It's All About How You Make People Feel

The title to this week's Best Practice is from Danny Meyer's famous quote "Business, like life, is all about how you make people feel."

Danny's quote cuts right to the heart of creating guest loyalty and sustainable success in the restaurant business. That's because, "We are attracted to people, products, places and businesses (and restaurants!) that make us feel good."

Today, however, there are fewer opportunities for most restaurants to trigger positive, emotional feel good- responses from guests due to fewer personal interactions.

This means that those personal "touch-points" that do remain are more important than ever.

In the August issue of our magazine, Restaurant Startup & Growth, editor Barry Shuster, wrote about a recent encounter with a local independent restaurant that beautifully illustrates the simplicity and power of creating positive, emotional connections with guests.

In Barry's own words -- "I found this message written on the bag in which my restaurant take-out order was placed recently, and it made my day."

People mistakenly assume that their thinking is done by their head; it is actually done by their heart which first dictates the conclusion, then commands the head to provide the reasoning that will defend it.
-- Anthony de Mello

What do you think it cost the independent restaurant to do? Do you think I'm returning to that restaurant? (I am)

I realize this is kind of simple. 'How sweet,' you might think.

Look, I'm an educated man and a university professor. I can dive into the complexities of restaurant finance, marketing, and operations with the best of them. But the person who did this is a true business genius in my book. He or she 'gets' it.

And you are likely a restaurant genius, as well, when you consider all the ways you can make your guests feel welcome, special and cared for-. As the pandemic drags on, many people have a pent-up need for social interaction. A cheerful greeting and friendly exchange during a brief transaction could, indeed, make someone's day.

Even with masks and social distancing, there are ways for you and your staff to evoke positive guest emotions. It can be a simple as saying 'good afternoon' or just being helpful or going the extra mile to show you care.

As Danny Meyer so exquisitely put it, Business, like life, is all about how you make people feel.- We encourage you to share this Best Practice with your front-line team. Then have a brainstorming session to come up with a list of ways to create more positive emotional connections with your guests. Your team's enthusiasm and creativity will likely surprise you.

The more good feelings- your restaurant creates, the greater the attraction for guests to return again and again. Today's Best Practice is good for business, your team's morale AND it's the right thing to do!

Wishing you and your team an exceptional week!

Jim Laube & Joe Erickson