Success Story
A Focus On Creating Happy Employees Results In More Happy, Returning Guests (and 20% annual sales growth)
The restaurant business is a people business - which makes forging good interpersonal relationships between servers and patrons critical.
Bennethum's Northern Inn owner Jeff Bennethum says that 2016 was marked by the successful development of "great employees and great systems. We have continued our focus on improving our employee experience."
| Bennethum's Northern Inn | |
| Owners | Jeff Bennethum and family |
| Location | Gaylord, Michigan |
| Year Founded | 2006 |
| Type | Fine Casual Dining |
| Seats | 185 to 215 |
| Average Per-Person Check | $39.90 |
| Website | www.Bennethums.com |
The restaurant business is a people business -- which makes forging good interpersonal relationships between servers and patrons critical.
Bennethum points out that he has always treated his employees well and considered them like family, "but after one of Jim Laube's (RestaurantOwner.com) webinars on the relationship between employee and guest experience, we really doubled down on this concept."
"A large part of that success, he continues, was the acknowledgement that "great employees are happy and successful, which in turn creates pleased and loyal guests."
Bennethum's Northern Inn is well known for quality, variety and hospitality. From its chophouse favorites and signature classics to its monthly theme and upscale pub fare, it goes out of its way to make certain that it has something for everyone.
Bennethum emphasizes that he was not having employee problems, "but just wanted to raise the bar and improve the entire experience, and this certainly has helped."
"Warm hospitality is at the heart of everything we do," management proclaims on its web site. "Because we are family-owned and operated, we personalize your visits and attend to special needs.Our staff is our greatest asset, and we work hard with them to create extraordinary dining experiences."
The need for excellent employee communication with guests is heightened by the fact that Bennethum's menu changes monthly to incorporate seasonal and specialty items. Food is sourced locally, and virtually everything on the menu is made inhouse.
Forming personalized relationships between servers and guests is all the more important given the establishment's decidedly intimate appeal, which in February included a romance-themed menu. Patrons were invited to "Beat the cold… by warming your heart and treating your taste buds to our delicious Romance menu. From spring rolls to surf & turf, this menu offers a variety of dishes and drinks that will make for a delightful evening out"
The initiative has proven successful. As Bennethum notes, "We have increased sales by over 20% year over year for the last three years running, and improved profitability. It has not only improved our volume and bottom line, but more importantly it has improved our reputation and created very positive word of mouth."
