How Long Is Too Long?

The thought of dining out on the eve of a public holiday has never sat well with me but when a long time friend invites you, one would politely accept.

Nestled amongst luxury branded boutiques and posh nosh, the Chinese restaurant blended in with the high-end atmosphere of the famous glass shopping mall that sits in the middle of Singapore’s shopping district. The establishment is part of a rather reputable organisation, which owns a total of eight concept restaurant chains locally, including a new concept outlet opening soon.

Upon arrival, I noticed its no-reservations policy and watched in disbelief the huge crowd of people outside the restaurant waiting for their numbers to be called. We were given a queue number and were told that it would be a 30-minute wait. The fact was, we were shown to our seats 1 hour and 15 minutes later.

The number-queuing system in this particular outlet is somewhat peculiar. The queue numbers were not in sequence. Maybe it wasn’t mean to be, but the bad judgment on waiting time did not make me feel any better.

Was the queue outside the restaurant a marketing stunt to attract onlookers in the hope that it may inspire patronage? Or a public display of the lack of proper procedure in managing the high demand for your supposedly good food and service? I remain puzzled.

We have all experienced one time or another the “double standards” exhibited in queues, where VIPs, celebrities or high society guests would be whisked right into restaurants or clubs or bars while we are left stranded outside the velvet ropes. Thanks to accrued experiences, I have developed a very strong displeasure for queuing but when one’s got to wait, there are really just two choices – bite your teeth and wait, or leave. Before this turns into a long rant, let’s examine how the situation could have been handled in a better way.

Waiting = Expectations

Dining establishments have great responsibilities in upholding their customers’ expectations, from taking reservations (if applicable) or waiting to be seated, to the end of a meal. When one aspect is not taken care of promptly, the sense of trust and reputation plummets down the drain. The result – one less repeat customer, endless word of mouth “publicity” and if you are unlucky, an earful of complaints.

In this case of queuing, it is a natural response that the longer one waits, the more impatient one gets. Hence, the higher one’s expectations would be. Therefore, it is important that organisations acquire a comprehensive procedure of handling situations such as these, with the obvious need to impart that knowledge to its front line employees.

Creative waiting

Queue management is a complex responsibility for service providers but it seriously is not rocket science. It is obvious that no one likes to be kept waiting in line. What makes it bearable are our mobile devices, allowing us to pass the time when subject to long waiting periods. I for one like to catch up on my emails and news on my phone when subject to idleness. Today, even hospitals and clinics install televisions to keep their patients “occupied”. I recall an instance at the Melbourne Zoo where zookeepers brought small animals out to keep the long queue entertained – “Good on ya, Mate!” Amusement parks engage entertainers or street artistes to take visitors’ minds off the long wait at ticket queues. Some restaurants provide recipe demonstrations and simple tastings to engage hungry customers waiting for their tables.

A handful of restaurants eliminate the process of telephone reservations due to the fact that latecomers or no-shows have over time abused the integrity of this system. I share their frustrations but that is precisely why most establishments have a 15-minute hold policy, which gives customers that extra 15 minutes of grace period to make a dash for it.

Do something. anything

There are a few remedies they could have reinstated my trust as a customer. Perhaps a gesture of calling us when our table is ready would have made my wait bearable. Or a quick check with a nearby restaurant under the same group (there is another outlet in the same building though a slightly different concept) on the availability of a table to show initiative. Or for the record, a simple apology to have kept us waiting would have been music to my ears. None were offered.

My point is – do something, anything. Customers need to be assured time and again that they are taken care of and not forgotten. To be seen doing something about a difficult situation and be kept informed of alternatives provides that very assurance.

An anticlimax?

Furthermore, should you be able to retain your customers after their long wait in line, make it up to them with your undivided attention to their needs and ensure that nothing would fail their expectations any further. I say this with the hope that chefs would do their part in dishing out recipes that are worth waiting for. Customers are generally forgiving (well, I am). Everyone needs to believe that afterall, good things actually do come to those who wait.

Trust me, (reasonable) customers are not asking for a miracle in these difficult situations (where solutions may be limited), we have eyes and ears to know how busy you are and how stressful it must be. All we ask is a genuine display of responsiveness, accompanied with a simple act of service recovery.