Pizza Today - September 2022 - 30

OPERATIONS
Pyramid of Hospitality
Going beyond customer service
By Melissa Rickman
Photos by Josh Keown
I
f you've sat in on any of my
seminars you may have heard
me ask the question, " What is
the difference between hospitality
and customer service? " It is such an
interesting question because there
are such diverse answers.
I've queried both industry professionals
who have 30 plus years under
their belts and the 16-year-old who
has never had a job, and I've heard
it all! " Hospitality and customer
service are the same! " Or, one of my
favorites is this: " Customer service
is not screwing up the order and
hospitality is smiling at your guests. "
Which, I guess in layman's terms,
sums it up.
I can best describe the two like
this - customer service is executing
the mechanics of the job. I refilled
your drink, I took your order and I
didn't screw it up! But hospitality,
well, that is how I made you feel
while I performed those tasks. I
firmly believe that we must provide
both exceptionally well to be truly
successful.
Have you ever been to a restaurant,
and everything was on point,
your order was taken in a timely
manner, your meal came out hot and
fresh, but something was missing?
You left thinking, " That was fine,
I got my belly full, but nothing to
write home about. " Is that how you
want your guests to feel about their
experience at your restaurant? Just
fine?
Just fine is the kiss of death! You
might as well have told me that
everything was awful! Nothing
sends panic through my soul more
than a guest who tells me everything
30 / PIZZATODAY.COM / SEPTEMBER 2022
was fine! So, if the food was great
and your drink was always full, what
was missing? Your server did everything
right, except make you feel
like family, like you mattered to him
and that he was truly happy to serve
you. This is hospitality!
The question of hospitality versus
customer service is so important to
us as an organization that it is one
of the first questions we ask each
applicant before they can proceed to
the in-person interview.
The fact is, you can teach
someone the mechanics of
almost any position in your restaurant
- but you can't teach
them to genuinely care about
others. That is something their
mama should have taught them a
long time before they walked into
your restaurant. Some of my best
guest-facing employees have had
zero experience, but a warm smile
and genuine care for others can
make up for inexperience.
While showing hospitality to our
guests is paramount, it goes farther
than that. My philosophy is simple:
hospitality starts from the bottom
up. And at the bottom of our org.
chart is not the dishwasher or the
part-time host. So, who is at the
bottom of our org. chart? Us!
We are the foundation of our
organization, and hospitality must
start with us. How we treat our team
is every bit as important as how we
treat our guests. If our team doesn't
feel welcomed, valued and appreciated,
how can they pass that along
to our guests? Have you ever walked
into a restaurant where all of the
employees looked like they'd rather
be anywhere but there? They have
nothing nice to say about each other,
let alone their leadership team and
they treat their guests the same way.
How we make people feel is the key
to all aspects of business. Happy,
fulfilled team members want to
spread the love and at its core that is
hospitality.
We can show our team hospitality
in many ways. It doesn't take
much to stop and talk with a team
member about how their family is
doing or remember that their dog is
sick. What if you offered to replace
the car battery for a team member
whose husband is out of town. How
much did that really cost you in the
end? You cannot put a price on how
you made that person feel.
Delivery drivers and service providers
are also a key component of
your restaurant's success. You can
establish a good relationship with
your ice machine technician by
showing him a little hospitality.
Offer him a drink, buy him lunch
and make sure that you say the
magic words, " Thank you " . A little
gratitude goes a long way. Model
this behavior for your team so that
they extend the same hospitality
whether you are there or not. What
if everyone thanked him? He might
make you a priority next time you
need help. How great would he feel
about making the trip on a Saturday
and not charging you the on-call
rate?
Hospitality for your community
can show up in many ways.
Bring a stack of pies to the public
http://www.PIZZATODAY.COM

Pizza Today - September 2022

Table of Contents for the Digital Edition of Pizza Today - September 2022

Commentary
Digital
Conversation
Mike's Monthly Tip
Man on the Street
Building Blocks
On Deck
Knead to Know
Destinations
Holiday Gift Cards
Pyramid of Hospitality
It's a Party Season
Veggie Pizzas
Versatile Pasta Shapes
Seafood Pizzas
Seafood Pizza
End-of-Year Tax Prep
National Pizza Month Planning
A Pizza and Pasta Northeast Preview
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Expo Spotlight
Pizza Today - September 2022 - CT1
Pizza Today - September 2022 - CT2
Pizza Today - September 2022 - Cover1
Pizza Today - September 2022 - Cover2
Pizza Today - September 2022 - Commentary
Pizza Today - September 2022 - 4
Pizza Today - September 2022 - 5
Pizza Today - September 2022 - 6
Pizza Today - September 2022 - 7
Pizza Today - September 2022 - Digital
Pizza Today - September 2022 - 9
Pizza Today - September 2022 - Conversation
Pizza Today - September 2022 - 11
Pizza Today - September 2022 - Mike's Monthly Tip
Pizza Today - September 2022 - 13
Pizza Today - September 2022 - Man on the Street
Pizza Today - September 2022 - 15
Pizza Today - September 2022 - Building Blocks
Pizza Today - September 2022 - 17
Pizza Today - September 2022 - On Deck
Pizza Today - September 2022 - 19
Pizza Today - September 2022 - Knead to Know
Pizza Today - September 2022 - 21
Pizza Today - September 2022 - 22
Pizza Today - September 2022 - 23
Pizza Today - September 2022 - Destinations
Pizza Today - September 2022 - 25
Pizza Today - September 2022 - Holiday Gift Cards
Pizza Today - September 2022 - 27
Pizza Today - September 2022 - 28
Pizza Today - September 2022 - 29
Pizza Today - September 2022 - Pyramid of Hospitality
Pizza Today - September 2022 - 31
Pizza Today - September 2022 - 32
Pizza Today - September 2022 - 33
Pizza Today - September 2022 - It's a Party Season
Pizza Today - September 2022 - 35
Pizza Today - September 2022 - Veggie Pizzas
Pizza Today - September 2022 - 37
Pizza Today - September 2022 - Versatile Pasta Shapes
Pizza Today - September 2022 - 39
Pizza Today - September 2022 - 40
Pizza Today - September 2022 - 41
Pizza Today - September 2022 - Seafood Pizza
Pizza Today - September 2022 - 43
Pizza Today - September 2022 - End-of-Year Tax Prep
Pizza Today - September 2022 - 45
Pizza Today - September 2022 - National Pizza Month Planning
Pizza Today - September 2022 - 47
Pizza Today - September 2022 - A Pizza and Pasta Northeast Preview
Pizza Today - September 2022 - 49
Pizza Today - September 2022 - Product Showcase
Pizza Today - September 2022 - 51
Pizza Today - September 2022 - Pizza Today Yellow Pages
Pizza Today - September 2022 - 53
Pizza Today - September 2022 - 54
Pizza Today - September 2022 - 55
Pizza Today - September 2022 - 56
Pizza Today - September 2022 - 57
Pizza Today - September 2022 - The Marketplace
Pizza Today - September 2022 - 59
Pizza Today - September 2022 - 60
Pizza Today - September 2022 - 61
Pizza Today - September 2022 - 62
Pizza Today - September 2022 - 63
Pizza Today - September 2022 - 64
Pizza Today - September 2022 - 65
Pizza Today - September 2022 - Expo Spotlight
Pizza Today - September 2022 - Cover3
Pizza Today - September 2022 - Cover4
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