Serving Hacks Part 4: Selling Wine

Serving Hacks Part 4: Selling Wine

by | Nov 24, 2015 | Career

For me, wine is a fun, elaborate sect of the food and beverage industry. From finding the right wine to pair with right food to the structures and characteristics of a grape, to the history and geography of different varietals, there is an endless amount to absorb. Most important to the server or bartender, is being able to get people to buy good wine without having a sommelier’s mastery of knowledge.

The Basics

First thing’s first: having basic knowledge of the varietals and characteristics of the wines will greatly improve your ability to sell. At the very least, become very familiar with one or two wines in order to show that you have some knowledge and are not only BSing your guests.

Before we get into selling, here are a few notes to use when selling wine:

  • Body: (Light-Medium-Full); this describes the structure of the wine on your pallet. Pinot Noir, for instance is a light-bodied red while Cabernet Sauvignon is Full-bodied
  • Tannic: Referring to the presence of tannins, this is almost all about the finish. The grippy, lasting taste at the finish is primarily caused by the tannins.
  • Acidic: having a distinct feeling and taste of acid, almost tartness
  • Dry vs. Sweet: these are opposites and a wine can not be both. A wine is either sweet and fruity or dry.

Other terms I like to use to indicate the character of wine include: bright, fruit forward, buttery (mostly for Chardonnay), peppery (Cab. Sav.), crisp, earthy, elegant, jammy, refined. These are mostly broad terms that will help you designate tastes and characteristics that are attractive and accessible to your guest.

Since wines differ so greatly by varietal (grape type), vintage (year produced), location (where wine or grape is made) and taste, there are countless ways to describe a wine and it is important to find what works for you.

Selling wine

1. Plant the Seed

When greeting a table, make sure to mention the ‘great wines’ you have to offer and indicate that you are there to help them with pairings or explanations.

Immediately, this plants the seed of drinking wine even if that was their initial intention. If you are convincing in your approach, you can use their eagerness to guide them toward a food and wine pairing that you are familiar with and have confidence explaining.

Mention the ‘great wines’ you have to offer.

2. Upselling

Upselling wine is crucial to your check average. If you can get a guest to buy a $13 glass of wine over a $9 glass, you’re on your way to a higher check average.

My style of upselling is to offer 3 different wines, explaining them in depth. The goal here is to not deprecate the cheaper glass but to simply use more elegant verbiage as you describe the higher-priced wines. Instead of saying that the $13 glass is ‘better’ than the $9 glass, explain that there are great qualities to the $9 and that $13 glass has these qualities PLUS many more.

My style of upselling is to offer 3 different wines, explaining them in depth.

For instance. If you have two pinot noirs ($9 and $13, respectively), the first one should be described as a “solid, light-bodied pinot with soft cherry flavors.” Easy, simple, to the point.

The second glass, however, “is a bit lighter and more finessed, with a much more approachable finish and a brightness that pairs well with everything on the menu.” Here, you see that you’re speaking vaguely and using words like ‘finesse’ and ‘approachable’ to express that, even though you said nothing bad about the first, the second is the clear winner.

3. Tastings

If you work at a restaurant that allows you to offer tastings, use this to your advantage! Tastings are the easiest way to gain a tables trust and get them to conform to the service that you are most comfortable with.

Again, using the 3-tier system, offer tastes of a cheap, medium and expensive wine. The goal here is to showcase your knowledge and get them to trust it. Always be sure to be well-versed in the wines you choose to taste and have a recited explanation for both.

Wine A is light-bodied with ‘these qualities’ and ‘this type of finish’ and goes well with ‘these food items’. Wine B has a ‘more complex body’ offers ‘these qualities AND these qualities’ and pairs with ‘these foods’. Wine C, however, has ‘great structure’, ‘these characteristics’, AND ‘pairs with almost anything on the menu’.

it is always easiest to sell something you actually care about.

It is crucial to show both knowledge and interest in the wines you’re selling. For me, it is always easiest to sell something you actually care about. If Wine C is a wine you would drink on your own time, it is a much easier sell to your customer. Show passion for your sales and they will respond to that.

4. Pairings

Pairing wines is a refined skill but there are some basics that are important to know as a beginner.

Start by trying to pair similar flavors of the food and the wine. For instance, a Sauvignon Blanc is a light, crisp varietal that usually contains some type of citrus (lime, grapefruit) and would do well with light, citrusy, acidic foods like ceviche, light fish, sushi.

On the other side, heavy food and heavy wines typically go well together. A Cabernet Sauvignon with a full body and peppery, tannic finish will do well with red meat like steak.

With this knowledge, it is easy to decipher which wines pair with which foods simply based on taste profile and the heaviness/lightness of the dish vs. the wine. One of the most important things to know is that a wine should not over power food.

Always opt for wine as an enhancer as opposed to a dominant flavor for your food.

Do not pair a big, oaky, buttery chardonnay with a light, citrusy cod because the wine will overpower your fish. Always opt for wine as an enhancer as opposed to a dominant flavor for your food.

Here they are, all my tricks for selling wine! Remember, the more wine knowledge you have, the better, so study up.

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Keys To Customer Service In The Restaurant Industry

Keys To Customer Service In The Restaurant Industry

by | Nov 23, 2015 | Management

The truth is that service is not really a transactional act, and therefore, it can’t be given. Service is a byproduct of consistently executing the other key processes that make a business successful—like hiring right, training well, suggestive selling and practicing servant leadership.

Hospitality or Customer Service?

Most restaurant owners and their customer-facing team members confuse service with hospitality, but they’re different: Service fulfills a need, but hospitality fulfills people. You can get service from an ATM or a vending machine, but you can’t get hospitality. Hospitality is the key deliverable that distinguishes great food service operations from average retail ones.

“Service fulfills a need, but hospitality fulfills people.”

For instance, if you buy a vacuum cleaner at a store—no matter how hard you looked for someone to help you, or how you were treated by the employees—you still have a vacuum cleaner when you get home. So even if there was no discernible service accompanying the purchase, you still have a tangible something after the transaction.

But when you patronize a restaurant, what do you have after you eat? Only memories. While menu, value, décor and cleanliness all play a part, it’s service and hospitality that makes that memory positive and drives customer loyalty and repeat business.

The Core of Great Customer Service

So what are the key drivers of customer satisfaction? Here are the three basics that every industry, not just the food industry, should follow.

1. Focus on ROC, not ROI
Repeat business is the linchpin of profitability in any successful business. Everyone is familiar with ROI, but a lesser-known and more critical metric is ROC—Return of Customer. “Will you come back?” and “Would you tell your friends to try us?” are the two most important questions relative to the customer experience. If the answer is yes to both, you’ve delivered on expectations and achieved ROC. If not, you haven’t. It’s that simple.

2. Hire Great People
Repeat business will always be dependent on the weakest people you allow on your teams. Make your customers’ experience consistently exceptional by hiring and developing great people. When you hire great people—despite the cost, despite the effort, despite the commitment—great things always happen. Compete first for talent, then customers.

When you hire great people—despite the cost, despite the effort, despite the commitment—great things always happen.

3. Consistency Is Key
Know what customers hate about patronizing your business? Inconsistency in quality, service, speed and accuracy. So when customer service problems reoccur in your business—before you blame your people—evaluate the likelihood of a short-circuit in a system or process. Bad service issues routinely arise when you hurry-hire the wrong people, cleanliness isn’t a priority, an understaffed or undertrained team messes up orders, or inefficient scheduling causes you to be short a server at peak hours. This makes customer-facing team members stressed, swamped and snippy, so they smile, serve and ultimately sell less.

Habitually consistent good service is the result of systems that:

  1. Foster a caring culture
  2. Make positivity and fun part of the core business practices
  3. Educate and encourage teams daily to be better than they were yesterday

Don’t forget that excellent service begins with leadership and the notion that, “My customer is anyone who isn’t me.” The fact is that the way you treat your team members determines how they’ll treat your customers. Model the way, every day. Apply constant, gentle pressure every day to improve.

Restaurant operators are stewards of special moments in customers’ lives. The food service industry’s shared goal of giving care and sustenance to strangers and regulars alike as part of our business model is what sets us apart from retail and manufacturers. Service is our invisible product.

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Serving Hacks Part 3: Upselling

Serving Hacks Part 3: Upselling

by | Nov 18, 2015 | Career

Upselling is an elemental part of good service and it benefits everyone: your guests will get better quality food and drink, you’ll get a higher tip average, and your restaurant will do better in sales! With this said, upselling is absolutely an art form. It’s a skill that requires practice, knowledge and a keen ability to read your guests. Needless to say, perfecting this will do wonders for you as a server! So, part three of our serving hacks series is all about mastering the art of upselling.

Know your menu

In order to successfully upsell menu items, you have to know them inside and out, and know a clever, enticing way of describing them. The basic idea here is to recite qualities and characteristics of a cheaper dish and compare them to a more expensive item with richer, more eloquent descriptions.

Do not necessarily assign value-judgement in your description. Simply use brighter, more sophisticated language to highlight and accentuate that the more-expensive dish is clearly better.

Simply use brighter, more sophisticated language to highlight and accentuate that the more-expensive dish is clearly better.

The more exacting you are in your description, the more likely the guest is to trust your knowledge. This takes some practice because if you fumble around and seem unsure of what you’re saying, your attempt at upselling could backfire. You absolutely do not want your guests to know your trying to get them to spend more, even if it is for a better quality product.

Pro-tip: A good trick is to be passionate and animated in your description. Your enthusiasm will be contagious and will bring your guests’ excitement to a whole new level.

Practice the pitch

A successful server not only knows their menu but knows what they want to sell to their tables. Personally, I like to sell the same things to each of my tables. The reasons for this are:

  1. I know for a fact that I can describe their characteristics, taste profiles, components, and wine/drink pairings.
  2. This form of repetition and practice creates consistency and comfort, which makes me look like the master of the menu.
  3. If it ain’t broke don’t fix it. I feel that if a product is consistent and well-liked, there is no reason to move out of my comfort zone and sell items I’m not as well-versed in.

Practicing what you’re talking about makes you not only feel more confident, but also makes you look more competent, and this is a must when you’re upselling.

Read your guests

No two tables are alike. As much as you think the dapper couple at your table is able to spend money or the teenagers at the other table will be cheap, you never really know. So, while I like to upsell the same menu items, my MO varies depending on the guests.

Initially, it’s best to approach all tables the same way; composed, professional, and unassuming. Once you engage with the table, you can then determine how to proceed throughout the rest of the meal.

While I like to upsell the same menu items, my MO varies depending on the guests.

If you get the sense that the table is playful, then make some jokes when talking up your suggestions. On the other hand, if you’re getting a more formal vibe, go with a fancier explanation.

It can be hard to get a good feel for your customers, so always err on the side of caution as to avoid mistakes. However, if you accurately read your guests and determine the sales method they’ll respond to best, you’ll undoubtedly reap the rewards.

Tricks of the Trade

  • When running over a menu, I like to start off by talking up a cheap menu item followed by more expensive ones. Doing this proves that you’re not just trying to sell them the most expensive picks (even though you really are).
  • Similarly, I like to detail the items that I’m not so fond of, including one expensive item. Again, trust is the goal here. Tables appreciate honesty and will respond well to your candor.
  • Always go in with the assumption that everything is great when asking a table about their food or drinks. Instead of asking, “How is it,” go with, “Is there anything else I can get for you?” By asking if everything is ok, you’re begging a negative response or critique.
  • A couple more buzzwords and lines I use are, “Honestly, it’s one of the best things I’ve ever eaten.” If you can be convincing here, it’ll pique their interest. Another convincing, and hilarious, line:

“If I was on death row, and my momma wasn’t there to cook for me, this is what I’d eat.”

  • Sometimes a casual, “This item is ridiculous,” gets their attention because it’s distinctness makes the line sound genuine, which hopefully it is!
  • When trying to sell dessert, you want to guide tables toward indulgence. When offering the dessert menu, if the table bites, I respond, “it’s a slippery slope, you know,” which typically elicits a good laugh.

Upselling is the mark of a comfortable, successful server. Being subtle but determined in your approach is key. Make sure you know your menu well enough to upsell and that you are able to correct mistakes and save yourself if you misstep. Matching your personality to your upselling tactic is the goal. If you can accomplish this, you can do amazing things for your guests, your restaurant and yourself. Hope this helps!

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Serving Hacks Part 2: Serving with Personality

Serving Hacks Part 2: Serving with Personality

by | Nov 11, 2015 | Career

Every server has their own tricks of their trade, and as one myself, I’ve always believed that your personality is a quintessential part of your success with customers. So, for part two of the series, I’ll run through some ways I try to add personality while serving, plus share a few of the tricks I use to sway guests to my favor.

Honesty is the Best Policy

I believe honesty is always best. But sometimes serving requires a little creativity when it comes to truth-telling. One of the hardest parts of being a server is being asked a question you either don’t know the answer to or one you do, but it may cost you valuable points with the table.

Some people flat out lie, which if you’re an expert BS-er might work, but I don’t recommend it.

When the tough questions are asked, some people flat out lie, which if you’re an expert BS-er might work, but I don’t recommend it. Instead, I suggest evasion.

For example, let’s say that you’re drawing a blank when a table asks about the ingredients in a certain dish. Instead of making up a lie, which can be dangerous, or admitting that you don’t know, which can look amateur, go with something like, “We actually just changed that on the menu, so let me check with the kitchen.” This way, you’re providing the correct answer without sacrificing your morals or your tip.

Pro-tip: Keep your cool no matter what. It’s all about retaining confidence while finding the best way to avoid showing incompetence.

Greeting Your Table

Taking control of your table right off the bat is a great way to connect with your customers and be more efficient. So, when I greet a table, the first thing I say is “Hey y’all, is this your first time joining us at [insert restaurant name here]?”

If the answer is YES, I follow up with: “if you’d like me to run over the menu I’d be more than happy to give you some suggestions or guide you on how to best access the menu.” In doing so, I’m being helpful without seeming too pushy and offering the table the option of being autonomous.

If they do want help with the menu, I start by offering a few options from each section (appetizers, entrees, desserts, drinks) that I personally enjoy and know well enough to elaborate on. By making the first move and providing suggestions you’re comfortable with, you’ll come off as knowledgeable and be providing great customer service. This is a great way to set yourself up for success.

I’m being helpful without seeming too pushy and offering the table the option of being autonomous.

If the answer is no, and they’ve been to the restaurant before, I take a more passive approach and mention, “Well, if you need any suggestions or have questions, I’m here for you.” It may seem simple but using the right verbiage here is key. You want to them to feel like they’re being taken care of without coming off as intrusive.

It seems simple, but just by peaking their interest in you, you’re building a relationship beyond guest and server. This is a prime example of using your personality to your advantage.

Relatability is Good Service

For me, good service is about the experience for the guest. By bringing a strong, vibrant personality to every table, not only are you going to enjoy your job much more but the customer will also be more likely to relax. If everyone is happy and kept entertained, it makes for easier service and makes mistakes (if they happen) more forgivable.

If everyone is happy and kept entertained, it makes for easier service.

First, I like to gauge the table. If they seem pretty carefree and I feel relatively comfortable around them, I know it’s okay to be relaxed in my service, meaning I let a bit more of my personality come through. On the flip side, if the table seems stiff or uptight, I’m much more formal in my service. This will definitely take some practice to develop, but using how you feel around a table is a good place to start.

For those more relaxed tables, a joke I sometimes like to play on someone who spilled their drink is bringing their new one in a kid’s cup. It’s simple but it’s a hit and the table will love you for it.

Dealing With Difficult Customers

Be sure to give these guests extra attention and go out of your way to show that you are giving them that extra effort. Be obvious about it because, usually, they just want to be treated better than anyone else.

Make sure to highlight what special actions you’re doing for them. For instance, “Miss, I went ahead and put the sauce on the side in case you didn’t want this dish to be too spicy.”

Taking special care of difficult guests, or the person who is paying or in charge will ensure your success, their trust in you and most likely will lead to a higher tip average.

When a customer is overly rude or extremely needy, kill them with kindness.

When a customer is overly rude or extremely needy, kill them with kindness. Be OVERLY apologetic and kind. For instance, if a customer were to say, “Um, excuse me, I asked for a LIME, not a LEMON in my vodka soda!” My response would be, “Oh my god, miss, I am SOOO sorry. That is ENTIRELY my fault, I’m so sorry, I’ll get that for you right away.”

You still want to seem genuine but take an overzealous approach. It’ll either cater to their ego or make them feel a bit ridiculous for fussing about something so minute. Either way, you’ll come out on top!

Dropping Checks

Dropping the check is a scary, crucial part of service. First and foremost, you must be careful not to make your guests feel rushed, but also make sure you’re not dragging your feet.

Check for cues, like napkins on the table or pushed away plates. Another sign that the table is ready for the check is if one, or all, of the guests at the table are looking around the restaurant. They’re probably waiting for you!

Also when dropping the check, I like to say a little something nice.

Also when dropping the check, I like to say a little something nice. Depending on the table, I add “Thanks for not sucking,” or “If all my tables were like you then I’d have a very easy job.” For a more formal approach, I go with “You were a delight, I truly enjoyed having you.”

There is a great range of things to say to your guests at this point, but remember, it’s crucial to first read your table as to appropriate the right choice of words.

It must be noted that these are my personal tricks and are catered to my personality. It is important to find what works for you and how to best pair your personality with your tables’. I hope these tricks and lessons help you be the best server you can be!

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Serving Hacks Part 1: Cracking The Interview

Serving Hacks Part 1: Cracking The Interview

by | Nov 4, 2015 | Career

Whether it’s your first time interviewing for a server job or you’re a seasoned veteran in the industry, you have to be ready for whatever they may throw at you. From how to present yourself to demonstrating your skills, here are some tips to help you dominate the interview.

Think of it as just another table

For me, approaching the interview like you’d approach your tables is the best way to express your qualities and personality.

Your interviewer is looking to see who you are when you’re at a table and what better way to show this than by treating them as you would treat a guest.

Confidence is key

Serving is all about confidence. Guests can tell from a mile away if you’re comfortable with what you’re doing or if you’re nervous as hell, and so can your interviewer.

It’s crucial to exude confidence, even if you’re faking it!

So, whether you know everything there is to know about serving or you’re in over your head, it’s crucial to exude confidence, even if you’re faking it! From dominant body language to assertiveness, showing your interviewer that you can keep your cool while being grilled will show them that, if you’re hired, you’ll do the same with your tables.

Stay positive

Positivity is contagious and attractive to a manager as well as a guest. Conveying that you’re happy with what you do and can keep a positive attitude despite the mayhem around you is a crucial element of both serving and interviewing.

So, do your best to keep on smiling even if you’re not totally feeling it.

All about the attentiveness

I try to incorporate this word in every serving interview as a fancier way of saying “guest/customer service”. In the industry, putting the guest first is elemental.

In the industry, putting the guest first is elemental.

Proving that this is important to you will delight your interviewer and reflect well on your priorities as a server. Use this buzzword and give an example of how attentive you can, and will, be.

Trust goes a long way

Establishing trust with customers is goal #1. If you can establish trust right off the bat, guests are more likely to be comfortable asking you questions and following your suggestions. This is good business for the restaurant and, not to mention, you’ll probably get a better tip!

So, it goes without saying, getting your interviewer to trust you goes a long way in demonstrating that you can do the same with customers.

Pro-tip: A great way to gain trust quickly is through your drink recommendation. If you have a suggestion for a drink that you know is universally enjoyed, the guest will likely feed off of your interest and try it. If you describe it correctly and they like it, you’re in. Expressing something like this to your interviewer will show off your know-how and get some extra points!

Make organization and efficiency a priority

When interviewing, be sure to articulate how important being both organized and efficient while serving is to you.

While most people believe that serving is a brainless, simple occupation, the amount of multi-tasking involved is far from easy. From drink and food orders to maintaining tables and helping out co-workers, there is a lot on your plate.

Describe your go-to strategy for staying organized and on-task while on the job.

Establishing that you can handle the multitudes of responsibilities and can manage your time efficiently is a sure-fire way to impress a manager and interviewer. To do so, describe your go-to strategy for staying organized and on-task while on the job.

Keep your head in the game

In the industry, we call it being in the weeds. You’re dealing with a fussy customer, trying to find a manager to comp a bill, thinking about the fight you’re having with your roommates; what do you do?

Freak out and cry in the corner or keep your head and breathe? The latter, obviously.

A simple way to impress your interviewer is to be aware of this and express how you would deal with the stress. Servers are ubiquitously known as prima donnas and have trouble keeping their emotions in check. If you show that you can keep your cool, you are on your way to getting a job.

The interview is half the battle to becoming a great server. Use these tips to nail it every time and the rest of our serving hacks for when you get hired!

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