Case Study: Why Do We Say No to Our Guests? Ilana was a server at the Burger and Beer Shop, a sports bar located in a downtown area that was now being revitalized with housing for 30-something professionals. She was completing the server checkout process at the end of her shift with her boss, Casey.

So how did everything go today, Ilana? Casey asked.

Well, it was pretty much a regular shift, Ilana replied, I only had to say no to three or four guests today.

What did you say no about? Casey demanded. After all, we are in the hospitality industry, and our response should be more like, The answer is yes; what is the question?

The question being asked is usually pretty much the same, replied Ilana. They want to know if they can order a plant-based burger, and I have to tell them: No, you cant, because we dont sell them.

Some of the other servers have told me the same thing, Casey said. But I explain to them that we wouldnt have many orders because our guests want the real thing: a burger made from beef.

Casey, you must know how many guests order light beers, responded Ilana. So maybe youre wrong!

Discussion Questions

1. What are some things Casey can do to learn what guests think about adding plant-based burgers to the menu?

2. How helpful can wait staff be in activities designed to learn about the current wants and needs of those they are serving?

3. What procedures can be used to purchase this new product if that is the decision which is made?