Reimagining Ways to Enhance the Guest Experience

Bill Bender, FCSI, the founder, and principal at W.H. Bender & Associates, shares insights into the evolving landscape of guest experiences in the dining industry. Recent research indicates that modern consumers yearn for an authentic hospitality encounter, reminiscent of pre-pandemic times. According to the National Restaurant Association's 2024 State of the Industry report, 64% of consumers still prefer traditional service over high-tech-enabled options at sit-down restaurants. 

Bender emphasizes the critical role of service in shaping guest perceptions, highlighting potential challenges faced by younger generations in delivering exceptional service. While training plays a crucial role, design also significantly influences the overall dining experience. Bender underscores the importance of thoughtful design, noting that even a beautifully designed kitchen and space may fail to attract customers if other aspects are not carefully considered. 

Moving beyond kitchen design, Bender explores often-overlooked areas that contribute significantly to the overall guest experience: 

1. Entryways and Host Stands 

First impressions matter, and the guest experience begins the moment someone enters the restaurant. Bender stresses the importance of the positioning of the host stand and the initial greeting. Exterior elements, such as landscaping and entry layout, also play a crucial role in shaping the guest's first impression. 

2. Steps to Service Points 

Front-of-the-house ergonomics are as crucial as those in the back. Minimizing steps for servers enhances employee morale, leading to better service. Designers must consider movement patterns, including the path from host stands to tables and service/POS stations. 

3. Consider Sight Lines 

Sight lines are pivotal in creating a pleasant on-premises dining experience. Designers should assess each table's perspective, avoiding unpleasant views like dirty dish stations or disorganized beverage counters. Even in fast-casual settings, maintaining clean and organized countertops is essential. 

4. Don't Forget the Restrooms 

Restroom design reflects the overall cleanliness and hygiene of the operation. Attention to details like automated faucets and dispenser placement is crucial. Overlooking these aspects can convey a message of neglecting sanitation, impacting the customer's perception. 

5. Create Lasting Impressions 

Allocating space for retail or branded merchandise near entry or exit points can leave a lasting impression. This not only adds to the overall experience but also creates additional revenue opportunities. Expressing gratitude to guests during their departure is a small yet impactful gesture. 

Bender concludes by emphasizing that delivering exceptional hospitality remains the core of the restaurant and foodservice industry. Regardless of advancements in technology or changes in consumer preferences, the art of service continues to be a paramount consideration for success in the industry.