[July 31, 2024 – Sandra Beals] High performing hospitality teams actively care for the tasting room, even on the slowest days. Guests should see the staff polishing glassware in between visits to their table, tasting bar space, etc. Guests should not see staff sitting with their cell phone, making personal phone calls, eating their lunch, surfing the internet, etc. – these are not front of the house activities. These helpful tips will optimize tasting room operations, customer service, and direct wine sales opportunities on the slowest days. Doing more with less begins with a solid plan. Enjoy this handy “Tasting Room – Things to Do When Slow Checklist”.
☐ Restock and Organize Supplies – Ensure all glassware, wines, pouring accessories, tasting menus, packaging/boxes, merchandise, crackers, etc. are refilled. Be sure to polish glasses when it’s slow in the tasting room with only a few guests. This conveys quality and care regardless of the amount of tasting room traffic. – Conduct inventory and if low on supplies such as napkins, small bite plates, disposable service items, merchandise, glassware, accessories, etc. make a list of items to reorder and send to manager. To optimize tasting room operations, be sure to create an inventory and restock checklist for the opener and closer.
☐ Perform Deep Cleaning Tasks – Use slower periods to thoroughly clean and sanitize the tasting room, including hard-to-reach areas, equipment, and surfaces that don’t get regular attention during busy shifts. Don’t forget to wipe off menus, check for stains, etc and replace. – Inspect equipment and facilities. – Make a list of necessary repairs or upkeep on equipment, furniture, or the building itself that needs to be completed.
☐ Focus on Business Building Activities – When the tasting room is empty, run a report of all first time customers who purchased 2 bottles or more in the past two months. Send a personal email to thank and invite back (next event, private tasting, upgraded tasting, tour and tasting, etc.) Be sure to include links to easily learn about Membership Options and Upcoming Events. Always include your direct contact details and offer to personally book their reservation, event tickets, etc. Document outreach in Customer Profile as Flag or Note. – Run a report of all club members who visited the past month and send a personal email to thank them for their visit, ask if they have any questions about upcoming events, wine releases, etc. Offer to host their next celebration for a small group. – Review Facebook and Instagram pages for Customer Comments, Shares, etc. and take a moment to respond, thanks, engage. Always be inviting – next event, new tasting experience, host a celebration, etc.
☐ Continue to Learn – When the tasting room is slow or empty, take that precious time to educate yourself. As a tasting room host, you are a brand ambassador of the business and wine region. Continuously note the top questions guest offer up and update your knowledge base of resources. For example, if you are getting a lot of questions about dog friendly or family friendly restaurants in the area, have a quick list to reference when making recommendations. Always prioritize restaurants where your wines are being served. Or if guests are asking technical questions about grape growing or winemaking practices, dig deeper in the inter webs to educate yourself. Wine Folly and Wine for Normal People are a few excellent resources to familiarize yourself with.
☐ Respond to Customer Reviews – When the tasting room is empty, review customer feedback and thank for reviews in all online outlets. Always invite back. – Make a list of any negative customer reviews and conduct follow up by phone if possible, then email or social instant messaging.