customers give bad reviews, and restaurants do the right thing.

Q1: As consumers, how do they react when they are dissatisfied or confused in the process of food and beverage consumption?

Q2: As a catering operator, can you effectively know the opinions or suggestions of consumers?

Q3: What does negative feedback from consumers mean to a restaurant brand?

This is one of the issues that Zege has been thinking about recently.

Mr. Zege thinks that there is no market for no reason, and there will be few customers and few people for no reason. Many times, it is because the distance between operators and consumers is too far.

how do customers express their dissatisfaction?

if we substitute ourselves into the consumption scene, what will we do when we are dissatisfied? Brother Ze will classify them.

the first way is "submit to humiliation";

consumers are too lazy to talk about it, but they have voted against this restaurant in their hearts.

this should be the worst case. The operator can neither know the reason of the consumer's dissatisfaction, nor make remedial measures for his dissatisfaction, which is basically to lose the customer forever.

the second way is "talking to yourself";

guests don't directly react to their dissatisfaction, but they will communicate with each other on the spot. It is possible to directly compare some points with other brands, or

these negative information can be partially collected if the service

spits out during the meal.

if the personnel are attentive, they will have the opportunity to give feedback. For example, the floor is too slippery, the food is too salty, there is no paper in the toilet, etc., and in many cases, the service personnel "automatically filter" this information because it is none of their business.

the third way is "active reflection";

customers put forward their dissatisfaction or suggestions on the spot and expect corresponding feedback.

Brother Ze has encountered various situations. For example, in different restaurants, he complained that the food was too salty, and the staff who delivered the food responded that this is what our family did. At one time, the staff said, "It's not salty". Sometimes the waiter returns with a captivating smile and floats away without any explanation.

If you deal with customers' dissatisfaction in this way, the result can be imagined, and voting with your feet is the best choice.

the fourth way-"spit afterwards";

whether it's public comments, Weibo or brand WeChat official account, they can all be channels to express consumers' negative information.

consumers' comments on restaurants are becoming more and more professional and detailed, especially some gourmets and foodies. As opinion leaders in the circle of friends, they can have a tendentious influence.

If consumers have a good experience, they may not necessarily review restaurants; If the consumer experience is not good, their willingness to comment will be very strong, and this part of consumers are often users who are less active in public comments.

three channels, so that catering managers can get negative feedback from customers. If a restaurant operator (especially a chain restaurant) can't be on the front line for a long time, there are only three channels to get negative information from consumers:

sales data, online comments and feedback from front-line service personnel. Sales data-the information it can provide is very limited. It usually tells us a rational result, such as how some products are unpopular, how new products are sold, and why, it can't answer.

online comments-many restaurants will pay attention to it, but it needs to be collected and sorted out, and what is invalid information should be identified.

more often, this information only stays at the manager level (if the manager regularly reads online reviews and replies). If the manager can't get to know it and pass it to the operator level in time, this information channel is semi-closed.

feedback from front-line service personnel-offline stores, as the largest source of information, as well as the sending and receiving points of information, are often overlooked.

As the highest-frequency "medium" in the contact between catering and customers, waiters can provide emotional negative feedback from customers (because the kitchen can't directly contact customers, and information can only be transmitted through colleagues in the front office, and most of the negative feedback occurs in the front office service).

At present, a lot of important information has been cut off and can't be delivered. In the final analysis, the restaurant doesn't pay enough attention to this section. This has formed a phenomenon, the service staff knows where there is a problem, and knows where the problem lies, but the boss does not know, and the boss only knows that the guests are not coming.

Negative is not a scourge, but a positive message of restaurant optimization.

Some restaurant owners can't stand others saying that they are not good. For other people's opinions, they either feel that they don't appreciate them or that they are unreasonable.

But in fact, negative feedback is not a scourge. On the contrary, we can regard this kind of negative feedback as an objective and impartial third-party supervision organization, and it is also an important reference for how to optimize restaurants.

on the one hand, integrating negative information can provide us with effective basis for business rectification;

on the other hand, it is also the real consumer demand and the impression of our brand from the consumer's perspective.

We are standing in this bureau, and our thinking and behavior are solidified, so it is difficult to think and examine ourselves outside the bureau.

and customers' complaints and suggestions, like a small hammer, keep knocking at us, telling operators that "your area needs to be changed" or "you need to think about this problem".

Zege always thinks that it is a good thing for consumers to have opinions, which proves that there is still room for brand optimization, and some people are willing to help us make progress. When customers keep their mouths shut, it is the most dangerous.

in a certain dimension, cooking is very similar to being a human being. We must not be lazy in stealing, but also constantly reflect on ourselves. Only with continuous efforts can we make progress slowly.

negative comments? It is never a bad thing, but a mirror of the restaurant and a source of thinking to optimize itself.