Know your customers

The other day I saw something on the Asian Food Channel that reminded me that we should never assume what our customers think of us. The documentary was Ramsey's Kitchen Nightmare. It was about the famous Chef Gordon Ramsey. He goes around helping owners of restaurant improve their restaurant and in turn their profit. This week it was a restaurant in Spain, the restaurant had a small kitchen but a menu of 75 items. The owner wanted to try something different. He even had a dish of Deep-fried Prawns served with Chocolate Sauce. He only assumes that the customer will like it. This reminded me of the time when I was working in Phuket, Thailand. We added to our new menu Spaghetti Carbonara. The chef cooked it using the traditional method, lots of cheese and cream and thick. We noticed that the dish came back half eaten. So we went around asking people why this is so. Then we found out it was too thick and too creamy. So the chef did some modification to the dish, he added some chicken stock and made it with a little gravy. This was a winner. Nowadays in my present restaurant I have a book where the senior wait staff write out comments that they get from the guest, no matter if its good or bad. The book is read by me and my chef. I have found some interesting information on how to improve my food and service. The wait staff has to go and meet a minimum of 2 people each daily. Don't depend on the guest questionnaire in the middle of your table. Most people don't like to waste time filling it up unless its really a serious complaint. One on one interaction is really important. Try it and you will see for yourself. I always remind my staff if you don’t know ask, don’t assume. Assume is making an ASS of U and ME.