Keep in touch with customers

Case 1: Wendy's

In November 2004 I personally spent close to $300 at Wendy's. That may not sound like a lot, but not many people spend $300 in aggregate monthly food expenditures--total. People around me got sick of me talking about how great the Junior Bacon Cheeseburgers tasted compared to McDonald's, or how much better their chicken nuggets are. In addition, I was a major proponent of their $0.99 menu, which finally gave customers decent options for under a buck. I read in QSR Magazine, how Wendy's was the best rated drive through service among quick-service restaurants. In my eyes, and in the ears of those around me, Wendy's was positioned to take over the world. Once again, greedy corporate executives (completely out of touch with their customers) decided they had enough of a stronghold to in the market to shake off a few customers when raising their prices. JBC's went up 30%...and enough other menu items went up to make them rename their 99 cent menu the 'value' menu. Pretty hard to convince customers that the new, higher prices were really a value. To top off their woes, a faithful Wendy's customer made international news headlines with the finding of a human finger in a bowl of chili. What happens with the investigation won't really matter... the damage has been done. Not only am I less appetized to eat there, but I sure as hell am not willing to pay 30% more for the worsening food, and lack of English-speaking drive through attendants.


Case 2: Wal-Mart

If you can't tell from Case 1, I eat out a LOT. Last night, I decided to start eating more healthy food, which warranted my first trip to the grocery store in about a year. I went to Wal-Mart because I wanted to look at a few non-grocer items. After about 2 hours of figuring out what I wanted, and where to find it, I proceeded to the check-out line. I waited for 5 minutes and then realized i exceeded the 20-item-limit posted on the tiny sign above this register. I conformingly repositioned myself in a new line and waited another 10 minutes. When I got to the front of the line, I was informed that they were accepting only cash or checks, since the debit/credit machines weren't working. The girl claimed it was a "network" problem and that none of the other local stores' credit machines were working either. Completely surprised and bothered, I walked out leaving all my groceries on the check-out conveyor belt. I could have paid the $5.00 in fees and used the ATM, but it was the principle that bothered me. No one had bothered to tell me this on the way in the store and I subsequently wasted half my evening. On the way out, I noticed a fat, shy, unkept, old woman standing near the door...she half-whispered to 1 of the 15 people walking in that they wouldn't be able to pay with a credit card...after some confusion he figured out what she was saying through her decaying teeth and left about the same time as I did. About the "network" problem...I went to Smith's down the street and paid with my Debit card...no problems. I will probably NEVER shop at Wal-Mart again. I'm only 1 of millions of customers...but I think it matters.


Case 3: Costa Vida...or Azul... or Vida... I'm not sure how abut Costa Suck

Utah is known for its blatant knock-off attempts on quality companies. A local success is Cafe Rio. Hands down the best mexican food money can buy north of the border. Oversized burritos and salads, filled with top-notch ingredients made Cafe Rio one of the most profitable restaurant chains I have ever seen. I commonly waited in a standing line for over an hour to get mine. Well, true to their colors, not-so-creative Utahns have knocked off Cafe Rio in several chains: Bajio's, and Costa 'Suck' are two of the ones I've been to. I would like to put a little negative PR out there about Costa 'Suck'...They recently opened up a new location at the Gateway (downtown SLC), which is right next to my office. I have been there twice and been disappointed both times. Each time, the people in the food line have totally skimped me and my friends. The first time, I said nothing and ate what seemed to be a half-Cafe Rio knock-off salad for a dollar more. The second time, my friend asked for extra meat and they said he would be charged for it. They tried to nail him for $2.00 extra and still gave less meat and toppings than Cafe Rio. Listen! If you are going to blatantly copy someone else's creativity and try to profit from it... you better do it as good or better. Costa 'Suck' lost 5 would-be regulars (minimum 3 visits/week) all because management put the fear of God into those people about being stingy on meat... Try a little common sense, or at least don't make it so obvious by taking meat out when the first scoop looks like too much. Come on. Oh...I almost forgot...Costa 'Suck' just changed its name from Azul to Vida...try picking a name and sticking with it. Brand consistency is usually a good thing=)

This frustration comes from my perspective as a business founder. Dave Thomas would roll over in his grave if he knew what the current executives have done with his baby. Sam Walton would be appalled at the lack of qualified employees and poor customer service in his establishment. The founder of Cafe Rio is probably laughing all the way to the bank after selling his chain, only to see wannabe's struggling to do simple things that made him successful. Maybe some of you were not in on the founding of your business...maybe you haven't caught the vision of what your company is trying to do...maybe you are just lazy and have no sense of responsibility or loyalty...perhaps you are trying and failing...Look... live up to the vision and expectation set by the founder of your business. Do things right... don't take short-cuts...don't get greedy, and you will thrive!