No filter can fix poor service

Your Money, Your Call

Cresencia Marjorie Chiremba

IN an increasingly competitive market, customer experience is a restaurant’s most powerful marketing tool.

Instagram may bring customers through the door, but only genuine hospitality will keep them coming back.

For businesses hoping to thrive in today’s experience-driven economy, investing in staff training is more than good practice — it is survival.

Ultimately, no filter can soften the sting of poor service.

In an age where social media can make or break a business, a well-curated Instagram feed can draw crowds to a new restaurant faster than any billboard ever could.

But what happens when reality does not match the glossy online promise?

A recent lunch outing near Newlands shops offers a sobering reminder that no amount of digital dazzle can compensate for poor customer service.

It began with high hopes.

Enticed by vibrant Instagram posts showcasing plush seating, artful plating and a seemingly warm ambiance, a group of four friends decided to try a newly opened eatery. Upon arrival, however, the first cracks in the façade appeared.

There was no host or signage to guide patrons to their seats.

Left to their own devices, the group settled into a cosy sofa section — only to be told moments later that the area required a minimum spend of US$150.

For a casual lunch among four people, this was both unexpected and unreasonable. Reluctantly, they relocated to a less inviting section with basic chairs and a cramped table.

Still hopeful, they placed their orders.

Two of the friends, having not eaten all day, specifically requested generous sadza portions.

But when the food arrived, the servings were anything but generous.

The beans served as vegetables were meagre, prompting one friend to request more.

To the restaurant’s credit, the extra beans were eventually provided.

However, another request — for chillies — was forgotten altogether.

The friend waited patiently, only to eat her meal without the condiment she had asked for.

Throughout the meal, no staff member checked in to see if the diners were satisfied or needed anything else.

No drinks were offered. No water was served.

It was only when the bill was being settled that the group inquired about water — an afterthought in a setting where it should have been a given.

This experience, while unfortunate, is not unique. It reflects a broader issue plaguing many establishments in the hospitality sector: a lack of basic customer service training.

In the food industry, where the product is as much about the experience as it is about the meal, attentiveness is not a luxury — it is a necessity.

Customer service is the heartbeat of any restaurant. It begins the moment a guest walks through the door and continues until they leave.

A warm greeting, clear communication about seating policies, timely service and follow-ups during the meal are all fundamental.

When these are absent, even the best food can leave a bitter aftertaste.

Moreover, staff training should not be viewed as optional. Wait staff are the face of the brand. Their ability to listen, respond and anticipate customer needs can determine whether a first-time visitor becomes a loyal patron or a vocal critic.

In this case, the restaurant’s failure to deliver on basic service expectations turned potential brand ambassadors into detractors.

In an increasingly competitive market, restaurants must recognise that customer experience is their most powerful marketing tool. A single bad review, especially one shared across social media, can undo months of promotional effort.

Conversely, a well-handled dining experience — even in the face of small hiccups — can earn goodwill and repeat business.

The lesson here is simple: Social media may bring customers through the door, but only genuine hospitality will keep them coming back.

Cresencia Marjorie Chiremba is a marketing and customer service consultant, customer experience columnist, and sales and service trainer. Contact details: [email protected] or +263712979461, 0719978335, 0772978335, www.customersuccess.co.zw