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Mastering Service & Sales Psychology: Strategies for Restaurant Success

Explore the psychology behind service and sales in the restaurant industry, drawing insights from renowned authors like E. Jerome McCarthy and William B. Martin. Understand key marketing concepts such as needs, wants, perceived value, and the balance between utility and satisfaction. Learn how to effectively meet and exceed customer expectations using both procedural and convivial dimensions of service quality. Discover practical sales-building techniques including community marketing, suggestive selling, and menu engineering to enhance guest experiences and maximize revenue.

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Mastering Service & Sales Psychology: Strategies for Restaurant Success

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  1. Psychology of Service& Sales-Building HRT 382

  2. Thanks to: • E. Jerome McCarthy, author of “Basic Marketing: A Managerial Approach” • William B. Martin, author of “Quality Service: The Restaurant Manager’s Bible” • Raymond J. Goodman, Jr., author of “The Management of Service for the Restaurant Manager”

  3. The Marketing of Service • Marketing Basics • Needs • Wants • Demands (a want backed-up with $) • Ability & Willingness • Product vs. Service

  4. Satisfaction • What is “perceived value”????? • Utility • The buyer’s estimate of the product’s capacity to satisfy their particular need • Value • What the product offers for the price • Satisfaction • The balance between utility and value • The most utility per dollar

  5. Meeting & Exceeding Expectations • Where do they come from? • E. Jerome McCarthy, in “Basic Marketing: A Managerial Approach” , popularized “The 4 Ps” • Product • Price • Place • Promotion

  6. Maslow’s Hierarchy of Needs(In reverse order & in F&B terms!) • Physiological Needs Food, warmth, health, cleanliness • Safety Needs Job security, safe working conditions, benefits • Social Needs Belonging, acceptance, friendship • Psychological Needs Self-esteem, responsibility, status, influence • Self-Actualization Interesting work, involvement, achievement

  7. Service Quality - Two Dimensions • Procedural • The mechanical or systems “stuff” • Convivial • Warm & caring service – emotional “stuff”

  8. Procedural Dimension • Accommodation • Anticipation • Timeliness • Organized Flow • Communication • Customer Feedback • Supervision

  9. Convivial Dimension • Attitude • Attentiveness • Tone of Voice • Body Language • Tact • Naming Names • Guidance • Suggestive Selling • Problem Solving

  10. “Hospitality Mentality” It is easy enough to be pleasant When life flows along like a song, But the person worthwhile Is the person who can smile When everything goes dead wrong. Anonymous

  11. Sales-Building • A focus on the “top line” of the financial statement • The ultimate goal, of course, is to drop profit dollars to the “bottom line,” but the initial focus is to increase revenue. • Building sales can happen in two BASIC ways -

  12. Sales-Building More Guests or More $ per Guest

  13. More Guests • To Increase the number of guests • Community Marketing (marketing outside the restaurant) • In-House Marketing (marketing inside the restaurant; get guests back another time) • Increase Hours of Operation (open earlier and/or close later) • Add Day Parts (a “day part” is a meal period) • Increase the Average “Table Turn” Time (more guests per hour) • Other…

  14. More $ per Guest • Increase the amount each guest spends • In-House Merchandising • Suggestive Selling • Up-selling (a style of suggestive selling) • Raise Prices • Menu Engineering • Other…

  15. In-House Marketing Possibilities • Promotions • Mailing or Email Lists • “Bounce Backs” • Table Tents • Banners • Check Presenter (message or inserts) • Flyers • Posters • Special Menus • Other…

  16. Suggestive Selling • Making a guest aware of an item they might be unaware of • Use “specifics” as you take orders • Would anyone care for a glass of Beringer Chardonnay or, perhaps, a bottle of Sierra Nevada Pale Ale? • Remember to save room for our homemade Fresh Apple Crisp!

  17. Up-Selling • Upgrading a guest’s order to a higher quality (and, yes, priced) item • For example: • If a guest orders a glass of white wine, the server mentions the Chardonnay selection • If a guest orders a burger, the server asks, “Would you like to top your burger with apple wood smoked bacon or a thick slice of sharp cheddar cheese?”

  18. Suggestive/Up-Selling • The Power of the… Personal Recommendation • Presenting your favorite • Doing so in a sincere, “heart-felt” manner • When you true personal favorite is also the most expensive, back your opinion up and/or offer other alternatives

  19. Raising Prices • This strategy has its’ challenges • Positive: it is quick • Negative: guests, especially frequent diners, notice • If you work for a large organization, you may not be able implement this strategy

  20. Menu Engineering • The layout and design of the menu • The use of bullets, flags, and boxes to draw attention to certain items. • The the location and placement of items or item categories • Branding

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