Caterer - Strategy Clinic - December 2007

I want to make the standards of customer service are just as high when I'm not working as they are when I am. How do I organise and manage Mystery Customers?

The type of launch party that would suit your restaurant best really depends on what type of restaurant you are opening. Local eateries have a different need and target market than a centre of town expensive restaurants. The most important decision to make is when to have it – do you believe the builder’s word that the restaurant will be ready on a specific date? This has caused some of our client’s problems when the building work over runs and the launch party has to be rearranged for a week later. Plan to have a few days when the restaurant is ready before the launch party so you can hold a couple of training shifts. Invite friends of the staff in to eat for free (they pay for all drinks). This is a great way of putting the kitchen and waiting staff under pressure and fixing any problems that arise. Ask guests to fill out a questionnaire at the end of the meal and run through the key topics with staff at the end of the shift.

• Write a press release giving details on the restaurants, the concept and the experience of the head chef
• Draw up an invitation list. The list should contain a broad mix of your target market and local opinion makers. The Mayor, local celebrities as well as local businessmen and the concierges / managers from local hotels should all be invited.
• Contact your local press – journalist are always receptive to offers of free alcohol!
• Make sure the party is photographic to get the most amount of press coverage Flower displays, attractive canapés, beautiful people are the minimum. If you want to push the boat out (and have the budget!) dancers and entertainment should also be considered.
• Get the contact details of attendees for your database
• Give attendees goodie bags – at the very least this should be an envelop with menus, business cards and possibly a loyalty card that is limited to a few months.
• Invite more people that you want to attend by about a third. A lot of people that you’ll invite will not turn up – there is nothing worse than a half empty restaurant on launch night.
• RSVP a few days before the event
• During the night make sure you mingle, meeting everyone in the room and build personal relationships with your future customers.

Guy Holmes, Captivate Restaurants