Charming or annoying: when the waiter is a super salesperson
Shall I put a basket of bread on the table to start with? And would you like some nice cold water on the table? FavorFlav’s Sharon was treated like royalty when she went to eat at a beach restaurant a while ago. After the main course, someone came to the table with a tray of desserts: ‘if you see something delicious, you can just take it’. That was the moment we wondered: when are those sales techniques used by waiting staff charming and convenient, and when do they become pushy?
Fries on the side: bam, five euros added to the bill. Breadstick for the little one? There you go, €2.50. And that bottle of red wine the waiter recommends? A bit of a shock when you realize you have to shell out almost forty euros for it. Sound familiar? ‘When you go out for dinner, you know you have to pay for it,’ says hospitality coach Patrick Treichl. Through his company, he helps hospitality entrepreneurs earn more money through hospitality. ‘Guests can’t expect everything to be free. But at the same time, waiting staff need to realize that they are advisers, not second-hand car salespeople. And sometimes that balance gets a little lost.’
Bye-bye investment
Blame it on corona, he says, because the hospitality industry has had a very hard time. ‘Especially at the beach. Many businesses had invested heavily in and renovated their establishments for the 2020 season. Then the lockdown came, and they saw their investment blow away just like that. Even now that they are open, things still aren’t really picking up: few tourists and disappointing weather. It’s only logical that they are keeping a close eye on costs and encouraging waiting staff to sell.’
Living the luxury
He expects a major shift in the hospitality industry. ‘Eating out with all the trimmings will become a luxury again. Staff costs more, purchasing costs more, and as guests we will have to get used to that. Service comes with a price tag. Restaurants will probably continue to offer takeaway as well: no service and an inexpensive meal that you eat at home or on the go.’
Bring me that wine list
Right, so restaurants need to think commercially, especially now. But be careful: when it comes to selling, it’s a small step from charming to bloody annoying. Patrick: ‘Is the sommelier recommending an expensive wine? It’s helpful if they bring the wine list over and point out the wine, so you as a guest know what it costs. Also clearly state on the menu that there is an extra charge for fries or vegetables, so guests know.’
Paying for good staff
The calculations in the hospitality industry are changing, Patrick has noticed. ‘Cheap workers can no longer be found, good hospitality staff are scarce and therefore expensive. As an entrepreneur, you have no choice but to adjust your prices. Dare to be clear with guests: we are not cheap. And communicate that too, so people know what to expect, even before they sit down at the table. A beach pavilion where the waiting staff wear smart blouses in the evening gives a different impression than employees in shorts and a T-shirt.’
Joop’s blow
And those commercially minded waiting staff need to use their feelers, Patrick says. Do people want a quick bite and then move on? Then there’s no point in offering the five-course surprise menu. And are they all dressed up with curls and glitter? Then an aperitif is a good start to a festive evening.
‘ I learned that when Joop Braakhekke gave me a smack on the back of my head,’ Patrick says. ‘I worked as a sommelier at Le Garage, and was as proud as a peacock that I had sold an expensive bottle of wine to a table. But Joop chewed me out: had I really listened properly to those guests? Why was I so happy that they were going to drink a top Rioja? The man had a terrible cold, the woman wasn’t a wine expert, and the red wine probably wouldn’t appeal to them at all. I had to go back to the table and adjust my wine recommendation.’
A life lesson for hospitality coach Patrick. ‘These people had a fantastic evening; afterwards, they came to dine with us once a month. And that’s the essence: adapt to the guests, communicate clearly and be an adviser, not a salesperson.’
Also read:
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- Restaurant wants customers to spend a minimum amount, and customers are not amused
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