Customer wishes in the catering industry

The restaurant industry thrives on the satisfaction of its guests. To ensure this, fulfilling individual customer requests is often key. Whether it concerns special dietary preferences, customized dishes, or special service requests – taking customer requests seriously is an art that can significantly influence the success of a restaurant business. But how far should one go, and when are requests perhaps unreasonable? In this article, we look at the advantages and challenges of dealing with customer requests in the restaurant industry .

Why it is worth responding to customer requests

Increase customer satisfaction and loyalty

The most important thing in a restaurant is customer satisfaction. Because a satisfied customer is a returning customer. When you cater to your guests' wishes, be it regarding special diets , intolerances , or preparation preferences , the customer feels taken seriously and valued. Especially in the restaurant industry, where service and the experience are paramount, personalized attention contributes significantly to customer satisfaction. With regular customers in particular, catering to recurring requests can not only make them feel like "royalty," but also encourage them to share the positive experience with others, which in turn strengthens your word-of-mouth advertising and attracts new guests .

Positive word of mouth and online reviews

These days, online reviews and a strong social media presence are incredibly important. Customers who have their requests met are more likely to leave positive reviews for your restaurant, whether on Google, TripAdvisor, or Instagram. A positive review of your service can be worth far more than an expensive ad . A guest who expresses a special request and sees it fulfilled feels valued and is more motivated to share their positive experience publicly.

Flexibility and differentiation

In a competitive market, a customized and flexible kitchen offers a real competitive advantage . Many guests today prefer to decide how their dishes are prepared—whether that's vegan, gluten-free, or lactose-free options. This flexibility not only makes you stand out in the market, but also shows guests that you're up to date with the latest trends and happy to accommodate your customers' needs.

Increase in sales

Sometimes special requests can also increase revenue . Guests who express specific requests are willing to pay more for customized options. For example, vegan menus or extra ingredients can often be charged at a slightly disproportionately higher price , rewarding you with higher revenue for the extra effort required to fulfill individual requests.

When are customer requests unreasonable?

Too high demands on preparation

There are requests that are excessive or unrealistic. If guests request that all the ingredients in a standard dish be customized, this can lead to significant delays and excessive workload in the kitchen. For example, if a guest requests a salad dish without tomatoes, cucumbers, or onions, but with various extra ingredients, this can disrupt the kitchen flow and unnecessarily increase the workload. In such cases, it is advisable to politely but firmly point out the limitations of the operation.

Safety or hygiene concerns

A guest may also express requests that conflict with hygiene requirements or food safety standards . A raw egg in a dish that can't be prepared at a certain temperature, or the mixing of allergenic ingredients that can lead to cross-contamination, is not only harmful to health but can also lead to legal consequences. In such cases, you must consistently point out the safety-relevant aspects and offer feasible alternatives.

Incompatibility with the restaurant philosophy

Every restaurant has its own philosophy and menu structure. For example, if a customer requests something completely outside the conceptual offerings and beyond the culinary standard, it may be better to politely but firmly decline the request. A sushi restaurant requesting steak dishes, or an Italian restaurant requesting Chinese specialties, would be two extreme examples where the requests are unreasonable.

How to set boundaries – with respect and professionalism

Both are important: accepting customer requests and setting realistic boundaries . As a restaurateur, you should ensure that you remain polite and respectful at all times when a request is unreasonable or difficult to fulfill. A polite "I'm sorry, but we can't offer that in this form" is often more effective than a simple "no." At the same time, you should always offer alternatives to reassure guests that they don't have to forgo their wishes—but are simply receiving an adapted suggestion .

Tip: A location analysis helps you identify your guests' needs in advance and adapt your menu to your target audience.