For over a decade, Frank Gourmet Hot Dogs, a fast-casual restaurant based in Buffalo, New York, has been serving up unique hot dogs, smash burgers, and top-notch fries — not to mention a great customer experience to their local community. The small business has made service its top priority by creating a comfortable atmosphere for all customers, whether they’re dining in or taking out, which earned them the 2022 Community Support and Leadership Award for the U.S. Chamber of Commerce's Dream Big Awards.
Unlike many competitors, the restaurant has established itself as a stand-out leader by refusing to put profits ahead of their customer experience or product quality. Instead, Director of Operations Paul Tripi has put together a team of genuine, knowledgeable individuals who work hard to create a great experience for all.
Prioritizing service has created long-time customers
The restaurant has never taken its customers for granted, according to Tripi. Instead, they’ve made their mark on the Buffalo area and created a cult-like reputation by bringing aboard staff who make their customers feel special and valued both “behind the counter and over it.”
“People are choosing to spend their hard-earned dollars with us, and we take that seriously,” Tripi said.
To make customers feel welcome, the small team at Frank Gourmet Hot Dogs works to develop relationships with every customer by remembering their names, keeping the restaurant pristine, cooking orders properly, and treating each person who walks through the doors equally.
“By actively engaging and fostering meaningful relationships with everyone that walks through our doors, interacts with us on social media, and opens our weekly emails, we’ve been able to withstand the impact of the pandemic and significantly grow our business over the past few years,” Tripi said.
[Read more: Start. Run. Grow. Mastering the Customer Experience]
By actively engaging and fostering meaningful relationships with everyone that walks through our doors, interacts with us on social media, and opens our weekly emails, we’ve been able to withstand the impact of the pandemic and significantly grow our business over the past few years.
Paul Tripi, Director of Operations, Frank Gourmet Hot Dogs
Turning negative customer experiences into positive ones
Despite the positive reputation and the hard work small business owners put in day after day to get things right, no business is immune to negative customer feedback — whether it's caused by an unfortunate incident or due to the restaurant having an off day. Regardless of the reason, the Frank Gourmet Hot Dogs team maintains that great customer service is of the utmost importance when acknowledging a customer’s negative experience and doing what you can to address the problem.
“Don’t be afraid to pick up the phone and talk to them directly,” Tripi said. “In the rare instance when nothing can be done to fix what happened, take ownership of the situation and promise to do better in the future.”
[Read more: How to Handle Negative Customer Reviews]
Brand authenticity creates better relationships
Tripi and his team work hard to create an environment that’s authentic and welcoming — be it in the restaurant or on Instagram, Facebook, Twitter, or other social media platforms. By maintaining that environment both in-person and online, Tripi has grown the restaurant’s audience and created a platform where he can share food, tell the brand’s story, and respond to customers in real time.
“Unlike many businesses and restaurants that build huge audiences with filters and gimmicks, our posts are authentic, organic, and transparent,” Tripi said. “That grassroots strategy has, over time, created an incredible ground game for our company. Our customers are engaged, enthusiastic, and informed. Most become self-appointed brand ambassadors, provide us with important feedback, and constantly introduce new people to the restaurant.”
In addition to social media, Tripi attributes a lot of success to the restaurant’s email marketing strategy.
“Every week, we send out an email to over 10,000 subscribers informing them of upcoming specials, community events, and restaurant updates,” Tripi said. “It gives us the chance to connect with our customers on a regular, consistent basis, especially when they’re less likely to be distracted by other content — and it works.”
[Read more: How to Leverage Your Small Business Status in Your Marketing Plan]
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