Food & Beverage - Do the Farewells Actually Sabotage Your Business? - By Ken Burgin

At the first, there was a slight nod from the barman as we opened the door and left. The food had been excellent but the service minimal - no-one really knew we'd left.

Elsewhere on the next night, the food wasn't exciting but the service warm and attentive. As we left, the nearest staff member automatically moved to the door to say goodbye and shake our hands, followed by the owner who also warmly farewelled us. We returned some days later and it was just as friendly - the first time was not just luck.

Your good work can be undone in the last minute of the visitor's experience: these crucial 60 seconds need careful planning and design to ensure their visit ends on a high note, not a dull thud.

Some examples you may have experienced:

• The nearest person to the departing guests bids them a warm farewell (like the example above).

• When you call large organisations (eg a bank) for information, you are often asked at the end of the conversation 'is there anything else we can help you with?'. This is easy to implement even with standard callers who just want the address or menu information.

• The account payment is handled quickly and accurately when a customer is ready to leave. Customers have a strange time system: sloooooow during the meal, then a rush for the account when they want to go. Organise around it, and upgrade equpment to support it.

• A complimentary chocolate or souvenir item is brought when you are obviously not ordering any more. Or your water glass is topped up one more time.

• The last taste is one of the best: delicious dessert, fresh herbal tea, an aperitif or a great coffee.

• Security guards or door people (if you use them) give a courteous farewell, not just a silent stare. These people are so rarely used for a positive PR role - make it part of their job.

• The final experience outside: nothing alarming in the street as customers leave, and their car is still where they left it!

Most of these factors are under your control, and no matter how many customers you serve in an hour, the final smile and farewell goes a long way towards creating a return visitor.

The final 60 seconds needs as much scripting as order taking or phone sales: when it becomes a standard, friendly routine, the return rate is sure to be higher!


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.

Logos, product and company names mentioned are the property of their respective owners.

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