‘Word Of Mouth’ Leads To Success

Chef’s View

Harpal Singh Sokhi

Today, while in the office I was at my hilarious best and cracked jokes that pleased some and displeased others. After seeing the displeased faces, I realised how important it was to understand what you say and where you say it. It becomes important to take control of one's communication skills.

What is it about words that are spoken? In context with marketing don't you think that everything begins with the mouth and ends with the mouth. If your food tastes good it begins with the mouth and if it really tastes good it carries forward to other mouths. The biggest budget allocation for any success lies in the mouth. So remember the mouth has to be fully satisfied before it spreads and the success would lie only in the 'word of mouth'.

I still remember how often people say that for anything to be truly successful it should spread by word of mouth and it not only consolidates your positioning but I bet on this issue that it is everlasting. When people are satisfied and talk well they talk positively about your restaurant remember what becomes more important then is to keep track of such people and keep pampering them, because they are your marketing tools. Keep them visiting your restaurant time and again, remember them on all occasions and they will bring in more people. Such is the power of 'word of mouth'.

This will be a block building exercise for the restaurant but a very effective one. Just remember that pillars of these blocks should be firmly placed and should always be talking good about the place. Besides boosting their ego, these pillars in turn will assure their peer groups also visit places of their interest.

So lets understand what makes guests speak good things about a restaurant. The first thing is of course the food, which is followed by service and then the ambience. The latter of course takes the first place on anyone's first visit, which then is encashed on the other two factors. The one most important factor, which I have seen lately with freestanding restaurants, is the owner's presence in the restaurant. It gives a sense of comfort to the guest and known people.

Even kids work wonders for a restaurant, the service staff that recognise kids and make them feel comfortable, see them coming again and again with their parents. Kids often remember the places very well and get into conversation quickly with the wait/waitress staff instantly. Irritated wait staff just shoo away kids and the end result, the owner suffers.