Michigan State University Extension
Tourism Educational Materials - 33209403
06/06/02
First and Lasting Impressions
Mary E. Mennes and Alice F. Kempen
Wisconsin
C2739
1975
People love to eat out! Most people prefer to eat in a
restaurant they know or that has been recommended by a
friend. How do you sincerely impress a customer so that he
returns and sends his friends? Look over the following
checklist to see if your food service provides the things
most customers like and expect to find.
HOW ARE THINGS ON THE OUTSIDE?
- Good yellow-page and newspaper advertising.
- Clearly marked, freshly painted signs.
- Adequate, safe, marked parking area, cleared of snow and
ice in winter.
- Lighted, all-weather entrance where people can be proud
to be seen entering.
- Attractive landscaping, shrubs, flowerbeds.
WHAT HAPPENS WHEN THE CUSTOMER ENTERS?
WHAT DOES HE FIND?
- Entry or lobby adequately lighted so he can see where to
go.
- Check room or adequate coat racks.
- Hostess station or a sign describing the seating
procedure.
- Attractive and pleasing interior design and use of
colors.
- Prompt attention from host or hostess. If a wait for
table seating is necessary, the customer needs a truthful
estimate of time, and a place to sit and wait.
- Tantalizing food aromas-not stale smoke and deep fat
odors.
WHAT MAKES THE CUSTOMER HAPPY ONCE HE'S SEATED IN THE
DINING ROOM?
- Attractive dining room with adequate space at and between
tables.
- Well-groomed service personnel-clean, attractive,
well-kept uniforms and a friendly smile.
- A clean and attractive table or booth, comfortable
chairs.
- Quick attention from a waitress, and a well-designed,
easily readable menu.
- Enough light to read the menu.
- A chance to order cocktails if he wants to-or to order
food promptly if that's his choice.
- Quick food service for hungry children.
- A waitress who recognizes the special needs of children,
elderly people, or handicapped persons.
- A waitress who is well-informed about menu items-what
they are, how they are prepared, special ingredients, how
long preparation takes.
- Employees who know your establishment and community.
- Speed of service as fast and no faster than wanted.
- Minimum of noise from kitchen or adjoining bar.
- Pleasant level of sound from music or live entertainment.
- Beverage served at the appropriate time, or when customer
specifies.
- Quick or on-table coffee for breakfast.
- Table size adequate for the number of persons seated.
- Table size suited to the number of dishes and utensils to
be used.
- Food served at correct temperatures and in top
quality-crisp, colorful relishes, hot soup, cold juice,
crisp, cold salads with dressing added at the table if
possible, hot rolls, main dish hot (or cold).
- A waitress who is attentive (but not hovering), remembers
special requests, and treats each customer as an
important person.
- Inquire about dessert made at the right time.
- Check delivered with a "thank you" and directions about
where to pay.
- A"thank you" when the customer pays his bill!
THE SUPPORTING CAST IS IMPORTANT, TOO!
- Courteous bus boys.
- Gracious host or hostess.
- Efficient, friendly bartenders or cocktail waitresses.
- Friendly handling of complaints, spills, requests for
information.
- Easy-to-find, clean, attractive, and good-smelling
restrooms.
GOOD MANAGEMENT MAKES IT POSSIBLE TO ANSWER "YES" TO EVERY
ITEM. A THOROUGH ON THE JOB TRAINING PROGRAM, REGULAR
EMPLOYEE MEETINGS AND GOOD SUPERVISION WILL MAKE YOUR
BUSINESS MORE SATISFYING TO CUSTOMERS AND MORE PROFITABLE
FOR YOU!
Contact your county Extension office for additional
assistance in the area of restaurant management.
Mary E. Mennes is professor of food science, College of
Agricultural and Life Sciences, University of
Wisconsin-Madison, and food administration specialist,
University of Wisconsin- Extension. Alice F. Kempen is
assistant of professor of community affairs and area food
management education agent, University of
Wisconsin-Extension, Rhinelander.
University of Wisconsin-Extension, Gale L. VandeBerg,
director, in cooperation with the United States Department
of Agriculture and Wisconsin counties, publishes this
information to further the purpose of the May 8 and June
30, 1914 Acts of Congress; and provides equal opportunities
in employment and programming. This publication is
available to Wisconsin residents from county Extension
agents. It's available to out-of-state purchasers from
Agricultural Bulletin Building, 1535 Observatory Drive,
Madison, Wisconsin 53706. Editors, before publicizing,
should contact the Agricultural Bulletin Building to
determine its availability. Order by serial number and
title; payment should include price plus postage.
AUGUST 1975 5 cents
This information is for educational purposes only. References
to commercial products or trade names does not imply
endorsement by MSU Extension or bias against those not
mentioned. This information becomes public property upon
publication and may be printed verbatim with credit to MSU
Extension. Reprinting cannot be used to endorse or advertise
a commercial product or company.
This file was generated from data base TD on 09/30/03.
Data base TD was last revised on 06/06/02.
For more information about this data base or its contents please contact
alexande@msue.msu.edu . Please read our
disclaimer for important
information about using our site.