Epicurean Dining in Food Services- A Focus on the Customer Service Experience
In case the word epicurean is new to you, I will try my best to sum up the system philosophy of Epicureanism in a few lines. It is believed that Epicureanism emerged from the teachings of a Greek Philosopher by the name of Epicurus, around 307 BC. Essentially, Epicurus’ belief was that pleasure was the greatest good. This underlying pleasure principle has informed what we now understand today about Epicureanism. Today, epicure is a word that is used almost interchangeably with gourmet and refers to an individual who is concerned with fine food and drink- a sophisticated and experienced foodie.
An article featured in the Toronto Star food section inspired me to (re-)consider the idea of luxury in food services. The author qualified this broad and developing concept in the restaurant industry and described some of the changes that are taking place in high end restaurant food services. A number of these changes are challenging some of our former ideas about what gourmet food service looks like, and impressing consumers by demonstrating the simplicity of what it can look like.
The word luxury suggests delicacy, elegance, and sophistication, and is almost inevitably associated with premium pricing. With a shift in focus from cost to experience and availability, gourmet food experiences are inclusive and customer-centered. And that is a wonderful thing. Good food is always about more than just the food itself. And great food experiences involve establishing a connection with food, oneself, ones setting and one another. With a greater focus on providing excellent food experiences that are person-centered and memorable, customer satisfaction is promoted.
There are important messages to consider here for all food service organizations. Whether you are serving clients, customers, or patients, you are providing a service to individuals who all want to feel special, participative, and epicurean. Of course, improving food service is never an easy task to take on, particularly in hospital settings where budgets are tight, space and equipment are limited, and tray line efficiency is subpar. The challenging nature of institutional foodservices can make you wonder if it is even possible to meet the needs of most.
A shift in focus from food to food experience is advantageous to food service operations as it recognizes the importance of non-food factors that influence customer satisfaction. Excellent customer service is always situated at the heart of excellent food experiences, and warrants the attention it is finally being paid. It is simply not enough to offer our customers gourmet food in porcelain bowls when customers are expecting great food experiences. Focusing on customer experiences is economical, practical, and future-focused. When you fail to serve customer service, your food will always taste bland.
What can high end, cost-controlled food experiences look like for our sophisticated customers? It could include (but is certainly not limited to) some of the following:
– Enjoyable dining environments
– Excellent meal delivery by food service employees
– Excellent communication involving respectful and polite words conveyed with a warm tone, supported by engaging body language, active listening, and a positive attitude
– Superior customer service-focused employees
– Customer-service expectation development and promotion in the workplace
– Service with a smile!
Provide the experience of sophisticated food by focusing on customer service. You will discover that food service can be luxurious and affordable. Celebrate the evolution of Epicureanism.
