Afternoon Tea is Hot Right Now –– Here are the 5 Do’s and Don’ts for Guest Experience

America’s obsession with all things British has taken over teatime. Seize this afternoon opportuni-tea to make guests feel like royalty.

I love England – so much so that I married a Brit. One of my biggest pleasures is visiting his relatives in London so I can enjoy a perfect afternoon tea service: Iconic establishments like Claridge’s, Harrods, and the Savoy exceed expectations every time with delightful menus, tantalizing teas, and luxurious, never-ending bites. The best part, of course, is the top-of-the-line service.

Afternoon tea is becoming more and more popular here in America. It’s now offered by various restaurants and hotels, and quaint standalone tea rooms are popping up left and right. Guests can’t get enough of this special cultural immersion.

Last month, Salon.com wrote the headline “Here’s why afternoon tea is officially the new happy hour.” Last May, The Boston Glob wrote “Afternoon teat is so hot right now.”

So you can imagine my excitement when my aunt booked us afternoon tea only an hour’s drive from my house!

“The tea” on poor guest experience

The location was set in the conservatory of a historic museum. Tables were draped with colorful linen cloths, and the sun was shining through the two-story floor-to-ceiling windows. Staff greeted us, showed us to our table, and everything looked promising.

Then the service began.

I’ll try to keep my complaints to a minimum, because I have many and I don’t want to bore you with my dissatisfaction. But I think it’s important to identify at least some of the faux pas I endured…

• We waited 15 minutes before being acknowledged by a server.
• There was no menu, only vague descriptions as items appeared (“This is black tea…” the server said as he poured unenthusiastically).
• Oh, and that tea was lukewarm. The food was scarce and stale.
• When we asked for seconds, we were met with a blank stare, followed by a firm “No.”
• After an hour servers rushed us out, so they could turn the table over for the next guests.

All this disappointment for only $75 a head! What a bargain!

Of course, as I drank and ate, I unfairly compared this amateur attempt at afternoon tea with my time spent at some of the finest tea rooms in the world. But even if I forgot about all of that and just took into consideration this single substandard lunch, it still felt like a rip off.

I was upset because afternoon tea is so special to me. If done right, it can be a transformative experience for guests (and a major bottom-line boost for business).

It got me thinking about what my wonderful tea times abroad all had in common. The wow factor was not necessarily the food or the tea itself – it was the attention paid to every detail that came together for a beautiful overall experience.

If you’re thinking of hosting afternoon tea at your establishment – and I strongly suggest you do – here are some tips from the best to ever do it…

GEM’s Guest Experience Checklist for Afternoon Tea

1.   Set the tone immediately

As soon as guests walk through the door, they should be greeted like the royalty they are. Service staff at the top tea rooms around the world have an understated way of taking care of guests that not only makes them feel special, but it also shows them that over the next couple hours staff will tend to every need in a refined, polite manner without being over-the-top (and guests should follow suit).

The host immediately escorts guests to their table, where shining place settings and comfy chairs welcome guests. Natural plants and soft lighting also help create a mood of elegance. Proper tea rooms are usually accompanied by live musicians, such as a cellist or a pianist, playing soft classical music – another enforcement of a high-class atmosphere.

2.   Create a story with your menu

Menus can set the mood and get guests excited. Menus also give you the platform to tell a story that enhances the experience and reinforces your brand. Not to mention it provides a beautiful keepsake guests can take home.

When I had afternoon tea at the Savoy, they set the table with impressive menus describing each bite we would enjoy, as well as a brief history of their tea service and the origins of all of their tea options. The Savoy has been hosting tea for over a century, so they know a thing or two about style. Their elaborate booklet of information kept us busy until our server brought out the first round of goodies.

3.   Don’t cut corners with ingredients

Food traditionally served at afternoon tea is simple in form, therefore every component should be near perfect in quality and presentation. Harrods tea service masters this with scrumptious sandwiches on fresh bread and tea options that will satisfy even the most demanding palettes.

Each sandwich features only one or two ingredients, but they are the finest and the freshest. Their desserts are crafted in-house and divine, their quintessential scones baked to perfection. Of course, everything is offered with clotted cream, lemon curd, and a variety of jams. Want seconds? Thirds? Even fourths? No problem. Ask and you shall receive.

4.   Find ways to say “yes”

Claridge’s classic afternoon tea provides the perfect example of impeccable attentiveness. They know exactly when to engage and when to leave guests alone to enjoy their goodies. Their servers bring out an endless supply of finger sandwiches, and they ask you which is your favorite so they can keep that particular item coming.

One time while I was enjoying tea there, a family seated nearby could not control their child’s screaming tantrums. Before I could ask to move, the server swiftly came over, told us he found a quiet booth in the corner, and offered us a bottle of champagne for our troubles (!).

5.   Let guests linger to their hearts’ content

This one may seem counterintuitive to bringing in more business. Your instinct may be to turn the tables and limit the service time to one or two hours. But trust me, it means a lot to those paying a large sum of money for tea and sandwiches to be able to stay awhile.

Usually, guests will want to leave of their own accord after an appropriate time, anyways. Offer more food and drink. Check in, but not in a pushy way. Eventually, they’ll fill up, and their final lasting impression will stay positive. Their word of mouth is golden, so continue flawless service all the way through to the final napkin fold.

A lot of reward, a little cost

Capturing that magic from across the pond does not have to be an expensive feat. It does, however, take planning, polish, and a little panache! An impressive afternoon tea can be pulled off with limited resources. Whether your budget is $500 or $5,000, if planned properly, a tea service can pull in extra revenue and create buzz amongst guests.

Use this opportuni-tea to show off your establishment in a new light, and cash in on a craze that is taking off across the country.

Almost any space can transform into a tearoom that attracts guests seeking an elegant afternoon of sipping and socializing. With the right service, style, and attention to detail, your establishment can put on a great tea service.

Create something special for your England-loving guests and beyond.