LONELINESS AND HOSPITALITY
Pubs, churches, and coffee
houses have historically been icons of such hospitality. Oldenberg asserted that these spaces are essential for a healthy society, acting as a counterbalance to the privatization of home and work life. As Covid rampaged through our culture, forcing isolation and a habituation to technological solutions for ordering and receiving food, many concepts began to limit, and in many cases delete, the front of house. Drive-thrus have proliferated. But there are signs of
changes – Brian Niccol who was appointed CEO of Starbucks in August 2024, asked that 130,000 chairs that had been removed from the stores in the past few years be returned. It’s the latest lesson from Starbucks. Te chain went too far in its bid to cater to the takeout customer and, in the process, abandoned what made
it Starbucks. Customers wanted seats back; they wanted to stay. Tis was soothing news to those of us who still believe hospitality and human connection is a powerful salve to loneliness.
STAFF TRAINING AND APPRECIATION
How many times do we walk into a restaurant, food hall or corporate dining room, and no one greets or welcomes us? Tis lack of greeting is a current bane to hospitality, leaving any person entering to feel awkward and self-conscious. An excellent example of authentic welcoming, on the other hand, was observed recently at a business and industry account where a human being was assigned, daily, to greet and welcome every employee that scanned their badge when entering the building. Train staff to recognize and
support individuals entering their establishment, to offer
“Engage with customers. Be authentic and hire people
who are naturally more inclined toward joy”
a friendly face and social connection. Notice someone’s name on a credit card and thank them by name upon return, as the Houston’s restaurant group has done for years – nothing feels more inclusive than hearing one’s name. Engage with customers. Be authentic and hire people who are naturally inclined toward joy. And let’s not forget
Cater to solo diners by designing with comfort in mind
about employee appreciation. Our industry is known for employee burnout. Typical symptoms of overwrought foodservice workers are anxiety, depression and addiction. Levels of depression within hospitality are extremely high. According to a survey from Culinary Hospitality Outreach and Wellness (CHOW), 63% of food, beverage and hospitality professionals suffer from depression and 53% feel they’ve been pushed to their breaking point. Caring for and supporting employees who are often suffering from loneliness and depression themselves can go miles in creating a culture of people who feel cared for – and then extend that to others. Juan Martinez FCSI, owner
of Profitallity Consulting, FOR MORE GO TO
FCSI.ORG
recently wrote in Foodservice Equipment & Supplies magazine an article entitled How to become an employer of choice through design. He asserts that “attracting and retaining employees and customers is a goal we always aspire to achieve in any project, because doing so will drive sales and operational efficiency. Any restaurant executive knows the longer employees work for the concept and the more experience they have, the more efficient they become. A tenured employee has the ability to provide a better customer experience, which drives sales, profits and supports brand health and growth.” Tree tips from him: simplify what they have to do, develop a concept that is cool and relevant, and develop labor guidelines that provide labor based on the actual work being done.
PROVIDE EXPERIENCES
Shared dining experiences and engaging activities can provide opportunities for social interaction and build a sense of community. Engaging activities such as music, games, or entertainment, and personalized interactions can significantly reduce feelings of isolation and loneliness. Consumers today crave experiences. Authentic hospitality, in any
setting, can be the elixir or vaccine to – if not cure then dramatically reduce – the symptoms of loneliness. It’s our job.
Karen Malody FCSI is the founder and principal of Culinary Options consultancy in Portland, Oregon
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