This month marks the 23rd anniversary of our Monday Morning Stretch, and to celebrate we are recycling some our most popular editions over the next four weeks. This Stretch was first published in February of 2007, and I still vividly remember this meal. This experience proves that we can create experiences for our customers and patients that they will remember (for better or worse) for years to come.
A few years ago, while attending the ADA Annual Meeting in New Orleans, I had the absolute pleasure of dining at Emeril’s Delmonico Restaurant with colleagues. It was an exquisite experience for many reasons including perfectly prepared food and 5-star service. While waiting in the bar to be seated at our table, my companion motioned me to follow her into the kitchen. What? Into the kitchen? What for? Was she sure?
She had struck up a conversation with one of the food managers, and he had inquired about the quality of our experience so far. They spoke of how impressed we were with the level of service and attention to detail and lamented about what a rarity it seemed today to find such excellence. He asked if she would like to meet some of the extraordinary people who made it all happen, and within minutes he was bursting through the double doors ahead of us as we were loudly announced into the large, spotless, bustling commercial kitchen.
I will never forget the simultaneous assault on all my senses: The sound of the surprising but flattering announcement (“V.I.P.’s!! Guests in the kitchen!!”); the delicious, rich smells that hung in the air; the bright lights and sight of culinary masterpieces being artfully, almost lovingly, prepared; the savory tastes of sampling fresh, warm tidbits of gourmet food (on a very hungry stomach!). But most of all, the immediate and enveloping feeling of happy, smiling master chefs, busboys, waiters and managers—laughing, singing, shaking our hands, recommending foods, wines, and desserts, including us, welcoming us, making us feel so special.
I’ve been fortunate to eat in fine restaurants many times, but I’m sure I’ve never had such an incredible meal and overall magnificent dining experience before.
As we were leaving, I spoke to the manager, Carlos, complimenting him on our evening. As we waited for our taxi, I asked him how he ensured this level of devotion and service from all his staff. He smiled and said, “Well, we meet as a team for 45 minutes every day before the restaurant opens to review the menu, read letters of praise, and discuss areas needing improvement which were noticed the night before. We make note of visiting VIP’s or groups that we know are visiting our city such as your dental convention (I told everyone to brush and floss extra well today!). In short, we make sure no detail will be missed and no team member is unclear of our company and group mission: To make every single customer feel like a VIP. Our guests always come first, no matter what. Our attention to the smallest detail is the most important thing!”
There is a lot to be learned from a leader such as Carlos, I think. So, this week, remember as you swing open the doors to your practice, your patients are your V.I.P.’s, your guests in the kitchen!
“HOW TO MAKE IT IN SHOW BUSINESS…a short course by Steve Martin: ‘Be so good they can’t ignore you.’”
