I’m going to return to an old theme this Foodie Friday. I’ve written about how happy customers breed more happy customers but I came across a piece of food-related research that reinforced that message. Since I think it’s one of the most critical tenets in any business – food-related or not – I’m sharing it here today.
A recent survey by reservation platform SevenRooms found that more than half of American diners (54 percent) turn to friends and family for restaurant recommendations. About 30 percent consult review sites like Yelp, and 25 percent were influenced by something they saw on TV, according to the survey. About 35 percent of diners said they have eaten at a restaurant because they saw it on social media. Among those platforms, Facebook had the most influence (23 percent), with Instagram (10 percent), YouTube (9 percent) and Twitter (7 percent) far behind.
So word of mouth isn’t dead, and the way that one generates the best word of mouth is to create a memorably wonderful experience for the customer. I don’t believe that the restaurant industry is any different from any other in this regard. Let’s think for a moment about what that great experience really means. I think it means that the business provides an experience that distracts the customer from whatever else is on their minds. It provides a break and enjoyment. It gives the customer something to talk about afterward – something positive. It makes the customer feel that whatever they paid for the service or product they received they received better than fair value. Their expectations were exceeded. It’s the totality of the customer experience. It’s a combination of items offered but also the service quality in which those items are offered.
That’s the sort of stuff that people talk and write about. Have you ever left a business with the feeling that you couldn’t wait to tell someone about it? I have and those become the businesses with which I gladly spend a good deal of time and money. One small example from going out for breakfast this morning. The server greeted me and said, “coffee and a small container of milk for it, right?” She remembered that I can’t stand the little containers of non-diary creamer or half and half that many places – including hers – put out for coffee. A small thing but among the many reasons I keep going back and tell others to do the same.
What business has given you something positive to talk about? I spent a lot of this week telling you about some businesses that managed to do the opposite. It’s much more fun to write and talk about when businesses get it right don’t you think?