2.5: The Psychographic Nature of the Guest

In the hospitality setting, there is an additional perspective of the consumer, and potential consumer, that should always be remembered, considered and addressed as part of the service aspect of any concept - that of the guest. Not all customers frequent any restaurant concept on a weekly or monthly basis. As such, they are not ‘known’ to the operation in a personal sense. Every operation tends to pay special attention to those customers that frequent an establishment on a regular basis because that frequency will form the base for predictable regular sales. This is especially true for regular restaurant customers. Without question, they deserve the proper attention. However, an operation should not forget that every guest, even the patron who came to the concept by chance, is a potential regular guest. These individuals are the cultivation of future opportunities and growth. This writing would be remiss without a look at the different categories as well as the psychographic attitudes, interests, and opinions of the frequent customers, and those who customers you can convert to more frequent supporters of the operation or at the very least, verbal champions of your offerings and service.

The frequent guest

Greet regular customers by name - this is a wonderful opportunity for the operation to create a bond with this customer. A friendly 'how are you' that is not too familiar is also appreciated. If a guest now and then makes personal conversation when they arrive or during the meal, it is important to have a short conversation with the guest. If a conversation will cause neglect to other guests at that moment, service the waiting guest and then return for a pleasantry or two. If frequent guests have not been for a while, make it a point to tell them how glad you are to see them. To show your concern for them, it is very important that you remember the preferences of your regular guests - favorite entrees, drinks, or special food they prefer. For example, if the guests like seafood, make sure you call the availability to their attention. In sum, it is important that frequent guests feel they are receiving personal, preferential treatment. That treatment does not always have to be extravagant, - small personal touches that let that guest know they are remembered go a long way in building lasting relations. After all, why would customers who have experienced an enjoyable meal, personal service, and good conversation fail to return?

The occasional guest

While all customers should receive excellent service, the occasional guest will not receive the same treatment as frequent guests simply because they are not know personally. The operation will not know their names or preferences, and trying to gather such information at one seating would most certainly appear intrusive. The only way to show these guests how much you appreciate their patronage is by providing attentive and friendly service, and assistance with the menu offerings. The occasional customer should never have the impression that you are doing less for them or that they must wait longer than the frequent guest would wait. First class food and service is truly the only way to make a regular customer out of an occasional guest. You may not always be successful, but you should always make every effort - this guest might recommend your operation to an acquaintance who eventually will become a frequent guest. Occasional guests can and do serve a 'reference' role.

The tourist

Put yourself in the place of a tourist, and you can imagine how important it is to find friendly cooperation when dining away from home. Help with the menu is in most cases greatly appreciated. Assist with the selection of food and beverages and explain them as well as possible, especially when there is a language barrier. Recommend local delicacies and the proper beverages to enhance them. If a guest orders a beverage that does not compliment the food and insists on it, serve it without further comment. At times, travelers seek familiarity, even at those times when another choice would be more beneficial. When dealing with tourists, always keep in mind that the quality of your service affects the reputation your region enjoys in other parts of the country - and abroad. If you are a proficient ambassador, other tourists will be entering your door.

The handicapped guest

When dealing with physically or mentally handicapped guests, you must sensitively offer as much help as is needed without being patronizing or showing pity. Do not forget that a temporarily handicapped guest needs your help as well. A guest with an arm or a leg in a cast may be very grateful if you cater to their needs a bit. For instance, offer a chair so they can put their leg up; if an arm is in a cast, ask a guest if they need assistance in cutting the food. Seat guests in wheelchairs where they can easily reach the exit or restroom without having to maneuver between the furniture.

Blind guests, without escorts, should asked if they prefer assistance to a table. When the guest wishes to order, ask if they would like menu suggestions. Always mention the house specialties. Also, ask if they need any special dishes or utensils or if they would like the food prepared in a particular way, such as pre-cut.

You can be of great help to a guest with a speech problem if you take your time and do not interrupt, even when your intention is to help. Mentally handicapped guests usually come with an escort. If you feel they need special attention, ask the escort how you can be of assistance. In general, the best help for handicapped guests is to treat them as normally as possible.

Older guests

Older guests are always grateful when you help them with coats and seating. They typically appreciate seating at a quiet table. Never seat older guests near the air conditioner, or in a draft. When making menu suggestions, recommend lighter dishes and avoid spicy foods.

Small children

It is important to remember that children are consumers in addition to their parents. In many cases, they become key decision-makers in determining where the family will dine. Never take children for granted. Provide small children with a highchair or booster seat if they cannot reach the table. Give them the smallest flatware possible. Do not give knives to children under four. Glasses should be sturdy; replace stemware with tumblers. When taking the order, call the parents' attention to the children's menu. The parents have the final authority over what the children will order, and their wishes overrule those of the children.

Impatient children often become noisy and tend to fidget, which makes their parents nervous and disturbs guests at other tables. To avoid this problem, serve, the children as quickly as possible. A restaurant should always provide children with some in-house activity to keep their attention and make the meal more pleasant for their parents. Again, if the child enjoys the experience, they will be eager to return. In turn, if you satisfy the children, you will satisfy the parents, as well as all the other guests. The extra effort will be worth it.