Many Americans are feeling the squeeze of a tough economy today, and small businesses—like independent restaurants—have to work harder than ever to earn the public’s patronage.  I like the way Robin Lee Allen of Nation’s Restaurant News puts the situation into perspective in a recent article:

“Certainly, it’s a challenging environment. It’s easier to be a winner when the money is flowing freely. But it’s also a truer test of excellence to be a winner when times are tough…Guest traffic generally has declined throughout the industry, but weary consumers are likely to need escapes and mini indulgences more than ever.”

Allen goes on to discuss ways that restaurateurs can take this opportunity to improve their businesses—and keep customers coming back for a “mini indulgence” again and again.  One suggestion in particular rings true to me; train employees to be the picture of hospitality.  Even Starbucks recently completed a nation-wide retraining of its baristas—closed up every coffee shop for a few hours and retrained employees.  Though they certainly lost sales in those few hours, Starbucks will likely see a positive return on the investment when baristas make better drinks and create a better experience for customers.  I, for one, will not go twice to a restaurant with terrible service, even if the food is excellent.  On the other hand, excellent service is enough to bring me back for at least a second try, and will likely make me a vocal fan.

Visit the NRN article for more tips for gaining more fans among your customers; they are the best advertising you could hope for.