If you haven’t been acquainted with the food and dining experience of Frasca Food and Wine in Boulder, Colorado—we suggest you should.
Known for its menu based on the small, regional cusine of Fruili, Italy, Frasca has transformed a night out to be much more than a night you don’t have to cook. The secret to Frasca’s unparalleled success is twofold—perfectly execute delicious meals night after night, and (more importantly) highlight the experience.
Frasca, is one of many brands who have learned that providing good customer service goes above and beyond the “service” part. Take a look at how Bobby Stuckey, Co-Owner and Master Sommelier of Frasca strives for everyone to be what he calls, a “hospitalian,” in his TedxBoulder talk:
Of course, the difference between serving someone and changing how someone feels isn’t a new concept. Starbucks has long been known as the “third place” through their efforts of creating a “third home environment” type of space…though even that is changing. And there’s a reason that Disney has referred to customers as “guests,” employees as “cast members,” and any customer-facing spaces in their parks or stores as being “on-stage” versus “off-stage.” Introducing this vocabulary into company verbiage and literature actively shapes these customer-centric organizations by instilling specific corporate values into the very heart of that company’s employees.
There isn’t a secret sauce when it comes to providing good service—it’s just about executing your job proficiently.
But when it comes to hospitality, you’re changing the way people feel. And that’s where the real challenge is. Even Chef Eric Ripert, of the famed Le Bernardin in New York City describes as differentiated hospitality that involves understanding the needs of each guest, and to deliver an individually-crafted experience. Altering the way someone feels is more than just perfect timing on their dishes or keeping the water glasses filled. It’s about anticipating the needs of your customers and appropriately responding to them. Something profound happens when you can alter the trajectory of someone’s day for the better. Whether it’s lowering the blinds to prevent the afternoon sun from hurting your customer’s eyes, or confirming the timing on dishes when your table has a mix of small plates and large entrees ordered simultaneously. The little things add up to a memorable and positive experience that should make your customers feel a bit better (and a little fuller) when they leave your doors than when they first walked in.