The Tale of Two Restaurants

Credit: Bill Gillespie, Park City, Utah

One of the cool things about sales is you can always learn something. If you buy anything you’re exposed to selling. If you eat out, you’re exposed to selling. If you leave your home or jump on line you’re exposed to selling.

Once upon a time I worked with a very successful sales guy. He would say, “I pay attention to how I buy things and the way I interact with the selling party. I apply what I observe/learn to how I sell. The things that matter to me are sure to matter to my customers.” This guy was spot on.

If you follow me on social media or if you’ve been reading my PI articles you know that I’ve just spent a month out west. My wife and I were managing a move from Park City to Midway, Utah. We still ski. Consequently, we keep a place out there for our winter escape.

Last week we started our drive home (Utah to Dalton, Georgia). For us, it’s a weeklong gig with “let’s eat here” meals, frequent gas stops and convenient, roadside hotels. I’m confident some of you can relate.

In any case, the trip gives me a chance to compare two fast food joints. I won’t name either. I suspect most of you will figure them out anyway.

FF Place #1: These guys have reengineered themselves after Covid. They’ve gone from a nice and comfy dining room to we’ve got tables if you want em but we’re really set up for drive through and take out. You can download their app, order online or use one of the delivery services. They’re highly efficient and the signature sandwich is great.

Unless you use the app you’re going to interact with a person. If you go to the drive through an employee meets you in the parking lot, takes your order, collects payment and directs you into the pickup line. If you go inside, it’s the same. You interact with a person.

FF Place #2: These guys are similar to the first place. Their dining room has been thinned out and their take it with you message has moved to the front. They’ve gone a step further. They’ve added electronic ordering and payment collecting kiosks so you can skip human interaction. You can select your meal,
transfer money and get in a food pick up line without personal contact of any kind.

Our Experience: The first place was mindless. We placed our order, took an order identifying marker with us, collected our drinks and sat down. A few minutes later a lady showed up with our food. It was exactly what we expected and we had someone to ask for napkins, salt and pepper. People matter!

The second place was confused and confusing. Employees stood behind the counter with trays of food shouting “order #3, order #3.” Patrons looked for receipts (some of the ordering kiosks were out of paper and couldn’t print receipts) to see if they were the summoned order. At least half of the customers stood at an unattended counter trying to flag down help checking on their meal.

Our food came. It was fine (what we expected) but the visit required work. It was a pain.

Observation: One of these companies is good at the new model. Their focus has shifted to drive through and take out. They accommodate dine in but it isn’t their main thing.

Having said that, they know that people matter. They know that personal service (touch) matters. People give other people confidence. The customer can see action. The customer has someone to ask questions of.

The second place has arrived at a service formula and they think they’ve made everything easier. They need less people. Ordering and paying are automated.

But the customers are anxious. They congregate in the lobby. They’ve handed over money, might have a receipt and they’re waiting for their food. Some sit in an untidy dining room with a table marker hoping someone has their order and will bring it to them soon.

Service was bad. I had to chase down my order and argue over a missed item. My kiosk couldn’t manage a receipt so we debated what had been ordered. The decision to dine with them was totally dependent on availability and price.

Our industry: I go back to my pal that paid attention to how he bought stuff. What would he say?

Everyone I know is talking about workflow automation. I get it and love it. Automation lets us reduce cost and time for repetitive tasks. It’s critical to error prevention, cost containment and demanded service levels. I’m on board and I’m a fan.

Having said that, workflow automation handles transactions. It doesn’t handle selling. It can’t manage the customer experience. By itself, it cannot make customers comfortable.

I’ve written on this before. If you take people out of your selling, you’re making yourself vulnerable. Clients want work to be easier. They don’t want less personal attention. Apply the model in place for FF Place#2 and you’re opening the door for a competitor.

Your personal touch separates you from commodity status. The comfort you personally deliver justifies price. The confidence your client has in you and your company is your value.

You’re what makes the difference.

I’ve gotta know. Can you guess the restaurants?