Hey Paisano

By JoAnna Brandi

These days we hear a lot about providing “The Customer Experience.” But I’ve got to tell you, most of the time, in my routine dealings with companies, it’s rare that I actually have an experience with a big “E.”

I sure had one on Wednesday night! It was my friend Mary Ann’s birthday and a small group of women were getting together and going to Ft. Lauderdale to an Italian restaurant. I had never heard of it, but Many Anne said it was a “fun and funky” place that served all food “family style.” Sounded nice, but I was interested in the company, not the place or the food so didn’t think much about it.

Mary Ann and I arrived a little early and went into the bar to wait. Funky, okay, it was reminiscent of someone’s paneled basement circa 1972. The walls were covered with some incredibly interesting pictures and the bartender was amazingly patient as the now convening group of women asked to taste many of the wine offerings before deciding on which to order. It was a good thing. Wine was served in tumblers, as the bartender said, “like it is in Italy.”

Before going to our table we were led on a short tour of the kitchen. Coming out of the kitchen we were introduced to a picture of “Big Joe” and led to our special table for the night, in the “Pope’s Room.”

Past what seemed like hundreds of pictures on the walls (I wanted to look at ALL of them) we were led to a large round table in a round room decorated with picture of, you guessed it, Popes! Everyone we encountered was more than friendly. They actually seemed very glad to see us!

Soon thereafter our servers introduced themselves. Anamaria would be assisted by Jeff. Jeff led us through his suggestions of menu items (on the wall) and made sure to recommend a little something from several food groups.

We ordered our dinner and thought we just sitting back to enjoy each others company when Anamaria came over to instruct us in our obligations sitting in such a prominent place. As other diners passed by we were to greet them with a special cupped hand wave (and perhaps even use two hands) and say hello. That’s where the fun began.

As each group of diners passed they were introduced to our group at the Pope’s table and we did the special wave, as instructed. It was obvious many diners had been there before and knew the drill. Other members of wait staff dropped by periodically to visit and wish Mary Anne a Happy Birthday. When I leaned over to Anamaria to comment on what a fun place this must be to work she commented “You can’t call this work!”

When it came time for the cake and the Tiramisu (oh yeah!) not only did the wait staff rally round to sing, but other patrons came over to join in the fun. What a hoot!

But it wasn’t over yet. A young man passing by came over to give the birthday girl a kiss, and then two young waiters came over to serenade her. They sang an acappella version of “My Girl” and we all chimed in. Not to be outdone, shortly thereafter one of them came back, with a new partner got down on one knee and broke into “Earth Angel” apparently a new tune for the duo. The staff gathered round to hear. They were having as much fun as we were!

Naturally I asked for the manager. “Who are you, I asked? What IS the place?” Turns out many of you may know it – it’s chain that strives to be the “un-chain” called Buca di Beppo (Big Joe’s Basement) It started in Minneapolis in, you guessed it, Joe’s basement. Remember the picture that greeted us outside the kitchen?

The culture at Buca is scrupulously tended to. The fun environment attracted people who want to celebrate (there were at least 8 birthday parties there on Wednesday while we were there. The “inclusive” environment (I didn’t tell you about the tour of the men’s room, and I won’t) really made for a family feeling.

I asked for their secrets.

Customers are “Guests.” If a guest leaves and isn’t dying to come back, they haven’t done their job. They hire good people (they sure do!) They train them. Every store has a certified trainer on board. They are taught to surprise with the unexpected and anticipate the guest’s needs. Every one says “hello” and “goodbye” to everyone they see. Everyone is responsible for running food, so wait staff can spend a little extra time with a guest when they need to. Teamwork is essential to success.

The culture, according to the delightful and proud manager is dynamic. And they don’t treat their employees like employees, they treat them like family members. Every night before the shift begins there is a family meal. Everyone comes together and eats and talks and 45 minutes before the shift is to begin they have a meeting. Every night. No wonder they were able to create so many happy birthday experiences the night we were there. Hey, I like this place.

Does your company have its modus operandi as well defined as Buca? Does each one of your team members know what is expected of them? Do you huddle or meet frequently enough so people know what’s going on? Do YOU have fun?

Are you creating the kinds of experiences that have YOUR customers talking about you? It’s so nice to know the “WOW” experience still exists. So far I recommended Buca to several people, and just in case you’re in the area you can find them at 5975 N. Federal Highway, Ft. Lauderdale FL. (954) 229-0922. I understand they have restaurants in many different states so check them out. www.bucadibeppo.com Mangia!

JoAnna Brandi, AKA “The Customer Care Coach” is the author of two books on customer loyalty as well as “54 Ways to Stay Positive in a Changing, Challenging and Sometimes Negative World.”