Not Losing the Gen Y Diner
By Brian Mitchell Principal, Mitchell Performance Systems | November 02, 2014
Co-authored by Evan Mitchell, Senior Consultant, Mitchell Performance Systems
This is the sixth and final article in our series on improving revenue and profit from F&B. Throughout the series our arguments have been directed at senior management. The aim has been to open the eyes of general managers to opportunities and challenges in F&B that are not self-evident from their perspective – but have a very real impact on profitability.
Before we address the final theme, how to attract and engage with the Gen Y diner, there's a brief summary of what we believe senior management should take away from the first five articles. Each summary is followed by a suggested line of enquiry for general managers. The answers received to these questions will prove instructive.
The approach to selling that typifies full service hotel restaurant operations can usefully be compared with the sales mindset of successful consumer products organisations. The latter have a clear fix on the relationship between customer service and selling. They see these two functions as inextricably linked and interdependent. The hospitality industry on the other hand tends to see them as vaguely separate. This leads to the self-defeating situation where inferior front of house sales performance can easily be excused or justified on the grounds of service. In truth the technique-driven sales principles applied by successful FMCG companies (impulse and add on selling, trading up, and solution selling) – which, as our article shows, are equally applicable in a restaurant – are designed to raise service standards not just sales results. Hotel management needs to grasp this point. Because without such a mindset F&B performance will always be hobbled, and restaurant patrons will fail to receive the level of service they deserve.
Useful enquiry: What's the sales strategy for our front of house teams?