Food & Beverage: Managing the Selfish and Lazy Customer - By Ken Burgin

But let's rephrase it: most customers want their needs satisfied, right now, and they'll pay you to do things they find too dificult, time-consuming or boring. They don't want to be told 'no you can't' or 'no we won't' - if you won't, someone else will accept their money.

Give them what they WANT and they'll keep coming back for more. And remember the old saying 'people will remember how you made them feel long after they forget what they ate'.

Here are 5 areas where customers want you to do the work for them:

Make it easy for them to do something difficult - eg...

• Offer fish, steak, pasta and desserts they couldn't possibly make at home


• Organise a great party without any cleaning up afterwards


• Mix great music and atmosphere to help everyone relax

Save them time in their busy lives - eg...

• Grab and go food when they're hungry and running late


• Serve a fast lunch that doesn't compromise on quality


• Keep the queues and the wait time short, even though its busy

Save (or make) them money - eg...

• A friendly noodle or pasta bar may be cheaper than eating at home


• When time is valuable, your catering service is a bargain


• Offer just the right place to entertain important business clients

Make them look good - eg...

• A great place to entertain friends, and names are remembered


• Offering low-cost food in stylish surroundings


• Special membership offers extra service and recognition

Always be reliable - eg...

• Parking is available and the area feels safe


• There is always a friendly greeting and farewell from the staff


• Serving spaghetti marinara the same way for the last 5 years

Most of us are solidly tuned to radio WII-FM (What's In It For Me): satisfy my pride, tiredness, laziness, selfishness, shortage of time or desire to be entertained and you've got a customer for life!

Plus >> check the great short videos at Smarter Marketing by Knowing Customer Likes & Dislikes - lots of excellent tips on customer motivation and desires.



Profitable Hospitality offers management and cost-control systems (Manuals & CD-ROMs) for restaurants, cafes, hotels, bars and clubs. The systems are based on the extensive consulting and operating experience of CEO Ken Burgin, and enable busy owners and managers to set up complete operating and cost-control systems in minutes, not months. Profitable Hospitality also runs regular management training workshops in the areas of kitchen profit & efficiency, restaurant marketing and functions management. A free monthly e-newsletter keeps you up to date on the latest industry management issues. www.profitablehospitality.com.

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