When Was the Last Time You Said Thank You...When They Walked In?

When was the last time you said thank you when someone walked through your door?

Not the kind you save for the end of a transaction. Not the automatic “thanks guys” as they leave with takeout in hand. I'm talking about the kind of thank you that hits before a menu is opened, before anyone even sits down.

The kind that says, we noticed you, we're glad you're here, this place is better because you walked in.

It's easy to thank people when they're paying the bill. That's the moment everyone remembers. But what about the beginning? The entry. That quiet second when someone makes a decision to step into your world over everyone else's. That moment rarely gets celebrated, yet it might be the most important one of all.

You don't get a second chance to say welcome like you mean it.

The truth is, most restaurants aren't bad at service they're just missing the moment. Somewhere along the line, the greeting turned into a transaction. “How many?” “Right this way.” “Follow me.” Eyes on the tablet. We've become so good at moving people along that we forget to meet them where they are.

And where are they? They're tired. They're working two jobs. They're picking up their kids from soccer practice. They've been staring at screens all day. And then they chose you. That matters. That deserves more than a nod.

Imagine walking into a place and hearing, “Hey, thanks for coming in today. We're lucky to have you.” Not as a slogan. Not printed on a receipt. Said out loud. With eye contact. With sincerity. That's not service. That's connection.

Restaurants that thrive don't just serve food. We keep hearing they serve experiences. They collect them. They turn them into something that sticks with people after the dishes are cleared. You can give someone the best meal of their life and still be forgotten if they don't feel welcome. I mean a real welcome.

But what make someone feel like they belong the second they walk through the door?

We spend so much time on the decor and systems. We script our steps of service like a Broadway show. But how often do we talk about how we greet people? The words. The tone. The body language. The intent behind it all. That first moment is your handshake. Yup, I used to train my staff to shake hands, might be different today with the post covid world. Your hello. Your shot at building trust before the first sip.

So here's an idea what if your restaurant became known as the place that thanks people at the door before they get seated. Most start off with, do you have a reservation, or something else that isn't genuine.

Not with banners. Not with cheesy signs or branded hashtags. With humans. Saying human things. To other humans.

"Thanks for coming in."

"Glad to see you today."

"You could've gone anywhere. We're lucky it was us."

It costs nothing. And yet, it might be the most valuable thing you give away all night.

Hospitality isn't about perfect service. It's about presence. Being in the moment with someone, even if it's brief. It's that pause moment I call it, It's the first impression that sets the tone for everything that follows. It's how you set the experience that gives the experience we need.

If you're reading this and thinking, we're too busy for that, then you might need it more than you think.

Trust doesn't start when the check arrives, it starts when the door opens.

So tomorrow, try something different.

Don't wait until they're halfway through dessert to say thank you, start with it then maybe shake a few hands… This simplest movement will make a huge difference.

Jay Ashton, Canada's Restaurant Guy, is the CEO of Ashton Media & Co-Host The Late Night Restaurant Podcast.