Qualitaly_106

AUG. SEP. 2018 V “An enormous plague” for catering according to Pietro Caroli, owner of Trippa, a popular Milanese trattoria with a double shift and an average of two weeks wait to book a table. “Although we are privileged because we are in an area of restaurants, theatres and hotels and we benefit from the walk-in. And as a trattoria we don’t suffer the prejudice that it’s impossible to find a place at the last minute: people try it on.” Despite this, the damage is “not so much economic as organisational, with small disruptions and slowdowns that are reflected throughout the evening.” So, then? “We have developed a series of preventive actions: a call by 5 p.m. for confirmation and after 15 minutes from the established time in case of a no- show. If the customer notices a proactive manner, he would find it difficult not to warn us that he cannot come”. Reservations are made on whatsapp and by phone from 7pm to 11pm. “It’s a solution that appeals to everyone because it takes us back to putting down on paper booking times and terms, avoiding disputes or misunderstandings. And it allows you to book 24 hours a day. Online and app form instead “would create a wall for us towards our regular customers, which account for almost half, forcing us to manage a dual channel. Because we based our success on personal relationships, and the app seems too impersonal to me.” The system works, but “a dedicated person is available to advise people.” DANISH TECHNOLOGY, TAILOR- MADE SERVICE: CONTRASTE “Three years ago, when we opened, bookings were made by phone: from Japan they arrived even at night, it was impossible to manage them. For two years now they’ve been running automatically from the site, using a Danish app created by a 27-year-old. They looked for us, they have the best restaurants in the world - says Thomas Piras maître and sommelier of the restaurant Contraste, a Michelin starred-restaurant in Milan and a month and a half wait to book. “But even if we personally called once more 3-4 days before, the no-show still happened. We have 11 tables and 38 places, the loss for us is enormous. Since January 2017 you can only book by credit card, and we are happy to have been pioneers. Cancellation within 48 hours (managed by waiting list) and in case of a no-show a minimum tasting menu is taken, equal to 100 euro. “And for us it’s a loss anyway. But if before in six months it happened a dozen times, but with twice the work behind it, now no more than two or three.” The reaction of customers? “The first month was very difficult, we had a lot of complaints. Now the reaction is totally different. The convenience of having online availability of dates to be able to choose quickly is popular. Technology is moving fast; the credit card is used to order everything online and pay in advance - it’s becoming a habit for the customer.” We only need to go beyond that “psychological threshold” that hits, who knows why, just the restaurant. A PHYSIOLOGICAL LOSS: PIPERO “The credit card is very useful but it doesn’t solve everything - says Alessandro Pipero, maître, sommelier and patron of Pipero Roma - Now there are apps but in Rome you live with both the welcome and knowledge, we can’t rely only on that. But there’s a lot of work behind it: there is the recall, which is essential, I also leave a business card at the reception with the inscription ‘ci vediamo domani’. If you do nothing you risk having a no-show at the table in the evening, if you’re good you’ll have two tables a week. In conclusion, the no-show cannot be reduced to zero, and must be put in the business plan.” Technology with a human touch: as in so many other sectors, this seems to be the “recipe” for limiting, if not eliminating, damage. While waiting for the most precious app: customer education, to spread. ______________________________ BOX INCREASINGLY ONLINE AND BY MOBILE “Online booking has increased 20-fold since TheFork was launched in Italy in 2015. Today we have over 11,000 restaurants and we are the second country in the group after France, where we have been working for over 10 years. We expect continued growth,” says Almir Ambeskovic. A recent survey by TripAdvisor in various countries showed that 73% of customers in our country use mobile devices to find restaurants on the go. And 54% have booked an online restaurant at least once. ______________________________ BOX FOOD DELIVERY WHY NOT? The numbers have just been given by an ismea/Nielsen survey: food delivery, the delivery of a meal at home, arrived a few years ago, in 2018 it was adopted by 8% of adult Italians, 4.4 million individuals, at least once a month, ready or in the form of shopping. Home delivery is also, after all, a “solution” to the no-show. Because in this case the customer pays in advance, by credit card, without blinking an eye. Strange, isn’t it? But probably, as in the case of Contraste, perception will soon change. ______________________________ AT PAGE 18 IN DEPTH Gig economy.We are all involved! Riders vs food delivery. The government is also looking for a solution. But who are the protagonists of the matter and what do the suppliers of the catering industry have to do with it? By Mauro Garofalo More and more customers are choosing food delivery. The figures in Italy speak of a sector worth €