Are you dressed for the part?
On a recent tour, my wife and I searched out an independent family restaurant for a meal. We selected a “white tablecloth” Italian restaurant. The meal looked inviting and the outside image of the building looked like they were going to delight their guests. Everything looked right for an enjoyable evening experience.
The first person we met, their ambassador, was dressed in clothing that seemed out of context for the restaurant’s setting. She escorted us to our table that was decorated with fresh flowers and a candle. When the waitress came, she was dressed the part, suitable for a white tablecloth restaurant, the meal was excellent.
But, our conversation, once we had ordered our meal revolved around doubt on whether we’d selected the right location for a meal and would the meal be of the quality that we expected.
Mixed Messages
The greeter and host’s clothing did not match the experience the restaurant’s surroundings suggested. That inconsistency cast doubt on the whole dining experience.
Compare this to the next day when we visited Mark Twain’s house in Hartford, Connecticut. Again we were greeted by one person. This time they were dressed in 1870's clothing and acted the part of Mark Twain’s wife showing us around the house. The host was an integral part of the customer experience and made the visit memorable.
Credibility is part of the game rules
What is the lesson for us in agritourism? We don’t need to dress up in costume, although some of us do. But, we do need a minimum dress code standard that the customer expects. As an owner you have to set the standard and explain why this standard has been set, especially to the younger team members.
Some businesses will overcome this credibility failure by providing a staff uniform. This may or may not be appropriate for you.
What is important is that the visitor has confidence in your team members, and is not distracted by the amazing service and experience you provide.
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