Customer Perspective on Value

The Month of QSR gave me the opportunity to really be the customer. No rushing in and out grabbing fuel. I paid attention to lots of the details of the experience, and here were a few things that really stood out.

Do I Really Want to Go Inside?

The parking lot, the front door, and the floor were suddenly important. I touched my share of sticky door handles, stepped on chewing gum, and tripped over a lot of dogs tied up in front of entrances. What I loved were doors so clean they looked transparent, clean floors, and the fresh smell of really good food.

Is This A Great Place to Work?

While I waited in line, I noticed how my impression of the food was influenced by the appearance of the employees. There was a big difference in demeanor among employees who felt comfortable in their uniforms, rather than those who felt like they were wearing a costume that they could not wait to get out of. Working in such close quarters, you could tell which teams were cohesive and shared camaraderie to make the best of every day.

Are You Happy I am Here?

Smiles and welcome lines are obviously mandated, but sincerity is different. That mumbled corporate speak that I never did understand did not work any better than the automaton suggestive sell that has nothing to do with who I am or what I am ordering. Some chains seemed to figure out how to hire happy people. You cannot make someone be a morning person, but those who are can be priceless at breakfast. I wonder if a.m. shift people are interviewed in the early morning?

Can I Trust You to Get My Order Right?

Mistakes on orders are going to happen. Most of mine were just as much my fault for not understanding the menu. There are two ways to handle a mistake: hassle the customer and make them feel stupid, or just make it right and be nice—only one works.

Do you really need a menu that is so complicated, a new customer takes several visits to get it? I thought the pictures would help me out, but in so many cases there were little tiny vignettes behind the counter where I could not tell what was what.

Will I Want To Come Back?

Delicious, craveable food and service that made me smile back did it for me. There were many good food choices, but not all were consistently delivered. I liked my food simple and delicious; I rejected lots of things that tried too hard to be fancy. Not everyone loves their job, but I could not get away from places fast enough when it was clear that the employees were just going through the motions and did not care. I was delighted that this was seldom the case, and I was welcomed, smiled at, chatted up, and invited back with a sincerity that will bring me back in plenty of stores.