The Customer Journey Pt 8: The Farewell

Welcome back to "Touching Tables" Over the past several weeks, we've navigated the various touchpoints that shape a guest’s experience.  Now, as we reach the final chapter of this mini series, it is only fitting that we focus on the very last experience your guests have within your establishment - "The Farewell"

The Significance of the Farewell

When a guest enters your restaurant, they embark on what we often refer to as the "Guest Journey." This journey is a series of touchpoints, each an opportunity to create positive, memorable experiences. From the first smile & warm welcome at the door to the attentive service at the table, every interaction is designed to make the guest feel valued, respected, and well-cared for.

However, no matter how flawless the service has been up to this point, the farewell is the final note on which the entire symphony rests. It’s the last chance to ensure that the guest leaves with a positive impression.

A warm, sincere goodbye has the power to cement the positive feelings the guest has accumulated throughout their visit, conversely, a cold or rushed farewell can undermine all the goodwill you've built, leaving the guest with a sour aftertaste. In the hospitality industry, where word of mouth and repeat business are vital, the farewell is as important as any other aspect of service.

In this article, we will explore why a warm, genuine farewell is essential, how to ensure it is delivered effectively, and what pitfalls to avoid.

It's hard to say Goodbye.

Human psychology tells us that people often remember the beginning and the end of an experience more vividly than the middle. This phenomenon, known as the "peak-end rule," suggests that the final moments of a guest's experience are critical in determining their overall satisfaction.

In the context of a restaurant, the farewell is not just a pleasantry—it’s a powerful tool that can leave a lasting positive impression or it can tarnish an otherwise excellent experience.

Why does this moment carry so much weight?

A genuine, heartfelt goodbye has the power to convey gratitude, acknowledge the guest's importance, and leave them with a sense of warmth and goodwill. It is the hospitality equivalent of putting a bow on a beautifully wrapped gift. When executed correctly, it can turn a one-time visitor into a loyal customer, ensuring they leave with a smile and a desire to return.

Crafting a memorable farewell begins with understanding that this is more than a transaction; it’s a moment of human connection. The guest should feel appreciated, valued, and genuinely missed.

A Caring Culture

A heartfelt farewell lies in the passion, energy, and kindness of your people. It is not merely about saying the right words; it is about conveying a genuine sense of gratitude and warmth.

Your team must be trained to understand that each farewell is an opportunity to leave a lasting impression. They should be encouraged to see each guest off with the same enthusiasm and sincerity with which they greeted them.

Creating this culture begins with leadership. Managers and supervisors must model the behaviour they expect from their teams. They should take the time to personally say goodbye to guests whenever possible, demonstrating the importance of this gesture. By consistently showing appreciation and warmth at the end of each guest's visit, they set the standard for the rest of the team.

One of the most effective ways to train your team in delivering a great farewell is through role-playing scenarios, they may feel somewhat silly at the time, but these exercises allow team members to practice different situations and refine their approach.

Whether it’s saying goodbye to a regular guest, handling a busy exit during peak hours, or managing a farewell when the guest has had a less-than-perfect experience, role-playing can help your team to develop the skills and confidence they need to handle any situation with grace and professionalism.

Encouraging your team to use their emotional intelligence is also a critical skill in delivering a memorable farewell. Your team needs to be able to read the guest’s mood and tailor their farewell accordingly. A guest who has had a celebratory meal will require a different tone than one who has dined alone on a business trip.

Teaching your team to recognise and respond to these cues will help to ensure that every farewell feels personal and appropriate.

A Memorable Farewell

A memorable farewell doesn’t happen by accident; it’s the result of thoughtful, intentional actions. Here are some key elements to consider when crafting the perfect goodbye:

• Personalisation: Whenever possible, personalise the farewell. If the guest is a regular, use their name and reference something specific from their visit. For example, “Mr. Smith, its been a pleasure, we hope you enjoyed the steak tonight. We look forward to seeing you again soon.”
• Genuine Warmth: The farewell should be delivered with genuine warmth and sincerity. It’s not enough to simply say the words; your tone and body language should convey that you truly mean it. A warm smile, a friendly wave, or a slight bow can add a personal touch.
• Gratitude: Always express gratitude. Thank the guest for choosing your restaurant and for spending their time with you. This simple act of appreciation can make a lasting impact.
• Invitation to Return: Invite the guest to return. This could be a simple “We hope to see you again soon” or a more specific invitation, such as informing them about an upcoming event or special menu.
• Attention to Detail: Make sure the farewell is seamless and without awkwardness. For instance, if the guest is waiting for their coat, ensure it’s ready before they reach the door. If they need a taxi, have one called in advance. These small details contribute to a smooth and pleasant departure.

The Final Hurdle: Paying the Bill

Before we reach the farewell, there is one crucial step that can significantly impact the guest’s final impression & that's paying the bill. This is often one of the most overlooked aspects of the dining experience, yet it’s a moment fraught with potential frustration. A lengthy wait for the bill, confusion over charges, or an impersonal transaction can leave a bad taste in the guest’s mouth, undoing much of the goodwill you’ve worked hard to build.

Common pitfalls in the payment process

The payment process can become a source of irritation for guests for several reasons:

• Delays: Waiting too long for the bill is a common complaint. After a pleasant meal, guests don’t want to be left sitting around, waiting for the server to bring the bill. This delay can create a sense of impatience and frustration, diminishing the positive feelings they had during the meal.
• Impersonal Transactions: In today’s digital age, many restaurants use technology to streamline the payment process. While this can be efficient, it can also feel impersonal if not handled correctly. Guests want to feel that they are being treated as individuals, not just another transaction.
• Confusion: Confusion over charges or the inability to split the bill easily can also be a source of frustration. Guests don’t want to feel like they’re being overcharged or that paying the bill is more complicated than it needs to be.

Enhancing the Payment Experience

To ensure that the payment process doesn’t detract from the overall experience, consider the following strategies:

• Be Proactive: Train your team to be attentive to the guest’s cues. If it’s clear that the meal is winding down, the server should be ready to present the bill without the guest having to ask. This proactive approach shows that you respect the guest’s time and are committed to providing a seamless experience.
• Use Technology Wisely: Tech can enhance the payment process, but it should never replace human interaction. For example, mobile payment devices that allow guests to pay at the table can be convenient, but the server should still be present to assist and ensure that the transaction is smooth. Similarly, apps that allow guests to split the bill or pay directly from their phone can be a great convenience, but they should be user-friendly and intuitive.
• Offer Transparency: Make sure the bill is clear and easy to understand. If there are any special charges or service fees, these should be clearly explained to the guest. Offering a breakdown of the charges can help prevent any confusion or misunderstandings.
• Maintain a Personal Touch: Even if the payment process is automated, it’s important to maintain a personal touch. A simple “Thank you for dining with us” or “We hope to see you again soon” as the transaction is completed can go a long way in making the guest feel valued.

As technology continues to evolve, more restaurants are adopting digital solutions to streamline operations and improve the guest experience. However, it’s important to integrate technology in a way that enhances, rather than detracts from, the personal connection between your staff and guests.

Bringing It All Together

After the bill has been paid, it’s time for the final farewell. This moment is your last chance to leave a positive impression on the guest, and it should be handled with care. A well-executed farewell can reinforce all the positive experiences the guest has had during their visit and can leave them with a lasting memory of your restaurant.

Consistency across the whole Team

The success of the farewell, and indeed the entire guest journey, depends largely on the quality of the staff and their ability to engage with guests on a personal level. Staff who are passionate, energetic, and kind are the lifeblood of the hospitality industry, and their ability to deliver a memorable farewell is what sets great establishments apart from the rest.

So its imperative that all members of your team understand the importance of the farewell and are trained to deliver it consistently. Whether it’s the server who handled the table, the host at the door, or the manager on duty, everyone should be on the same page when it comes to saying goodbye to the guest.

The Farewell as a Marketing Tool

A warm farewell can also serve as a subtle marketing tool. Encourage your staff to mention any upcoming events, promotions, or special offers as part of the goodbye. This not only gives the guest a reason to return but also keeps your restaurant top of mind. However, it’s important that this doesn’t come across as a hard sell. The focus should always be on the guest and their experience.

Case Studies: Exemplary Farewell Practices

To illustrate the impact of a well-executed farewell, let’s look at a few examples of restaurants that have mastered this aspect of the customer journey:

1. The Ritz, London The Ritz London

At The Ritz, the farewell is an art form. Staff are trained to give each guest a personalised goodbye, often by name, and always with a sincere thank you. The doormen add an extra touch by opening car doors and offering a final farewell as guests depart, ensuring that the experience remains memorable until the very last moment.

2. Hawksmoor, Manchester Hawksmoor

Hawksmoor takes a slightly more casual approach, but the warmth of their farewells is no less impactful. Staff are encouraged to engage in brief but meaningful conversations with departing guests, asking about their experience and inviting them back. The consistency and sincerity of these farewells have helped Hawksmoor build a loyal customer base.

3. Dishoom, London Dishoom

At Dishoom, the farewell is designed to reflect the restaurant’s ethos of old Bombay hospitality. Staff often use phrases like “We hope to see you again soon,” delivered with a warm smile and a slight bow. This small but thoughtful gesture reinforces the welcoming atmosphere and leaves guests with a lasting impression of the restaurant’s unique culture.

A Genuine Goodbye

As we conclude our mini-series on the Guest Journey, remember that every touchpoint matters, from that first smile to the final farewell. By focusing on these details and ensuring that each interaction is handled with care, you will go a long way in delivering a dining experience that delights your guests and keeps them coming back for more.

In the end, it’s not just about serving food; it’s about creating memories. And the farewell is the final, crucial step in that process. So, the next time a guest leaves your restaurant, make sure they do so with a smile, a sense of appreciation, and a desire to return. Because in the world of hospitality, the last experience is often the one they remember the most.

"The guest always remembers the host that treated them kindly" - Homer