| Does your staff really know and | | | | it just appears we are trying to push |
| understand what you are talking about? | | | | things on the guest:"Would you like to |
| If the company directive is to improve | | | | upsize your meal?""You don't want to |
| speed, does the staff understand doesn't | | | | upsize your meal, do you?""We have to |
| that mean sacrifice quality? Often times | | | | mention the upsize, or it's yours free, |
| as leaders, we know what we mean, but | | | | so do you want it upsized?" |
| the managers and staff might have a very | | | | As mentioned in previous columns, more |
| different idea. Did you know the word | | | | effective sales lines are:"We feature |
| 'set' has over 460 different | | | | two [or three] sizes of value meals, |
| definitions?While attending a CHART | | | | which would you prefer?""You can have |
| conference last year, guest speaker Shep | | | | the meal with fries and a drink or a |
| Hyken had the group write down nine | | | | side salad and a drink, which would you |
| words they associated with the word | | | | like?""We have the large size meal for |
| 'run.' He then had us compare lists with | | | | $5.49 or you can save 49 cents and get |
| one other person. A simple word we all | | | | the regular size meal-which would you |
| know, but the majority of the group | | | | like to order?" |
| matched either none or one word with the | | | | The local specifics need to be given. |
| other person. The point of the exercise? | | | | Don't create robots-provide multiple |
| Be specific with direction and | | | | options so your frontline employees |
| guidance.For example, when the direction | | | | aren't spouting mechanical, scripted |
| is 'greet the guest,' the staff could | | | | sayings. Many of your staff members have |
| interpret that as:"For here or | | | | personality-let it shine! Provide |
| to-go?""Next.""Can I take your | | | | guidelines and boundaries similar to |
| order?""Delivery or carry-out?" | | | | teachers who are in charge of the |
| While it might appear to many that | | | | playground at elementary schools. |
| these phrases are 'greetings,' they | | | | Certain rules can't be broken, but as |
| aren't the ones you want your people | | | | long as they stay within the parameters, |
| using-not if you're trying to enhance | | | | they can have fun!Sound simple and |
| service, anyway. The staff, however, | | | | logical? Sure. But is it commonly |
| hears these at many of the competitors | | | | practiced? Think about tying your shoes. |
| and believes this is the way to properly | | | | A very easy task we have done tens of |
| greet the guest. Similar scenarios | | | | thousands of times in our lives. But |
| happen for suggestive selling ("Anything | | | | those with children know how hard is it |
| else?," "You don't want to upsize that, | | | | to train someone how to tie their shoes. |
| do you?," "Is that all?"), delivering | | | | Quite a daunting task. Additionally, |
| the food ("Here's your food," "#54," | | | | people learned differently as children |
| "Burger with fries."), and thanking the | | | | so one parent might show them one way |
| guest ("Next," "Wait over there," and | | | | they learned and the other parent |
| "..." silence).As leaders you must think | | | | another-another example of two right |
| globally and focus on the 10,000-feet | | | | ways to achieve the same goal. The |
| view of operations-the higher up the | | | | result? A confused child. If all else |
| corporate hierarchy, the bigger the | | | | fails, buy the shoes with Velcro.Same |
| picture and focus. Don't forget, however | | | | holds true in restaurants. Manager A |
| about acting locally. Provide the global | | | | directs the employee to do a process one |
| direction (enhance service, increase | | | | way while Manager B directs the employee |
| speed, lower costs) and follow up with | | | | to do the process another way. If both |
| local specifics so the front-line staff | | | | ways are "right" (i.e. acceptable), let |
| executing the direction understands | | | | the employee use the method they prefer |
| specifically how it does be done.When | | | | as long as the desired result is |
| trying to build speed, it is simple to | | | | achieved. Think globally, but act |
| put a timer facing the guest (either on | | | | locally-your employees and guests will |
| the POS terminal, drive-thru) or have a | | | | appreciate it.T.J. Schier is service |
| delivery guarantee to create a sense of | | | | professional, consultant and speaker |
| urgency in the employees. If the | | | | with over 20 years experience in |
| employees hear "Deliver food faster," | | | | operations and training. Founder and |
| they can certainly hit that goal, but if | | | | president of Incentivize Solutions and |
| they don't also understand the food has | | | | podTraining, T.J. has helped numerous |
| to look great, follow the recipe, and | | | | clients enhance their service and |
| meet the quality standard, you fixed one | | | | training programs and spoken to tens of |
| problem but created another (one | | | | thousands of managers, franchisees and |
| probably even more damaging to the | | | | operators in various fields. Visit for |
| guest).Putting a guarantee message on | | | | more info motivating today's employees, |
| the register ("If we forget to suggest | | | | training today's generation and |
| to up-size your value meal, you receive | | | | delivering outstanding guest service; or |
| it free") will certainly ensure the | | | | a unique new system and the foundation |
| cashier or drive-thru attendant suggests | | | | of 'i-learning' - using the device of |
| items, but if they are saying the | | | | today's generation, the iPod - to train |
| following, it doesn't enhance service, | | | | your workforce. |