Complementary food items, such as a traditional bread basket or a bowl of corn chips, have always signalled good hospitality.
When customers arrive at a restaurant, particularly in peak times, it's a bonus for them to receive a complementary food item or beverage as an acknowledgement that there is a delay in the kitchen.
Families with children also appreciate complementary food items as snacks to keep kids busy or as a welcoming gesture that signals that the venue welcomes families.
Restaurants sometimes use complementary items to address service or food quality issues, which is a great way to acknowledge customer concerns and show that you take the issue seriously. Complementary items also entice customers to return. Birthday cake candles, an acknowledgement of special occasions, or a sample of a new menu item all make customers feel special. For bars and pubs, a complementary appetiser can be a gesture of appreciation or an apology for service delays.
Cafes catering to customers ordering a sit-down meal can go beyond a free coffee once the loyalty card is filled. To encourage the sale of a muffin with coffee, offering a small taster of a daily muffin special can encourage consumers to buy. A small addition with every coffee is a great way to make customers feel valued. Keep the item small, and don't view it as a cost; view it as advertising.
A housemade biscuit, a sweet treat, or a small biscotti is easy to produce and well worth trialling.
As the restaurant sector offers an array of different cuisines, there is always an item to offer. From fortune cookies to biscotti, chocolate fish to corn chips, be innovative and think outside the box.
Customer retention and satisfaction are essential for hospitality survival. Complementary food items can quickly turn around mistakes and service errors, turning a potentially negative experience for diners into a positive outcome.
A satisfied customer can then share their experiences, which helps to build customer loyalty. Complementary food items foster that loyalty and are seen as a sign of customer appreciation for returning. Going the extra mile works as a form of marketing, and customer loyalty helps drive revenue.
Although simple foods may be easier to choose when served complementary, it is also an excellent opportunity to sample new menu dishes and strategically introduce customers to something they may not have previously ordered. A dip, dressing, new flavour combination, or even a regular menu item with an alternative sauce takes the time a customer waits to entice a trial.
Offering complementary dishes can allow businesses to garner feedback on new dishes or to test menu changes on customers. It can also enhance the customer experience and elevate the overall dining atmosphere.
It is essential to maintain high standards when offering guests a free item. After all, it will be the first impression customers have—make it count.
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