Last month The Franschhoek Month asked guest house owners and managers to provide feedback about the service levels of the restaurants in Franschhoek.   The outcome was that there are many good aspects about the service offered by the local restaurants, but criticisms were raised about the quality of service experienced by some accommodation establishments and their guests.  Guest houses fed back that they receive little acknowledgement for the business that they send to the restaurants.

 

We asked all the restaurants in the village to answer to the compliments and complaints that the guest houses raised, and the full article was sent to them.   In fact, 6 weeks ago every restaurant was asked to supply information to the topic, and a paltry three restaurants responded.   Two weeks ago they were requested to respond again, and follow up calls were made to many restaurants.   Calls were not all returned, and responses ranged from “we are so busy”, “if we had 5 minutes to spare, we would spend it on other priorities” and “we are so busy preparing for Topsi’s function”.   Once again, only three restaurants replied.

 

Can the restaurants be serious?   Can they have that little interest about a topic that should be of concern to every tourism player in our Valley?   We are known as the Gourmet Capital of the country – it is not only the food quality, but the service quality too that makes a restaurant outstanding.  

 

We salute those restaurants that did take the time and trouble to provide input to this article.  They reflect a care and interest in their customers which the silent ones do not appear to.

 

One of the newest restaurants is the Italian Allora.  Philip Aplas, the locally based owner, and co-owner of three other Allora restaurants in Johannesburg, is refreshing in his relationship building, and understated way in which he is building his business in Franschhoek.    He says:”We are grateful for every guest sent to us. We are having a dinner on the 4th of May to thank the guest houses that supported us during the season.    We are launching our Allora Miles program, to thank the guest houses that send business to us.”   The reward program will award miles for reservations made, and this will qualify the holders of the Allora cards to receive gift vouchers, and a variety of other prizes, depending on the number of miles they have ‘clocked’ up in referring business to Allora.

 

Haute Cabriere has been outstanding at recognizing the value of the relationship between itself and the accommodation establishments in the Valley, and hosts the establishments just before the start of the new summer season.   “Certainly from our point of view we appreciate the synergy between the many Franschhoek restaurants and the numerous accommodation establishments in the Franschhoek Valley. It is undoubtedly one of our main focuses when gearing up for a new season, to make sure that we take the time to thank these establishments for their support and brief them on any changes or developments planned for the upcoming season. On any given day during season I would say that the restaurant is 90% booked up with guests that have been booked into the restaurant by their local hotels or guest houses and we are certainly appreciative of this fact” says Haute Cabriere’s Nicky Gordon.

 

Gordon would like to see a reciprocal communication relationship between her restaurant and accommodation establishments:  “I do feel though that restaurants should be kept informed, by the guest houses, on a regular basis, about feedback from their guests. It is most beneficial to us to hear what comments are being received (both good but especially negative if any) so that we get an opportunity to rectify or improve on certain areas. It is certainly no help to any restaurant for a guest houses owner to just to stop sending business without phoning to follow up and hearing the other side of the story.”

 

Burgundy has an agreement with some guesthouses and referrals are done between them on a regular basis.  They receive feedback from the establishments as to how the customers enjoyed their meal at the restaurant.

 

“We do not rely heavily on Guest Houses booking at Rickety Bridge Restaurant as we are only open during the day. Our walk in trade has been really good and I think that if we were to open at night, our marketing efforts would definitely have to be more accommodation based” says Cindy Miller, of the company that manages Rickety Bridge, a popular wine estate, wedding venue and restaurant just outside the village.

 

“What I can say about the relationship between restaurant and accommodation is that when we launched a Tapas menu at the beginning of the season and invited 20 guest houses over two days (15 – 20 per day) to experience our Tapas– only 3 arrived”, added Miller.

 

Guest houses and self-catering establishments send their guests to the Salmon Bar for “great coffee, excellent breakfast – freshly baked artisan breads are a big part of this, lunch all day and dinner from Wednesdays to Saturdays.  We are seen as a breakfast and lunch venue of choice, and have more competition at night. We are relatively new (1 year) and are still building relationships” says Judy Sendzil, the owner of the Salmon Bar.   The Salmon Bar invites guest house owners who send clients to them for dinner, to thank them for the business received.

 

Aplas understands how vital service is, and staff training is an important foundation of his Allora restaurants.   “When we train staff at Allora, we always stress that the three most dangerous factors in the restaurant industry are complacency, arrogance, and fatigue.  All need to be managed carefully.   As the newcomers to the village, we are doing all we can to improve our service and quality levels at all times, and hope people will continue to take notice.”

 

Rickety Bridge has seen huge staff movement in Franschhoek.  “I think many of the points raised by the (accommodation) establishments are valid.  I have found a vast difference in the caliber of staff in Franschhoek compared to my staff in town – it has taken us ages to build a team at Rickety Bridge and we had to “import” some waiters from Cape Town and house them on the Estate!   During this time our service suffered (as did some of our guests) and it was a very painful birth from a staffing point of view. “

 

What I have personally found is that good waiters do the rounds – I have seen good front of house staff move around from one good restaurant to another in the time that I have been involved in Franschhoek and since I do not believe in poaching waiters and waitresses, we have endured the long road and trained from scratch” added Miller.

 

Gordon also talks about the challenges of staff recruiting and training:  “With regards to standards of service, this is always a huge commitment and task for any restaurant owner. We all employ largely local staff and the time and challenge spent training is often underestimated. Most of the staff have never eaten in restaurants themselves and have never heard of some of the menu items on offer that they are expected to sell to foreign and local tourists.”

 

“At Haute Cabriere we offer a tasting for staff before each new menu comes out and also focus on pronunciation of the dishes and a general test on the menu before it is launched. This is an ongoing and arduous task. The fact that for most of the front line staff, English is at best a 2^nd language provides even more challenges in this regard, especially when they are faced with foreigners with different accents and sometimes limited English.  These are all issues restaurants in the bigger cities do not often have to contend with as there are thousands of university students seeking part time and casual work and they are spoilt for choice! “

 

Restaurant owners and managers are also customers of the other restaurants, and shared their views about the service levels they have experienced in the local restaurants.   One restaurant owner wrote:  ‘Many of the staff of the restaurants that I have dined at have an attitude that is rather poor considering that they are in the service industry.   Most restaurants are manager run and it shows.   The general attitude is that they will be full with or without you. Service levels certainly aren’t up to scratch at the moment.’

 

Are guests and accommodation establishments too critical of the local restaurants?   The owners of Burgundy restaurants think that this may be the case: “We should keep in mind that each establishment has a character of its own. We cannot be everything to everybody.  We can only do our very best to give the customer a good experience. I have heard guests and guesthouses alike giving criticism and tearing apart top award winning restaurants in Franschhoek many times. I fail to understand this”.

 

“I’ve often read that the credit crunch will bring about a new order, where true service will be paramount. It is maybe time for us in the service industry to remind ourselves of the meaning of the word ‘service’, and thus what it means to serve another person.   Franschhoek in general is in need of an attitude adjustment towards its patrons. Tourists aren’t here because of Franschhoek businesses, Franschhoek businesses are here because of tourists.     A continued drop in standards will kill Franschhoek as a tourist destination, and will affect us all” says Aplas.

 

Burgundy‘s owners would like to make a difference, “but we keep to ourselves and conduct our business quietly, ridicule and backstabbing took care of that.    We are willing to work with anyone who reaches out to us. It is my personal opinion that this stunning little town still suffers of a “small town mentality” and that this will hamper its efforts to overcome the difficult times ahead.”

 

Gordon sees it differently:  We are very fortunate in Franschhoek to have a set up that is ultimately beneficial to both the restaurants and accommodation establishments. The food and wine reputation of the valley without doubt brings in hordes of tourists to the area and fills up both the accommodation establishments and as a result the many restaurants. A win win situation for us all!

 

“Is it not possible to create a tourism awareness campaign that is aimed at all residents across the spectrum, to educate and remind us all on how important tourism is (directly or indirectly) to each one of us?” a most relevant question asked by and challenge coming from Allora, which we will ask Jenny Prinsloo of the Franschhoek Wine Valley Tourism Association to address.

 

We need to safeguard our priceless marketing point of difference in Franschhoek in being the Gourmet Capital of the country, an attribute that is unique and unprecedented for such a small village.   We do not own this attribute for the sake of it, and will have to work very hard to have more restaurants on the Top Ten Eat Out restaurant list at the end of the year.  It is not the food quality alone that is rated – service quality, from the call being taken for the booking, the service efficiency in the restaurant in serving the food and beverages, to the speedy presentation of the bill, is also an important criterion. 

 

The poor response to this vital topic from the local restaurateurs is most worrying, and reflects a degree of arrogance from our local restaurants, the exact arrogance that Aplas warns us about, combined with the small town politics Burgundy’s owners write about and have been experienced by many, that can lead to our downfall in Franschhoek as far as our gourmet reputation and therefore tourism future goes.

 

This article was written by Chris von Ulmenstein and first appeared in The Franschhoek Month, May 2009.