Front of House (FOH)

Definition:

Front of House (FOH) refers to the areas of a restaurant that are accessible to customers and the staff responsible for interacting with them.

This includes the dining room, bar, reception area, and any other spaces where customers are served.

The FOH team typically includes servers, hosts, bartenders, and managers.

Additionally, this team ensure that customers have a positive dining experience from the moment they enter the restaurant until they leave.

The Front of House is crucial to the restaurant’s overall atmosphere, customer service, and operational efficiency.

Why It Matters:

1. Customer Experience:

   The FOH is where customers form their first and lasting impressions of the restaurant. A well-managed FOH with attentive, friendly staff and a welcoming atmosphere is key to delivering excellent customer service and ensuring repeat business.

2. Operational Efficiency:

   The coordination between Front of House staff and the kitchen (Back of House) is essential for smooth operations. Effective communication and teamwork in the FOH contribute to timely service, accurate orders, and overall customer satisfaction.

3. Revenue Generation:

   The FOH staff plays a direct role in driving sales through upselling, suggesting menu items, and ensuring a positive dining experience that encourages customers to return. A skilled FOH team can significantly impact a restaurant’s profitability.

4. Brand Image:

   The FOH represents the public face of the restaurant and plays a critical role in shaping its brand image. The ambiance, cleanliness, and service quality in the Front of House reflect the restaurant’s standards and values, influencing customer perceptions and reviews.

Key Roles in the Front of House:

• Servers:

  Responsible for taking orders, delivering food and drinks, and ensuring that customers have everything they need during their meal. Servers are key to creating a pleasant dining experience.

• Hosts/Hostesses:

  Greet customers as they arrive, manage reservations, and seat guests. They often serve as the first point of contact for customers, setting the tone for their experience.

• Bartenders:

  Prepare and serve alcoholic and non-alcoholic beverages, engage with customers at the bar, and may also assist with food service. Bartenders contribute to the restaurant’s atmosphere and customer engagement.

• FOH Managers:

  Oversee the daily operations of the Front of House, ensuring that staff are performing effectively, customer service standards are met, and any issues are resolved promptly.

Example in Action:

A fine dining restaurant places a strong emphasis on its FOH operations.

The FOH manager trains the staff extensively in service etiquette, menu knowledge, and customer interaction.

The host greets guests warmly as they enter, and servers are attentive and knowledgeable, guiding customers through the menu and offering wine pairings.

The bartender crafts cocktails with flair, adding to the sophisticated ambiance. As a result, customers enjoy a seamless and memorable dining experience, leading to positive reviews and repeat visits.

Additional Resources & Related Terms

• Back of House (BOH):

  The areas of a restaurant not accessible to customers, where food preparation, cooking, and other behind-the-scenes tasks occur.

• Upselling:

  A technique used by FOH staff to suggest higher-priced items or add-ons to increase the overall check value and enhance the customer experience.

Conclusion:

The Front of House (FOH) is the heart of customer interaction in a restaurant, playing a pivotal role in shaping the dining experience.

A well-trained and coordinated FOH team can elevate the restaurant’s service quality, enhance customer satisfaction, and contribute to the restaurant’s success.

By focusing on excellent service, ambiance, and operational efficiency, the FOH helps build a strong brand image and drives revenue growth.