Nearly a month into operations at Craig’s Bakehouse, we find ourselves reflecting on the whirlwind journey so far. It has been an exciting, challenging, and deeply rewarding time. Over the past weeks, in the busiest time of the year, we’ve delighted many, made some mistakes, had differing views on what is an 'extra hot coffee', removed pies out of the oven a bit too early, made some errors in our baking percentages, refunded some purchases, inadvertently upset a few patrons, and we've apologised, and all-in-all, grown immensely as a team. Each day brings new lessons and opportunities to improve.
But one theme has emerged that goes beyond our walls—a broader issue in the hospitality industry: the expectation that when hospitality staff get things wrong, we must silently endure the wrath of a disgruntled customer. Is this really the way forward?
In the fast-paced world of hospitality, customer service is the cornerstone of what we do. From crafting the perfect cup of coffee to ensuring your croissant is fresh and flaky, we strive to provide exceptional experiences every single day. Yet, despite our best efforts, we sometimes get it wrong. Orders can be mistaken, service can be slower than expected, or a momentary lapse in attention can lead to errors. When this happens, our first step is always to acknowledge the mistake and offer a genuine apology. After all, we are as committed to excellence as you are to enjoying your time with us.
However, this dynamic doesn’t always go as planned. Sometimes, despite heartfelt apologies and a sincere effort to make amends, we encounter responses that leave us troubled, such as abruptness, blatant dismissal of our apology, or even outright rudeness. This can be disheartening and it begs the question: do hospitality staff not also deserve the courtesy of respect?
There is an expectation that we are to silently endure the wrath of an upset customer, even when we’ve done everything we can to rectify the situation. If we dare to respond, we are immediately accused of being rude, insolent and lacking in customer service skills (as a reviewer put it recently online). This is not just an issue at Craig’s; it is a challenge that resonates across the entire hospitality sector.
Let’s explore this nuanced topic from both sides of the counter.
A Personal Experience
Allow me to share a recent experience that brought this issue into sharp focus. A table of patrons had dined in for lunch and ordered takeaway coffees. Due to an accidental loss of the order docket, their takeaway coffees were delayed. Upon realising this, I personally took the coffees to their table, apologising sincerely for the delay. The patrons however did not acknowledge my apology. Thinking they might not have heard me, I repeated, “Ma’am, I sincerely apologise for the delay in your coffees.” This time, my apology was acknowledged, and I responded with a simple, “Thank you.”
I left the table believing the matter was resolved, only to be accused by another member of the same table of being rude. Wanting to address the concern, I returned to the table to clarify, only to find one of the patrons recording our interaction. I requested that they stop, as recording without consent is not only invasive but also illegal. This escalated the situation, and I was again accused of rudeness. I left the interaction knowing that a keyboard review might soon follow, but the incident left me questioning: How could this have been handled differently, and where does mutual respect come into play?
When Hospitality Gets It Wrong
Mistakes in hospitality can happen for many reasons—a misheard order during a busy rush, an unexpected delay in the kitchen, a new team member still finding their feet or even a new business finding its rhythm. Regardless of the cause, our approach is clear: own up to the error, apologise, and find a solution. Whether it’s replacing a dish, offering a complimentary item, or simply expressing genuine regret, we aim to restore your experience and uphold the trust you place in us.
But an apology is more than just words. It’s about tone, timing, and action. A rushed, insincere “Sorry about that” doesn’t cut it. Instead, we aim to convey empathy and understanding, acknowledging not just the mistake but the inconvenience caused. When done right, an apology can turn a negative experience into an opportunity to strengthen the customer relationship.
The Customer’s Role in Graceful Acceptance
On the flip side, customers also play a role in navigating these moments. Mistakes are inevitable in any human endeavor, and hospitality is no exception. Recognising this doesn’t mean lowering expectations; rather, it’s about approaching these situations with understanding. A calm acknowledgment of the error and a willingness to hear the reason and or/proposed solution can create a positive outcome for everyone involved.
When a heartfelt apology is met with excessive anger or unkindness, it diminishes the interaction. Hospitality staff, like all humans, deserve respect. The expectation that we absorb every criticism—no matter how harsh or personal—without a word in return isn’t fair. Mutual respect fosters better resolutions, and a little grace can go a long way in creating a pleasant atmosphere for everyone.
Constructive Feedback vs. Harmful Reviews
In today’s digital age, dissatisfaction often finds its outlet in online reviews. Sharing feedback comes with responsibility. Reviews can be powerful tools for improvement when they’re fair, specific, and constructive. Highlighting what went wrong, how it impacted your experience, and what you’d suggest for improvement gives venues actionable insights.
However, personal attacks on team members or owners, or using reviews as a platform for venting anger, do more harm than good. These types of reviews make it incredibly challenging for venues to identify how to improve. Instead, they foster a culture of fear and defensiveness, stifling the open dialogue that drives better service.
Striking the Right Balance
As we reflect on our journey so far, it’s clear that the challenges we face at Craig’s are not unique to us—they echo throughout the hospitality industry.
The expectation that hospitality staff must silently endure disrespect or rudeness, even when apologising and striving to make amends, is a systemic issue. By fostering mutual understanding and respect, both customers and staff can help create a more positive and collaborative atmosphere in hospitality spaces.
At Craig’s Bakehouse, we take pride in striving to provide great service and creating exceptional experiences. While we acknowledge that mistakes will happen, we remain committed to offering solutions and learning from every interaction. Together, with mutual respect and kindness, we can ensure the best outcomes for all.
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