Skip to main content

Customer Expectations and Market Research

For the moment, I am not only working on new menus, but overall on the strategy of Skylite.

I made quite some progress - but finally got stuck on one important question: Customer [or better said guest] expectations.

Now, you could tell me know 20 different guest expectations - however, are you really sure about this? And even more importantly - do these obvious guests expectations have priority, for the guest?

Don't get me wrong - I think cleanliness, attentiveness of the server, food & beverage quality and so on are essential - but maybe, just maybe we can make the difference, if we are really sure about the priorities of guests.

You can find a lot of discussions and studies about customer expectations - but surprisingly, they are based on assumptions and not evidence - and I could not find one study related to F&B, gastronomy or hospitality, which goes beyond the surface.

Wanna have a practical example? There is a whole list of standards [which are based on how to satisfy our guests] in the usual standard check lists. Was the guest greeted within 2 minutes, was the guest seated, was the menu offered within x minutes, [...], was the room clean and well maintained, was the room consistently set up, and so on.

One obvious point was missing: »was the outlet well visited?«
I know, that has nothing to do with the service, or with the hotel's employees work.
However it is often a deal breaker! Have the most beautiful bar, but a lack of guests, and you are in trouble. No - I don't agree, if people say, that you just have to have the standards right and the guests are coming themselves. Well - let me revise my statement - off course this is related to the quality of the hotel's employees work: them in the marketing department.

Anyway - people don't like to sit in an empty bar. And people think, that something is wrong. They spend less time there, visit further less often [or no more at all] the respective bar - the hotel will then reduce the costs [especially the lovely payroll] of the outlet. And the quality, authenticity and concept of the venue is suffering.

But the utilization of the outlet will never appear anywhere...

And there are more points, which will support or hijack the decision of guests to visit a bar [and they have a big influence into the perception and experience of the service].
Reputation is one point, coolness and posh factor another one.

One absolutely amazing and eyeopening video is the TED conference presentation of Malcolm Gladwell, who used the example of the "spaghetti sauce industry" to showcase, that we might not get the true or whole picture, if we make some surveys with guests.

There is a huge variance between the rational of an individual and the "emotional" driven decisions he or she does. Ventures, which understood this point, became very successful and nowadays all Fortune 500 companies are investing a ton of money into their market research, to get to know, what really drives the customer.

As always the hospitality industry is a little bit behind...

But now, I give the question further to you: what do you think are the conscious and unconscious factors and expectations of a guest to be satisfied with a bar?

Please comment right below...


Popular posts from this blog

How to use citric acid - and why you might not want to use it anyway!

To be honest, I shied away of this topic, because I think, people can misinterpret this - big time. I don't want to be part of the problem - I want to be part of the solution!  But when Chris, over at A Bar Above  discussed this subject- I literally could not resist to join into "the discussion". Here is the video: I - however take a bit slower approach than Chris. What is citric acid? Chemical Compound Citric acid is a weak organic acid with the formula C6H8O7. It is a natural preservative/conservative and is also used to add an acidic or sour taste to foods and drinks. Wikipedia Formula: C6H8O7 Molar Mass: 192.124 g/mol Melting Point: 153C Density: 1.66 g/cm3 Boiling point: 175C Soluble in: Water Why is it controversial? In my "mixology world" it is controversial, as citric acid is the stuff, which makes the nightmarish sour mix [ preferably in powder form ] sour. Yeah - citric acid is the main ingredient in one of the most

What is the best cranberry juice in the bar?

A good friend of me "whatsapp'ed" me today and asked for my expertise: "What is the best cranberry juice?" I would loved to just let him know the brand - however it is not that easy. What do we understand of cranberry juice? One of the biggest [maybe the  biggest producer] of cranberry products is Ocean Spray. And: it is well regarded. Problem is: it is not a juice! Wait - what? Ocean Spray doesn't produce a juice - they produce a juice cocktail - which translates into a lot of water, a lot of sugar, some taste-balancers as citric acid [nothing against this really] and a minuscule portion of juice - usually around 3%. Yes they have something which is called 100% juice. Which is on one hand true, on the other the biggest deception ever. Because you don't get 100% cranberry - you get a mixture of juices of concentrate - most of the time apple and white grape and a bit of cranberry. There are also some other brands around, which might feature a h

King Robert II Vodka

Who would knew, that I am reviewing a budget vodka here - on the But this isn't a normal review. I skip the marketing perception and use this product to cut directly to the case: Vodka is a "rather" neutral, colorless, "rather" flavorless and odorless distilled beverage from any agricultural source - and depending on the country, it has a minimum of 37.5% and 40% abv. As I said time and time again before: at times it is absolutely nonsense to talk about premium and luxury, when the original product doesn't really "hold this promise". Luxury water can have luxurious marketing, luxurious packaging, can be even rare and slightly more expensive "to produce". However really it is just water. Maybe it has some nuances to normal water - however those nuances (in a blind-test) are pretty small. Vodka is extremely similar - and the chain of evidence (despite a lot of people trying to proof otherwise) makes it re