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No one seems in much doubt that the restaurant industry in the UK is in
deep peril. A rational mind would cite increasing food costs, the difficulty of
hiring, crippling rents and insane business rates. Some might complain of issues
at a legislative level, such as the minimum wage, some of broader socio-economic
trends — perhaps widespread recession or just regional customer price
sensitivity. But if you listen to the chatter on social media among chefs and
restaurateurs, the real problem, the existential threat to everything we hold
dear in the hospitality industry, is the “no-show”.
大家似乎都认为英国的餐饮业已深陷危机。通常,食材成本不断见涨、招聘员工越趋困难、房租费用过高以及营业税率高得离谱等诸多原因是大家经常会提及的。有些人可能会把相关问题(如最低工资以及更为深远的社会经济发展趋势)向各级立法机构倒苦水,也许这是由英国全国性的经济衰退或只是各地消费者对价格的敏感程度所造成的。但是若是查看社交媒体上厨师与餐馆老板的聊天记录,餐饮业真正的症结(关乎酒店餐饮业生死存亡的危机)是顾客的“爽约”。
No-shows used to be pretty rare but recently they have become common. Most
restaurants report that it gets worse during the busiest times. One independent
restaurateur reported having more than half his tables fail to show, without
warning, on Valentine’s evening.
爽约者在以前很少见,但近几年变得司空见惯。多数餐馆称生意最繁忙时情况更严重。一位自主餐馆经营者说,情人节当晚一半以上的预订者在未预告店方的情况下爽了约。
The commercial effect a no-show has on a restaurant can range from entirely
negligible to catastrophic. Restaurants in cities in Italy, Spain or Greece can
sometimes run without taking bookings at all. If the place looks buzzing, more
people will keep turning up and staff will do anything short of whittling new
stools out by the bins to seat everyone. Our system runs on tighter lines and if
a restaurant isn’t in a place with the sort of footfall that keeps London
profitable, it could end up with eight seats empty for two hours. Or, if they’re
more fortunate, their table could be split into four “two tops” and filled with
“walk-ins” within minutes of declaring the original booking a washout.
爽约,对餐馆的经营业绩影响千差万别:从完全忽略不计到灭顶之灾的都有。意大利、西班牙以及希腊等国城市的餐馆有时能完全无须靠预订来经营。餐馆门庭若市,用餐者络绎不绝,服务员也会绞尽脑汁(就差把各种箱子倒腾成凳子用了)让每位用餐者都有座。但预订对英国餐馆很重要,如果餐馆不在伦敦足球文化发达地段(足球让伦敦挣得盆满钵满),8个餐位很可能会空档两小时。运气好的话,原订单因客人爽约而作废后,把餐桌分成4个“两人桌”,安排临时订餐者就坐。
Still, there are no two ways about it: at the work face, on the floor or at
the pass, the party that doesn’t show up is a punch in the gut. There is a
strong chance a no-show will hurt a restaurant’s bottom line, it’s definitely an
unwanted inconvenience and it’s absolutely, without question, incredibly rude on
the part of the customer.
尽管如此,这样做也是迫不得已:爽约者会让餐馆损失惨重,很有可能会损害餐馆效益。它给餐馆带来了不必要的麻烦,而客户这样做毫无疑问也是极度失礼的行为。
So what’s happened? Has Britain’s entire restaurant-going population
suddenly turned into insensitive, entitled bastards? Customers rarely change
their attitudes en masse spontaneously. There have to be causes, and instead of
entertaining notions of a Giant Conspiracy of Punters, we might think for a
moment about what those could be.
那么现状究竟如何呢?是不是英国所有的下馆子的人突然之间都变成了满不在乎、实打实的混帐东西?消费者不可能自发地同时改主意,这其中肯定另有原因。
When online booking engines first arrived — OpenTable, one of the earliest
and most successful, was launched in San Francisco 20 years ago — they sold
themselves in two directions. To the customer they offered a new way to book.
Quick, efficient and fair. You could go online, find a choice of tables in
increasingly busy restaurants and not have to listen to hold music. Even being
refused a table was better — you didn’t have the humiliation of a human telling
you they were full up on the night you wanted. You could plan your evening from
your screen. At the same time, the restaurants gained full tables and a
high-tech, usually free electronic diary with all sorts of cunning systems for
tracking customers and storing their data. They could keep track of regular
customers’ needs without requiring a big book or a ma?tre d’ with a memory like
an elephant and, best of all, you could fire the receptionist and not bother
answering the damn phone all day. It was a benign innovation, a total
win-win.
网上预订App刚推出时(20年前,OpenTable这家全球最早、也是最为成功的网上订餐App在旧金山推出),它们向两个方向推销自己。对消费者来说,它们提供了新型订餐模式:快捷、高效、一视同仁。消费者可以在网上越发火爆的餐馆中挑选心仪的桌位,而无需像电话订餐时那样耐着性子静听让您等候的背景音乐。即便订不上餐感觉也要好得多——不会遭受电话订餐中前台告知自己当晚已经订满的那种尴尬与难堪。诸位可在网上安排晚餐事宜。与此同时,餐馆实现了满订率,也获得了高科技支持:这些装备智能App的电子记事本能追踪顾客行踪并储存相应信息。它们能持续追踪老客户的需求(无需记录顾客信息的厚册子与记忆力超人的大堂经理):最棒的是,店家可以不雇前台小二,也无需整天接听烦人的订餐电话。这是个有百利而无一害的创新,是完完全全的双赢。
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