Opening a business can be exciting and signify the fulfillment of a lifelong dream. But, there are some simple things you have to make sure you don’t screw up.
The other night I went to a new food establishment in a nearby shopping center. My youngest daughter had been monitoring it for weeks, anxiously awaiting the grand opening. I checked out the menu online before going so I would be educated as to what they offer. I went inside fully prepared with the family’s order.
The first problem I ran into was what was online was not what was available at the actual restaurant. That’s an issue. So, I had to back up and reassess the menu. Once I updated my order, I was ready to go again.
I stepped confidently to the young kid working the register. I placed my order and when he started to bring items I noticed a discrepancy. The kids meal was supposed to have chips and queso as well as a dessert. There was a dessert but no chips and queso. When I asked about the chips, the kid muttered something.
I have teens. I understand they sometimes don’t speak up. I get it. I also know I’m older and my hearing is feeling the effects of years of loud music when I was a kid. So I let the first one pass. I asked him to repeat what he said and he did just that…at the same exact volume. This little game went back and forth multiple times with not one ounce of effort on his part to try and enunciate and speak up. He didn’t move a muscle. He just sat there with his hands resting on the register, his hat was pulled down over his eyes, and his lips barely moving. I squinted, leaned in, and locked on his lips trying to figure out what he was saying. Nothing. You’d think he’d be yelling by the time we reached the end of this dance. I ultimately gave up and just bought the damn chips and queso separately. 
I then asked the cashier to see the manager just to clarify the menu and to make sure I wasn’t crazy. After all, it was written clear as day on the wall behind him that the kids meal included “a drink, chips and queso, and a dessert”. The manager came over and struggled to explain it was a choice between chips or the dessert. What option did I have here? It was written in plain english “AND a dessert”, not “OR a dessert.” But, somehow this was escaping everyone else. I volleyed back and forth with the manager before just giving up..again.
I went to pick up my food and the manager gave me all of my bags, including a box I noticed had chips and queso inside. As I was getting ready to leave, he hands me another bag and tells me not to forget my chips and queso. I looked at him sideways and asked about the other chips and queso I saw in the box. His reply, “those are included with the kids meal.”
I was done.
So, what are 3 simple things every business owner should know before opening their doors?
1. Know What You are Selling – The menu was clear as day on the wall in this situation. You have to know what the hell you are selling. You can’t go against what is written and expect the customers to have any faith in your business. It seems simple enough, but it can be overlooked and can kill you.
2. Make Sure You are Communicating – The kid I met at the register should’ve asked for help when he saw we were not communicating and there was an issue. Instead he settled in and was sticking to his non-speaking guns. Then, the manager had minor issues with the English language that didn’t help. That’s fine, but if you are having a discussion with a customer which involves nuances of the english language (e.g. “and” vs “or”), you should probably invite a third party who may be able to help. The manager in this situation should have asked for help to clarify what was being said and to make sure both parties were talking about the same thing.
3. Make Sure the Customer Leaves Satisfied – I don’t subscribe to the mantra that the customer is always right. But, I do believe you can’t let them leave pissed off, especially with a new customer. You know the old saying about making a first impression. If things go south, just make sure you make it right for the customer in the end. The manager in this situation threw in an extra burrito, which is fine, but it wasn’t addressing the root issue. If he wanted to truly rectify the situation, he should’ve given me a refund on my chips and queso that I had to buy as an extra item.
I left the restaurant confused, frustrated, and to some degree disappointed. Upon my arrival home I quickly announced that I may never go to that place again. With that said, I may chalk it up to it being a new restaurant and the employees still getting up to speed. But, I’m not going out of my way to go back. A few simple things could’ve helped this business keep a happy customer. Don’t underestimate the simple things. Know what you are offering, take the time to make sure you are communicating effectively, and make sure your customers don’t leave upset.
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