A complaint is an opportunity to shine and build a lifelong guest, so turn the negative into a positive. In fact, if you go to a restaurant and everything goes well, nothing interesting has happened and you are most likely to judge the restaurant as being just good.

If, however, there is a complaint and you handle it well, the story changes. What matters is how to handle a complaint. There are six steps in handling a complaint

• Listen.

• Emphasize.

• Apologize.

• Rectify.

• Notify.

• Thank.

How to gain repeat guests

This is the most challenging marketing goal for you to achieve, but is the most powerful and will definitely increase your profit; when regulars know your product already they are more likely to spend more, and trust you more.

Bottom line: if most of your guests are regulars, you are most likely to achieve higher sales.

Like anything else, it is good for you to have a strategy for encouraging regulars to frequent your restaurant.

• You could create a loyalty program, but don’t forget to have a system of recording what they order and how often they visit, so you can monitor the impact of such programs.

• Remember, before you can create a new regular, a customer needs to visit a minimum three times. Your job is to impress the first time and then give the customer a reason to come the next time. When they return that second time, impress them again. Remember them and something about them and/or offer them a complimentary drink, dessert or sorbet between courses as a gesture of goodwill. Only on their third visit can you consider the customer to be a regular guest or a returning customer.

Here are a few ways to build a good relationship with regulars

• Encourage them to bring their friends.

• Most regulars choose the same item from the menu – encourage them to try something new.

• Make them feel very special all the time.

Make sure you create an emotional bond with your regulars. This sense of familiarity will make them feel relaxed and comfortable and the reward is that your regulars will tell everybody they know about your restaurant.