5 Ways to Enhance Customer Experience in the F&B Industry

Context

The F&B industry in Germany is undergoing significant changes: the cost of ingredients, rent, and labor are all increasing, and the VAT has risen back to 19% for on-site dining, according to recent studies.

Moreover, German customers are becoming increasingly careful about their spending before deciding to dine out. Surveys indicate that up to 67% of F&B service providers in Germany reported that customers are reducing dining out due to rising living costs.

As a restaurant owner or manager, you have to manage many aspects: revenue, profit, food costs, staff, and more. Cutting expenses does not always yield the desired results. The good news is that there are still many simple ways to increase revenue and improve customer satisfaction.

Below are five specific ways for F&B establishments in Germany to enhance the customer experience – from recruitment and on-site service to digital marketing and technology.

1. Recruit with a clear process

When customers evaluate a restaurant, they do not just look at the food. Up to 82% of customers have left a table because of poor service, even if the food was excellent or the restaurant was beautifully decorated.

You can serve the best dishes or have the most beautiful space in town, but if the service quality does not match, customers will not return or recommend your restaurant.

According to Danny Meyer, author of The Transforming Power of Hospitality in Business, when hiring service staff, technical skills account for only 49%, while emotional skills account for 51%. The most important qualities are warmth, empathy, responsiveness, and honesty. Therefore, recruitment should focus on:

Prioritizing candidates with strong emotional skills (warmth, empathy) rather than just technical skills.
Clearly defining criteria and setting standards during recruitment, instead of hiring randomly.
Hiring the right staff creates a welcoming atmosphere, making customers feel valued from the moment they enter the restaurant.

2. Create a staff manual

When employees know detailed step-by-step procedures – from greeting guests, providing wait times, suggesting dishes, to serving – service quality is consistently maintained. This includes:

Writing clear procedures for greeting, serving, and payment.
Training new staff according to established procedures.
Measuring and adjusting procedures based on customer feedback.

This helps German customers – who highly value professionalism – perceive that your restaurant operates with standards rather than improvisation. Clear objectives also motivate staff to work better, maintaining stable service quality over time.

3. Train employees

Hands-on training helps staff understand how to interact with customers, suggest dishes, and serve at the right time. Encouraged employees are 88% more motivated than those who are not.

Focus on customer empathy, anticipating needs, and timely service. Even a simple greeting or sincere feedback makes customers feel respected and willing to return.
Train staff to suggest specific dishes: instead of a generic “choose a red wine,” say, “We recommend a light Pinot Noir from Baden, which pairs well with fish.” This attention to detail enhances the perceived care for the customer.

Hands-on training not only improves professionalism but also strengthens team cohesion.

4. Invest in technology: website & online marketing

In Germany, most customers search online before visiting a restaurant: they use Google, check websites, and social media. Today, good service does not only occur in the restaurant but also online.

A professional German-standard website and active social media presence can increase trust and booking rates:

Clear website information: menu, prices, opening hours, team, hygiene certifications – reassures new customers on the first visit.
Authentic images & videos: post 30-second clips such as “customers enjoying signature dishes” or “staff preparing meals.”
Restaurants active on social media are remembered first when customers search for dining options or event venues.
Respond quickly to messages on Facebook or Instagram.
Allow customers to book tables or pre-order via chat.
Post content, engage with customers, and reply to comments – creating an image of a dynamic, professional restaurant.
Allow online reservations, orders, or pre-orders from the website or Facebook chat – convenient for customers and increases additional revenue. Offer small incentives for registration, e.g., “Sign up for updates – get a free dessert.”

Studies show that technologies such as online ordering, kiosks, and contactless payment are increasingly preferred in Germany.

5. Integrate online ordering and takeaway services

Even if your restaurant focuses on dine-in, adding online ordering and takeaway/delivery channels is a crucial revenue source:

Set up a clear “Book a Table” button on the website and Facebook.
Partner with delivery platforms or operate your own takeaway channel.
Encourage customers to “take away” or “host at home” using vouchers or gifts to retain loyal customers.

This not only increases revenue but also allows you to serve customers who prefer not to dine on-site, adding flexibility and keeping your brand top-of-mind.

Case Study

A Vietnamese restaurant in Berlin initially only posted occasional food photos on Instagram. New customer visits were low, and repeat visits were minimal. After partnering with SPS Marketing:

Website launched: clear menu + prices, online table booking, hygiene certifications – boosting brand credibility.
Social media: 2 short videos per week, e.g., “behind-the-scenes,” “customer tasting,” “chef recommendations.”
Staff trained: service manual + dish suggestion practice.

Results after 3 months:

Online reservations increased by 35%.
Repeat customers increased by 20%.
New customers from Google Maps rose significantly.
The restaurant became more popular locally, and peak-month revenue improved.

Role of SPS Marketing

SPS Marketing understands the specifics of Vietnamese-owned F&B businesses in Germany – from designing German-standard websites to social media strategies. Services include:

Website design: clear interface, user-friendly, online booking/order.
Social media setup & management: Facebook, Instagram, content creation, videos, customer engagement.
Marketing campaigns: engage existing customers, attract new ones, using email/WhatsApp/customer feedback.

With this support, your restaurant can not only survive during difficult times but actively attract customers and provide a premium experience.

Conclusion

Enhancing the customer experience – from recruitment, service, technology, to digital marketing – not only retains customers longer but also increases revenue and builds a sustainable brand in Germany. Especially in times of high costs and strong competition, targeted investment provides a significant advantage.

👉 Do not hesitate: Contact SPS Marketing today to help you build a German-standard website, develop social media strategies, and digital marketing – making your Vietnamese restaurant shine, attract more customers, and increase revenue immediately.