The "Table Touch"

We’ve all been there, it’s about halfway through the meal experience and the manager swings by, maybe they look presentable, or maybe they’re a disheveled mess, either way, here they are to do the obligatory “Table Touch.” It goes down something like this:

Manager: How was everything tonight folks?

Me: It was great, thank you.

Why not?

Ok, here is the problem, this is a casual pleasantry, this is not an actual search for the truth. It's like opening the door for a stranger.

Even if I’m a jerk, OR if I have been DEEPLY disrespected would I EVER break and tell this run-of-the-mill manager something is wrong? Who needs the hassle, I don’t know them, they don’t know me and let’s just keep it that way.

What we’re saying to each other during the table touch is this:

Manager: I’m obligated to physically touch your tabletop, and ask you how everything was, so if you could just nod and or say anything other than it was horrible, I can go back to the office or the kitchen and continue not knowing anything about you and you can do the same.

Me: I’m out with my family only about one night a week at best and don’t want to know someone who isn’t interested in improving their restaurant, So I will nod and say everything was great and then go off on the list of things you could do have done better as we talk on this restaurant on our drive home.

Make the Table Touch worthwhile

That’s the reality, but what can be done differently? What should be the goal of a true authentic table touch?

It is and should be, to minimize that list of things people say negatively about the restaurant, fix anything that can be fixed, and explain anything that maybe the customer didn’t understand.

It also should be to build rapport between the manager and the customer in the hope of increasing repeat visits.

What it should not be is a chance for an owner to argue with a customer or be a blowhard about why the way things are done is the is “right” way or anything contentious.

My managers perform what we call customer connections (I know it’s just as corporate of a name as Table Touch, but I stand behind it.)

In these connections, we do a few things:

• Find out more about the customer

First time in, longtime customer, etc.

• Then build rapport by talking about something that has nothing to do with the meal or restaurant

What sports team one of them is wearing, events going on around town, any small talk item that builds an awareness that both the manager and the customer are ACTUAL HUMAN BEINGS and not just another attempt to sell to them something.

• Then we dig for the negative.

The potential laundry list that the customer will talk about later online or for sport when making conversation with a friend, we want that negative front and center now. To get a genuine answer, you have to ask genuinely.

“Was there anything, and I mean anything at all we could have done better for you today, nothing is too small.”

This can and will yield several varied results. Anything from, the soda was a little flat, to how long the wait to be seated was, to something you can’t control like, wish you had one of these closer to my home. Whatever it is, note it and if it is something the restaurant got wrong, fix it right there and then with a comp, dessert, etc.

• Then get their name, make sure you give or already have given your name at this point, resolve any of their negatives, and sincerely thank them and know them.

This significantly increases the chance of a return visit and drastically reduces the likelihood of an online negative review.

Extra Bonus: Have your management team including owners on a group text thread of what was said and by who to track trends. Also to keep everyone accountable do it daily.

Example: “Mandy from Shelbyville wishes we’d bring back the _________. “

This way you can see what people are saying to your crew and make changes as you see trends. Also, every table must get a true Customer Connect, no matter how busy it is. That is how you stay on top of service.

As sure as a customer will be offered their choice of beverage is how sure you should be that every customer gets a true rapport building experience with a member of your staff.

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