According to the Nobel Prize in Economics, there are two factors - or rather, two moments - that determine how we remember experiences.
Kahneman's theory gave rise to a "rule" known as the Peak-End Rule, which identifies the two most memorable moments as the "high point" and the end of the experience. Despite being linked to economics, this theory can be applied, among other things, to catering and the experience that consumers have when visiting an establishment.
Find out what the ingredients are to turn the customer experience in catering into a recipe for success.
Create memorable experiences
Imagine the following scenario: as the owner of a catering establishment, wants to offer its customers a distinctive, striking highlight. A good meal, a pleasant and comfortable atmosphere. The so-called "high points" of the experience can come from various sources - an extensive and complete menu with a matching wine list, excellent service or, of course, a unique gastronomic experience.
However, you may be neglecting the end of your customer's experience. As positive as the high point may be, everything can be lost if the moment of requesting and processing the bill falls short. So how can you maximise your customers' experience in a positive way? Just as important as a good meal and outstanding service is creating an ending that keeps your customers coming back - and recommending your establishment to others!
Follow up with exceptional service
Do you have any idea what weighs most heavily in consumers' assessment of a dining experience? The results may surprise you: a study in the Journal of Services Marketing revealed that the most important part of the meal for those surveyed was the service received from the staff. The agility of the staff is the factor that most influences customer satisfaction, followed by the price of the meal and then quality - in the same order.
Another report revealed that 39% of consumers would stop going to a restaurant - for possibly more than two years - if the service had been unsatisfactory, and 85% of these consumers would take action to alert other consumers about the poor quality of service.
Consumers obviously know how to differentiate good customer service from poor service, and the whole experience, from the first contact to the final moments - such as delivery and paying the bill - is part of the satisfaction equation.
Serve details that stick in the memory
Even after an impeccable meal and a streamlined payment process, there are always ways to go further. According to the website OpenTableAccording to the survey, 69% of consumers who regularly dine or have lunch out said that their loyalty to a brand or restaurant was strongly influenced by the little "extras" - the treats that establishments give their customers - during or after the meal. This finding is proof that a small gesture, combined with an excellent experience, can help your customers become regulars.
One example is a restaurant chain in the UK that gives its customers a matchbox with chilli seeds instead of matches when they hand over their bill. A small souvenir like this has the potential to generate a talking point that extends far beyond the meal and the restaurant walls - and that's how ambassadors are created. Another example in London is that of the parent company of an English franchise that offers ice cream to all customers at the end of the meal and payment.
Small gestures can make your customer feel appreciated, which in turn will make them want to repeat the experience - and, very importantly, spread the word!
Finalise with speedy payments
But equally important are the more practical aspects, such as paying the bill quickly, without complications and in an intuitive way.
According to the website Small Business Trends90% of restaurant customers say they prefer to pay for their meals in restaurants by card. Another study, this time by Discover® Global Network found that, when travelling internationally, 76% of Discover® card users use a credit card to pay for their meals in restaurants.
These high figures for bank card use represent a great opportunity for catering businesses: to attract an international audience. However, if this is one of your goals, you must be prepared to accept the payment methods of your international customers. And that's not all: using signage related to payments and accepted methods is already a good way of attracting the attention of international customers. tourists and travellers.
Everything, right up to the end, matters
In short, creating good memories and better experiences should be one of the main objectives of a catering business. Meals that stay in the memory are those that involve a "peak" - that moment that is shared on social media, talked about with family, recommended to friends, blogged about - and a truly memorable ending. Remember that a consumer's experience in your restaurant will be very important in how they remember your establishment and, in particular, whether or not they choose to recommend it.
Make sure that the end of a customer's experience in the establishment after a meal is as delicious as a dessert - and not a bitter aftertaste.
Article adapted from Discover® Global Network.
EN 
PT