Marc Haine shares four ways restaurants and service businesses can improve how customers experience waits. Engage guests with information, use creative distractions, recover quickly from mistakes with apologies and freebies, and listen to staff ideas to build loyalty.
When one is out for dinner, how long is too long to wait for your food? As a former restaurant owner, I've heard it all. But here's the thing. It's not just about the wait time. It's about how you as a service provider make the customer feel while they're waiting. It's important to engage with them. Keep them informed. Make them feel seen. Great servers don't just disappear after taking the order. They are constantly checking in. They're updating and they're showing that they care. Those little gestures, they go a long way in mitigating the perception of time. Design customer experiences. In some places, they get creative. Quotes on tables, puzzles for adults, coloring books for kids. It's all about keeping customers entertained and happy while they wait. Again, mitigating the perception of time. And mistakes happen. If the order is wrong, apologize. Immediately fix it fast. Maybe throw in a freebie. No excuses. The goal is to turn that mistake into an opportunity to wow them. Finally, listen to your team. They know your customers better than anybody else. Reward them for their input on reducing wait times and ensuring great customer experiences. And when things go wrong, don't panic. This is your chance to build trust. A well-handled recovery isn't just fixing the problem. It also earns loyalty. Remember, great service isn't about being perfect. It's about how you respond when things do go wrong.
