Gordon cuts no-shows with mind over matter
British restaurants say they may try a touch of applied psychology to reduce the number of no-shows after a US restaurant successfully used the techniques.
According to the latest issue of Scientific American magazine, Gordon Sinclair, owner of Chicago's Gordon restaurant, cut no-shows from 30% to 10% by asking his receptionist to adapt slightly what she said to people ringing to make reservations.
Instead of saying: "Please call if you have to change your plans," she asked: "Will you please call if you have to change your plans?" This, said scientists, provoked a verbal commitment from customers that made them more likely to keep their word.
Bill McGuigan, owner of the 28-seat Bank restaurant in Crieff, Perthshire, said he would give it a go and see what happened.
McGuigan lost one-quarter of a night's trade, worth £330, when a table of seven failed to show one New Year's Eve (Caterer, 3 February 2000, page 6). He now demands a deposit for special nights.
Shaun Hill, proprietor of the Merchant House restaurant in Ludlow, Shropshire, suspected that Gordon "could be a bit tougher and reduce the 10%to 5%".
He has found that taking customers' phone and credit-card numbers helped. He believes that most no-shows can be attributed to ignorance rather than malice, so restaurateurs need to make a "song and dance" about explaining to customers how important it is to call if they must cancel.
He added he always phoned no-shows, who were usually astounded and thought he was rude to do so.
by Angela Frewin
