Cashiers in Quick-Service

Over the past few weeks, I’ve eaten out too many times and worked with a client with whom I had some interesting discussions about the cashier. From a customer point of view, in a quick-service operation, and most fast-casual operations, the customer spends more time with the cashier than with any other employee. However, cashiers are often the least trained.

On a family trip over the past three days, we paid two visits to a very large burger chain. Neither cashier knew how to use the POS system. Therefore, longer transaction time, no eye contact, no suggestive selling, a mistaken order due to input error, and poor customer service. Stupid me for going to a different location the second time.

On another occasion, one manager told me “We put people at cashier first because it’s the easiest.” Yes, theoretically speaking, it is the easiest because working the line is “tougher.” However, we watched customer after customer ask questions the cashier could not answer, slowing the line speed, not doing any suggestive selling, and generally offering poor service.

The cashier is the face of your brand. They are the salesperson of your brand. They determine line speed and sales and play a critical role in customer service and order accuracy. Before you put someone on the register, tempted as you might be to throw them into the position, train them on the following:

• The menu. They need to know what they sell, including salad dressing, side items, specials, combo meals, drinks, desserts, and so on. Cover the popular items first, so at minimum they know the stuff most guests order.
• Customer service. Smiles, eye contact, proper greeting, and thanking. Get the basics down or the customer isn’t coming back.
• Food delivery method. Have the new employee work the expediter or bagger area or deliver food (if you are set up that way) so they get a good, action-packed overview of what you sell and how the process works to explain it to the customer.
• Selling skills. Do you just want a cash handler? If so, get a kiosk. Or do you want a revenue generator? More sales = lower labor and higher sales. More customers through the line = better kitchen productivity. Teach selling and speed.
• The POS. Teach them how to use the system, but not on the customer.

Yes, you might think you are saving labor by training on the fly, but you are causing many negative effects, both long- and short-term on your business. Pay now or pay later.

 

About the Author
TJ Schier is the president of Incentivize Solutions, former President of CHART (Council of Hotel and Restaurant Trainers), a noted industry speaker, and author of books and training videos that you can find at http://www.incentivizesolutions.com/store/index.php. Reach him by email at