Abstract
People have been eating out more and more because it is utilitarian: there just isn' t the time for shopping, preparing, cooking, eating and then cleaning up at home (especially when everyone in the family wants to eat something slightly different). But there is a danger in forgetting that eating out is still a distinct occasion, usually a social one, which is why consumers sometimes put ' nice ambience' ahead of the food in choosing a restaurant.
The food can be perfect, the physical ambience just right, but it is the staff who can make or break this occasion. Thinking back to meals out on holiday abroad, don' t we remember the waiter service more than the food or the decor? Training can help, but it is difficult for employees of a corporate chain to feel for their customers. For this reason alone, the small family-run place will always have a timeless appeal, and the chains need to incorporate this vital element into their offer.
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