Making a First Impression

The first moments with any new client are some of the most important. They form an opinion right away that push these new patrons to make snap value judgements about the type of people they’re working with. Sometimes a great deal can lure customers past a gruff appearance, but ideally any client’s first experience would be completely friction free.

I recently received a tip about a good place to get breakfast. I was second guessing the breakfast recommendation when I walked up to the door.  In fact, everything was ordinary and nothing really flashy about this place.  Through the window the furnishings included pillows that looked homemade, painted particle board and some colorful tableware.  The worn wooden bar looked like it was recently featured in an old western movie and was currently in use for pressing fruit and making fresh beverages. Based on my initial impression,  I likely wouldn’t have made it past the front door.   However, the sign hanging outside on West Harrison, said “Orange, Contemporary Brunch With a Peel.”  Of course it was the “orange” and the recommendation that lured me in.  What I experienced on the inside now makes Orange a breakfast priority whenever I am in Chicago.

The “a Peel”

We were warmly greeted as if we were regulars, with a smile and an invitation to choose where we wanted to be seated.    Upon finding our own comfortable location to enjoy our meal, our server said, “Welcome to Orange, we’re glad you’re here and I am excited to be taking care of you.” When we ordered, the server took time to ask the right questions and genuinely wanted to understand what we needed.  After much deliberation, I made my selection and was immediately followed by a confident response, “great choice, you’re gonna love that.”  After the food came, when we asked for anything the response came, “you got it!” We felt like we were the most important customers in the restaurant.

• Lesson #1 – Smile. This is something that you can implement today that won’t cost a thing.  In person or over the phone, smiling is contagious.

The “big chef”

As the business owner and the head chef, this guy had a lot “cooking” on his plate.  Still, he took time away from the grill to come out and ask us how we were and how we liked our meal.  You’re probably saying, “Yeah, most restaurant managers do this.”  But what he said next was what stood out.  He thanked us by saying, “We appreciate you coming in today.  Was there anything we could have done to make your experience taste better?”  No matter where you stand in your organization, you have the ability to make a difference.

• Lesson#2 -say thanks and be genuine about it.  Take time to thank your customers and ask for feedback.

That’s a great “pancake”

What do pancakes have to do with first impressions?  Orange has taken something ordinary and made it extraordinary – breakfast.  The unique mixture and choice of food are things you wouldn’t ordinarily think of: Fruit sushi, Pan-Seared Oatmeal, Fruity Pebble Babycakes and the Pancake Flight.  Let’s talk basics: pancakes (what Orange calls “boring cakes”).  At Orange, the pancakes take flight, literally. The theme changes every week, so the customers keep coming back to see and taste the new flavors.  Most businesses have something similar to pancakes that are served every day.   What are some of the things in your business that are like a pancake?  What are the ordinary things in your business that by simply adding some “flight” or “fruit” make it more fun and exciting to consume?  Make a good impression and the customers will be back.

• Lesson#3 – Remember the small things.  Truly it’s the small things that make a big difference.  Look at something that is ordinary and make it extraordinary.  Right, think blueberries with pancakes.

Next time you’re in Chicago, swing by Orange.  Enjoy the smiles, greetings, atmosphere, and the feeling that you own it.  Oh, and the food?  It’s pretty good too.