Guest experience is well recognized in the industry as the primary driver of loyalty. The Zagat 2012 America’s Top Restaurants Survey found that service – at which consumers are still looking more critically than anything else in a restaurant – continues to be the main complaint of a 66 percent of diners. Further, a recent poll by Loyalty 360, The Loyalty Marketer’s Association, found that 78 percent of customers believe that having a great customer experience creates longstanding, loyal relationships.

When restaurants deliver a distinctive, brand-defining experience, their guests will come back, increase their spending, and more than ever before — through social media — recommend. In other words, restaurants would be wise to heed Walt Disney’s advice: "Do what you do so well they want to come back and bring their friends."

Employees hold the key to great customer experiences

As a restaurant executive, you are committed to delivering the best possible experience to your customers. Building a strong, distinctive customer experience can help drive customer retention, loyalty and, ultimately, sustainable business performance.