Sell the Sizzle AND the Steak

Morton’s, the upscale restaurant chain, claims to sell the “best steak anywhere.”  I won’t argue with that.  It is consistently excellent, as are the rest of their menu items.  However, they have much more to offer than just an excellent meal.  They are a fine example of Amazement in Action.

Several years ago I had the privilege of being a speaker at the Morton’s annual managers meeting.  As a result, I was given a look behind the scenes of a first class operation.  There is a lot that goes into creating a great meal.  The food and preparation are a big part of it.  But, without the service, they are just another steakhouse.

Recently I heard their Chairman/CEO/President, Tom Baldwin, speak about Morton’s and some of their business philosophies.  Here’s two very powerful lessons that can be adopted to any business.

1.        Tom has the belief that the road to good service is “mistakes well handled.”  In other words, no matter how great you might be, one mistake not handled well, can destroy the brand promise.  The Morton’s strategy for handling problems is simple.  Don’t let the problem walk out of the restaurant.  Deal with it right away, quickly and to the satisfaction of the guest.   Restore their confidence in Morton’s.

2.        The Morton’s marketing strategy is simple.  Rather than invest millions in advertising, Morton’s relies on their 5,000 person marketing department.  That’s all of their employees. Each employee recognizes that they play an important role in creating a great guest experience.  When the marketing department (all employees) does their job, then the guests become walking advertisements for the Morton’s chain.  In short, Morton’s creates evangelists – people that brag about the great experience they get at Morton’s.

So, there are two lessons; one customer service strategy and one marketing strategy.  Don’t let the simplicity of these strategies fool you.  They are powerful and they work.

All this talk about Morton’s is making me hungry – for a great steak and amazing service.

Shep Hyken is a customer service expert,  professional  speaker and New York Times bestselling business author. For information contact (314) 692-2200 or www.hyken.com. For information on The  Customer  Focus™ customer service training programs go to www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright ©MMXII, Shep Hyken)