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Spring 2017
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PENNSYLVANIA
RESTAURANT & LODGING
matters
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15
About Chip Bell
Chip R. Bell is a renowned keynote
speaker and the author of several
best-selling books. His newest book
is the just-released
Kaleidoscope:
Delivering Innovative Service That
Sparkles.
He can be reached at
chipbell.com.The beautiful Fairmont Pacific Rim
hotel in downtown Vancouver, BC was
truly enchanting. My guest room had a
spectacular panoramic 21st floor view
of the Salish Sea. But, the best feature
was displayed on the high tech, industrial
strength work desk—a circular box of pick-
up sticks, an antique slinky in its original
box, and a colorful kaleidoscope!
The ultra modern furnishings bathed
in an abundance of chrome, glass, and
push button everything was cheerfully
contrasted with the simple, colorful toys
of yesteryear. This unique blend was
meant to make you pause, reflect, and feel
like the room had given you a great big
“welcome home” hug. The kaleidoscope
grabbed my attention and held on tightly.
What if the features of a kaleidoscope
were embedded in experiences you create
for those you serve?
Kaleidoscopes are addictive. They make
you privately ooh and ah as you turn
the animator and behold the patterns of
colorful glass that charm you. The view
can be as special as a grandchild’s hug,
as exciting as new puppy, and as awe-
inspiring as a double rainbow. Innovative
service has the same emotional influence
and poignant hold. It creates a chain
reaction, a tugging at our heart that
triggers us to tug on our wallet.
Here is your service quiz!
You own a fine dining restaurant, let’s say in
New Orleans. You have a wonderful dessert
menu customers rave about. But, you notice
that many patrons only order coffee since
they are too stuffed to eat dessert. You do
not want to make your entrée servings
smaller—generosity is one of your brand
distinctions. But, you would love to find an
ingenious way to leave guests more thrilled
than a good cup of coffee is likely to ensure.
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A common practice of upscale restaurants
is to provide petits fours or mignardises
(small pastries) “compliments of the chef.”
That’s not good enough for the Restaurant
Revolution in the French Quarter. There the
waiter brings out a red Peruvian jewelry
box with little drawers filled with mini
truffles, tiny shortbreads, a baby peanut-
butter biscotti, miniscule decorative
chocolates, and such. The creation of
executive pastry chef Erin Swanson, it
is the enchanting finale about which
customers tell compelling stories.
When I interviewed Chef Erin about how
she came up with the idea of a jewelry
box for the unique presentation of her tiny
desserts, she went straight to reconceiving
the definition of dessert. “I always enjoyed
making miniature colorful desserts. And,
I have always thought of them as little
jewels. So, where do you put jewels?”
Enchanting innovative service, like the
image created inside the kaleidoscope, is
hand crafted, intended to make recipients
swoon, sigh, and giggle. Examine your
customers’ experience as if you were an
“experience auditor” from Cirque du Soleil,
Disney World, or Bass Pro Shop! What
would Stephen Spielberg do to enthrall?
Ask a spunky eight-year old to suggest
ways to enchant. How could you add a
little simple magic? What would balloons,
chocolate coins, funny or inspiring
one-liners on a note do to make your
customers’ experiences more magical?
Take a page from the Fairmont Pacific Rim
and add a touch of sparkly enchantment
to the features of the service you deliver!