Turning rocks (or turning stones, as I tend to refer to it) is a way to describe the necessity of finding ways to connect with your guests. As he says:
I'm constantly reminding our staff members to initiate a relationship with our guests whenever it's appropriate. For example, it's amazing how powerful it can be simply to ask guests where they are from. Often, that leads to making a connection because we know someone in common, or we've enjoyed the same restaurant, or we can share a sports story. The old game of "Do you know So-and-so?" is a classic example of turning over rocks to further human connection. And it works. When you are considering several restaurants for dinner, other things being equal, you'll choose the one whose maître d' went to the same school as you, or roots for your sports team, or has the same birthday as you, or knows your second cousin. You'll also tend to choose a restaurant whose chef came out to greet you on your last visit, or who saved you the last soft-shell crab special, knowing it was a favorite of yours. The information is always there if it matters enough to look for it.
I am a member of a fantastic restaurant/bar business website and community that sends out regular emails compiling various profit tips. In light of the above, one I recently received threw me for a bit of a loop. The email was titled, "The 3 Dumbest Things Your Servers Are Saying & Why It's Hurting Your Business." The message starts out appropriately with three terrible and terribly scripted cliches, and then starts to explain why each one is bad. One of these was the open/introduction script of, "Hi, I'm Me, I'll be your server tonight." The email goes on to explain that the only appropriate time for a server to give their name is when asked. I very much believe just the opposite. The standard script is agreeably awful, and there are many better ways for a server or bartender to introduce themselves, but one thing we must remember is that we are in the hospitality business--making connections and making people care about your business and your people is critical to success, and one way we do that is through the introduction of our names. Another thing to consider, which I learned while working as a server at a restaurant with a higher-end clientele, is that consumers/guests of a certain caliber want to know who is taking care of them. When one missed an introduction, they would often ask for my name again.
Now that we've established the importance of an introduction, how do we keep it from sounding scripted and insincere, and how do we make it memorable? One thing I've discovered is that placing the introduction at the end of any requisite initial scripts (specials, features, etc.) tends to sound less scripted and more sincere: "I'm Lindsay, and if you have any other questions, or if you need anything, please let me know." I've also found this helps them remember the introduction despite the onslaught of feature information the server or bartender may have just thrown their way. The other key is to offer your employees a variety of potential "scripts" and let them work it out in a way that sounds natural and sincere through them.
Please chime in with your own experiences and thoughts on introductions, and good and bad ways to do them, in the comments section below!
Required Reading: Danny Meyer, Setting the Table: The Transforming Power of Hospitality in Business.
