Recipe for a good impression: It’s more than just the food
PROTECTED CONTENT
If you’re a current subscriber, log in below. If you would like to subscribe, please click the subscribe tab above.
Username and Password Help
Please enter your email and we will send you a password reset link.
Billy Howard
We all know the saying, “You never get a second chance to make a first impression.” While often applied to people, this adage rings just as true for businesses, especially those in the service industry. A restaurant can have the most delicious food, the most inviting ambiance, and the most innovative menu, but if the customer experience sours, all those other positives can quickly become irrelevant. I was reminded of this fundamental truth on Saturday during a lunch outing.
An old friend, someone I hadn’t seen in years, reached out and suggested we catch up over a meal at a “new-to-me” eatery. Eager for the camaraderie and curious about his recommendation, I readily agreed. Upon arrival, we were met by a hurried but bustling line of patrons, a promising sign, I thought, of a popular spot. The setup was familiar enough: a cafeteria-style line where employees dish out selections from behind a glass display into takeout containers.
Now, as a first-timer, I was a little out of my element. The concept of what exactly constituted a “meal” – an entrée plus two sides, for example – wasn’t immediately clear to me. Though there was a menu board easily visible from the line, the process wasn’t explained by the staff as we progressed. When it came time for me to order and I hesitated for a moment, trying to decipher the options, one of the servers became visibly annoyed.
“This man don’t even know what he wants,” she declared, not under her breath, but loud enough for others to hear, as she practically shoved my tray into the hands of a co-worker. Her open complaining continued even as I proceeded down the line.
In that moment, I was taken aback and had to actively resist the urge to react in what would have been considered a “not so pleasant” manner, but to engage in a back-and-forth would have done nothing but escalate an already tense situation. It took genuine effort to remind myself that my own behavior should not be dictated by the unprofessionalism of someone else. My friend, sensing my discomfort, tried to smooth things over, but the damage, at least to my initial impression, was done.
It’s a peculiar thing. The food, once I finally made my selections and sat down to eat, was actually pretty good…flavorful, well-prepared, and certainly satisfying. However, despite the quality of the meal itself, a significant doubt lingers in my mind as to whether I would ever go back.
This experience highlights a critical point for any business, but especially for those directly interacting with the public: every employee is a representative of the establishment. The demeanor, attitude, and professionalism of each individual on staff directly contribute to the overall perception of the business. One negative interaction, particularly at a crucial touch point like the serving line, can overshadow even the finest culinary creations.
Think about it from a customer’s perspective. When you walk into a place, you’re not just buying a product or a service; you’re buying an experience. And that begins the moment you encounter the staff. A warm greeting, a clear explanation, a patient demeanor – these are the ingredients for a positive customer experience. Conversely, impatience, disdain, or open complaining can be like spoiled ingredients in an otherwise perfectly good recipe. They can ruin the whole dish.
In today’s interconnected world, word travels fast. A bad experience can be shared with friends, family, and hundreds, even thousands, on social media. While the food at this particular restaurant was undeniably good, that single interaction has left me questioning whether the overall experience is one I’d care to repeat. It’s a testament to the power of personal behavior and the profound impact on a business’s reputation and, ultimately, its success. For any establishment, ensuring every team member understands their role in crafting a positive customer experience isn’t just good practice; it’s essential for survival and growth of the business. I could be wrong but it’s just something to consider.
You can reach Howard at bg@authorbghoward.com.
