Four Tips to Attract Young Foodies 4巧思抓住年轻客群的心

赖彩云 Jessy Lai Chai Yun-f&b
[vc_row type=”in_container” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/2″][vc_column_text]Four Tips to Attract Young Foodies

I love food, and I believe that our lives constantly revolve around it. Food is not just about sustenance. It is also about culture—every dish carries with it stories and a long history of the place where it came from. Take Cantonese dishes, for example. Every bite is a taste of the 5000 years of Chinese civilisation and culture.

I am so passionate about food that I decided to turn it into part of my career. Just recently, Mon Space Group has opened several restaurants, each with a unique concept. My only wish is to share good cuisines with everyone who loves food just as much as I do.

Of course, it is not an easy feat. Factors that make a successful restaurant include things such as a good menu, comfortable interior design, great chefs, savvy management, and of course, great service.

The food and beverage industry is part of the service industry. As such, it is integral for us to ensure that all customers get an enjoyable experience when they visit. This is an art—every customer we see is a living person, not a machine. Every customer is different, and have different needs and wants. As I embark on my business, I know that a constant lesson that I have to learn is “how to make my customers happy”.

When the restaurants are opened, I also realised that the age group of my customers are different. They used to be 35-45 years old, but now the majority of customers are aged 25-35. Following this trend, we also need to adapt and adjust our service strategies.

This is a time where consumers are more aware of their rights than ever before. Young consumers often have higher demands for quality. Their tolerance for anything sub par has also drastically reduced.

I have personally witnessed, while dining, young patrons complaining about the service at a restaurant because the waiter was not looking into the customer’s eyes while introducing the menu.
This shows a huge turning point in the food and beverage industry. Our branding and services need to adapt to a much younger audience. This entails in-depth understanding of the young consumers. My team and I have come up with a set of guidelines concerning this, and hopefully it can benefit you as well:

1.Interact more with your customers

When I was younger, singing birthday songs and taking pictures in a restaurant is something perfectly normal. These days, however, young consumers with a higher sense of privacy might find these intrusive. I believe that the best forms of customer service has to be learnt from experience. I have learned that young patrons love novel and exciting experiences. Some of these include more relatable interactions, live bands, games or more. Experience is highly valued by young patrons these days. A place that offers good food and great dining experience would definitely be welcomed by young patrons.

2. Design training programmes for your staff

The basis of service is interaction with customers. Things such as looking into a customer’s eyes while talking to them and maintaining a smile are all basic SOP. Nevertheless not at people are able to translate this knowledge into action. Before I opened my restaurants, I ensured that all the staff are trained in proper customer service and etiquette.

These may sound basic, but they are not easy to execute. It is important to note that its not just the customer base that has become younger, the employees we have are also comprised of young people too. They might not have much working experience, and not trained to handle difficult situations. They might even risk looking foolish if the do not know basic dining etiquette. Through training programmes, we can ensure that our restaurants’ employees are well equipped to serve.

3. Observe the needs of different age groups and identify the most important person at the table

Every restaurant should know that every customer have different needs. Their desires may vary according to age, gender, career and personality. If you observe closely, you will realise that every table has a key person. If you can serve this person well, every one else would be easier to please.

For example, when parents bring their children to dine, servers should first try to make the kids happy. That way, the parents would find it much easier to enjoy the dinner too. If they brought someone elderly, then the servers should prioritise the elders. These are details that put our service a notch above everyone else’s.

4. Never not reject immediately

I have come across this situation: a customer requested to switch out the sauce in a dish to a different kind of sauce. The server knows that the restaurant does not provide this, so he politely said so. As polite as the server was, the customer was still unhappy anyway.

I have learned that in situations like this, the first response should always be: “let me try and do something.” Even if you really are not able to fulfil certain requests, at least offer something else and show that you are putting in effort. A direct “no” does not play well with customers. If you show effort, most customers would understand and would appreciate that you are trying to make their dining experience the best one possible.[/vc_column_text][/vc_column][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ width=”1/2″][vc_column_text]餐饮顾客年轻化  4巧思抓住年轻客群的心

我爱寻找美食,认为人的生活离不开吃,俗语“民以食为天”恰恰反映了人与事物之间密不可分的关系,而美食不仅能满足口腹之欲,每一道美食背后都有自己的文化,例如粤菜就是中华文化四大名菜之一,每一道菜的拥有丰富的内涵,每尝一口粤菜,就是在品味着中华文化五千年的滋味。

因为对美食的一份崇敬与热爱,于是我将自己的爱好转换事业,今年陆续开设了几家风格独树一格的美食餐厅,旨在跟大家分享自己的美食概念,也希望每一位跟我一样爱寻找美食的朋友能在我的餐厅找到对美食的感动。

当然,经营餐饮业不简单,而一家餐厅之所以能成功,除了极具特色的食谱、风格独特的室内设计、顶级的厨师以及经营策略之外,服务也是重要的一环。

餐饮业是服务业得中一类,一样讲究“以客为尊,宾至如归”,但让顾客满意也是一门学问,因为服务业面对的是活生生的人,而非冷冰冰的机器,这个社会有着不同性、来自不同生活背景以及人生体验的人,每个顾客的要求都不一样,要如何做到让顾客满意,是这个行业必须持续探讨的课题。

而在开设餐厅后发现,现今的顾客年龄层悄悄的在改变了,基本上,从原本的35—45岁,逐渐转为25—35岁的年青世代,客群年龄层下降了一代,也就意味着服务的需求也转了一个方向。

这是一个消费者意识高涨的年代,年轻一辈的消费者比以往的要求更为仔细、更讲细节、更注重感受与体验,而包容度相对也降低以及更容易情绪化。

曾经在用餐时看过一些年轻的客人在服务生介绍菜色时没有看着对方的眼睛,或是没有更体贴的顾及顾客的需求结果被投诉,因为顾客觉得自己不被尊重。

这就是餐饮业要面对的一个转型点:品牌与服务必须年轻化。品牌年轻化也就意味着你必须全面了解年轻客群的心态与喜好,为了抓住年轻顾客的心,我与专业的餐饮团队在餐厅成立之初商讨了针对“服务态度”拟定了几个方针,以下几点是我开设餐厅以来的一些心得:

1.多与顾客互动

从前我们去餐厅用餐时,唱生日歌、拍照作纪念是很平常的事,但现在的年轻人对于这种额外不一定感到贴心,甚至有被打扰的感觉,所以我与团队相信绝佳的服务是从体验中产生,尤其年轻的客群追求新奇体验,例如更贴心更人性化的说菜服务、设计更多与顾客的互动的活动,例如音乐感一流的现场音乐band等,这些都是能带给顾客更多新奇与好玩的体验。现在的年轻人都非常注重体验,若能将美食结合娱乐感,客人将会觉得用餐更有价值。

2.设计课程,强化服务人员各方面礼仪与常识

服务的最基本面就是与客人有所互动,讲话时看着客人的眼睛、招待客人必须面带微笑等等,这些都是服务人员最基本要达到的SOP。但知道是一回事,做则是另外一回事,正因如此,我在开设餐厅之初,特别与团队设计了一些重点培训的课程让服务人员参与,例如服务流程、服务人员与客人互动、餐座礼仪、服务人员基本礼仪等的训练。

这些听起来很基本,但其实包含很多细节,其实不仅是客群年轻化需要更换营销策略,而今的服务人员也是年轻人居多,因为他们或许人生经验不足,各种进退时的礼仪、如何与不同年龄层的客人互动与讲话,若遇上知识与社会地位比较高的客人,若基本礼仪做不足,甚至会被认为没常识。所以,透过课程强化基础,才能让服务人员的服务持续变好。

3.观察不同年龄层需求,找出整桌客人最重要的那位

许多餐厅或许都会忽略的一项服务的重要性,你必须知道,每一位客人的性别、年龄、职业不同,形成每个人的需求都不同,但你若仔细观察,一桌一定有最关键的客人,先服务好这位,其他人就好服务。

怎么说呢?例如父母带小孩子来用餐,服务人员应该先安抚小朋友,因为只有小朋友不吵闹,服务就会吃得开心与满足;若客人带长辈来餐厅,那么服务人员就必须先关照长辈,看看他们需要什么,当长辈受到重视,相信作为子女的也会因此而感到满足,长辈也觉得自己被尊重。这就是“以客为尊”的道理。

4.不在第一时间拒绝

我曾经在餐厅用餐时,遇上这样的情况:客人提出将他们不吃的酱汁换成去他们想要的酱汁,服务人员考量到餐厅没有提供,浴室在第一时间就礼貌的拒绝了。该服务人员真的很客气有礼,但被拒绝的客人还是不满意。

基于这样的经验,我想服务人员第一时间的回答应该是“我来想办法”,就算不能完全满足客人,也要看能做什么来尽量达到客人的要求,直接说不行是不管用的。而服务人员若尽量想办法去尝试,或许最后依然无法达到客人需求,客人也比较能够理解,服务有没有用心的症结就在此处体现。

不晓得你是否也热爱美食?若你也是的话,欢迎你在我的文章下方或是面子书与我分享你的美食经验!

资料参考:

http://www.managertoday.com.tw/articles/view/50143
http://w3.tpsh.tp.edu.tw/organization/shcool/intro1/workinrto/001/005/a103/51.htm
http://wiki.mbalib.com/wiki/%E9%A4%90%E9%A5%AE%E4%B8%9A[/vc_column_text][/vc_column][/vc_row]

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