The "C-Word": The Crucial Distinction Between Customers & Guests for Hospitality Businesses

When you think about visiting your favourite restaurant, do you picture customers being served by servers running on auto-pilot, or do you see guests being welcomed by warm enthusiastic hosts? While it might seem like a subtle semantic distinction, the answer can significantly shape the way you perceive and interact with those who walk through your door.

For many, the term 'customer' brings to mind images of transactional encounters. You serve them, they pay you, and the interaction ends there. The 'customer' is often seen as just another task to be checked off the list in the pursuit of the day's revenue. This mindset might satisfy the basic needs of those who visit your establishment, but it rarely inspires brand loyalty or repeat visitors. The 'customer' approach can sometimes lead to an impersonal atmosphere, where the people served by your business are viewed as mere sources of income, rather than valued individuals with unique tastes and preferences. In response to this transactional treatment, a 'customer' will engage with your business in the same way they might engage with a public toilet - go in, do their business, and leave, with an extremely low likelihood of leaving a glowing review of the experience on social media.

In an unexpected way, the mentality that 'the customer is always right' will often exacerbate this problem. While the phrase was coined with the best of intentions, to emphasize the importance of customer satisfaction, it can provide unwelcome justification for managers to act against the interest of their team and the integrity of their brand in pursuit of short-term, unsustainable profit. If you've worked on the floor or behind a bar I'm certain you can probably recall an instance where you've bent over backwards to accommodate a demanding customer's every whim often at the expense of your own sanity and the risk of causing friction with your colleagues, all for them to leave a bad review anyway or come back with the sole intention of causing another ruckus for another free meal.

Now, let's consider the term 'guest'. Guests are not just served; they are hosted. They are welcomed with open arms, like old friends visiting your home. This shift in mindset from 'customer' to 'guest' encourages a sense of mutual respect and understanding. As a host, you are empowered to create a unique experience for each guest, customized to their tastes and preferences while staying true to the essence of your brand. On the other side, a guest in your home knows your rules and your boundaries, and respects your space and your time. You're not expected to cater to a guest who does not respect your home, so why bend over for a guest who mistreats your staff or disrespects your concept? After all, you probably spend more time at work than you do at home anyway. You fundamentally get to choose your guests and they choose you, creating a mutually beneficial and easy relationship.

Think about one of your regular guests. You and your team know their favorite table, preferred dish and dietary requirements, and maybe even a thing or two about their personal life. They're greeted by name with a warm smile and personalized service every time they walk in. This sense of recognition and personalized attention is what turned them from a one-time customer into a loyal patron, an ambassador for your brand who's guaranteed to spread positive word-of-mouth about their favourite spot in town.

Hospitality is an industry that thrives on human connection and experience. It is about making people feel special, understood, and cared for. Reframing our 'customers' as 'guests' can help us do just that. In this sector of ours, we're not just selling products or services. We're crafting experiences. We're telling stories. We're creating moments that our guests will remember long after they've left our establishments. And it starts with seeing the people we serve not just as customers, but as our esteemed guests. Maya Angelou, the acclaimed American poet and civil rights activist once said, "People will forget what you said, people will forget what you did, but people will never forget how you made them feel". While she was not explicitly talking about bars, pubs, clubs, and cafes, her words remind us that as hospitality professionals, we're not just in the business of selling food, drinks, or rooms. We're in the business of creating memorable experiences

Treating those who walk through our doors as 'guests' instead of 'customers' can result in a dramatic shift in the culture of our teams. Our staff members become more than just servers; they become hosts inviting people they care about into their homes. As such, they take pride in their work without being forced or coerced, knowing they're contributing to creating a memorable experience for each guest, no matter how insignificant their job may seem on paper. For example, a cleaner will develop a telescopic eye for detail once they understand how their work contributes to the experience of everyone who walks through the door. Teams will also see their managers showcase clear boundaries for what they will and won't accept from guests. This not only improves employee morale but can also lead to better service, as team members as well as guests become ambassadors of your brand, eager to share the unique experience you offer.

The paradigm shift from viewing people as customers to treating them as guests may seem daunting but remember, it's not just about changing a word in your vocabulary. It's about embracing a new mindset, a new way of interacting with the people who walk through your doors. It's about creating an atmosphere of hospitality, where every interaction matters, and every guest feels valued. It's about shifting from transactions to relationships, from serving to hosting, from customers to guests.

In the end, it's not just about what we do but how we do it. Hospitality isn't simply a matter of providing a service or a product; it's about creating an experience. In every interaction, every design choice, and every strategy session, we strive to put our clients and their guests at the heart of our decision-making process.

We understand that the hospitality industry is about building connections and creating memories. It's about making guests feel welcome, valued, and cared for. We help our clients craft experiences that resonate with their customers, driving loyalty and repeat business.

Every bar, restaurant, or hotel has its own unique character, its own story to tell. We work with our clients to bring out that uniqueness, to give it a voice that rings true. Whether it's through innovative menu designs, strategic branding, or thoughtful customer engagement strategies, we work to highlight what makes each venture special. We also understand the importance of adaptability in this dynamic industry. Trends shift, customer preferences evolve, and businesses must be ready to meet these changes head-on. Our team stays on the pulse of the industry, armed with the latest knowledge and insights. We help our clients navigate these shifts, ensuring their business remains relevant and competitive.

In the end, our success is defined by our client's success. We're not just offering a service; we're building partnerships. We're empowering businesses to thrive, to make their mark in the hospitality industry. Because at Pure Epicure, hospitality isn't just our business; it's our passion.

So, here's our challenge to you: are you ready to switch gears from seeing people as customers to welcoming them as valued guests? Are you excited to build relationships that go beyond one-off transactions? If you're nodding along, then try our quiz. Let's see how we can help take your business to the next level, create memorable experiences for your guests, and make a real splash in the hospitality scene. So get ready – your journey to exceptional hospitality starts now. And guess what? It starts with you.