50 PROVEN WAYS TO ENHANCE GUEST SERVICE
Trade paperback, 144 pages, 5½"x8½"
Published by Hospitality Masters Press
50 Proven Ways to Enhance Guest Service is the sort of book you have been hoping someone would put
out. If you could get 50 of the best ideas from the best minds in the business in an easy-to-read book for only
$15, wouldn't you want it in your professional library? In this book, the Hospitality Masters Series take a look at
These are some great ideas from Susan Clarke, Barry Cohen, Howard Cutson, Peter Good, Raymond Goodman, Winston
Hall, Jim Laube, Bill Main, Phyllis Ann Marshall, Bill Marvin, Rudy Miick and Banger Smith. Each notion is
capsulized in one to three pages so you can quickly pick up an idea and get back to work. This is truly a working
book for working people!
Here's what the industry is saying about the Hospitality Masters Series of books:
"This book fits the way we operate. It is fast-paced and packed with hard-hitting tidbits. In a few minutes,
I can pick up a great idea and get back to work!"
-- Greg Hunsucker, Co-Owner, V's Italiano Ristorante, Kansas City, MO
"What a great idea! I can't tell you how many management books I have started and never finished. This one
has exactly the sort of information I can really use - concise and to the point. I want copies for all my managers
-- Mark Sneed, Director of Operations, Phillips Seafood Restaurants,
"You can't miss with advice from the best of the best! I like that the book doesn't preach. It credits me
with enough intelligence to be able to adapt these ideas to fit my particular situations. Why didn't somebody do
-- Mark Valente, Owner, Marc's Restaurant, Wheatridge, CO
"This book contains hundreds of practical ideas in an easy-to-read format that can help any operator
increase sales, reduce costs and improve profit margins. It is a useful book for any food professional from
multi-unit director to small kitchen manager."
-- William Dillon, VP for Market Development, ARAMARK Campus Services, Philadelphia, PA
"An invaluable collection of insights and experience from professionals who understand our business . . .
filled with some simple "how to" solutions."
-- Marjorie Mintz, VP Human Resources, The Levy Restaurants, Chicago, IL
"A super-concentrated collection of immensely valuable sales and profit-building ideas. This book will be a
tremendous resource to anyone in the hospitality industry."
-- David Newton, Director of
Operations, Applebee's, Pittsburgh, PA
"This book is the perfect resource for busy food & beverage executives. Every page is loaded with common
sense that I can put in my managers' hands for quick training of important issues. It's like a total Restaurant
University in a book!"
-- Greg Gallavan, F&B Director, Winter Park Resort, Winter Park, CO
"As the owner of a restaurant, I am always searching for ways to improve my sales and profit. [This book] is
a practical and effective tool for my management staff and myself to use for continual growth and
-- Chris Shake, Owner, The Fish Hopper, Monterey, CA
"This book is filled with clear, concise advice that can definitely increase the bottom line. I've read
industry books that are twice the length with half the insights of this one."
-- Richard Ysmael, Corporate Director, Motorola Hospitality Group, Schaumburg, IL
Internationally recognized as the #1" high energy/high content speaker author on attitude, employee motivation,
customer service and sales
Award-winning chef, national speaker and CEO of Old San Francisco Steak House
Howard Cutson, FMP
Principal of Cutson Associates and a sought-after speaker on customer satisfaction and beverage operations
Peter Good, FMP
Nationally-recognized motivational speaker and trainer to the hospitality industry.
Raymond Goodman, PhD
The leading authority on dining room management and service management consulting
Winston C. Hall, FMP
Speaker, trainer, workshop leader and owner of Tuner Communications Company
Jim Laube, CPA
President of the Center for Foodservice Education and consultant in profitability and financial management.
Nationally-known author, consultant and speaker and 1996-97 President of the California Restaurant Association
Phyllis Ann Marshall, FCSI
Principal of FoodPower, specialist in concept development, growth strategies, and merchandising with food and
Bill Marvin, The Restaurant Doctor
The most-booked speaker in the hospitality industry, author, consultant and advisor to operators around the
Rudy Miick, FCSI
Nationally known consultant in hospitality operations and performance improvement
One of the recognized leaders in menu analysis and merchandising design
50 PROVEN WAYS TO ENHANCE GUEST SERVICE
About the Hospitality Masters Series
Part 1: EFFECTIVE PHILOSOPHIES
01. The secrets of SERVICE - Susan Clarke
02. Promises, promises - Barry Cohen
03. Satisfaction stinks - Bill Marvin, The Restaurant Doctor
04. Why am I here? - Winston Hall, FMP
05. Platinum rules of service - Howard Cutson, FMP
06. The dead man's test - Barry Cohen
07. The priceless skill - Peter Good, FMP
08. Don't compete, EXCEL! - Bill Marvin, The Restaurant Doctor
09. Achieving your service goals - Rudy Miick, FCSI
10. Expectations: the key to guest satisfaction* - Susan Clarke
11. Give them some love - Barry Cohen
12. Listen up! - Winston Hall, FMP
13. TCB or TCM? - Bill Marvin, The Restaurant Doctor
14. Strategic service mission - Raymond Goodman, PhD
15. Empower your guests - Barry Cohen
16. There's something about you I like - Winston Hall, FMP
17. The three R's of service - Susan Clarke
18. Service with a SMILE - Howard Cutson, FMP
19. High touch - Barry Cohen
20. Build loyalty, not the check average* - Bill Marvin, The Restaurant Doctor
Part 2: PRODUCTIVE PRACTICES
21. Tips for good service - Raymond Goodman, PhD
22. The compliment - Howard Cutson, FMP
23. "Look into my eyes ..." - Peter Good, FMP
24. Give 'em! - Bill Marvin, The Restaurant Doctor
25. Enhance service with food knowledge - Phyllis Ann Marshall, FCSI
26. How are we doing? - Winston Hall, FMP
27. Improve your tableside manner - Bill Marvin, The Restaurant Doctor
28. Scheduling for service - Raymond Goodman, PhD
29. Wait not, want not - Jim Laube, CPA
30. Service guarantees - Bill Marvin, The Restaurant Doctor
31. Think "media event" - Phyllis Ann Marshall, FCSI
32. Never run out - Bill Main, FMP, FCSI, CSP
33. Free beverages during the wait - Bill Marvin, The Restaurant Doctor
34. Special service situations - Raymond Goodman, PhD
35. Improve service by hiring a bookkeeper - Jim Laube, CPA
36. Turning the tables - Bill Marvin, The Restaurant Doctor
37. Service after the sale - Peter Good, FMP
38. Late-arriving guests - Raymond Goodman, PhD
39. Reinforce guests' decisions - Peter Good, FMP
40. Put the focus on your food - Phyllis Ann Marshall, FCSI
41. The art of the greeter - Banger Smith
42. The power of presence* - Bill Marvin, The Restaurant Doctor
43. Create moments of magic - Rudy Miick, FCSI
44. Take it back! - Raymond Goodman, PhD
45. Wall of fame - Bill Marvin, The Restaurant Doctor
46. Save your best for last! - Winston Hall, FMP
47. Different strokes for different folks - Phyllis Ann Marshall
48. The need for speed - Jim Laube, CPA
49. Solve a problem - Bill Marvin, The Restaurant Doctor
50. The pre-shift briefing* - Bill Main, FMP, FCSI, CSP
* originally published in 50 Proven Ways to Build Restaurant Sales & Profit and
recycled because it is so relevant to the subject of this book.
EXCERPTS FROM THE BOOK:
ABOUT THE HOSPITALITY MASTERS SERIES
You may have heard the old exchange:
Q: What is the secret of success?
A: Success comes from good judgement.
Q: Well, where does good judgement come from?
A: Good judgement comes from experience.
Q: OK, but where does experience come from?The joke would be funnier if it weren't so accurate!
A: Experience comes from bad judgement!
Have you noticed that the School of Hard Knocks has a high enrollment? When wrestling with a problem, have you
ever wished you could pick the brain of an industry expert who has "been there and done that" instead of just
volunteering for yet another "valuable learning experience?"
Well, that is precisely the purpose of the Hospitality Masters Series of books.
We tapped the leading consultants and speakers in the foodservice and lodging industries for their most
successful ideas on a series of topics essential to success in hospitality.
Hospitality Masters Press was formed to collect these gems, distilled from years of industry experience with
their own (and others') triumphs and tragedies, and present them in bite-sized pieces that even the most harried
manager can quickly digest and apply.
The consultants, speakers and authors whose ideas are collected here are the best of the best in our business.
At any meaningful gathering of industry leaders in North America, one or more of these experts is probably sharing
insights in a standing-room only seminar or workshop.
When the leading operators in the U.S. and Canada look for professional counsel, these are the names on the
"short list." Our contributing authors produce the tapes that encourage and inspire thousands and write the books
that become standard industry references.
50 Proven Ways to Enhance Guest Service is the latest in a most valuable and exciting
series. We welcome any comments you may have on this book as well as your suggestions for future titles.
We believe the books in the Hospitality Masters Series will become must-have additions to the professional
library of every foodservice and lodging executive.
We think you will agree.
We keep hearing that times are tough and, given the reality of competition and the labor market, it is easy to
understand why folks might feel that way. However, times are tough only for those operators who are not focused on
the number one reason they are in business - to make their guests happy!
This seems fairly obvious, at least on an intellectual level, but an appalling number of managers seem to regard
making the guest happy as another one of the items on "the list" - along with fixing the ice machine and finding
someone to fill Karen's shift this weekend. That is missing the point.
The only reason your operation exists is to make sure that the people you serve are excited about the service
they receive. If the people walking out your door are not thrilled about their experience, who cares what your
check average is?
Like it or not, service is the new foodservice battlefield. A recent MasterCard poll suggests that 80% of all
restaurant complaints are related to poor service, not inadequate products. Service is a "hot button" - 23% of
those surveyed said they would never return to a restaurant with whose service they were dissatisfied.
Your guests are less inclined to give your operation a second chance than they were just a decade ago. That is
why it is to your advantage to make them feel good about the time and money they spend with you.
About this book
This is not a "how-to" manual. In fact, you may find seemingly contradictory ideas in here. The industry experts we
have gathered in this book cannot tell you how you should run your business - the goal is only to share ideas that
have worked for others. You must decide which ones, if any, are appropriate for you.
Each thought in this book has been condensed to its bare essence so some may raise more questions than they
answer. If this happens, the contributing authors can provide more clarification . . . but only if you ask! Contact
information is included in Appendix A.
How to use this book
This book is a collection of bulletproof ideas from battle-tested veterans -- use it that way. Keep it close and
refer to it often. Ideas you are not ready for today might be perfect answers a few months from now.
Get copies of this book for all key members of your management team and have pass-around copies for your staff.
The cost is minimal and the potential gain is huge. (Helping others to make you more money is a very smart thing to
A closing thought
Good ideas won't make you rich -- only the application of good ideas will make life
better. This book should make you think. Ultimately, the real power in these ideas may not be in the ideas
themselves, but rather in the insights that each may trigger for you. We hope you will adapt these notions to fit
your needs and take them to a new level! Good luck!