The offence
‘Award-winning service’ sounds impressive until nobody says which award, when it was won or why it matters to the customer.
Name the recognition and connect it to a useful capability. If the award is irrelevant, ancient or mainly purchased with a table booking, let it rest.
The prescription
Do this next.
- Name the award and year.
- Explain the customer-relevant reason it was won.
- Remove awards that do not strengthen a buying decision.