The old adage, "You only get one chance to make a first impression," certainly is applicable to the restaurant business. When it comes to a patron's initial visit to your establishment, it is imperative that you make that experience a positive and lasting one from the welcome to the walk out the door. There's no better recipe for success than securing a diner's tasty review and promise to come back again.

"It costs five times as much to attract a new customer as it does to keep an existing one," notes Norman Scarborough, assistant professor of economics and business administration at Presbyterian College in Clinton, SC*. Yet how do you boost business without breaking the bank?

Whether you own a small sandwich shop or manage a large restaurant, you can apply simple and cost-efficient "garnishes" to more than just the plate to keep your patrons satisfied. Just ask Harry Crane, executive chef and culinary manager, Kraft Foodservice. In his previous roles as a chef at Le Titi de Paris in Arlington Heights, Illinois and an instructor at Kendall College, Crane developed these tips for getting it right from the start:

1. Always greet your customers with a smile (even if it is over the phone) and finish with a pleasant "thank you" to show genuine appreciation for their business.
2. You've heard the saying that "your kitchen is only as clean as your bathroom." The same goes for the menu so make sure they are free of dirt, fingerprints and fraying. Cleanliness remains a top priority for today's diners.
3. Personalize your menu by creating house specialties from salad dressings to signature spreads and desserts. This can be done easily and cost-efficiently by combining a few standard ingredients such as adding salsa to ranch dressing or mixing up your own honey barbeque sauce to set your restaurant apart from the competition.
4. Spice up your menu with "romantic" names. Patrons will be more attracted to entrees or side dishes that use descriptives like "grilled," "hand cut," "imported," "seared," and "certified."
5. Consider adding take-out to your restaurant service. If you have a small kitchen or staff, you can start by introducing a limited menu for take-out. You're sure to score big with the growing number of consumers looking for this convenience today.
6. Initiate a special "Birthday Club" to provide patrons with both an incentive to come back into your restaurant and a reward for their continued patronage. Let members select from a free glass of wine, complimentary appetizer, or a festive dessert. The cost is minimal and the lasting positive impression is well worth it.
7. Find out what the customer wants and provide it. Garner this information from simple "Customer Comment Cards" delivered with the check. Leave space for menu or service suggestions and make sure you review these on a regular basis and institute appropriate suggestions so patrons see you are listening.
8. Decorate the restaurant to reflect the seasons and you'll give people one more reason to come and enjoy the ambiance right along with the good food. Remember to have your staff answer the phone with a special holiday greeting such as "Happy Valentine's Day from _______."
9. Sweeten up the tab by leaving the check with chocolates, hard candies or mints. You'll be sure to enhance the patron's mood (and often the tip!) and leave them with a good feeling. Much the same as a warm smile, encourage waiters to personalize the check with a handwritten "thank you" on the back.
10. Always offer something new. Be sure to vary the menu regularly to denote freshness and culinary creativeness at the restaurant. It can be as simple as substituting hearty soups and side dishes for the winter months and light salads and dessert for the summer season. Or create themes for your menu, take-out boxes and customer mailing to add a festive flair.
11. Present first-time customers with a "bounce back" coupon for $10.00 off their next meal. It's the perfect incentive for them to return and try something different on the menu or bring a friend along for the first time.
12. Don't skimp on quality! Crane adheres to this saying he learned at culinary school: "The sweetness of low price fades long before the bitterness of poor quality." A restaurateur's primary focus needs to be on the quality of the food served.

Overall, remember to always deliver on the expected (friendly service, quality food, clean restaurant) AND take the initiative to "wow" your diners with the unexpected. Once you start on this path, you'll find how easy and fun it is to increase your patron satisfaction. Bon appetit!

* Source: taken from www.bankrate.com, "12 Tips for Taking Care of Your Customers" by Dana Dratch