When it comes to building business relationships, the meal is a powerful tool. Meals can impress prospective clients, land deals and even size up potential employees.
However, it’s not as easy as heading to the nearest eatery or the swankiest restaurant in town, says Chef Shane Bruns of Oro, the restaurant at the Emily Morgan Hotel. To be successful, Bruns says, there are several factors to consider when planning a business meal.
“There are many different ways to bond over food and use a meal to develop business relationships,” Bruns says. “It’s a matter of identifying what you want to accomplish and planning ahead."
At Oro, located downtown in the city’s central business district, Bruns creates meals ranging from group meetings to private dinners for San Antonio’s movers and shakers. He’s helped guests stage food–centered business events from gourmet wine dinners to ice cream socials on the grounds of the Alamo.
Bruns shares his top tips for getting the most out of business meals.
Choose your venue carefully. Every restaurant has a different atmosphere that can either enhance or detract from your experience. A restaurant that may be a great place to entertain family or friends may fail miserably when it comes to a business meal. For example, the noise level in some restaurants makes it difficult to talk and hear what your guest is saying.
Also, pay attention to the menu. Find out your client’s food preferences ahead of time so you don’t end up at a high–end steak restaurant only to find out your guest is a vegetarian. With today’s focus on healthful eating, your guest may have specific dietary requirements or preferences. Making assumptions here can be disastrous; ask ahead of time (this also displays your thoughtfulness and attention to detail, Bruns says).
A safe choice: a restaurant with a broad–ranging menu that includes beef, poultry, seafood and vegetarian choices. To cater to all the different tastes of the business crowd, Bruns always includes at least one vegetarian item on the Mediterranean–inspired menu at Oro, and balances meat–and–potatoes style items with lighter, healthier options.
Finally, consider the restaurant’s style. Some restaurants are focused on getting patrons in and out quickly. At places like Oro, Bruns says, the menu and atmosphere invite guests to linger over a meal. Decide in advance which style is the best fit for your business meal and your guest.
“You definitely have to do some homework and familiarize yourself with different restaurants before you make your reservation,” he says.
Decide which meal will work to your advantage. Lunches tend to be a more efficient, more business–focused and faster meal, with an added advantage of being less expensive. Dinners are more leisurely and are more about entertaining and getting to know your guest. They’re also a chance to indulge your prospect with a great meal experience, including appetizers, food–paired wines and desserts.
Mix business with pleasure. Remember, the business meal is all about getting to know each other. Don’t leap into shop talk as soon as you sit down. In fact, some etiquette experts recommend not bringing up business until the waiter has taken everyone’s order and the menus are put away. If significant others are present, make sure to mix in plenty of social conversation to balance out the business discussion.
Take advantage of available help. Most restaurants that cater to the business crowd have staff that want to help you in any way possible. For a small party, this can include requesting a certain table or making payment arrangements in advance so the server brings the bill directly to you and all you have to do is sign (which makes a great impression, Bruns advises).
For a larger group, private dining rooms may be available. Talk to the restaurant maitre’d or manager beforehand to learn how they can help make your meal a success.
Need help with a special menu or wine choices? Don’t be afraid to ask. Some restaurants and hotels offer the services of a wine concierge to assist guests with making great choices to enhance meals. If no sommelier is available, ask the chef.
“If you contact us ahead of time, we can make some recommendations and boost your comfort level with ordering the right wine,” Bruns says. Have a seat. Where you sit makes a difference. Tall booths afford your party some privacy, ideal for discussing confidential business matters. Open tables in the middle of a dining room create opportunities to “see and be seen.”
Put down the cell phone! One of the reasons people take business associates out for meals is that it allows the chance for uninterrupted, quality face time. If you’re trying to impress someone, the surest way to fail is to repeatedly answer a ringing cell phone or check your BlackBerry during the meal. Not only can this be an annoyance to fellow diners, but it says to your guests that they are not your priority. Turn your phone off or to vibrate if you absolutely have to have it close by.
Have fun. Sometimes a business meal is simply a chance to bond with an associate over a fun experience. Guests attest to that, says Bruns, and it’s why he keeps the old–school martini lunch tradition alive at Oro, with fifty cent martinis every Tuesday and Friday. It’s an unexpected and decidedly “retro” way to entertain clients or prospects, he adds.
“We get a lot of really positive feedback on our martini lunches,” Bruns says. “It’s almost as if we’re giving people permission to unwind a bit.”
Still, keep the fun in check during business lunches by monitoring your alcohol intake, Bruns advises.
Follow up. When the meal is over, be sure to thank your guest for joining you. Sending a thank you note makes a great impression, while giving you an opportunity to reinforce your interest and make sure they have your business card handy.
With a little advance planning and attention to detail, your business meal can produce some sweet rewards.
