Knowing what your customer wants matters.
Recently, while enjoying dinner at Seasons 52 in West Palm Beach on vacation, we were speaking with our waitress. She mentioned that when Seasons 52 first opened, they would completely change their menu entirely each and every week. The thought was that it would always be different and the customers would love the variety and change.
What seasons 52 management thought would be a great benefit for their customers wasn’t.
You see, many of the customers who enjoyed their first visit and meal returned and wanted that same meal again. The wait staff had to explain that their meal they enjoyed the last time was gone and there was a completely different menu this time. The customer looking forward to that meal became disappointed instead.
Seasons 52 did something really impressive. They listened to and heard what their customers were saying and changed to meet what the customer was asking for.
The idea of changing the menu was good, but just not every week. Plus the wait staff had to relearn the menu each week. Sort of like ground hog day repeating itself over and over.
What did Seasons 52 do that was so smart? They now change their menu just four times a year, one for each season instead. Once a season, they change their menu and the customers loved it and returned again and again.
Customers love consistency and knowing what to expect. It all comes down to having an idea and implementing it consistently.
How can you have consistency? Use systems to make it easy for your customers and your employees.
Next time you get a chance, visit a Seasons 52 for a great meal.
Although Seasons 52 is part of a large organization owned my the same company as Olive Garden, they’d rather be thought of as a great restaurant with multiple locations.