{"id":147851,"date":"2024-08-26T15:35:36","date_gmt":"2024-08-26T15:35:36","guid":{"rendered":"https:\/\/pizzatoday.com\/?post_type=topics&p=147851"},"modified":"2025-08-21T08:50:29","modified_gmt":"2025-08-21T08:50:29","slug":"steps-to-improve-the-customer-experience","status":"publish","type":"post","link":"https:\/\/pizzatoday.com\/news\/steps-to-improve-the-customer-experience\/147851\/","title":{"rendered":"Steps to Improve the Customer Experience"},"content":{"rendered":"

Pizzerias can enhance the customer experience, even with fewer touchpoints<\/h1>\n

The dining experience has changed, as restaurants rely more on technology and less on the personal touch to serve customers. Pizzerias have to make sure customers still enjoy the experience, whether they are getting full service, counter service, takeout or delivery. With fewer customer touchpoints, operators must develop ways to enhance the customer experience<\/a>, so they can remain competitive.<\/p>\n

Customer experience includes customer service, which relies on well-trained employees, but it doesn\u2019t end with whether a server was polite and speedy. Customer experience also includes the menu, restaurant ambiance and intangibles such as the vibe of the place. Pizzeria operators say several factors, from hiring to the use of technology, can improve the customer experience.<\/p>\n

Empower employees <\/b><\/span><\/h3>\n

One important factor in shaping the customer experience is recruiting and retaining employees<\/a>. \u201cWe focus on hiring college-age people,\u201d says Laura Ambrose, who with her husband, Jeff, owns Woodstock\u2019s Pizza<\/a> in San Diego. \u201cThey tend to be thinkers. We\u2019re looking for people who can assess an opportunity.\u201d<\/p>\n

The opportunity is to serve pizzeria customers in a way that makes them feel like they had a unique experience. \u201cYou can go into a restaurant and say, okay, they had decent customer service,\u201d Ambrose says. \u201cWe empower our team to make moments.\u201d<\/p>\n

When a group arrives with small children, someone offers a booster seat or high chair. If a customer walks in carrying a birthday cake, a team member offers to put it in the walk-in cooler, or provide candles. Some crew members thrive in that environment. One worker dressed up as a character from a movie that was the theme of a kid\u2019s party.<\/p>\n

\u201cWe\u2019ve had lots of customer testimonials saying how wonderful it is when the team sees an opportunity and really makes something of it,\u201d Ambrose says. \u201cThey have fun with it too.\u201d<\/p>\n

Observe everything <\/b><\/span><\/h3>\n

Woodstock\u2019s Pizza<\/a>, which has eight locations, is counter service, but has adapted as customer needs have evolved. \u201cWe\u2019ve morphed away from ‘You order at the counter and we yell your name out so you can come get your food’,\u201d Ambrose says. \u201cNow we bring it to you. We have servers, runners, and we have our manager on duty, or MOD.\u201d<\/p>\n

The MOD monitors everything from the front of the house. If they see a large group of people approach the counter, the MOD might get them to sit at a table, then come back and take their order. That way, there is not a crowd at the counter bringing the entire ordering process to a halt as everyone decides what they want.<\/p>\n

Employees are trained to engage with customers, and not with insincere “how-is-everything?” table touches. If someone looks unhappy and they haven\u2019t touched their pizza, it is likely that the order was wrong or something else happened, and the worker needs to figure out how to make it right. \u201cWe want people to be happy, and when people leave, they tell other people,\u201d Ambrose says. \u201cWord of mouth is more important than reviews.\u201d<\/p>\n

Make every touchpoint special <\/b><\/span><\/h3>\n

Whether the customer dines in for a nice meal or orders pizza for a quick pickup, the crew should make the experience a good one. \u201cWe want to make sure the customer is glad they are here,\u201d says Shane Abbott, owner of the full-service Lupo and counter service Stevie\u2019s Famous<\/a>, both in the Seattle area.<\/p>\n

Abbot describes Lupo as a date night restaurant, with a cocktail and wine list, a menu that features seasonal organic vegetables, and candles on the tables. The restaurant specializes in wood-fired sourdough pizza, and the wood fire oven, large dough mixer and pantry ingredients are visible from the dining room. The two-location Stevie\u2019s Famous offers slices and pies for takeout and delivery, with streamlined, easy online ordering.<\/p>\n

At both establishments, small actions enhance the customer experience. For dine-in, the server describes the dish when they bring it to the table. For pick-up, the crew member opens the box to let the customer see the pie. Both actions are meant to confirm that the pizzeria got the order right. \u201cThe real focus is that the customer experience is really consistent,\u201d Abbott says.<\/p>\n

Pizza is the perfect solution for a special night out and for a simple desire to avoid cooking and doing dishes. It\u2019s important to enhance the customer experience in both scenarios, Abbott says, because Lupo and Stevie\u2019s cannot win on price but on building relationships. \u201cWe\u2019re trying to do something special on the food and delivering a little more food quality, a little more story, a little more character,\u201d he says.<\/p>\n

Streamline the online <\/b><\/span><\/h3>\n

Even online ordering contributes to the customer experience. For many consumers, a few minutes on the pizzeria\u2019s website might be the only interaction with the brand, so that experience needs to be a pleasant one. While technology is often considered the opposite of engaging with customers, it can help pizzerias position themselves as a place to get a tasty pizza and be treated well.<\/p>\n

When Mellow Mushroom<\/a> did a system-wide rebrand in November 2023, the chain rolled out a new online ordering experience. \u201cGuests have the opportunity to create accounts where they can save payments and favorite items to expedite the process of satisfied cravings,\u201d says Anne Mejia, senior vice president of brand development.<\/p>\n

Also, Mejia says, team members are trained on menu items and general standards. The company uses online training and changed the material by moving from long videos to short videos, and added Spanish language content.<\/p>\n

Technology can also help pizzerias communicate with customers to find out what can be done to improve the customer experience. Mellow Mushroom uses a guest feedback platform for customers to comment on topics such as a recent dine-in experience, online ordering, gift cards and more.<\/p>\n

\u201cWe value positive feedback to solidify what we\u2019re doing right, and we consider negative or constructive feedback to drill down on areas of improvement and continue to find ways to enhance experiences,\u201d Mejia says. \u201cThrough listening, we are able to reinforce what\u2019s resonating with our guest and staff, but if something isn\u2019t, we\u2019re able to look into it on the local or system level to promptly respond\/solve\/adapt.\u201d<\/p>\n

NORA CALEY<\/strong>\u00a0 <\/span>is a freelance writer who covers small business, finance and lifestyle topics.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Pizzerias can enhance the customer experience, even with fewer touchpoints The dining experience has changed, as restaurants rely more on technology and less on the personal touch to serve customers. Pizzerias have to make sure customers still enjoy the experience, whether they are getting full service, counter service, takeout or delivery. With fewer customer touchpoints, […]<\/p>\n","protected":false},"author":13,"featured_media":147855,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[3236],"tags":[2803,246],"topic":[3255],"class_list":["post-147851","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-customer-experience","tag-customer-service","topic-brand-marketing"],"acf":[],"yoast_head":"\nSteps to Improve the Customer Experience - Pizza Today<\/title>\n<meta name=\"description\" content=\"Steps to Improve the Customer Experience even with fewer touchpoints. 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