Restaurants put new focus on hospitality to build brands, increase market share
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By Lisa Jennings
At a time when the industry’s growth overall is minimal and stealing market share is necessary to build sales, improving the guest experience is proving to be a key factor in differentiating a brand.
For many chains, that focus on experience has meant upgrades of food or the remodeling of restaurants. Others, however, also have addressed another facet: enhancing service.
Service, in fact, remains a challenge for many restaurant operators. In a poll conducted for the 2012 Zagat New York City Restaurants survey, 60 percent of the guidebook’s 41,600 surveyors cited service as the No. 1 dining-out irritant — a figure that has remained unchanged since 2009.
Despite the difficulties, an increasing number of operators are worki...
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