When it reacted to a tweet from author and business consultant Peter Shankman, the Mortons restaurant exemplified exceptional intangible restaurant customer service. Mr. Shankman was at the airport when he jokingly tweeted to Mortons that he desired a porterhouse steak to be waiting for him at Newark Airport. After getting Shankman’s flight information, Mortons provided a complete steak meal upon his arrival in Newark.
The Mexican restaurant that proactively provides its clients with fresh water, a basket of warm tortilla chips, and salsa upon their arrival exemplifies the provision of everyday intangible customer care. A waitress maintains vigilance and immediately refills water glasses and tortilla chips without being asked. This eatery also expeditiously prepares and serves orders. The displayed intangible value is achieving customer expectations for excellent service.
Customer service is an essential component of a restaurant’s everyday operations. The cumulative client experience defines intangible service. Examples include ensuring that every cuisine on the menu is of high quality, that the eating room is pleasant, and that staff are well educated. Other intangibles include clean restrooms, responsiveness to consumer complaints, and pleasant customer interactions.