A limousine picks up "Mr. Big" and his party and brings them to your restaurant. As the limo arrives at the restaurant, they are greeted by an enthusiastic hostess and escorted to their table. The party enjoys their choice of specialty drinks and a variety of appetizers. They are allowed to relax and to enjoy each others company. Their choice of entrees were cooked to perfection and thoroughly enjoyed by the entire group. Each member of the party had a different dessert and they shared with each other. The party had a wonderful time. Each member of their service team, including a member of management, developed a one-on-one relationship with the entire group. The employees used their own distinctive personalities, talents, abilities and ideas to "Exceed the Expectations" of every member of the group. Each member of the group received "something unexpected" during the guest dining cycle. The Host also took a complementary whole pie of his choice home so he could enjoy his favorite pie with his family for the next couple of days.

The conclusion of the group, "We'd rather go dining at (your restaurant) than gamble at the casinos!"

What a wonderful conclusion! Now, do you have the imagination, the knowledge, the work skills and work habits to re-create this conclusion with every set of guests who dine at your restaurant?

Can you develop programs to reward your "High Rollers"? You need to think about this and how this concept fits within your company. All Customers are Not Equal.