This article was originally written for and published by Foodservice Consultant, FCSI’s (Foodservice Consultants Society International) trade magazine, for which Marius writes a monthly column.
Hey Young World,
Last month, I wrote about why the customer isn’t always right. Since it is such a rich topic, I have decided to expand on it this month, with a special focus on customer feedback. Getting feedback is part of working in hospitality, but it’s not always something you need to act upon. The trick is knowing when to take it seriously – and when to just smile, nod, and carry on.
Picture this: a small, family-run Sicilian restaurant. The owner grew up on the island, and her menu is a love letter to that upbringing. No spaghetti bolognese, no Caesar salad. Then one night, a customer leaves a review saying they wished the restaurant offered more general “Mediterranean” options. Hummus. Falafel. Maybe a Greek salad. That’s not hostile, or even unreasonable. But if she listened and added those dishes, would it still be a Sicilian restaurant? Or just another vaguely Mediterranean spot with no clear identity?
In this case, the chef should smile and nod, but stick to her story. Menus aren’t meant to be consensus-built, because good restaurants have a point of view. They stand for something. Whether it’s family receipes, a tight seasonal concept, or just a chef with a clear vision, identity is what makes a place memorable. If you try to be everything to everyone, you end up with a menu that reads like a panicked Google search. This is especially the case in owner-operated or family restaurants, where menus often reflect memory, heritage, or a point of view.
That doesn’t mean you should ignore feedback altogether. If multiple guests are confused by the same thing, or one dish keeps coming back unfinished, that’s worth investigating. Allergens not clearly listed? Staff not explaining something well? That’s fixable, and it should be. Hospitality isn’t about being stubborn, it’s about knowing when to adapt and when to stand your ground.
Here’s my confession: I’ve never been a big fan of formal feedback systems. The “Tell us how we’re doing!” cards on tables, the QR-code surveys. They rarely tell you what you actually need to hear. At worst, they become a performance, encouraging people to nitpick for the sake of it. Real feedback happens in the moment, in body language, in returning guests, in quiets smile when guests take their first bites, or in barely touched plates.
So how do you know when to act? Look for patterns, not outliers. One person asking for salt doesn’t mean your dish is underseasoned. But if lots of people say they didn’t understand the menu layout, it could be time to rethink the design. And always consider: is this feedback about the experience, or just about personal taste?
Hospitality, at its best, is a conversation, not a surrender. You listen, yes, but you don’t hand over the reins. The guest might be right about what they want. But only you know what your restaurant is meant to be.
One Love,
Marius | 1520