Three Times & I'm Still Charmed. Thanks Mario!

I admit it: I like to feel special and be looked after when I am eating out. How that happens is a complex, variable equation that includes:

• my dinner companion(s),

• the menu,

• the food & presentation,

• the atmosphere,

• the table location,

• the setting, and

• the service.

My final impression can be thrown off balance by music that seems too loud or out of place, even a waiter that is ubiquitous and intrusive. Other times I am won over by a waiter who, to quote my favourite (sadly former) restaurant critic Matthew Norman, "bustle(s) expertly without driving you mad" or a dish that makes me want to weep with joy.

At this point I should also admit to being a creature of habit. When I find something that works for me, I tend to become loyal quickly. In theory I want to try new places and things but it is hard to get me out of my comfort zone once I know something works.

Last week in Las Vegas we had many opportunities to check out new places, mostly because our favourite restaurant discovery, Wolfgang Puck’s Postrio (in the Venetian), closed in May. Great news – I have found a new favourite in Vegas, where I have been charmed by the customer service and commitment to excellence.

Otto Enoteca at the Venetian (Saint Mark's Sqaure) is a real standout. My experience at Otto reinforced two principles essential to effective customer service:

• Hiring the right people is critical – Working in service-oriented businesses is extremely challenging and having people in place that have a natural inclination to be helpful, and are respectful, solutions-oriented, and efficient really makes a huge difference.

• The corporate values, culture and training are strong indicators of how consistent the customer experience will be and have the power to overcome other minor deficiencies. Organizations that take the time to educate their employees about their products and services, and have clear expectations for performance standards will shine.

We dined at Otto Enoteca at the Venetian three times because we liked it and because I was interested in observing how consistently the service was delivered. We needed to make sure the first experience was not a fluke and we discovered that things improved with each visit as the staff recognized us and appreciated our loyalty.

Otto Enoteca Las Vegas is part of the Batali & Bastianich Hospitality Group. Batali as in Mario Batali celebrity chef and successful restauranteur. B&B operates several properties in the Venetian/Palazzo complex including, Otto Enoteca, B&B Burgers & Beer, B&B Ristorante, Carnevino Steak House.

So what makes Otto work?

• A brand and culture rooted in the personalities of the two owners Mario Batali and Joe Bastianich, that fosters loyalty, pride and enthusiasm.

• A knowledgeable and caring front-of-house team that works efficiently together to deliver a memorable experience.

• Well-prepared and unique dishes using fresh ingredients.

• Consistency.

Whoever does the hiring for Otto is doing a great job! They have figured out how to hire for fit. The staff is professionally attired, well-groomed, knowledgeable, and passionate. They understand the basics of customer service, which are too often ignored particularly in transient tourist environments. The waiters are extremely knowledgeable about the menu and the wine list. In fact, they seemed genuinely proud of the offerings. The menu is interesting offering less mainstream Italian food choices as well as traditional favourites. The wine list includes wines from a vineyard owned by the B&B Hospitality Group.

While most of the dishes I tried were great, truthfully I did not love everything I ate. This was not a deal breaker for me. In Otto’s defense I was trying things that were not available to me usually. When we ordered a salad with radicchio and smoked mozzarella the waitress warned us that it was an unusual dish – hot and heavy not what one might expect when ordering a salad. I tried it once and I am glad I did but I would not order it again. The amazing nectarine and zucchini salad more than compensated for my error in understanding my own preferences.

Otto is a busy place. Tables have one main server but there are bus people and managers that will jump in and help your server out to make sure everything is smooth for the customer. Without exception they were all helpful and courteous. I was really impressed with how well the staff worked together as a team. Staff appear to be empowered to make decisions to show the customers they are appreciated – on our last visit we were offered complementary Prosecco.

It is not insignificant that the staff is very loyal to the company, speaking passionately about the procurement process, the way food is handled and the menu offerings. I expect restaurants in the B&B Hospitality Group enjoy excellent employee retention and have many repeat visitors like me.

Of course it is a business and the company wants more of your wallet share, but they are willing to earn it by offering great service and food. Customers are encouraged to visit other B&B restaurants in the area. In fact, repeat visitors to any restaurant in the group are offered 20% off their next visit.

Mario Batali’s empire may have been launched by his on-screen personality but it has succeeded due to the personal care evident in the preparation of food and the teams hired by the firm. His personal reputation is on the line each time someone sits down at a table in one of his properties. The teams he hires are responsible for delivering his brand promise. I have eaten at the Otto Enoteca in New York City and we tried B&B Burgers & Beers in Vegas. I can say that the Mario Batali stamp is in evidence at all properties that I have visited with some variation relative to the unique circumstances of each restaurant. It is a winning formula and one other businesses could learn from.

#Restaurants #CustomerExperience #Service #Branding