As a restaurant owner, it can be challenging to balance back-of-house tasks like scheduling and menu updates while still meeting the needs and expectations of the customers.
But with customers facing a vast ocean of dining options, providing a tasty menu and understanding and catering to the customer experience is becoming increasingly vital.
How can restaurant owners read the minds of their patrons? One of the simplest ways is by implementing a customer survey.
Restaurateurs can gain a wealth of data from surveys that can be used to improve the customer experience and, potentially, grow profits!
We rounded up former and current restaurant owners and marketing experts to learn how customer surveys can benefit restaurants.
4 Reasons To Start Using Customer Surveys
1. Give customers the microphone
Was the Tandoori Chicken fire? Did the pizza crust need more char? Was the to-go station unorganized?
One of the most significant benefits of customer surveys is that they allow restaurants to get feedback on the food, service, and online ordering experience.
Orly Reitkop, a restaurant owner and sales director at HungerRush, has relied on customer surveys for years to improve her restaurant. "I can understand if the experience we provide is positive on various factors: Ordering, Delivery, Food quality."
By listening to customers about their experience, managers can better understand what works and what needs to be improved.
2. Identify Areas for Improvement and Celebration
It's one thing to hear what customers say, but more importantly, restaurant owners should act!
"I want to see what we are doing right and how we can improve. If we fudge up, I want a chance to correct it for that customer and future patrons." -Orly Reitkop
A customer survey will take the guesswork out of identifying what is going well and what needs attention.
Once managers can identify areas for improvement, they can take action to address them.
For example, if customers are complaining about the cleanliness of the restaurant, consider hiring a professional cleaning service or implementing additional side work tasks for staff.
Patrons can help decide what to keep or remove from the menu. If customers love a pop-up menu special, chefs can consider adding it to the regular menu.
Alternatively, if a restaurant receives positive customer feedback, they should share it with their employees! During staff meetings or family meals, read out positive reviews that mention the great work of the servers or kitchen.
3. Build a Following of regulars
Customer surveys can also help increase customer loyalty. Customers who feel like their opinions and feedback are valued are more likely to return to a restaurant.
By addressing customer concerns and improving based on diner feedback, restaurants can show their customers that they are committed to providing them with the best possible experience.
"it gives them a full insight on not just negative factors but also maybe what they're doing right or what people would love to see come back onto the menu" -Eve Butler, Manager of Restaurant Success
Restaurant owners know that business is growing by increasing their pool of regular customers.
People who dine in, order takeout, or receive delivery from a restaurant are usually willing to provide feedback to help improve their experience. And they'll likely become more loyal customers as a result.
4. Create a Raving Online Reputation
Customer surveys give restaurants a chance to manage their digital reputation. When customers leave positive reviews on review sites like Yelp or Google, it can help attract new customers to a restaurant.
Giving customers a chance to share concerns in a controlled environment lessens the chance they will pursue more public review forums like Google.
Eve Butler manages a team of restaurant success experts at Menufy by HungerRush. She shared what she learned from her time working in restaurants.
"Surveys help mitigate potentially damaging online reviews because an operator has the chance to talk to the customer directly before they take to Yelp."
Responding to negative feedback shows that the restaurant is committed to addressing customer concerns.
A great reputation is a crucial component that will generate a steady flow of returning customers.
How Restaurants Can Take Action
Finding a survey tool that works with a POS (point of sale) or online ordering system doesn't have to be painful or time-consuming. Menufy's restaurant partners have access to a survey solution that was built to connect with online ordering seamlessly.
And the process is fully automated, meaning restaurants get all the benefits of customer surveys without any heavy lifting.
"This white-gloved customer survey product provides feedback in real-time, without the owner having to lift a finger. Even if a restaurant manager is out of town or has already clocked out, they can still monitor the feedback in their preferred inbox." -Eve Butler
By integrating automated customer surveys into the online ordering process, restaurants can increase the number of responses they receive. Because customers are already interacting with a restaurant through Menufy, they are more likely to be receptive to completing a survey that is branded to each restaurant.
Menufy's survey feature provides our restaurant partners with valuable insights. And because the management can view all survey responses in real time, they can immediately analyze data to identify trends and areas for improvement.
Our organization recognizes the importance of making data-driven decisions when deciding how to improve the customer experience, which is directly connected to increased order volume.
The Last Bite
Customer surveys are an essential tool for all restaurants, especially those independently owned and operated.
It is important for restaurant management to seek input from diners and then ACTUALLY incorporate customer feedback into their operations.
The feedback gathered from happy or dissatisfied patrons can be used to make improvements that align with customers' needs and expectations. And positive affirmations can encourage staff to continue providing superior service!
The survey product that restaurant use should make life easier for management, which is why Menufy's automated customer survey feature is the perfect solution.
Orly summed up her experience with surveys and why she recommended this tool to other restaurant owners. "It's incredibly valuable to see how customers perceive my restaurant overall. Surveys quickly improve my ability to learn about the real customer experience and enable me and my staff to improve our day-to-day operations."
Learn more about customer surveys by chatting with one of Menufy’s restaurant experts.
ABOUT THE AUTHOR
Melissa Dimmitt, Marketing Manager
Melissa began her digital marketing career over a decade ago at a restaurant group. She worked with restaurant managers and executive chefs while coordinating seasonal menu releases, executing photoshoots, and creating fresh digital content.