Celebrity chef wants his customers to look happy

Aug 1 2007 by Liza Williams, Liverpool Daily Post

THEY are the signs that betray an unhappy diner – hunched shoulders, folded arms and pursed lips. They are also the body language traits Liverpool restaurateur Paul Heathcote least wants to see in his customers.

The award-winning celebrity chef has invested in a scheme to help his staff spot early signs of a disgruntled guest at his restaurant Simply Heathcotes.

He has brought in his father, body language expert Ken Heathcote, to train in how to deliver the best customer service possible.

Employees are being taught techniques in maintaining eye contact, developing a rapport with customers and good positions in which to stand when dealing with them.

They are also attending role- playing sessions when they learn how to detect any potentially negative or evasive body language and deal with it as effectively as possible to put diners at ease.

The idea, says chef and Daily Post columnist Heathcote, is to equip staff in an industry in which many are relatively young, with the confidence to relate to customers who walk on to the premises from all walks of life.

"This is about making staff feel confident and self assured," he said.

"It means that even if they are a 21-year-old straight out of university, they feel completely comfortable in dealing with, for example, a highly successful 35 or 40-year-old business person.

"The result is that customers’ experience in the restaurant is as relaxed and enjoyable as possible, while the staff enjoy a high level of self esteem and confidence."

Heathcote has 13 North West venues and his is the only restaurant in Liverpool to hold a Michelin Bib Gourmand, an accolade which recognises high quality food at reasonable prices.

Last night his father Ken Heathcote said: "The workshops aim to show staff how to deal with customers in a way which strikes just the right balance – so they’re not too distant but not too oppressive either.

"The best way to do this is by role playing and actively demonstrating to staff how to read into customers’ body language and then how to handle different scenarios.

"We have put in place a five point plan which shows them the most effective way to develop a rapport with customers.

"The whole idea is to make the Heathcotes experience as enjoyable, friendly and relaxed as possible."

The workshops have initially been held for front of house staff, but the company is aiming to expand them so that all staff members have the opportunity to experience them.

Mr Heathcote snr added: "Our body language classes probably fall into the category of so called ‘soft skills’ – and they are often not made a top priority.

"That’s not just the case in the restaurant industry, but in all industries – simply because it’s difficult to actually measure their effect.

"But having a wonderful meal out isn’t just about one element – it’s about the food, the setting and how friendly, hospitable and professional the staff are. You have to work hard at all of those things."

Sarah Marion, general manager of Simply Heathcotes, added: "I’ve worked in the restaurant industry for 20 years and while customer service training isn’t anything unusual, the detail Ken pays to elements such as reading body language is.

"The amount of time and effort spent on this and the other workshops really makes this place stand out. There is no doubt that it works, staff enjoy the classes and come away from them confident and equipped to do their job to the highest standards."

* DON'T miss Paul Heathcote's mouthwatering recipes, top tips and expert wine choices with the Liverpool Daily Post online at www.paulheathcote.merseyblogs.co.uk  

Heathcote on lookout for new restaurant site

PAUL HEATHCOTE is planning to open a new restaurant in Merseyside to add to his growing empire.

The celebrity chef wants a new venue to add to his portfolio, which includes Simply Heathcotes on The Strand, and his chain Olive Press which has a branch on Castle Street.

Last night he revealed he has spent time recently looking at potential spots in Southport and Wirral.

He has also expressed an interest in Grosvenor’s Liverpool One development, and in projects being developed by property company Bruntwood, which owns the former Littlewoods headquarters in Old Hall Street and the nearby Cotton Exchange complex.

"I think I would want to open a smart restaurant," said Heathcote last night.

"That is not to say the city could not take another Olive Press, that idea has been thrown about too.

"There is so much excitement around Liverpool at the moment, confidence is high and I get the right feeling about doing it. The city centre with all its new developments can certainly hold another top class restaurant and I would like to be the person who opens it.

"But surrounding Merseyside areas are also catching my eye and I have been looking around. We have not found the right premises yet though."

Paul’s catering company Heathcotes will be serving the new Kings Dock Arena and Convention Centre (ACC), where kitchen designs have just been completed.

He said: "We are concentrating on the arena project at the moment but in the new year we will start seriously looking into another restaurant."

"Since we opened Simply Heathcotes in Liverpool seven years ago it has been a great time for us and by opening another restaurant