Customers aren’t stupid
And they don’t like being treated as if they ARE
Here’s one small example. I like to drink coke. I know it’s not the most healthy drink, but that’s my choice. I don’t drink coffee, I rarely drink alcohol, but I do like a Coca Cola every now and then.
So, restaurants, don’t make my choices for me!
I’ve been told “We only have diet because it’s better for you” (“but we also serve gin, loads of fatty food with chips, and there’s a smoking area at the back”) – I just don’t believe they really care about my health that much. Maybe it’s really because they can’t be bothered to account for the sugar tax on real coke?
Then there’s the ‘Pepsi instead’ thing. They get asked every day for Coke but they don’t stock it. Could it be that Pepsi give them a really good deal, and they have chosen profit rather than giving the customers what they really want? Maybe the decision isn’t at branch level, it’s a high level (money-making) policy deal, but still, it’s profit over quality. Great if you prefer Pepsi, and that’s fine if you do, but annoying if you don’t. “You won’t notice the difference” – Yes I will.
The squirty taps are similar – cheaper and easier for the bar or restaurant, …but really?? They really think that tastes the same?? Verdict: Only OK if they have a can or bottle in the fridge as an alternative.
The message is: customers aren’t stupid. They notice things like this. I won’t cost you loads of business, but it’ll cost you some. If you lose one or two meals each evening, is that costing you more than you save with this petty cost cutting? You measure the savings by using squirty coke but you don’t measure the lost meals. Maybe you should.
Or even better, even easier, just BE THE BEST. Use the best quality ingredients, serve the best quality everything including coke, and in the end you’ll be successful.
PS – don’t start me on cheap tomato ketchup!
PPS – look at Five Guys – only peanut oil, no freezers, obsessed with Mayo.
PPPS – this applies to high quality, highly trained staff as well.
Never cut corners, always aim to be the best.
