Feedback from customers is an essential component of a successful business. A restaurant survey will allow you to gather data from your customers and provide vital insight. By doing this, you will be able to pivot your operations based on what’s working with your current customer base.
Customer satisfaction is a major factor in the success of those businesses involved in restaurants and hospitality. And even the best-researched restaurant plans can have weaknesses that will affect the likelihood of a customer returning.
Various elements affect the dining experience of your guests. And while it is helpful to know each one of them, it’s nearly impossible for you to ask every one of them. This is why utilizing tools to help you understand your customers better is beneficial.
In this article, we’ll be stating how surveys work in a business setting. Keep in mind that you’re not just selling menu items, your service is also part of your product. If you understand how your customers think, it’ll be easier for you to provide a service that’ll meet their demands.
Customer Feedback in Restaurants
Individual conversations with every guest that walks through your door aren’t feasible. With physical contact no longer being the most effective way to communicate with your customers, you now have to look for ways to make your life and theirs easier.
A survey could be an option for obtaining their feedback. Comment cards have been used by restaurant owners for years to solicit feedback. Today, technology facilitates faster, more efficient, and accurate data collection.
Learn how your customer’s dining experience can be improved with digital customer feedback. When a digital receipt is received, for example, you may send the customer an email or text message with a link to a digital survey. If you have a website or social media account, you can post your survey questions there.
How to Ask the Right Question
Understand that surveys, while helpful, must be conducted correctly. If you’re considering improving your entire menu, ask your customers for their suggestions and let them know you’re open to getting their feedback.
Don’t ask more questions than are necessary. The majority of people won’t read all of the questions in a customer feedback survey when it’s too long. Analyze your current business needs and identify which questions to include.
A key part of getting valuable feedback from this process is knowing the right questions to ask. Ensure the survey consists of both open-ended and multiple-choice questions so that customers are given a chance to express themselves as well as give feedback.
You should avoid using yes-no questions since the answers do not provide relevant information. In the future, you should rotate the questions so you receive varied feedback over time.
Survey Questions Categories
Choosing questions from the following categories is the easiest way to create a survey for your restaurant:
- General Information questions
- Menu Item questions
- Customer and Food Service questions
- Facilities questions
A survey about a restaurant will differ for every establishment due to its uniqueness. The survey questions you choose should take into account how your business offers something unique.
Importance of Using Surveys to Get Customer Feedback
The success of a restaurant is no longer defined by food quality and competitive prices. Modern diners are more eager to support businesses that support their needs and expectations as well. It is possible to lose your current customer base if you fail to tend to their demands.
The problem is that you aren’t able to motivate yourself to get past the obstacles, such as an inefficient feedback collection method, aversion to criticism, and complacency. You won’t be able to collect customer feedback if you just wait until everything is in place first.
Explore some of the reasons why surveys and feedback from customers are important.
It helps you enhance the quality of your service.
In a restaurant or pub setting, a restaurant marketing survey helps you to know how your customers perceive your business. If you’re going to ask them questions about your service, then you’ll be able to see which part of your service needs improvement.
Before asking them your survey questions, you must ensure that you have your staff trained to ask for surveys. Because no matter how good their dining experience is if your staff appears to not be polite enough in asking for feedback, then there’s a great chance of getting biased feedback.
It helps you create informed business decisions.
Having valuable customer insights on hand can help you with every marketing and sales campaign you wish to perform. Accurate data is a powerful tool that provides opportunities for success for your business.
To know if you’ll continue the specials that you have for a month, ask your customers. Is it working for them? Is it part of why they keep on coming back to your establishment? You must learn that assuming why and how things work for you is not a reliable business mindset.
It allows you to capture essential and accurate customer data.
Whether you’ll deploy a traditional note survey or an online survey, you can still gather valuable information about your customers. If you want to know what the demographic of the majority of your customers is, then ask for their demographic-related details.
The contact information, address, name, gender, email address, and the like will be available for your use. By utilizing these data, you gain a deeper understanding of your customers, which enables you to enhance the satisfaction of your customers. The data gathered can be used for segmentation and to make strategic business decisions.
The survey forms can also give you their contact information for future marketing plans. It is possible to inform them via text message or email about business updates such as newly added items on your menu, or about discount options or the latest restaurant offers.
It helps you track market changes and trends.
Businesses must stay abreast of consumers’ changing expectations, otherwise, they will feel neglected. Five-nine percent of consumers are looking for businesses to adjust to their changing needs, according to Salesforce. Therefore, you have to stay current with current trends and innovate.
Even though gut instincts might help you to determine customer needs, those needs are constantly shifting. Before you can connect with them, you need to understand them first. It can’t always be your gut instinct that gets you in the right direction.
Create easy-to-use and quick-to-response customer surveys using a writing tool based on these trends. Consider offering takeout and delivery options along with the meals your customers are looking for.
It helps you cultivate customer loyalty.
You are subtly telling your customers that you are concerned with their needs and are more than happy to meet them whenever you inquire about their opinions. In many cases, you won’t have the opportunity to get feedback from customers through a one-to-one conversation.
During this time, you can use your sales skills to motivate them by offering them a discounted meal for their time. The process makes them feel appreciated, so they become more loyal to your brand, therefore boosting brand retention.
Restaurant Online Survey
An online survey is an innovative restaurant technology that helps you to run surveys and collect customer feedback easily. Instead of using pen and paper, you can just send them links to your survey form. It is also another way to strengthen the implementation of a contactless operation.
The process of creating a database out of the feedback and comments you’ve gathered is made simpler by integrating a bit of technology into it. Every response is automatically stored to the corresponding profiles of your customers on your back-end.
Without the printing cost, pens, and papers, surveys conducted online are more cost-effective compared to the traditional surveys used before. There’s also a higher rate of response since it’s more convenient for your customers to answer on their phones.
Lastly, data security is more established using online surveys. You can assure your guests that even though they have provided their details, anonymity is still applied.
Survey Questions To Ask Your Customers
As mentioned above, there are different types of questions that address different concerns of your customers. To maximize your survey, here are the questions that should cover every aspect of a usual dining experience a customer can have.
Were you able to dine with us in the past?
This will provide you with some insight into who your regular customers are. The purpose of this question is to gather your target market’s information and identify the changes you should make to appeal to more of them.
A regular customer base isn’t enough for your restaurant to succeed. To keep them coming back, you need to know what motivates them to stay. Your restaurant’s marketing would be more successful if you knew who exactly you were trying to reach.
How have we met your expectations regarding our food and service?
The purpose of this question is to evaluate your restaurant’s strengths. You can get the perspective of your customers on the assets that your restaurant has by asking this question. This information enables you to identify what strengths your business has so you can maintain them.
Additionally, you will be able to know what is the most popular item on your menu and you can adjust your menu accordingly. It is common to be asked what are your best selling products, especially by new customers. It helps you to respond to your customers if you include this question in your survey.
Is there anything you did not like about our food or service?
It contradicts the exact reasoning behind the previous question. Your restaurant’s weaknesses can be identified by asking customers what they don’t like about your food and services.
Customer complaints and dissatisfaction over product and performance can be observed this way. By using this approach, you would be able to identify what areas need improvement in your products and services. The best thing you can do is to modify that specific product in the menu if there is a common ground that customers tend to dislike.
How happy are you with our employees’ ability to meet your needs?
A similar question focuses on your customers’ comfort, but this one sums up the entire dining experience of your customers. The goal of this question is to find out if your staff has met your guests’ needs and demands.
When asking this question, please consider your staff’s friendliness and hospitality, as well as their ability to meet customer expectations. Customer satisfaction goes beyond the speed of service and menu satisfaction because hospitality and knowing what your customers want and need are also important aspects.
Dining experiences can be impacted by a variety of factors. One of the unique restaurant promotion ideas is to emphasize that one factor that helps the success of the business, which is the ability to deliver service even before a customer asked for it.
Does our restaurant seem to be clean?
A restaurant that is unclean and dirty wouldn’t satisfy any customer. Your restaurant’s ambiance and cleanliness are crucial since that’s the first thing customers notice when they walk in.
You should also pay attention to the first impression your customers have of your restaurant, aside from the food. Using this question, you will be able to establish if your restaurant’s cleanliness meets the standards of your patrons, and if not, what can be done to make it better?
Cleanliness is not always apparent, but it plays a significant role in customer loyalty. There are a lot of negative reviews on restaurants online that criticize their cleanliness. As a business that offers food preparation services, cleanliness should be part of your second nature.
How do you feel about our restaurant’s atmosphere?
Your restaurant might project a certain image of itself, such as promoting it as being a family-friendly one, but is it one? It will be helpful to ask this question to find out if your customers are receiving the message you want them to receive about your restaurant.
Nonetheless, some actions can be taken to enhance your restaurant’s image if they are not.
You should create an atmosphere that promotes the concept of family in your restaurant so that your customers can feel comfortable spending time there with their families. For instance, you should have high chairs for kids in family settings or devote a section of your menu to children.
When you placed your food order, what platform did you use?
In terms of online delivery options, there are several options, such as your restaurant’s website and any online platforms listed on your website, like Doordash or UberEats. Ask your customer why they did not order from our website directly when they choose a third party: “Is there anything specific that made you choose this option?”.
Two things will be accomplished with this follow-up question. It shows you what you need to do to make your website more attractive to customers. It will also drive customers from a third-party app to your app, both of which will increase sales. Continue with the next question if your website is chosen as an answer.
What do you think of our delivery service?
When a consumer order online from a restaurant, one of the most critical survey questions is whether the order arrived within a reasonable amount of time. It is possible to provide several options, including under thirty minutes, from forty-five minutes to an hour, and over one hour.
You’ll learn from the answer whether you need to make adjustments to your wait time estimates or streamline your order processing to prevent customer wait times from being too long.
As for food safety, consider including a section where they can answer if the food item arrived with an intact seal. As this pandemic continues to affect everyone’s ability to order food and seek out restaurants with effective hygiene measures, the safety of food has become paramount.
Using tamper-resistant labels is a good method for ensuring that. Make sure your delivery riders can be trusted, and that the food your customer’s order is eaten without reservations.
Would you recommend our restaurant to others?
Your restaurant’s success is greatly influenced by the word of mouth you receive from customers. If one customer gives your restaurant a poor review, your restaurant’s success could suffer.
In the same way, if your restaurant’s patrons leave completely satisfied, you will benefit. In answering this question, you’d be figuring out if your customer’s overall dining experience was satisfactory.
The more satisfied your customers are, the more likely they are to tell their friends and family what a great company you are. It is even possible that these satisfied customers will bring their family members next time.
How could we improve our services going forward?
This question will allow you to get a more comprehensive overview of the food, ambiance, service, and other aspects of your dining experience. Your openness towards improvement will impress your customers, and you will be able to see problems in your restaurant that you previously missed.