A few weeks an owner of a foodtruck ago, these food trucks that we now see in many Spanish cities, He told me a story that changed the course of his business and that made me think about aquellos factores tradicionales que siguen funcionando para atraer a nuevos clientes a los restaurantes.
As I recounted, él siempre había creído que la rapidez en su servicio era una variable cualitativa que favorecía la rentabilidad de su negocio gracias a la rápida satisfacción de las necesidades de sus clientes. His goal was to give as many meals as quickly as possible.
But soon he realized it was not always so, since in some cases be slower and get people wait in front of your business, in highly competitive environments are the Street Food Market or concentraciones de foodtrucks, It is the best psychological claim to attract new customers and improve billing in absolute values, provided you are able to optimize the timing.
A few days ago I found a reference on this topic based on reading a book written by nothing more and nothing less than article Alvin E.Roth, Nobel Economics Prize 2012 and professor at Harvard University, who devotes his life to research on game theory and experimental economics.
The fact is that Professor Roth explains in his book “Who Gets What — and Why: The New Economics of Matchmaking and Market Design” que los restaurantes no sólo se basan en anunciar una sabrosa comida, esto lo puede hacer cualquiera. Many of them have prices attractive enough to cause queues of customers waiting.
And this helps them? because according Roth if, as a long line at the door of a restaurant sends a signal to the powerful subconscious, both potential new customers looking for a restaurant in the area as the other competitors restaurants. People think that if there are others waiting is because it is a good restaurant, worth waiting for and placed at the end of the tail.
Management of queues at restaurants
The formation of a tail es un desequilibrio temporal between the demand for service and the ability to supply it Restaurant.
Management of queues at restaurants It must be sufficiently optimized to be capable of generating the positive impact, considering that an excess in the number of people or the waiting time can cause many customers to change their decision.
Por todo ello y basándome en el enfoque matemático de la “Theory of tails” deberemos de tener en cuenta los siguientes Five factors to optimize this management:
1.- Identify the optimal level of capacity restaurant
2.- Assess the impact of possible alternatives you can take the client
3.- Establecer el punto crítico entre consideraciones cuantitativas de price and qualitative service / product
4.- Optimizing time permanence in the restaurant
5.- Optimizing time wait in the queue
In many cases, the waiting in line generates a positive expectancy that adds value when the customer has no previous experience in the restaurant. Definitely, the decision taken others with the consequent “alleged” risk reduction.
Some restaurants even include this wait in the gastronomic and offer customers a drink or meal during the same. Others on the contrary They compete to see who has the longest waiting list in time, as some restaurants in the Michelin list.
Technology is trying to manage this situation con todo tipo de propuestas como dispositivos que vibran, calls warning, Mobile messages, etc., pero hay una que me ha llamado la atención especialmente y que me gustaría compartirla contigo.
Is about CharityWait which it is an option included in SmartLine, an application for managing queues at restaurants. It allows customers to skip the queue and have your table ready before anyone, You cant strain!, but yes, a cambio tienes que hacer una donación a alguna de las institución benéfica que propone la plataforma y a la que los restaurantes han de acogerse para darse de alta en este plataforma. Esta opción se llama “Donate and Skip the Wait”, certainly an innovative way to optimize this service and also contribute to a charitable cause.
Definitely, ¿Lines at restaurants whether or not? as we have seen, optimizando su gestión puede mejorar la facturación de un negocio y generar una expectativa positiva sobre el restaurante, but as a good friend of mine says you must not forget that “love can wait but not hunger”.