Orientation Presentation Dieppe 2017

WELCOME!

HISTORY OF ST. LOUIS
‣ First location opened in Toronto, on Yonge Street (south of Eglinton) in
1992
‣ First franchise developed in 2002
‣ There are currently 61 locations
‣ Opening Soon
• Sackville, Nova Scotia
‣ What makes us great?
• Our product
• Our people
• Our guests

ST. LOUIS VISION STATEMENT
To be recognized nationally as the
ultimate choice for wings and ribs, earned
through our commitment to Devilishly
Good! proprietary products, service and
atmosphere.

1. Uniform Standard
Uniform
Women: (Bartender) Remember to Dress to Impress!
‣ Top: Black dress, blouse or dress shirt - no hoodies, sweaters,
parkas etc. to be worn. No shirts that are casual wear.
‣ Bottom: Black skirt or skort (to mid thigh) – denim is not allowed.
‣ Footwear: Black socks, black or nude hose. Black non-slip
polishable shoes or boots below the knee with a heel of no more
than 2”.
‣ Other: Hair must look nice. Please put hair elastics away (not on
your wrist). Accessories may be worn in any colour. Any non-ear
piercings to be of the stud variety – no hoops (applies to all TMs).
There is to be NO GUM CHEWING!!

Uniform Standard Continued
Women: (Server/hostess)
‣ Top: Black St. Louis shirt - No hoodies, sweaters, parkas etc. to be
worn over uniform. No shirts that are longer than uniform are to
be worn underneath standard top
‣ Bottom: Black St. Louis skort.
Uniform
‣ Footwear: Black socks, black or nude hose. Black non-slip
polishable shoes or boots below the knee with a heel of no more
than 2”.
‣ Other: Hair must look nice. Please put hair elastics away (not on
your wrist). Accessories may be worn in any colour. Any non-ear
piercings to be of the stud variety – no hoops (applies to all TMs).
There is to be NO GUM CHEWING!!

Uniform
Uniform Standard Continued
Men: (Server/Bar/Host)
‣ Top: Black St. Louis golf shirt
‣ Bottom: Black fitted pants. No denim! Black belt.
‣ Footwear: Black polishable, slip resistant shoes – running
type shoes are allowed. Black socks.

Uniform
Uniform Standard cont.
Kitchen Staff
‣ Top: Black St. Louis T-shirt
‣ Bottom: Black pants or chef pants – no denim!
‣ Footwear: Black, slip resistant shoes
‣ Other: Black St. Louis hat and/or hairnet. Apron. Note: Black
St. Louis Hat is mandatory for any BOH team members that
serve guests (takeout).

Hiring, Selection & Retention
Good!

Hiring, Selection & Retention
Good!

Info and policies
Hours of Work, Stat pay and vacation pay
• Full time = five shifts per week
• Shifts are scheduled until Business Decline (BD)
• Stat pay is based on NB standards
• Vacation pay is added to each cheque
Breaks, Meals and Discounts
• Half hour break after five hours worked
• No staff meals between 12-2 and 5-8
• 50% discount on meals when you work
• 25% discount when you’re off work
• 15% for friends and family!

Info and policies
Phone Procedure and Etiquette
• Everyone answers the phone! State your name and the
location
Cell Phones
• No cell phones turned on at work. If you need to give your
family the bar number for emergencies, feel free!
Reservation Policy
• Max 20 seats reserved per hour
• All resos over 10 approved by Keith or Akiko

Info and policies
Cash Handling
• Bring your own float – and lot of $5 bills!
• You’ll be trained to do your cashout on your first serving shift
Tip Out Policy
• Kitchen and support staff – 1.5% of total sales with cashout
• Bar – 1% of total sales directly to the bartender(s)
Measuring performance
• You will be audited during some of your shifts
• Mystery Shoppers
• Guest First surveys (let guests know it’s at the bottom of the
receipt!)

Info and policies
Requests for Time Off
We do not manage time off. If you require a shift off, you are
required to switch with another staff member. After one year
with the company, you are entitled to two weeks off.
When you are Sick
Step one: Try to find someone to cover your shift
Step two: If you can’t, CALL the supervisor on duty

Orientation Handbook
Top 10 Items of Focus
1) Great First Impression – every team mate is responsible to maintain the
grounds outside the front door and to greet every guest in a sincere,
friendly manner when they arrive in the restaurant
2) Guest Connection – it is the responsibility of everyone to insure that we
make a sincere connection with all of our guests.
3) Public Washrooms – every team mate is responsible to help in keeping
the public washrooms neat and tidy. We are not asking you to scrub the
toilet but we need you to pick up loose paper, wipe down the counter
etc.

Orientation Handbook
Top 10 Items of Focus Continued
4) Uniforms – you are required to abide by the approved uniform
standard for your position. Your uniform needs to be clean and pressed at
all times.
5) Atmosphere – we expect that you will be aware of the surroundings in
the restaurant and make adjustments where appropriate. These would
include music levels, lighting levels and TV’s tuned to proper channels.
6) Service Standards – the expectation is that all team mates are dedicated
to the idea of GF! You need to bring your “A” game every single day – our
guests are counting on it.

Orientation Handbook
Top 10 Items of Focus Continued
7) Table set-up – the standard table top needs to be followed at all times.
Ensure cleanliness as well as accuracy.
8) Food and Beverage – if you wouldn’t eat it, don’t serve it. If food is not
coming out on time, alert the supervisor. All products must be made
according to recipe and look just like the picture in the guides.
9) Glassware – all beverages are to be served in the correct glassware. If it
says Coors Light on the side of the glass it should contain......
10) Signage- All banners and signage should look brand new at all times. If
you see signs that are in need of repair, please let the supervisor know.

Orientation Handbook
Promotions & Events/Staff Contests
‣ L.T.O. Promotions:
• We typically run 6 L.T.O.’s (Limited Time Offers) in a year.
• Three paired with Molson products and three with Labatt.
• We try to pair experiential prizes with our L.T.O.’s when ever possible
‣ Events:
• Autism Awareness Month – Company wide fund raisers throughout
the month of October to raise funds for Shining Through Foundation.
• New Years, Super Bowl, St. Patty’s Day, Cinco De Mayo, Patio,
Football/Hockey/Basketball/Baseball kickoff, Halloween, Christmas

Orientation Handbook
Each location will draw for 2 winners- One will receive a pair
of Blue Jay Tickets!!! And one will receive a $25 VISA Gift
Card!

Standard Operating Procedures
Why have a standardized service package for St. Louis?
1. Consistency
2. Greatest opportunity to increase sales/profitability at the
lowest cost
3. Required to compete with industry leaders

Standard Operating Procedures
Who are our Guests?
Sports Teams
Families
Younger
Older
Delivery Guys
Each other
Groups of Women
Groups of Guys
PEOPLE!!!

Standard Operating Procedures
1. Table Set-Up
‣ Before, during and after every shift you are to ensure that your tables are
clean and well maintained
• Ensure tables do not wobble and are aligned
• Sanitizer is used when cleaning tables
• Benches, seats, and floors are clean before reseating
‣ Food menus should be brought to the table when you are seating the
guests. Be sure to take the menus away once they have ordered!
• Mon - Fri from 11 - 2:45, ensure guests receive a lunch menu
‣ Ketchup bottle, Salt & pepper shakers are to be wiped and neatly placed
to the side with front labels facing the door
• White on the right

Standard Operating Procedures
1) Greeting and Seating (everyone’s responsibility)
2) When the Restaurant is Full – Start a wait list, offer guests
to sit at the bar if seats are available
3) Once Guests are Seated (1 minute time) – Don’t forget the
coaster!
4) Using your Tray (Always)
5) Taking drink orders (you are the Drink Menu – suggest!)

Standard Operating Procedures
6) Preparing Drinks (Bartenders ONLY)
7) Taking food orders (use the menu as a tool)
8) Allergies – bring the allergen guide!
9) After you take a drink order, bring Pre-sets!!!
10) Picking Up and Running Food (Everybody)
11) Table Maintenance

Standard Operating Procedures
12) Presenting the Check (1 minute rule)
‣ Always present the check to the guest who asked for it
‣ Always use a billfold
‣ Circle your name and direct them to our Guest First! survey
‣ Write a little note saying thank you
‣ Place a mint for each guest sitting at the table.
‣ Be sure to check back quickly to see if the guest has put a credit
card down
‣ If a guest uses cash, NEVER ask if they would like change! Always
presume a guest needs change unless told otherwise
‣ Once you return the change or credit slip, thank them again for
coming
‣ No Auto Grats!

Standard Operating Procedures
13) Gift Cards
‣ Can be made to any denomination
‣ Ensure you are comfortable loading and redeeming them

Standard Operating Procedures
14) Wing Cards and coupons
‣ Must be redeemed by a Manager/Supervisor
‣ Let Manager/Supervisor know if someone is redeeming one as they
are a new guest or returning from a bad experience

Standard Operating Procedures
15) Cleaning and Maintenance – use your checklists!
16) Walk-In Job Applicants – send them to the bar!
17) Things you will never hear a Team Member say!!!
“that’s not my section”
“that’s not my table”
“it’s not my job to…”
“I’m not your server”
“it’s not for my table”
“I don’t have time to”
“do you need change”

Devilishly Good Service
“DGS is a service attitude focused on
engaging our guests in a sincere, fun and
spontaneous manner resulting in the
ultimate St. Louis experience”

Standard Operating Procedures
WELCOME

Standard Operating Procedures
WELCOME
How can we make our guests feel welcome?
‣ Greet Every Guest in a Sincere and Friendly Manner
‣ Provide the allergen guide if there is a guest with an allergy
‣ Ensure you provide the appropriate menu’s to the different guests

Standard Operating Procedures
RECOGNIZE & RESPOND

Standard Operating Procedures
Recognize & Respond
What are some examples of Recognize & Respond we
encounter everyday at a St. Louis?
‣ If there is a fork on the floor, pick it up
‣ Clear empty glass and plates from tables
‣ Not everyone at the table has to be finished their meal to clear some
plates
***THIS IS NOT LIMITED TO YOUR SECTION!***

Standard Operating Procedures
WOW!

Standard Operating Procedures
WOW!
How can we WOW! our Guests?
‣ Silent refills
‣ Kids Free Fries
‣ Opening the door for the guests
***THE POSSIBILITIES ARE ENDLESS HERE***

Standard Operating Procedures
THANK

Standard Operating Procedures
THANK
How can we make our guests feel appreciated?
‣ Thank all Guests!
‣ Of all the restaurants, they chose to come to yours!

Standard Operating Procedures
Welcome
Recognize & Respond
Wow!
Thank

Standard Operating Procedures
Additional Service expectations
‣ Server is to state their name when greeting a guest
• This helps to develop an initial guest connection.
‣ Ask guests how familiar they are with the menu; if unfamiliar, ask
if it is their first time
• If it is the guests first time, point out where the washrooms are located and offer
to suggest some menu items that you are passionate about.
‣ Finding out if guests are in a hurry
• This will allow you to be prompt with drinks, food service, and bill payment, to
ensure a great guest experience.

Standard Operating Procedures
‣ Server presenting the daily specials, including lunch
• It is important to mention each special before they have a chance to decide on a
main entree or a drink, as many specials include a beverage
‣ Is the server being specific about the drink?
• By offering a specific drink (ie., would you like an ice cold Coors?) you are
becoming a sales person rather than an order taker
‣ Server always up-selling Pints & St. Louis Caesars to the Devils size!
• The higher the cheque size the larger the tip!
‣ Sullivan Nod is being utilized – Created by Jim Sullivan
• The key is to make the nod perceptible, yet subtle, so as to not distract
• It is a theoretical sales technique used to create a subconscious suggestion
*** BONUS: Works especially well when listing Draught ***
offerings and asking guests if they would like another drink

Standard Operating Procedures
‣ Appetizer question asked after drink order
• By asking about an app right away we can ring it in with our drinks
• All apps are rung in separate from mains with a *First* modifier under last items
‣ Pre-sets and condiments brought to table directly after order is
punched in
• This way we ensure that the guest always has their needs cared for right away
• If another server runs your food, the guest will have what they need to get started
***BONUS: This is the perfect opportunity to make a sincere ***
and meaningful guest connection.

Standard Operating Procedures
‣ Always offer Dessert and Coffee after each meal
• Use the dessert/cocktail menu as an up-selling tool. By bringing the dessert/cocktail
menu you are giving the guest a better visual and are more likely to get the sale. This
will lead to an increase in your check size and tip.
‣ Did you add any special message to your receipt?
• By writing “Thank You ☺” or “Hope to see you soon!” with a personal salutation, on
each guest check, you are helping to create a well rounded Guest First! experience
for every St. Louis guest. It personalizes the experience.
‣ The server in control of table timing
• It’s not fair to have the kitchen guess when guests are ready for their mains. Servers
are better equipped to acknowledge the pace of their guests’ consumption; Two
people take longer to eat a plate of nachos than six. Mains should NEVER come out
while guests are enjoying apps.

Standard Operating Procedures
‣ Any table over 8 is now two chits
• Example (10 Person Table): Punch in your first 5 entrees under each seat. On the
fifth item attach a special instruction modifier saying ‘part 1 of 2’. Hit send and then
stay. Punch in your sixth to tenth items under each seat and on the tenth item, attach
a special instruction modifier saying ‘part 2 of 2’.
• This prevents extremely long chits that are tough for the kitchen to read during peak
times

Customer Complaints & Resolution
WHAT IF IT’S NOT THE
ULTIMATE
ST. LOUIS EXPERIENCE?

Customer Complaints & Resolution
“The road to success is paved with mistakes wellhandled.”
– Stanley Marcus, Neiman-Marcus
Recovering gracefully when the wheels fall off is
an integral part of providing memorable
service and legendary hospitality.

Customer Complaints & Resolution
HEAT:
FOUR STEPS
TO EFFECTIVELY HANDLING
GUEST COMPLAINTS

Customer Complaints & Resolution
Hear
‣ Let the guest say explain the problem
‣ Hear the guest out and do not interrupt
‣ Listen for queues for what is really bugging them.
• Is it a problem with their meal? The server? Are they now running late?

Customer Complaints & Resolution
Empathize
Empathy is defined as the ability to imagine oneself in another's
place and understand the other's feelings, desires, ideas and
actions.
‣ The best way to do this is by naming the emotion. You have to
articulate to the guest what they are feeling and validate it.
“I understand how you feel, I’d be frustrated too if...”
‣ This will begin the process of diffusing the situation

Customer Complaints & Resolution
Apologize
It’s simple! Say:
IM SORRY!
‣ We made a mistake and the guest knows it, own it!

Customer Complaints & Resolution
Take action
‣ The very next sentence out of your mouth should be what you’re going to do about
the guests’ complaint. The guest deserves to know what is going to happen next
and what they can expect.
‣ Don’t promise what you can’t provide – if you’re not sure then don’t offer it
‣ The foundation to most guest complaints is the disconnect from what was
expected and what actually happened.
‣ This is your chance to re-establish an expectation and deliver on it.
‣ Thank the Guest!
***Inviting the guest back on another occasion can be a chance for redemption.***
If they leave unhappy there is a good chance they will never be back.

Customer Complaints & Resolution
FOUR STEPS TO HANDLING GUEST
COMPLAINTS:
1. HEAR
2. EMPATHIZE
3. APOLOGIZE
4. TAKE ACTION

A little bit about our signature wings
and drinks!

WINGS

What makes them special?
‣ A secret dry rub marinade that is added to the wings to create a
unique and distinct flavour.
‣ Signature Sauces
• Garlic Dill Dip
• Signature wing sauces
‣ Saucing technique used:
Wings
Mild Dry, Medium Dry, Hot, and Suicide all use the same sauce!
• Mild - is a dry wing (you can just smell the sauce)
• Medium – you can smell and taste the sauce, but is still fairly dry
• Hot – well coated with sauce
• Suicide – dripping with sauce
***Mild and Medium have a saucy option***
(saucy flavours are completely separate sauces)

Wings
Ringing in Orders:
‣ On the expo line, bowls will be arranged in the same order as punched in
‣ Kitchen chits will be placed on the first bowl in the order
‣ Never remove food from the expo line until there is a chit placed on the
food
‣ Minimize communication with the cooks as much as possible as it only
slows them down
***Guests can split an order of wings into 2 spices for 2lb order***
No splitting on 1lb orders unless it is a Guest First! situation
Cook Time: 7 - 8 minutes
“Red Bone”

BEER!

Beer
What do you have on tap?
‣ Know what is available
‣ Know which beers are domestic, premium or imports
‣ Always begin and end with an import:
“We have Stella, Keiths, Canadian... and Guinness”
‣ Know the difference between the types of beer
‣ Know how many ounces in a half pint, pint, Devil’s Pint and
pitcher
‣ When a bottle is served always ask if they would like a glass
‣ Let Management know if there are off menu beer requests

WINE!

Wines
White Wine:
‣Peller Estates French Cross – Chardonnay - ON
‣Peller Estates French Cross - Pinot Grigio - ON
‣Stoneleigh - Sauvignon Blanc - New Zealand

Wines
Red Wines:
‣Peller Estates French Cross- Cab/Merlot- ON
‣Peller Estates French Cross- Shiraz- ON
‣Wyndham Estates Bin 444- Cab/Sauvignon-
Australia

Bar Rail
Vodka- Polar Ice
Rum- Lamb’s White
Rye- Wiser’s Special Blend
Gin- Beefeaters
Scotch- Ballantines
Tequila- Sauza

Caesars
A guest asks for a Caesar, what do you ask them?
‣ Would you like to Devil’s size your St. Louis Caesar?
‣ Would you like to try our signature Hot or Hotter
than Hell Sauce? They are perfect for Caesars!