Chapter 8 Planning reservations and blocking tables.
OBJECTIVESAt the completion of this chapter, the student should be able to:
1. Take reservations.
2. State the advantages and disadvantages of a reservation policy.
3. State the advantages and disadvantages of a no-reservation policy.
4. Demonstrate how to block tables when reservations are accepted.
5. Plan and organize a system to seat guests who come into the restaurant with a reservation.
6. Explain the problems that occur when taking guest reservations and propose solutions.
7. Recognize the problems with no-shows and know how to reduce their number.
8. Understand how call-ahead seating works.
9. Understand the concept of first-priority seating.
KEY WORDS
blocking
call-ahead seating
check-off method
first available seating
no-shows
open seating
overbooking
priority seating
reservation
reservation manager
residence time
walk-ins
The Decision on Whether to Accept Reservations
Each restaurant must decide whether it will accept reservations or rely on walk-ins to fill up its tables. A reservation is a promise for a table in a restaurant. Walk-ins are guests who patronize the restaurant without making a reservation; in effect, they walk in the door expecting to obtain a table (see Figure 8-1).
Many restaurants will not take reservations. Instead, guests are seated on a first-come basis. However, before the decision is made not to take reservations, some factors must be considered.
One of the most important considerations in not accepting reservations is the location of the restaurant. A restaurant located in an area where there is a large population, or in a busy tourist area, may prefer not to take reservations. A large population guarantees the restaurant the number of potential guests needed to fill up its tables. The same is true in a busy resort area that caters to tourists. If the establishment is located in an area where guests have to travel a long distance to reach it, this will be a negative factor.
[FIGURE 8-1 OMITTED]
A second negative factor would be the absence of other restaurants of the same quality in the general area. The guest will take both of these factors into consideration and most likely will not attempt to patronize the restaurant. Why should a guest drive for a long period of time and not be assured of getting a table?
The next factor is the size of the party. Because most restaurants have the majority of their tables as deuces and four-tops, they are not equipped to accommodate groups of more than six people. It would be difficult if not impossible to accommodate a group of ten people at one table. Imagine a busy night at a restaurant where all the tables are occupied. A large group appears at the door and wants to sit together. The host would have to wait until three tables next to each other become vacant all at once. Then the host would have to move the tables so that they could accommodate the party. To avoid this problem, reservations should be accepted for large parties. The definition of large would depend upon the size of the tables in the individual restaurant. Usually, a party of five or more guests is considered large.
All restaurants are not alike, which requires them to have different policies for seating. In gambling casinos it is common to have two separate lines to seat guests. One line is for guests who have earned special privileges by spending a set amount of money gambling. The other line is for the rest of the guests at the casino. It is common practice in many restaurants for management not to reserve all of their tables; instead they hold a couple of tables back for regular or special customers. The key to being profitable is to build loyalty among your repeat guests. What will happen to future business when, a regular guest--a person who entertains weekly at the restaurant--has unexpected business clients arrive in town and calls for a reservation at the last minute only to be told that you have no tables? Or how about the guest who has just lost a huge sum of money playing blackjack and states that he wants to eat at the best restaurant in the casino? This scene is played out in restaurant after restaurant throughout the world.
Reservations should always be accepted on holidays. Easter, Thanksgiving, and Mother's Day in particular are special days for families; they want to be assured that they can arrive at a restaurant, enjoy themselves, pay the bill, and leave in a definite period of time. For many people, holidays are the only time of the year that family members can have a meal together. Because of the great age differences in most family groups--between young children, parents, and grandparents--having to wait for a table would not be tolerated or even considered.
Accepting Reservations
Once the decision has been made to accept reservations, management needs to create a policy to deal with reserving tables for the guests. As was stated previously, some establishments only reserve a certain percentage of tables; but many restaurants prefer to be reserved completely. A gourmet restaurant, like Victoria and Albert's Restaurant in Walt Disney World's Grand Floridian Beach Resort only takes reservations. Some restaurants are so popular that there must be a policy on how far in advance reservations are taken. This practice is common for restaurants that are in demand and have a limited amount of seating.
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Guests will be reasonable if policies are explained to them. The Schenectady County Community College restaurant takes reservations for its meals only two weeks in advance of the desired date starting exactly at 10:00 a.m. When guests are told that the policy was designed to be fair to all, they express their appreciation.
A reservation is a promise for a table in a restaurant. The promise works in two ways: The restaurant promises to have a table available for the guest for a certain time period, and the guest promises to show up for the reservation.
Reservations provide a mutual benefit to the guest and the restaurant. Guests know that a table will be available for them without having to wait for the table, or even worse driving to the restaurant to find out they cannot be accommodated.
Reservations have advantages and disadvantages for both the restaurant and guests. The benefits for the guests are:
1. The table is available when requested.
2. The restaurant can be informed of special requests and have them available when guests arrive.
3. The host learns the guests' names.
The benefits for the restaurant are:
1. Management knows how many guests to expect; forecasting and scheduling are easier.
2. The menus and service staff can be planned exactly.
3. The host knows guests' names and can use them to create ego gratification.
4. A mailing list can be developed for future promotions.
5. If reservations are taken correctly, the restaurant will run smoothly, because the restaurant controls when the guests dine.
The restaurant can prevent too many guests from showing up at the same time, thereby avoiding a strain on the kitchen and dining room.
However, reservations can also be a disadvantage. Among the disadvantages for the guests are:
1. If restaurants do not know how to take reservations and plan correctly, reservations may not be honored at the stated time.
2. Some restaurants reserve more parties than they have tables available for. This practice is called overbooking. Restaurants do this to avoid losing revenue in the event that guests who have reservations do not show up. Others overbook because they do not know how to plan reservations.
The possible disadvantages for the restaurant are:
1. When guests do not show up--called no-shows--revenue from that reserved table is lost.
2. When guests arrive late, the reservation plan may be put in disarray.
3. Restaurants that do not know how to block tables correctly lose money because they are not getting maximum use from tables.
Taking reservations is a benefit to the guest and the restaurant only if both know their responsibilities concerning reservations. Training the person who takes reservations is important. When guests make a reservation, it is an essential part of the reservationist's job to explain to the caller their responsibilities (e.g., arrive 15 minutes prior to the reservation time).
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Another of Michael Hursts' tips: Greet customers by name; make a game of remembering names.
Factors that Affect Taking Reservations
As stated in the list of disadvantages for the guests, one of the main problems is overbooking by the restaurant. First, management must establish a system that allows people taking reservations to know exactly how many tables can be reserved for the day. Also, if the restaurant takes more than one seating for the meal period, the residence time must be established. Residence time is defined as the time it takes a party to eat the meal and pay the bill. For example, 90 minutes are required for a complete meal with appetizers, drinks, main course, and dessert for a party of up to four people. Thus, leaving enough time to reset the table, reservations should allow two hours residence time. Guests who have larger parties will take longer to eat, so the residence time must be adjusted. Other factors also influence the residence time; music, lighting, decor, mood, ambience, and special events make the difference in how quickly or slowly the guests will eat. A menu that is easier to prepare will speed up the residence time.
Once the residence time is known and the system for taking reservations has been developed, reservations can be taken.
Taking the Reservation
Reservations are taken via telephone, the Internet, or in person. The people who take the reservations have to be trained properly so they know what information to obtain from the guests and can explain to them the policies of the restaurant.
The person answering the phone must be competent in taking reservations but also must have excellent telephone manners. This is the guest's first contact with the restaurant. To insure a good first impression, management may check their reservation procedures by conducting mystery calls to determine the competency of the reservationist. It is common telephone courtesy for people answering the phone to identify the restaurant as well as themselves. A sentence such as this is appropriate: "Good day, thank you for calling the Specialty Restaurant. This is Jose speaking; how may I help you?"
Reservations should be taken and placed on a preprinted form like the one shown in Figure 8-2, or entered directly into the reservation book. Which system to use depends on the size of the restaurant: A small restaurant would be able to put reservations directly into a book. A large restaurant would have to use forms and then transfer them to the book afterwards. Some restaurants use personal computers with software developed to manage the reservation process.
[FIGURE 8-2 OMITTED]
Operations that have multiple restaurants at one location have a centralized call center to take reservations for all restaurants located in the hotel, like Atlantic City, or in a small geographical area, such as Walt Disney World. By implementing this system, a guest may call for a reservation at a time that the restaurant is normally closed. If the restaurant they request is filled, the guest will be given a choice of other restaurants.
Regardless of what type of form the restaurant uses, the information required from the guest is generally the same.
Information to Obtain from the Guest
The Name of the Guest
Included in this step is getting the correct spelling of the guests' names.
The Date the Reservation Is Desired
Ask for the date that they request with the day of the week and date. For example, when the guest says "April second," reconfirm by saying "Saturday, April second." If the date is open, proceed with other questions. If the date is booked, suggest a different day. If the guest is adamant and insist on that date, take their name and phone number and tell them they will be placed on the waiting list. Depending upon the restaurant, there should be a maximum number of parties that can be on the waiting list. Inform waiting guests that they will be called when a date opens up.
The Time of the Reservation
If the time is booked, suggest other times. At this point, the host should explain the policy concerning holding reservations. For example, a restaurant may have the policy that when guests make a reservation, they are told they must be at the restaurant 15 minutes early. It is further explained to guests that if their reservation is for 6 P.M., they must show up at 5:45, and if they are not there at 5:45, the table is given to a walk-in.
The Number of Guests in the Party and Any Special Requests
If guests need a birthday cake or special seating, this should be noted. One of the reviewers for our book offered the following advice: A significant part of my luncheon clientele consists of groups from nursing homes and many of my guests are in wheelchairs. When we take reservations we make a point of asking if any guests will be in wheelchairs and if so, how many. The information is entered in the reservation book. We allow one-and-half times the space for a wheelchair place setting when we set up the tables and allow additional space around the table for ease of access. I have noted with interest that when I ask the question the first time--as I make a point of knowing my clients, I seldom have to ask a second time--I am usually asked in a defensive manner, "Why do you want to know that?" Having explained my reason, the person booking the group almost always says, "That's really nice. I have never been asked that before." Before the client has even walked in the door, our actions have created a positive feeling towards us.
Manager's Message The following article, written by Kate Harrigan, managing editor of Chef magazine, is reprinted with permission. (1) There's been a lot of editorializing over the past couple of years about a wave of incivility, punctuated by the occasional road-rage-related shooting, that is leaving the country awash in hurt feelings. Poor service in the hospitality industry is hardly news, but people in the business ought to be aware that, as bad manners rage epidemic, customers are not becoming inured to the discourteous behavior of those who profess to serve them. In fact, many now are quite sensitized to the whole issue, and are less likely than ever to smile in the face of contempt. Each month, Chef magazine interviews "Average Diner" in "Scope," reporting his or her hopes and expectations, desires, and disappointments. Reading a few of these interviews makes clear how similar we all are, no matter how different the places we come from or the lives we lead. People, whether walking into a white-tablecloth restaurant in San Francisco or a simple neighborhood bistro in New York, want to be greeted with a warm smile and waited on by a polite and efficient server. As editors, not once have we heard, "I like those restaurants where some person who looks like she hasn't eaten in four months greets me at the door with a disdainful yet haughty expression and makes me chase after her while she stalks across the restaurant to my table." Okay, fine, so a handful of readers already are penning their responses in defense of contemptuous hosts or superior servers. But the truth is that most people are just looking for a little tenderness. The alarming demise of basic manners at some restaurants came up at a recent editorial meeting, the topic rung in by indignant editors who had fallen victim to various ill-mannered restaurant managers and hosts. One editor had spent five minutes on hold the previous day, standing at a pay phone in a strange city trying to make a restaurant reservation. "I lost my quarter. I certainly didn't feel special," he said. "No wonder there are so many of those online reservation services. You don't have to talk to anybody." My own impressions of an establishment I was writing about changed considerably after I called to confirm the spelling of the chef's last name. The woman who answered the phone asked me who I was, and then put me on hold before I could answer. At any rate, I certainly hope she thought I couldn't hear her say, "Bite me." Another editor told of calling a Boston restaurant and asking to speak with the manager. She simply wanted to find out if they served a tapenade, she said. She was a bit taken aback when the manager picked up the phone and said, "Yeah, what's your problem?" Do these restaurants receive a lot of calls from process servers? On the stress and aggravation scale, I'd say working in a restaurant falls somewhere between answering the phone at a computer help desk and working triage in an emergency room on a Saturday night. People calling for reservations radiate an air of entitlement that ought to be reserved for the owner's mother. Diners vent the day's frustrations on waitstaff and other innocent bystanders. And there are times when the customer, quite frankly, is wrong. But despite the tide of boorishness and discourtesy lapping at the steps of our dining establishments, the best defense against such behavior remains scrupulous manners. Those unwilling or unable to respond in kind will find it more difficult to escalate the confrontation. And the more emotionally flexible may find themselves enjoying their meal.
The Guest's Phone Numbers
Take both the home and business numbers, if possible. If there is a problem, the host can contact the guests. The host may want to contact them after the meal to find out how they liked their dining experience.
To illustrate this point, here is a true story that happened in New York State. A popular restaurant received a phone call asking for a reservation for 22 people on a Saturday evening. The arrangements were made from the guest's place of employment, therefore the manager had the guest's work phone number. Because the party was large, management asked the person making the reservation to preorder the meals.
The guest also asked the manager to suggest a hotel where these guests could stay. The manager suggested a local hotel and made a note of it. The manager also insisted on obtaining the guest's home phone number.
The Friday before the event, all details (food and wine ordered) of the dinner were confirmed. On Saturday morning, two guests stopped at the restaurant to make certain they knew how to get there from the hotel. On Saturday evening the party of 22 guests never showed up for the meal. The manager went to his reservation book and called the hotel that he had recommended. When he inquired if the guests were staying at the hotel, the desk clerk not only volunteered the information that they were, but he also mentioned overhearing them say that they were going to a local restaurant in town. The manager called the restaurant and asked to speak to the individual who arranged the party. She got on the phone and said that they had never firmed up the final details and also said that they never paid a deposit. She then hung up on the manager. The manager recalled the restaurant and the person refused to talk to him. The manager was faced with a loss of revenue for this party for 22 guests.
In a fit of either anger or brilliance, he called the woman's home phone number. Her husband answered, and the manager identified himself and asked if he knew where this group of 22 were, since they did not show up for the reservations. The husband said, "You must have the wrong number, my wife is in Boston on a business trip." At this point the manager said, "No, your wife is in our community, at this restaurant, at this phone number, and staying at this hotel."
About an hour later, the manager of the restaurant received a call from the wife of the firm's owner--who had been to the restaurant many times. She was called by the guest's husband after the phone call from the manager. She apologized to the manager and asked that all the cooked food be donated to charity. The manager complied and sent the bill to her. It was paid in full.
As a postscript, the owner's wife still comes to the restaurant regularly; however, the husband has not been seen since the divorce.
Other Items on the Reservation Request
There are other items that the person taking the reservations should place on the reservation form. By placing these items on the form, they can be used if any problems arise, as well as for planning future reservations.
The Name of the Person Who Took the Reservation
The people who booked the party must sign their names. This makes them responsible, and if a problem arises, the host will know whom to ask. If the guest calls and changes the reservation in any way, the person who took the changes must also sign and date the reservation request form.
The Date the Reservation Was Taken
Noting the date that reservation was taken allows the host to determine how far in advance reservations are demanded.
Explaining Policies of the Restaurant to the Guest
Before the person taking the reservation thanks the guest and hangs up the phone, the guest will appreciate being informed of any special policies of the restaurant. For example, if the restaurant requires jackets for men in the dining room, this should be told to the guest at this time. The guest can be told that a gratuity is automatically added to the check. Each restaurant should develop its own reservation checklist to make certain that the guests are informed of all pertinent policies.
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Restaurants should give out confirmation numbers for reservations, as hotels and airlines do.
In order to avoid mistakes, the reservation information taken down by the person who answered the phone is repeated back to the guest. Finally, the guest is thanked for calling, and told, "We look forward to seeing you on Saturday, April second, Mr. Smith."
Not Accepting Reservations
Advantages for the Restaurant
When factors warrant not taking reservations, the advantages for the restaurant are much greater than for the guest. Many no-reservation restaurants will take reservations for larger groups--usually five or more. There are four main advantages for the restaurant:
1. Maximum use of tables is obtained.
2. No overbooking occurs.
3. Little preplanning of reservations is needed.
4. No-shows are not a problem.
Maximum Use of Tables Is Obtained
Many restaurants that accept reservations will lose the use of tables for a period of time, if the host reserves the tables incorrectly. For example, if a party of 10 has a reservation for 8:30 P.M., the host puts three tables together and sets the table up at 5:00 P.M. Those tables are lost for the first three-and-a-half hours. Even when the host reserves tables correctly, some time will be lost. When tables are not occupied because the table is reserved and other guests are waiting for a table, a reservation policy loses money for the restaurant and service staff. With a no-reservation policy, the guests are seated on a first-come basis, and the restaurant is not losing money from unoccupied tables.
No Overbooking Occurs
With a no-reservation policy, there is no danger of reserving more tables than the restaurant has to accommodate the guests.
Little Preplanning of Reservations Is Needed
The host only reserves tables for large parties. At all other times, the host will seat the guests at any table that is available.
No-Shows Are Not a Problem
Because reservations are not accepted except for large parties, there is no danger of holding a table and not having the guest show up to use it. Even if the large party fails to show up, the host can reset the tables and accommodate the guests waiting for a table.
Disadvantages for the Restaurant
There are a couple of disadvantages for the restaurant that has a no-reservation policy:
1. Business may be lost because reservations will not be accepted.
2. Guests may refuse to patronize the restaurant because they believe they will have to wait for a table for a long period of time.
Both of these disadvantages have to do with the attitude, convenience, and beliefs of the guests. Many guests do not want to wait for a table. They want to be assured that they will have a table when they arrive at a restaurant. If reservations are not taken, the guest may decide to go to another restaurant, where accommodations can be secured without waiting.
The second disadvantage occurs after the restaurant has been in business for some time. When a restaurant is a success and attracts a large volume of business, the wait for a table becomes longer than an hour. The word-of-mouth network that the public uses so well informs other potential guests of this fact. This works negatively for the restaurant. Many people will not want to wait that long, so they do not try to get into the restaurant. Eventually, because so many people decide to go to other restaurants, the amount of business decreases. However, the belief that the restaurant still has a long wait time persists, even though it might not be true.
Advantages and Disadvantages for the Guest
In a no-reservation system, there are no outstanding advantages for the guest. It might be argued that everyone has the same opportunity to obtain a table; however, it is a common practice in many no-reservation establishments to push regular customers to the top of the waiting list.
The disadvantages for the guest are:
1. The guests have to wait for a table; a large party may experience an extended wait if the restaurant does not take any reservations.
2. If the guests are planning some other event besides dinner such as the theater, there is no guarantee that they will be seated in time to attend.
Regardless of whether the restaurant has a no-reservation policy, knowing how to reserve tables is an integral part of the host's job.
All restaurants should take reservations on holidays and for large parties of five or more guests.
Reserving Tables and Blocking Reservations
The term blocking means to reserve a certain table at a certain time for a guest. Its purpose is to enable the host to avoid overbooking. As was previously stated, each restaurant must determine the residence time for each meal period. Once this is known, the dining room can be blocked correctly. The process of blocking begins with taking the reservation correctly. All reservations should be taken on some kind of standard form, like the one shown in Figure 8-2.
Successful blocking depends upon an organized system. There are a few common procedures involved in all systems. Regardless of the method that is used, all blocking is to be entered in one place, such as in a three-ring binder, which is preferable to individual sheets of paper, which may get lost. The physical layout of the dining room--complete with tables and numbers--is designed and duplicated. Restaurants that have entered the computer age may block tables using a computer program. However, all methods use the same basic principle: A table can only have one party reserved to use it at a time.
Blocking in a Small Restaurant
The simplest way of blocking tables occurs when a restaurant has set meal periods and a limited number of tables. In addition to the preprinted reservation pad, all that is needed is a chart. The chart should be designed as in Figure 8-3.
Across the top of the chart is the day of the week and date. Obviously, the restaurant would have a different chart for each day of the week and for each meal period. The next line of headings shows the table number, the number of seats at each table, and the times of the reservations. The restaurant in Figure 8-3 is only accepting reservations at 5:30 P.M. and 8:00 P.M.
The chart in Figure 8-3 is an easy one for the host to use to avoid overbooking. Notice that table 3 seats two people. It is booked for the evening. If a guest requested table 3 for Sunday, April 14 , the host would see that the table is booked. In this restaurant of six tables with 22 seats, there are only three unreserved tables. By using this form, the restaurant can avoid the problem of overbooking. All employees know at all times how many tables can be reserved. When a guest desires a reservation, the host can turn to the date in the book to see if the party can be accommodated. Then all the information needed for a reservation can be obtained from the guest.
Restaurants without Set Meal Times for Reservations
Some small restaurants will take reservations on a first-come, first-seated basis. They will take reservations at any time during their meal period. Basically, the blocking is accomplished in the same manner as in Figure 8-3, but with three differences: First, the restaurant must know the residence time of the guests. This residence time is then incorporated into the planning for reserving tables. Second, the times that the restaurant will take reservations are stated in time segments at the top of the chart. Third, the guests' names must be written on the chart and their residence time blocked out. Figure 8-4 illustrates how to block in this type of restaurant.
Notice that in Figure 8-4, the Zorn party at table 5 is booked from 6:00 to 8:00 P.M. The residence time for their party of three is two hours. The restaurant can take another reservation at 8:00 P.M. What problems do you envision using this type of system? Will the restaurant obtain maximum use of their tables? This is another example of a system that works well for a small restaurant; but how does a large restaurant avoid overbooking?
Blocking in a Large Restaurant
A decision must be made whether to accept reservations at any time the guest desires or only at specified times set by the restaurant. The principle of blocking tables in a large restaurant is the same as for a small restaurant, but it is impossible to block out reservations using the same method because of the large number of tables involved: There would be too much paperwork at the host's desk. The system in a large restaurant relies on having a person responsible for the planning and blocking of all reservations. This person is also responsible for informing those who take reservations about the number of tables left for each meal period. A large restaurant may have a person whose sole job is to be the reservation manager.
Blocking with Set Meal Times
This method of blocking tables requires four steps and is referred to as the check-off method. The first thing that the manager determines is the number of tables available to be reserved. For example, a restaurant has 4 tables that seat six to eight people; 12 tables that seat two; and 16 tables that seat up to four. A chart like the one shown in Figure 8-5 is made for the 2:00 P.M. seating and placed into the three-ring binder or entered into the software program where reservations are recorded. Each seating has its own individual chart.
The person taking the reservations checks off the size of the table that has been reserved. When Mrs. Smith reserves a table for six at 2:00 P.M., the reserving and blocking would occur in the following manner: The person taking the reservation would look at the check-off sheet for Mother's Day at the 2:00 P.M. seating. Seeing a table available, all information would be obtained on the preprinted reservation form. The first table under the "6-8" column would be crossed out, and the name Smith would be placed next to it. The first line of the chart would appear as it does in Figure 8-6.
The chart would continue to be crossed off and filled out until all the tables are used. If a guest desired a reservation for more than eight people, the reservation manager would have to establish a policy for accepting or rejecting the request. As large parties require combining existing tables, the reservation manager must carefully plan for them or overbooking will occur.
Each restaurant should decide the maximum number of large parties that can be accepted. A set formula has to be determined for checking off tables so the restaurant will not overbook. For example, a reservation for 12 may include putting together four 4-tops and a deuce. When a reservation is made for a party of 12, four 4-tops and a table for two must be crossed off.
The reservation manager, to assist in the planning of reservations, will have a printed diagram of the dining room and will block the guests' names and times next to the table that they have been assigned, as shown in Figure 8-7. The Jones, Casola, and Mardigian reservations have been blocked off. As more reservations arrive, the remainder of the dining room can be blocked off.
[FIGURE 8-7 OMITTED]
The key factor in making this system work is to have constant communication between the reservation manager and the people taking the reservations. Some restaurants use a software program that has been programmed and designed to do the blocking, and it generates alphabetical lists of the reservations for that meal period.
Accepting Reservations at Any Time
If the restaurant allows guests to reserve tables for any time--called open seating--then even more planning and organizing is required to avoid overbooking. The check-off sheet would be used, except that the sheet would have the guest's name and the time of the reservation. Figure 8-8 shows how the sheet would look after the restaurant accepted the first reservation for the Jones party of two.
The reservation time is placed next to the Jones name to inform all people taking reservations that a table has been booked. Since the people taking reservations know that the usual residence time for a guest table is two hours, they may accept another reservation at 3:00 P.M. for the table. However, this system could become very confusing when multiple reservations are made or when guests come late or early or overstay the residence time. Therefore the reservation manager would be well advised to block out tables daily on the master chart of the dining room, as shown in Figure 8-7. Each day, an updated sheet should be put in the three-ring binder, showing the number of tables left to reserve. It is easy to understand why a computer software program that reserves seats would be ideal for a large restaurant.
Blocking Effectively
The previous examples show how blocking can be done in one step. For the small restaurant, this is a simple process. Large restaurants, however, create more of a challenge. Blocking involves much planning and organization so that the guests will have their tables available when they arrive. To block effectively, the reservation manager needs three items: a diagram of the dining room, the reservations, and the check-off sheet.
The diagram of the dining room must show the table number and the number of people that can be seated at each table. The reservations are on preprinted forms that the person taking the reservations has completed and the check-off sheet is the control sheet located where the reservations are taken.
Blocking is accomplished by the way of an organized process. First, the reservation manager assigns the reservation to an appropriately sized table. Then, the guest's name and time is placed on the diagram at the table, as shown in Figure 8-7. Figure 8-8 shows the blocking sheet for open reservations.
Finally, an alphabetized listing of the guests arriving is completed alongside their expected arrival time and their assigned table. An example of the list is shown in Figure 8-9. From the list and a copy of the blocking diagram, it is easy for the host to know what tables are blocked and what guests are to be seated at which table. Because the reservations are set up first by time and then alphabetized, the host's job is made easier, as much planning has taken place before the guest has arrived. This system works well if planned and executed properly.
However, there are some problems that can be associated with this system. First, if the guests do not like the table they have been assigned, the host may have a problem with the guests. The host has a few options: For example, the guests' table could be switched to another comparable table (a four-top for a four-top); or an apology could be offered and an explanation given as to why the guests cannot have the table they desire (e.g., all the tables are reserved). If the host ever does switch a table for the guest, the master sheet also has to be updated.
Sweet or Sour? The reservations system works only if the host does not deviate from the system. A restaurant that only takes holiday reservations is a good example. On Easter Sunday, the restaurant accepted reservations and served over 800 guests. A month later on Mother's Day, it served over 1,200. For both holidays, it used the open-seating policy on taking reservations. In addition to the regular dining room, it also used three banquet rooms for parties of six or more. The dining rooms at Easter were running smoothly until 4:00 p.m. At that time, the staff began to get tired--both dining room and kitchen--and the residence time increased. Some guests had to wait for their assigned tables. As a solution, the hosts deviated from the plan, putting guests at tables that they were not assigned. From 4:00 p.m. to 6:00 p.m. the staff had a mess on their hands. Guests were being brought to tables that should have been vacant and were not. The hosts could not keep up with the changes that were being made and for those two hours confusion reigned. Fortunately, they learned from their mistakes. A few weeks later, Mother's Day was almost perfect. The restaurant's planning took into account the fatigue factor of the staff. It increased the residence time of the guests for later in the day and did not deviate from the plan. The result of the planning was that just one party of guests was not seated at its assigned time. When the guests arrived, an explanation was offered to them, admitting that it was the restaurant's problem, not theirs'. To show its concern, the restaurant invited them to go to the bar and have complimentary drinks or complimentary Champagne with their meal. In addition, the host kept checking back with the guests to advise them how long it would be before their table was available. The result was phenomenal: over 1,200 guests served with only one problem!
Second, if guests stay beyond the residence time, the next party will have to wait for their table. Another problem that can occur is to have a party appear for their reservation and state that they have a few more people to add to the party. This can create a real headache for the restaurant. The host must calmly talk to the person in charge of the reservation and assure him or her that the restaurant will accommodate the party as soon as it is possible. Next, the host should make whatever arrangements are necessary to seat the guests (add an extra seat to a table, put two tables together, etc.). This is one of the situations in which the host has to use good judgment, tact, and diplomacy to keep everyone happy.
Taking reservations and blocking require a lot of organization and preplanning, but these allow the restaurant to have a table ready for guests and to avoid overbooking. Some would say it is too much work to do all that preplanning. Some might take some shortcuts and not put the names next to the table. This can work only if the host is experienced and knows the room. A person using this system initially should follow the steps described here, and the problem of overbooking will be eliminated. Once again, the reader can see the importance of the five Ps of management: Prior Planning Prevents Poor Performance.
Call-Ahead or Priority Seating
Many guests will not patronize a restaurant that does not take reservations. Long waits for a table prompt many complaints from guests. Restaurants have a technique called call-ahead seating or priority seating to manage this.
Guests call the restaurant and have their name added to the seating list. It holds a waiting spot for the guest for dinner that day. The guest's name is logged immediately onto the seating list so that when he or she arrives, the wait will not be as long. It does not guarantee the guest a table for a certain time, but a place in line. The guest does the waiting somewhere other than in the restaurant; therefore, this system keeps the wait time in the restaurant to a minimum. For example, a man calls the restaurant and states that he would like a table for four people at 6:00 P.M. His name is added to the list under the four-tops, and when he arrives at 6:00 P.M., his party gets the next available table.
Other restaurants have instituted a system called first available seating. A guest asks for a reservation for 6:00 P.M. and the reservationist informs the guest that a reservation has been made at 6:00 P.M. for first available seating. It is explained to the guest that the first table that becomes available around 6:00 P.M. will be for their party. It may be at 6:02 or 6:04 or 6:15 P.M. Using this type of system helps the restaurant manage its flow of guests. It also is a benefit because some guests may stay at their table longer than the residence time. When the party arrives for their 6:00 P.M. first available seating, they will be seated immediately if a table is available. If one is not, many restaurants now have pagers that are given to guests waiting for a table. One type vibrates when paged. The other sends out a visual message; both may have a verbal message stating "Your table is now ready."
How to Alleviate No-Shows
A major problem that restaurants face in taking reservations is with guests who do not show up for their reservations. Restaurants have been trying to solve the problem of no-shows for many years. Some proven methods have been found that work for reducing the number of no-shows.
The first step in preventing no-shows is to properly train the people who take reservations. Proper training means informing guests of restaurant policies pertaining to the reservation. Also, when the guest makes a reservation, information has to be obtained and recorded clearly and correctly.
Some restaurants request that the guest call them back on the day of the reservation to confirm. However, many people object to this, because the restaurant is making the guest do the work.
A better method is to inform the guests that on the day of the reservation, the staff will contact them within a certain time frame--for example, between 12:00 P.M. and 3:00 P.M.--to confirm the reservation. The guests are told that if they are unable to be reached, their reservation will not be honored unless the guest confirms the reservation.
Other restaurants have begun to employ the same methods as hotels do for lodging rooms: They take a deposit for the reservations. In towns where there is a large demand for tables, restaurants have asked for a guest's credit card number or for cash to hold the table.
Some owners use a personal computer to keep track of guests who are no-shows. Once the guest becomes a no-show, the name is put on an alphabetized list for the reservation taker. When a guest calls and asks for a reservation, the name is checked against the list. If the name is on the list, the employee informs the guest that there was a reservation scheduled for a certain date for which the guest did not show up. The policy is further explained to the guest that if he or she does not show up for the reservation and does not cancel, then the restaurant will no longer take any reservations under that name.
By using one or a combination of these methods, the number of no-shows in the restaurant will be greatly decreased. One person took drastic action concerning a no-show. David Pelzman, owner of David's on Main in Columbus, Ohio, a 46-seat American bistro, sued customer Jeff Burrey, who was a no-show on New Year's Eve.
Pelzman decided to sue Burrey after his party of four did not show up on New Year's Eve. The table was held and Pelzman calculated that he lost $240 in revenue, or $60 per person. The $240 suit was dropped by Pelzman after Burrey's attorney presented the judge with a thank-you letter sent to Burrey for his donation to the Mid-Ohio Food Bank. (Earlier, Pelzman had requested that Burrey make a donation for any amount to a food-service charity in exchange for Pelzman's dropping the suit.)
David's on Main now requires advance credit card payments for reservations on New Year's Eve. (2)
SUMMARY
1. A reservation is a promise for a table in a restaurant. Walk-ins are guests who patronize the restaurant without making a reservation.
2. There are advantages for a restaurant that takes reservations from guests: Tables are available when requested, the host learns the guests' names, and any requests are ready when guests arrive. Forecasting and scheduling are made easier for the restaurant because the number of guests coming to the restaurant is known. The host knows guests' names and can use them to create ego gratification. A list of patrons' addresses can be developed by the restaurant for future promotions. Restaurants will be able to control when guests dine, which avoids a strain on the kitchen and dining room. There are disadvantages for guests. Reservations may not be honored at the stated time and reservations may overbook.
Restaurants have disadvantages too. A loss of revenue occurs when guests do not honor their reservations, or reservationists do not know how to block tables. When guests are late in arriving, the reservation plan is put in disarray.
3. Benefits exist for restaurants that do not take reservations. The maximum use of tables is obtained, no-shows or overbooking do not occur, and little preplanning of reservations is needed. The major disadvantage for a restaurant is that guests may not patronize the restaurant because they cannot make reservations. The benefit for the guest is that presumably all guests are treated the same. The disadvantage for the guests involves the fact that the guests cannot have a table when they desire it; they have to wait for the restaurant to have one available for them.
4. Blocking of tables for reservations is accomplished by having an organized system. The restaurant must have a floor plan of the restaurant and know the residence time for parties.
5. The restaurant, in order to seat guests with a reservation, will use a blocked reservation system.
6. Problems for restaurants that take reservations occur when guests arrive late for their scheduled time or stay longer than their residence time at the table. Restaurants have to inform guests about their policies. When guests stay longer than the residence time, management may use subtle and not-so-subtle methods to encourage guests to finish their dining experience.
7. Controlling no-shows is solved by informing guests about the restaurant's policies and may take a nonrefundable deposit to hold the reservation. Some restaurants have the guests call back the morning of the reservation to reconfirm, whereas others call the guests back to reconfirm the reservation.
8. Call-ahead seating is like a reservation. The difference is that call-ahead seating is used when the restaurant is open for business and holds a waiting spot for the guests for the meal period.
9. The concept of first priority seating is also like a reservation. The guest requests a reservation for a certain time. When the guest arrives at the restaurant, she will be seated as soon as a table is available.
REVIEW QUESTIONS
1. What are walk-ins? How are they different from guests who have a reservation?
2. What are the benefits and disadvantages for the guest at a restaurant that takes reservations?
3. What are the benefits and disadvantages for a restaurant that takes reservations?
4. What are the benefits and disadvantages for the guest at a restaurant that does not take reservations?
5. What are the benefits and disadvantages for the restaurant that does not take reservations?
6. What information should be obtained from a guest when taking a reservation? Why is this information important?
7. Explain how reservations can be structured to avoid overbooking. Include in your answer reservation taking, blocking, and drawing up seating charts.
DISCUSSION QUESTIONS
1. Your superior wants to have a no-reservation policy. The restaurant is located in a large metropolitan city. What reasons would you give your superior to have a no-reservation policy? What reasons could you give for accepting reservations?
2. Based on Figure 8-3, what type of cuisine would the restaurant that uses this type of blocking system have to make the system work? What will be the cost of the typical meal: high, average, or low? In other words, what factors must exist for a restaurant to use this system?
3. Guests arrive at the restaurant where you are the host. They have a reservation for 7:00 p.m. It is 6:45, but they are not dressed according to the restaurant's dress code. What do you do?
4. Should restaurants overbook when they take reservations? Explain your answer.
5. All of the tables have been blocked for reservations in the restaurant. A table of four overstayed their residence time by 25 minutes because they ordered extra wine, appetizers, desserts, and after dinner drinks. The second seating of guests for the table has arrived. What steps would you take to make both groups of guests happy?
6. Should a restaurant ever limit the amount of reservations they will take?
REFERENCES
(1.) Kate Harrigan, "Wrong Number," Chef 10, No. 7 (July 2000): 8.
(2.) "David's Settles No-Show Suit," Nation's Restaurant News (November 21, 1994): 11.
FIGURE 8-3
A blocking form for a
small restaurant.
SUNDAY, APRIL 14, 20--
Table Number # Seats 5:30 8:00
1 4 Smith (2) Yi (4)
2 6 Cohn (6) Larkin (5)
3 2 Bhutta (2) Woodcock (2)
4 4 Gepfert (4)
5 2 Geleso (2)
6 4 Malary (4)
FIGURE 8-4
A blocking form for a
restaurant that takes
reservations with open
seating.
SUNDAY, APRIL 14, 20--
Table # of Time Time
Number Guests 5 5:30 6 6:30
1 4 Lee Lee Lee Lee
2 2 Jones
3 2 Malary Malary Malary
4 6
5 4 Zorn (3) Zorn (3)
6 2
7 2
Table Time Time
Number 7 7:30 8 8:30
1 Lee
2 Jones Jones Jones
3 Malary Malary Khan Khan
4 Glock (5) Glock (5)
5 Zorn (3) Zorn (3)
6
7
FIGURE 8-5
A check-off sheet. The
check-off sheet is used to
assist the reservation
manager in blocking.
SUNDAY, MAY 12, 20-- (MOTHER'S DAY)
2 P.M. Seating
2 4 6-8
12 16 4
11 15 3
10 14 2
9 13 1
8 12
7 11
6 10
5 9
4 8
3 7
2 6
1 5
4
3
2
1
FIGURE 8-6
The check-off sheet after
a reservation for Smith
has been taken.
SUNDAY, MAY 12, 20--(MOTHER'S DAY)
2 P.M. Seating
2 4 6-8
12 16 4 (Smith) (6)
FIGURE 8-8
The blocking sheet for
open seating after the
Jones reservation has
been accepted.
SUNDAY, MAY 12, 20--(MOTHER'S DAY)
Open Seating
2 4 6-8
12 Jones (1 P.M.) 16 4
FIGURE 8-9
The alphabetized reservation
list. After the
reservation manager
has blocked the tables,
the guests' names are
organized on a reservation
form.
RESERVATIONS FOR SUNDAY, APRIL 28, 20--
Name Number in Party Table Assigned
1 P.M.
Feldman 4 12
Jones 6 51
Khan 2 4
1:30 P.M.
Collins 4 16
Malary 6 55
Zorn 2 8
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| Title Annotation: | Part Two Dining Room Management |
|---|---|
| Publication: | Dining Room and Banquet Management, 4th ed. |
| Date: | Jan 1, 2008 |
| Words: | 8856 |
| Previous Article: | Chapter 7 Organizing the dining room to accept guests. |
| Next Article: | Chapter 9 Managing the dining experience. |
| Topics: | |