How to Make Customers Love your Restaurant

Thursday, February 20th, 2014

How to Make Customers Love your RestaurantWhen you’re busy running your restaurant, it can be easy to forget about the little things that keep customers coming back. From everyday operations to long-term adjustments, there are lots of small changes you can implement that can make your restaurant more successful. Here is a list of best practices for restaurants that can help keep your customers happy.

1. Make a good first impression.

For a customer who has never been to your establishment before, it’s vital that you make a positive first impression. When customers walk into your restaurant, they should be greeted by a friendly smile and a “hello.” Your staff should also be dressed appropriately in attire that reflects positively on your restaurant.


Now Serving – March – Creating Relationships with Customers & a Sweet Irish Bread

Friday, March 22nd, 2013

March 2013
A monthly newsletter showcasing the taste of cookware
Now Serving

Well, it seems as though Spring has already hit Texas, since we pretty much skipped winter this year. The wildflowers and trees are blooming, and our days just got longer thanks to Daylight Savings Time, which I love. That means there is more sunshine for after-school activities, dog-walking, and grilling-out after work. I’m not sure what part of the country you are in, and if your city participates, but things are rapidly turning green around here for St. Patrick’s Day this weekend. Will you be celebrating?

I’m not sure if you noticed our new, awesome, user-friendly site that we launched in February. now has easy to read, quick-view-tiles, a simplified product print page, and so much more. You should swing by and check it out, if you haven’t already. We would love to hear your feedback on our new site. Feel free to stop by our Facebook page to let us know what you like or dislike about our updated look.

Reminder: if you are looking for a deal, always stop by our clearance section first. There you will find scratched and dented, and discontinued products that are all covered by the full manufacturer warranty. Another way to save money with is by submitting a product review for any of our products. We give away $50 to a random reviewer. This month we are excited to announce that Wendy Smith will be receiving a $50 gift card from

In this month’s issue: Creating Relationships with Customers, a tasty Sweet Irish Bread recipe in honor of St. Patrick’s Day, and our Featured Products: a Gen2 raised griddle, a Beverage-Air kegerator, and an Eagle mobile pan rack.

Don’t forget! This newsletter is for you. If there is anything you’d like to know more about – give us a shout! We would always love to hear from you!

Have a great day!

Meghan Jarrell


Creating Relationships With Customers

The Importance of Your Front-Line Staff

One of, if not the most, essential parts of your business, is your front-line employees and how they interact with your customers. It is important that they are given the skills and tools they need, to leave a great impression. In a recent article by Andrew Call, Trust & Service: Building Customer Relationships One Guest At A Time, he explains that your front-line serving staff needs to be your most well-trained employees. Customers today expect more out of their dining experience. There are a few simple concepts for your front-line staff to follow that will create a better experience for your customers.

First, your front-line staff needs to evaluate each customer individually. It is easy to fall into a routine or pattern. Each customer has different needs. They might need to be left alone to chat with each other, or maybe they are having a party and need drinks often, or maybe they are a “regular” just coming in for coffee. Each situation would need to be handled differently.

Secondly, they need to be aware of first-time customers versus regular customers. Train your front-line staff to recognize regularity. The daily customers do not need to hear the specials again, as they are familiar with the menu. The new customers might need suggestions when making decisions about what to order.

customer service pic

Your servers must also be trained to understand priorities. They need to be engaged and assess whether the customer(s) are in a hurry, or are looking to make an evening out of their dining experience. The servers that understand the different reasons why the customers are there and cater to those reasons are the ones that provide the best service.

Lastly, it is essential that the front-line staff goes with the flow. They must pace themselves depending upon the customer. You don’t want to keep them waiting on their check, but you don’t want to make them feel rushed. Something as small as interrupting the customer while they are ordering, could ruin the interaction.

Making these minor adjustments can largely contribute to customer satisfaction and in-turn build business. Creating a relationship and building trust with the customers in the short amount of time that is provided requires effort, but customers who feel comfortable tend to order more, and leave bigger tips.

Featured Products
gen2 range
tray and pan rack
Gen2 Range with Griddle
6 burner, raised 24″ griddle
$2,285 delivered
Beverage-Air Kegerator
one keg capacity, portable
$212.00 delivered
Eagle Pan Rack
holds (20) 18″ x 26″ trays
Click for more info! Click for more info! Click for more info!

Featured Recipe

Sweet Irish Bread

Celebrate St. Patrick’s Day with this recipe from

Yield: 1 – 9 x 5 in. loaf

bread pic


  • 1/4 Cup butter
  • I Cup white sugar
  • 2 Eggs, beaten
  • 2 Cups all-purpose flour
  • 1/2 Teaspoon baking soda
  • 1 Teaspoon cream of tartar
  • 1 Pinch salt
  • 1 Cup sour cream
  • 1 Cup raisins
  1. Preheat oven 350 degrees. Lightly grease a 9 x 5 in. loaf pan
  2. In medium bowl cream together the butter and sugar until smooth, beat in the eggs one at a time, then stir in sour cream
  3. Sift the flour, baking soda, cream of tartar, and salt together
  4. Combine the sour cream mixture with the sifted ingredients until just blended
  5. Fold in raisins and transfer to pan
  6. Bake for 50 to 60 minutes or until a small knife inserted comes out clean
Short Order

Now Serving – Farewell to Tylee, Customer Service Tips and a Dip

Friday, August 17th, 2012
August 2012 A monthly newsletter showcasing the taste of cookware ISSUE 44
Now Serving

It’s already August and summer is coming to a close. Kids are headed back to school soon, and it’s time for a new school year and a new beginning. It’s on that note that I would like to let you all know that my last day with ShortOrder is going to be August 15th. I have really enjoyed getting to know you all over the past (almost 7!!!) years and have had a blast working with the best co-workers a gal could ask for.

 I am turning my precious newsletter over to Meghan Jarrell – Don’t worry, you’ll be in good hands! Meghan has been with ShortOrder for almost a year and she knows her stuff, not to mention she’s a social butterfly – she’s a perfect fit!

 Take some time to welcome Meghan on our Facebook wall – and check back often for special one-day only deals!

 If you miss the Facebook promotions, there’s another way to save on your next purchase. Go to and submit a product review! We’re giving away a $50 Gift Card to one reviewer per month. Join me in congratulating this month’s winner: Larry Young!

 Don’t miss the clearance section, full of scratch and dent and discontinued inventory! These products have only minor physical imperfections and are protected by the full manufacturer warranty. Clearance inventory changes often so check our clearance section for the best deals.

 In this issue: Redefining Customer Service, a recipe for a tasty tomatillo and avocado dip and our Featured Items: a Kolpak walk-in cooler, dry storage shelving, and a Gen2 fryer.

 Remember, this newsletter is for you and if there is anything you’d like to know more about – give us a shout! We’d love to hear from you.

Tylee Van Waes

Redefining Customer Service

Forget about making the customer happy!

Let’s face it, no matter what type of business you are in, everyone has a client or customer that they are trying to keep happy. There are a variety of ways that this has been measured over the years. It has ranged from measuring their level of satisfaction, to the customer’s loyalty to the brand, to their engagement, and even by asking if they would be willing to recommend the company to a friend. All of these different measurements, in the end, are to establish if your customer is happy.  


According to a recent article from Tom Rieger, he has found that making a customer happy is not necessarily the way to go. He claims that what is most  important is that your customer feels like they were treated with dignity. Your front-line customer service representatives are put in a tough spot if their main objective is to always make the customer happy. That would mean that they are always saying, “yes” to please the customer, but in turn, they could be breaking company policies.


What if we shift our thinking about our customer service from making them happy, to making sure that they are treated with dignity and respect? Rieger worked with Dr. Sabrina Pagano studying moral emotions, perceived justice and the concept of dignity and found that:

  •  People feel moral outrage when their dignity is violated, which also causes them to want to get back at whomever has wronged them.
  • People are more open to comply with decisions and outcomes, even if it is not in their favor, when they are treated in a just and fair manner.
  • The range of emotions connected to dignity vary from self-worth and elevation, all the way to embarrassment, shame, and disgust on the other end of the spectrum.

This revolutionizes the way we look at customer service. We should focus on how the customer is treated during the process, not just on giving them what they want to make them happy. If they feel like they were treated fairly and that their dignity was upheld, they are more likely to accept the outcome of the situation, even if it is not in their favor. Think about what you can change today, to start focusing on the dignity of your customers or clients, and not as much on making them happy. This is a paradigm shift, but in the end, could really grow your business.

Featured Products
Kolpak P7
Dry Storage Shelving
Gen 2 Fryer
Kolpak Walk-In Cooler
6×8 Walk-In Cooler
$5,035.00 delivered
 Dry Storage Shelving
60″W x 74″H x 18″D
$151.00 delivered
Gen 2 Fryer
70 lb. SS tank fryer
$1,265.93 delivered
Click for more info! Click for more info! Click for more info!

Featured RecipeTomatillo and Avocado Dip
In the spirit of upcoming football check out this dip from 

Yield: 8 Servings (2 cups)


  • 4 med. tomatillos, husked & quartered  
  • 1 avocado, pitted & peeled
  • 1 jalapeno pepper, chopped 
  • 1/2 cup fresh cilantro sprigs 
  • 1/4 white onion, chopped 
  • 2 tablespoons lime juice 
  • kosher salt & black pepper 
  • blue corn tortilla chips, for serving


  1. In a food processor, combine the tomatillos, avocado, jalapeno, cilantro, onion, and lime juice, pulse until it is the texture of relish.
  2. Season with 1 tsp salt & 1/4 tsp black pepper
  3. Serve with the tortilla chips  
Avocado Dip
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Tips for Restaurant Owners: Keeping Busy in Slow Times

Wednesday, May 13th, 2009

We all know times are tight right now. Some experts are pointing towards signs of a slow recovery, the keyword there being slow. How do you keep customers coming into your restaurant, and more importantly spending money?

Get the customers in the door!

You might consider lowering the prices on your offerings, or offering free desserts to entice clients. In order to make up for lower tickets, you’ll need to turn more tables. Avoid rushing the customer experience, but the more tables you turn, the more money you’ll make.

In house marketing

It’s usually pretty affordable to get some table tents and run contests to encourage servers to up-sell. Sometimes it’s as easy as a server walking through the restaurant with a fresh loaf of garlic bread or some sizzling onions, both known to stir hunger in customers.

Broaden your appeal

Do you donate to charity? Perhaps you could consider it now. Have charity nights on your slower nights. Encourage customers to bring in canned goods for a local charity and offer $5 off a ticket of $30 with 3 canned goods. Or host a job fair and let local businesses set up tables for short interviews — have a “job fair” special for those attending.

Customer service

Customer service will be of utmost importance for your business now. Gone are the days of snooty servers; guests will want to be treated as such and want to feel welcome and appreciated.

Though the economic recovery is sure to be a slow one, it is not time to cut marketing budgets, no matter how tempting that may be. Encourage locals to choose your business over the others by teaming up with other local businesses for a co-marketing theme coupon (think dinner and a movie, or family night out).

Flexible restaurateurs are sure to succeed in any economy, so think outside of the box and have some fun with it!

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