August 20, 2008
You see it everywhere—a regular Chipotle customer “training” a newbie on how to order; customers showing others how to use the new self-service kiosk you just added; a Which Wich? customer showing someone how to fill out the bag to place their order; customers talking to others in line about the new shake or LTO “you just have to try,” and so on. Customers training customers.
Unfortunately, many restaurant managers and owners don’t train the people that train the people—employees or customers. If you don’t have quality trainers and managers, you cannot have quality training. Those who train do so in the manner they were trained. You need to train both the employees and the customers.
Customers are your marketing weapons spreading goodwill, and they do it not only for free, they actually pay you for the privilege! Training them (and making suggestions to them) on deals or unique items will provide them the tools they need to help market your business and train other customers.
So train your regulars to become better trainers—they’ll bring in new business and better train those around them. If they do not know about LTOs, signature items, or meal deals, chances are they cannot spread the word to others. Yes, your regulars might want the usual. However, if you’ve just added shakes, desserts, or other items, drop them a free sample—it will be paid back tenfold. Spread the gospel and let your disciples go forth and spread the word.
This approach leverages your time and effort. A small amount of training can provide huge results. We’re all too crunched for time and looking for ways to connect to the masses. Enlist those already dining here today to help your efforts to recruit more customers by training them!
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