tion.

“That gives us a chance to welcome new guests to our restaurant and let them know we're glad they stopped in,” said Kelly Napier, who is executive vice president of Rafferty's. "It also allows us to tell them about the menu and what our signature items are."

"If a guest hasn't been here in awhile, we want to find out why. Maybe it was because it took too long to get their food the last time, or maybe they moved away and are back in town again," he added. "Regardless, we want to make sure those guests are so impressed with their experience here that they return and eventually have “R' for regular written on

Recognizing the importance of genuine hospitality, Rafferty's Restaurant long ago established customer service standards that set them apart from other restaurants. The Bowling Green, Ky.-based chain, which has 25 units in eight states, has what it calls the teamwork system. Regardless of where the team members are in the restaurant, and no matter what their respective role is, they take care of guest needs. A bus boy may refill your drink, and a server from another section is likely to bring you extra napkins.

This commitment to service has helped Rafferty's develop a loyal customer base. Yet, in a restaurant industry is growing even more competitive, the company has implemented measures designed to further enhance their devotion to “true hospitality.” A customized guest experience is the key to gaining repeat business and increasing the bottom line.

In recent years, it seems that every restaurant company has implemented ‘steps of service' that provide guidance but don't offer personality. As a result, people feel like numbers and not guests. Guests at dining establishments need more than greet, eat and delete” service. Instead, they deserve genuine hospitality – the kind of attention that makes patrons feel like their business is truly appreciated.

Rafferty's was already uniquely positioned because of its teamwork approach to customer service. Focus groups determined that managers and team members liked the system, and guests liked the attention. What was missing, was the personalized experience. A series of codes was designed to help Rafferty's staff members learn more about their guests. “R” means the person is a regular customer and “1” indicates a first-timer. “BAW” translates into “been awhile.” “C” is for celebration while “IAH” means “in a hurry.”

The hostess discovers this information during informal talk while accompanying the guests to their seats. Then she writes the code on the check, and places it face down on the table. When the server approaches the table and picks up the check, that person knows what message to tell the guests based on the code.

If it's a celebration, it gives a chance for the server to find out why the group is there. If the code indicates the guests are regulars, then that lets the server know she doesn't need to deliver suggestive selling because they already know the menu.

If the code is “1” or “BAW,” servers place the information into the POS system, and the manager visits the tables and starts a conversation.

“That gives us a chance to welcome new guests to our restaurant and let them know we're glad they stopped in,” said Kelly Napier, who is executive vice president of Rafferty's. "It also allows us to tell them about the menu and what our signature items are."

"If a guest hasn't been here in awhile, we want to find out why. Maybe it was because it took too long to get their food the last time, or maybe they moved away and are back in town again," he added. "Regardless, we want to make sure those guests are so impressed with their experience here that they return and eventually have “R' for regular written on

y is growing even more competitive, the company has implemented measures designed to further enhance their devotion to “true hospitality.” A customized guest experience is the key to gaining repeat business and increasing the bottom line.

In recent years, it seems that every restaurant company has implemented ‘steps of service' that provide guidance but don't offer personality. As a result, people feel like numbers and not guests. Guests at dining establishments need more than greet, eat and delete” service. Instead, they deserve genuine hospitality – the kind of attention that makes patrons feel like their business is truly appreciated.

Rafferty's was already uniquely positioned because of its teamwork approach to customer service. Focus groups determined that managers and team members liked the system, and guests liked the attention. What was missing, was the personalized experience. A series of codes was designed to help Rafferty's staff members learn more about their guests. “R” means the person is a regular customer and “1” indicates a first-timer. “BAW” translates into “been awhile.” “C” is for celebration while “IAH” means “in a hurry.”

The hostess discovers this information during informal talk while accompanying the guests to their seats. Then she writes the code on the check, and places it face down on the table. When the server approaches the table and picks up the check, that person knows what message to tell the guests based on the code.

If it's a celebration, it gives a chance for the server to find out why the group is there. If the code indicates the guests are regulars, then that lets the server know she doesn't need to deliver suggestive selling because they already know the menu.

If the code is “1” or “BAW,” servers place the information into the POS system, and the manager visits the tables and starts a conversation.

“That gives us a chance to welcome new guests to our restaurant and let them know we're glad they stopped in,” said Kelly Napier, who is executive vice president of Rafferty's. "It also allows us to tell them about the menu and what our signature items are."

"If a guest hasn't been here in awhile, we want to find out why. Maybe it was because it took too long to get their food the last time, or maybe they moved away and are back in town again," he added. "Regardless, we want to make sure those guests are so impressed with their experience here that they return and eventually have “R' for regular written on

s truly appreciated.

Rafferty's was already uniquely positioned because of its teamwork approach to customer service. Focus groups determined that managers and team members liked the system, and guests liked the attention. What was missing, was the personalized experience. A series of codes was designed to help Rafferty's staff members learn more about their guests. “R” means the person is a regular customer and “1” indicates a first-timer. “BAW” translates into “been awhile.” “C” is for celebration while “IAH” means “in a hurry.”

The hostess discovers this information during informal talk while accompanying the guests to their seats. Then she writes the code on the check, and places it face down on the table. When the server approaches the table and picks up the check, that person knows what message to tell the guests based on the code.

If it's a celebration, it gives a chance for the server to find out why the group is there. If the code indicates the guests are regulars, then that lets the server know she doesn't need to deliver suggestive selling because they already know the menu.

If the code is “1” or “BAW,” servers place the information into the POS system, and the manager visits the tables and starts a conversation.

“That gives us a chance to welcome new guests to our restaurant and let them know we're glad they stopped in,” said Kelly Napier, who is executive vice president of Rafferty's. "It also allows us to tell them about the menu and what our signature items are."

"If a guest hasn't been here in awhile, we want to find out why. Maybe it was because it took too long to get their food the last time, or maybe they moved away and are back in town again," he added. "Regardless, we want to make sure those guests are so impressed with their experience here that they return and eventually have “R' for regular written on

guests to their seats. Then she writes the code on the check, and places it face down on the table. When the server approaches the table and picks up the check, that person knows what message to tell the guests based on the code.

If it's a celebration, it gives a chance for the server to find out why the group is there. If the code indicates the guests are regulars, then that lets the server know she doesn't need to deliver suggestive selling because they already know the menu.

If the code is “1” or “BAW,” servers place the information into the POS system, and the manager visits the tables and starts a conversation.

“That gives us a chance to welcome new guests to our restaurant and let them know we're glad they stopped in,” said Kelly Napier, who is executive vice president of Rafferty's. "It also allows us to tell them about the menu and what our signature items are."

"If a guest hasn't been here in awhile, we want to find out why. Maybe it was because it took too long to get their food the last time, or maybe they moved away and are back in town again," he added. "Regardless, we want to make sure those guests are so impressed with their experience here that they return and eventually have “R' for regular written on

tion.

“That gives us a chance to welcome new guests to our restaurant and let them know we're glad they stopped in,” said Kelly Napier, who is executive vice president of Rafferty's. "It also allows us to tell them about the menu and what our signature items are."

"If a guest hasn't been here in awhile, we want to find out why. Maybe it was because it took too long to get their food the last time, or maybe they moved away and are back in town again," he added. "Regardless, we want to make sure those guests are so impressed with their experience here that they return and eventually have “R' for regular written on their ticket."

Rafferty's tested the code system in selected locations. It was well-received by managers and team members, so the codes are now used in all 25 units.

Consumers are savvier than ever before, and competition is fiercer than it ever has been. That is why restaurateurs will benefit by adding techniques that wow their guests and make them walk out of the restaurant thinking, ‘That's it. That's what service is all about.'

Rafferty's already had a good teamwork approach in place, but they took the initiative to make their service even better. That's the sign of a company that is committed to standing apart from the competition.

It's all part of making each customer feel like your restaurant cares. Building relationships with guests is a key part of getting them to return time after time.