Pizza Today - February 2017 - 36

delights, are you prepared for them to
hang around? Can they sit or stand
somewhere that doesn't impede the
flow of both the wait staff and customer
traffic? How will you keep your guests
happy while they wait?
"That's the question, isn't it? You don't
want to lose your customers, but how do
you keep them?" says Matt Camilleri of
RealFood Consulting. "Waits are tough.
People struggle with them. I have kids,
and if it's a 45-minute wait, I can't wait
45 minutes with a three-year-old."
According to Camilleri, the design
of the waiting area has to be part of the
initial conversation when setting up the
restaurant.
Douglas DeBoer, CEO of Rebel
Design+Group, says: "When designing
a restaurant space, we look to build
brand value while entertaining the guest.
Designing and building in appropriate
space and traffic flows allows for more
customer interaction and eliminates
the cattle-herding mentality often felt
in QSR restaurants today. Through
these design improvements, restaurants
can offer free food samples, discounts,
interactive pre-sales menus and other
entertainment in the form of TV's,
sporting events and sometimes even
live entertainment. With these design
3 6 / P I Z Z AT O D AY. C O M / F E B R UA R Y 2 0 1 7

improvements, restaurants can keep
customers happy and entertained on their
own terms. It all boils down to the rules
of 'good service.' After all, restaurants are
in the service industry."
Camilleri recommends operators
take the time to define their restaurant
in order to create the best waiting area
possible. Ask: is it family-friendly? If so,
operators could consider having games
to play, but notes that doesn't work for
everybody.
Camilleri notes that operators need to
figure out where customers go after they
check in - is there enough room for
them to stand at the bar? The bar option
is great, according to Camilleri, because it
can increase drink sales. But he cautions
allowing guests to wait there too long in
order to turn over that bar seat.
"No customer wants to stand in a
restaurant passing time while not being
sure where they should wait," DeBoer
says.
According to DeBoer, these types of
problems can be solved by designing
nice lounge areas with seating, unique
design elements, graphics/artwork and
customer interactive areas (like free WiFi and kids' games). Often, open views
(display kitchens) will keep patrons well
entertained.

"We have designed restaurants that
contain interactive games aimed at kids
that project right onto the restaurant's
floor. We also work to engage teens and
adults with interactive displays of trivia
and other entertainment venues. New
tablet technology is also a popular way to
provide these games (and can be custom
designed) right into tables," DeBoer says.
In addition to the attention spent on
design, operators need to focus on the
human element of their waiting areas -
the host or hostess.
Camilleri encourages operators and
management to prepare the person
in the position of host or hostess on
salesmanship because he or she will be
tasked with communicating wait times,
managing the crowd and making sure the
entryway is clear and safe for everyone.
Investing in technology, even the kind
your customers can't see, can go a long
way in easing your customers' waiting
pain.
"Client-management starts even before
you open the door," says Camilleri, also
noting that utilizing your POS system or
other software as a way to record details
about your customers (from how they pay,
what they usually order, to past problems)
is a great way to build your client base.
"If you take reservations, you already
have a head start in keeping customers
happy," says Camilleri.
Design and technology can greatly
enhance the waiting areas of restaurants,
but they will fall short if customer service
is subpar.
"Restaurants must get service delivery
right each and every time. Delivering an
exceptional customer service experience
should always be the company's first
priority," says DeBoer. "When it comes to
overall satisfaction of a dining experience,
service always has a greater influence on
perceived wait times, more than any other
items. If a restaurant fails at customer
service, it fails the customer wholeheartedly." n
DEANN OWENS is

a freelance journalist
living in Dayton, Ohio. She specializes in
features and human-interest stories.
http://www.PIZZATODAY.COM
Pizza Today - February 2017

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