Erick Williams is Owner and Executive Chef at Virtue Restaurant & Bar in Chicago. Opened in November 2018, Virtue, his first solo concept nestled in the heart of Hyde Park, melds his background in fine dining and his love of southern cuisine. Outside of the physical restaurant space, Williams has had the honor to serve, coordinate and cater celebrity and high-profile events on multiple occasions. In addition, Williams has had the opportunity to host James Beard Foundation dinners and become engrained in the restaurant community alongside fellow leaders of the industry. 

Fives Tips on Creating Great Experiences

by Erick Williams

It’s become apparent that modern diners are looking for more than food when they are dining at a restaurant. It’s important that they are given an experience to remember each time they dine with us. Whether it’s adding something small to a special occasion meal or giving great service overall, below are five important dining aspects that lend to a memorable dining experience. 

Listen 

Our most important skill is listening. In restaurants and hospitality, it is impossible to accommodate guests’ needs and team expectations without listening and it is increasingly difficult to exercise this skill when you are in a hurried state. At Virtue, we lead by taking pause and doing it often provides room for patient hearing, and we encourage our team to exercise the same practice. We’ve found better retention in staff, better sales and less errors by applying this step. People want to be engaged and heard, and our commitment must start with listening. 

Confirm

The more times we hear something increases our chance of retention and vocalizing a request allows the speaker to confirm. Far too often people express a need for something that they don't actually want. Confirming and repeating is the bridge between the listener and the speaker; it is key to execution.  

Execute

Many of the tasks done in a restaurant or hotel - from cooking to service - are a sum of technical practices that become efficient through repetition. Once you have earnestly heard a team member or guests’ request, you are now enabled to execute with a higher probability for accuracy. Once multiple tasks are done accurately, it increases confidence and the tasks become easier, making the culture of the environment less tense. Careful listening reduces confusion, panic, and mistakes. Without carefully hearing and processing, mistakes are made, low confidence takes root, and time is wasted recovering from mistakes that absorb attention. High execution needs clear direction. 

Follow Through

Many of us have had experiences where we have listened attentively, confirmed the ask or need, executed with precision, and we have still fallen short of customer or team satisfaction. That stated guest will leave unhappy or we will find out that team members were unhappy during an exit interview if we don't take the time to follow through. This can close the loop in a great experience and leave room for creativity. 

Creativity

Creativity can be applied to save the day or create a wow experience. The aforementioned steps create a maximum amount of space to be creative in every situation. When one has been empowered by hearing an individual’s needs, allowing them participation through confirming their request, executing the task, and following through on their experience, you are in the best position to apply creative solutions. Creativity must follow order and structure. It’s where the magic happens; it commands the highest level of sensibility. And it’s rewarding! I’ve witnessed guests in challenging situations become overwhelmed with gratitude after receiving a creative experience.