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If you want a client will remember, I emociónalo


Frequently I travel to Italy frequently and, although it has been a long time since I made my first trip 1992, I still remember my first meal in Ventimiglia, near the border with France.

Aunque tengo que confesar que me acuerdo de casi todas porque me apasiona la gastronomía italiana. Mi relación con ella es absolutamente emocional. As Bernard Shaw said: “The only true love is the love of food”.

Undoubtedly the excitement sets the memory in people. Seguro que no te has olvidado de un día que pasaste miedo, or a particularly sad or happy situation. You're likely to remember your first kiss, and this is because the positive or negative emotion has acted as an anchor for your memories have not been adrift from oblivion.

Siempre memory, with love, a visit to Vinitaly, the most important wine fair in Italy, with my friend Javier Gila -certainly one of the leaders of sommeliers in Spain. Durante estas jornadas catábamos no menos de cien vinos diarios, making a journey from the elegant Piedmontese to manifest mineral presence of wines from Campania.

Javier once told me: "This wine reminds me we tried yesterday to third, in the second winery we visited. "Given this statement, He manifesting such an exact idea despite having tried hundreds of wines, I can only find one explanation: the emotion. At that moment I realized that Javier not only has a prodigious sensitive memory, but he felt a thrill to try that particular wine, otherwise I could not have fixed the memory.

If you want your customer to remember you must emocionarlo. The food itself is no guarantee of emotion. The quality of what is offered is sufficient but not necessary condition to thrill, al menos no a todos lo que visiten tu restaurante. So you need to ask, What is the emotion I wish to convey in my restaurant?

This is the time restaurateurs who are reading this article should leave to reflect on it. Heart I hope you have found at least one powerful adjective, because otherwise they have a problem to solve.

It is very likely that your restaurant is nice, comfortable, cozy, authentic or surprising but, You decide before starting your activity what was the emotion he wanted to convey?

All restaurant should be a sunset scene leading to the emotion that identifies us. Every detail, Each action should be designed, entrenada y ejecutada para ello. the staff It must not only be trained in the care or service, but in the stage performance of the emotion we want to convey. All around great theater where we will represent our work, which it has been tested numerous times, first without public and then improved in each representation.

Like the chefs have tested hundreds of times your plate, They should make every cast members. And this work starts with the selection of staff, that from day one should be aware of what is expected of him. As a large orchestra, si un músico desafina será mejor que no se sume al espectáculo. Antes de aceptar el trabajo debe tener muy claro que viene a incorporarse a una representación teatral que busca emocionar al comensal. Without good actors who feel, understand and live their role, no emotion.

When you enter the restaurant Coking Mario Sandoval -in Human (Madrid)-, you do the winery, you receive with a drink while you can see the large selection of wines. Antes de entrar al restaurante visitas la cocina donde con todo lujo de detalle vas visionando el lugar en el que se va a elaborar tu comida, and between technical explanations and sensory impacts, get excited at the table. You had the feeling that an old friend has taught you your new home and his most precious toy, your kitchen, from where it will homenajearte. Mario and his team do a wonderful time and feel well, turning the experience into something very real that conveys a feeling.

The excitement that projects your restaurant is an intangible that the customer perceives subliminally. Go eat at a restaurant is a sensory experience, that goes beyond the kitchen, service or environment, which necessarily implies an emotion that the client should experience.

And as always reminds us Diego Coquillat, director of this newspaper, evoking the words of Maya Angelou, "People will forget what you said, You will forget what you did, but you never forget how you made them feel ".

If you want to delve into the topic of emotions in restaurants I recommend the wonderful book by Roberto Brisciani: El Secreto de un Restaurante Magnético

About the Author

Oscar Pirrone

Benetti creator and Pecoraro, leader in Spain in the sale and distribution of Italian-Argentine products for restaurants and Director of Galiffi & Giacomo, business advisory and business consulting.


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