| In the wake of the economic downturn casual | | | | to do so, have by being creative in their |
| dining establishments have been hit hard. Though | | | | approaches. Those who are continuing to prosper |
| consumers are still dining out, they have turned to | | | | are those who understand that value is in the |
| more inexpensive alternatives such as fast-food | | | | total experience for the customer, not just in the |
| and fast-casual restaurants. As consumers turn | | | | quality of food or service alone. |
| away from restaurants that offer table service, | | | | Making a Change |
| many casual dining establishments are going under. | | | | The most noticeable area of difference between |
| However, there are a handful of casual dining | | | | restaurants who succeed and restaurants who |
| establishments that have been able to weather | | | | fail, lies in the quality of customer service. After |
| the storm and have actually been able to boost | | | | all, that is what most customers perceive to be |
| their profits. These few brands have one thing in | | | | the difference between casual and fast-casual |
| common, a willingness to be innovative and | | | | restaurants. Therefore, if the table service isn't |
| change their approach to customer service. This | | | | sufficient to justify the added cost, then the |
| flexibility has allowed them to survive while others | | | | customer will take his or her business elsewhere. |
| around them continue to falter. | | | | Training staff to be more engaging and to loosen |
| Addressing Value | | | | up in their approach to service can have a major |
| The biggest reason that customers have turned | | | | impact. For restaurant owners it is easy to focus |
| away from casual dining establishments is a | | | | on professionalism, punctuality and accuracy. |
| perception of value. After all, the only difference | | | | However, for the wait staff this translates into a |
| between many casual dining establishments and | | | | rather rigid approach to service. They may |
| their fast-casual cousins is the availability of table | | | | provide a technically flawless service for the |
| service. Yet casual dining establishment tend to | | | | customer, but that isn't enough to keep the |
| charge more for their food and, of course, there | | | | customers coming back |
| is the ever present need to tip. | | | | Of course, service isn't the only attribute |
| Customers who are watching their budgets more | | | | encompassed by value. Restaurants who succeed |
| closely than ever simply aren't willing to pay extra | | | | find ways to improve the quality of food in an |
| for simple table service. This is especially true in | | | | economically feasible manner. Slightly bigger |
| casual dining restaurants that don't offer a | | | | portions and not skimping on the condiments can |
| significantly higher quality of food. To succeed in | | | | go a long way. Addressing issues in restaurant |
| this economy, a casual dining establishment has to | | | | atmosphere also plays a role in value. Sprucing up |
| focus on providing enough value for the dollar to | | | | the establishment, in a cost efficient way, can |
| justify the expense in the mind of the customer. | | | | subtly influence the customer's perception of the |
| Finding ways to increase value while maintaining | | | | overall quality in their dining experience. |
| overheads isn't easy. Those who have managed | | | | |