Sample result
Stage-by-Stage Customer Journey Builder for Restaurants
The owner asked this:«A 110-seat grill in Mexico City, 640-peso check, we sell 2.88 million a month. On Google we have 4.2 with 610 reviews and only 14% come back within 90 days. People leave the table happy and still do not return. I want the full dining-room journey, with what guests say, not with what we believe.»
① The map on one page: where the evening rises and where it drops
Before scoring, the house listened: the last 30 Google reviews and 10 guests on their way out. This is the journey, micro-moment by micro-moment, on the house scale (1 I hate it · 2 Bad · 3 Basic · 4 Functional · 5 I like it · 6 WOW) with the effort it costs the guest from 1 to 5.
| Stage | Micro-moment | Experience | Effort | Emotion heard | Who manages it |
|---|---|---|---|---|---|
| Discovery | D1 · Searches «grill near me» | 3 · Basic | 2 | curiosity | 🔴 ORPHAN |
| Discovery | D2 · Sees the short rib reel | 5 · I like it | 1 | craving | Community manager |
| Discovery | D3 · A friend recommends it | 5 · I like it | 1 | trust | Nobody measures it |
| Decision | C1 · Reads three recent reviews | 2 · Bad | 2 | doubt | 🔴 ORPHAN |
| Decision | C2 · Looks for the menu and prices | 3 · Basic | 3 | confusion | Community manager |
| Decision | C3 · Messages on WhatsApp to book | 2 · Bad | 4 | impatience | Host (only on shift) |
| Arrival | L1 · Hands the car to the valet | 3 · Basic | 3 | tension | External provider |
| Arrival | L2 · Walks through the door | 4 · Functional | 1 | relief | Host |
| Arrival | L3 · Stands waiting without knowing how long | 1 · I hate it | 5 | annoyance | Host |
| Arrival | L4 · Reaches the table | 4 · Functional | 1 | calm | Floor captain |
| Consumption | M1 · Gets the fresh tortilla | 6 · WOW | 1 | surprise | Floor captain |
| Consumption | M2 · Orders the cut and the doneness | 4 · Functional | 2 | trust | Server |
| Consumption | M3 · Waits for the starter | 4 · Functional | 2 | conversation | Head chef |
| Consumption | M4 · The cut arrives | 3 · Basic | 3 | disappointment | Head grill cook |
| Consumption | M5 · Asks for another round | 3 · Basic | 4 | waiting | Server |
| Consumption | M6 · Lingering and dessert | 5 · I like it | 1 | pleasure | Server |
| Exit | S1 · Asks for the bill and waits | 2 · Bad | 5 | hurry | Cashier |
| Exit | S2 · Says goodbye | 3 · Basic | 2 | indifference | Host |
| Exit | S3 · Waits for the valet to bring the car | 2 · Bad | 4 | tiredness | External provider |
| Return | R1 · 30 days go by with no news | 2 · Bad | 1 | forgotten | 🔴 ORPHAN |
| Return | R2 · Chooses where to celebrate | NOT MEASURED | — | — | Community manager |
| Return | R3 · Searches for the house again | NOT MEASURED | — | — | 🔴 ORPHAN |
The peak of the evening is the fresh tortilla: 14 of 30 reviews name it. The end is the sidewalk: 14 minutes waiting for the car. Those are the two moments the guest takes home, and today the evening ends on the worse of the two. 12 of 22 micro-moments are below FUNCTIONAL and 4 touchpoints belong to nobody.
② The five frictions, costed
Sorted by what they cost a month, not by what bothers most. They add up to 263,546 MXN a month, 9.2% of sales.
| # | The friction, as a fact | The calculation | Per month |
|---|---|---|---|
| 1 | Nobody writes after the visit: 0 messages and only 14% return within 90 days | 3 points of 4,500 covers = 135 covers × 640 MXN | 86,400 MXN |
| 2 | Booking WhatsApp answered in 38 minutes Thursday to Saturday | 180 requests × 1/3 answered late × 1/2 already booked elsewhere = 30 tables × 3.1 × 640 MXN | 59,520 MXN |
| 3 | 7% of cuts come back for doneness | 2,475 cuts × 7% = 173 redone cuts × 290 MXN cost | 50,170 MXN |
| 4 | 11 minutes standing at the door with no promised time; 1 in 9 groups leaves | 22 groups × 3.1 × 640 MXN | 43,648 MXN |
| 5 | The bill takes 9 minutes once asked for | 12 tables without a second seating × 3.1 × 640 MXN | 23,808 MXN |
Out of the plan, as a decision with the provider: the 14-minute valet wait at the exit. It is not dressed up as an improvement: it is negotiated.
③ Three WOWs anyone can deliver on a Tuesday
Each on a micro-moment already at FUNCTIONAL or above, and none on an effort of 4 or 5: a WOW on top of an 11-minute wait reads as make-up.
- Discovery · D3. Whoever arrives recommended gets the first tortilla with the house chile butter, «from the person who sent you». Host and server · 8 MXN per guest · checked with the «how did you hear about us?» box and an «R» on the ticket.
- Arrival · L4. The table waits with the house salsa served and a card with the booking name. Host · 4 MXN · card on 9 of 10 booked tables.
- Consumption · M6. The grill cook comes out with the last tortilla and asks how the doneness was. Grill cook on shift · 6 MXN · a «P» on the ticket.
The three together cost 18 MXN per guest: 2.8% of a 640 MXN check.
The full example has 2 more part(s): you see them inside the library, with your account.