation and provide them with directions to must-see local events and attractions. Be patient and prepared for questions.
• Single diners – Suggest items that are not too large for one. Ask questions and initiate conversation to make them feel comfortable. Keep alert to their needs for a newspaper, pen or pad. Don’t say, “Just one?” or “Are you here alone?” They’ll tell you if they expect company.

There are myriad other dining situations that need special attention – from serving persons with disabilities to managing large groups. Discuss as many situations as you can with your team and ensure they are stocked with creative and effective ways to cater to everyone’s needs. The above service guidelines are meant as recommendations and are not set in stone. Be sure to fully assess every dining guest by observing verbal and body language to determine how to positively interact with every guest.

“Using the above examples in role-play scenarios is a highly effective method to properly train teams,” says Mike Owens, general manager of Brick Oven in Topeka, Kan. “It helps them fully understand the importance of tailoring their service vs. delivering the same canned service to everyone.”

Remember: Service is not just about delivering food and drinks to the table – it is giving the guest much more than he or she expects. Implementing a solid training program that focuses on personalizing service will set you apart from your competitors. Exceeding the needs of each guest with customized service takes a little extra time. However, it is worth the effort. When the guest wins, everyone wins and it’s a triple play – more money for you, increased tips for your staff, and happy, loyal guests who refer their friends.

Pam Simos, keynote speaker and founder of Five Star Training, has more than 30 years of experience in the hospitality industry. Her company specializes in reducing costs and driving profits through training. For more information, contact This e-mail address is being protected from spam bots, you need JavaScript enabled to view it , call 800-385-7827 or visit www.five-startraining.com.