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Sante Magazine is a national food & beverage industry publication that is directed at restaurant professionals rather than consumers. The cover of this month’s issue features Charleston Grill‘s executive chef Bob Waggoner. The article, titled “Chefs get personal,” describes how chefs are beginning to participate in more face-to-face interactions with their customers by taking time to stop and visit with guests during their meal, right at the table. These visits range everywhere from simple greetings to descriptions about the origins of their ingredients. One chef even brings a few pieces of produce with him on his nightly rounds so the patrons can see exactly what goes into their food.

Chef Waggoner said that, to him, this practice is much more than a way to drive repeat business, it is a way to improve customer service and chef performance. He was quoted saying something along the lines of, “I can guarantee that quality improves if you have to look the person in the face.”

I think this is a really positive development in the restaurant industry. As Chef Waggoner said, kitchen staff are more likely to care about each piece of food they put out if they can put a face with the order on the ticket. Likewise, if restaurant patrons feel that the establishment they are dining at actually cares about them they are more likely to feel a connection to the restaurant and recommend it to their friends. Better value for the customers and free word-of-mouth PR for the restaurant. What a concept!