Early this week, speaking at a franchise convention hosted in a place known for “magic,” I found the service and employees to be underwhelming. Everything from the front desk to the restaurants was very generic. Does the guest notice this? You bet.
Last night, as I checked in to an inexpensive hotel after a long flight delay, my mood was as to be expected. Check-in process was nothing memorable. Walk in to the room, however, and a cleverly folded set of two towels looks like an elephant on my bed! In the bathroom, the towels are folded near the sink to look like a swan! All at a hotel for under $100 per night. Does the guest notice? You bet.
Problem is, there are hundreds of other locations for this brand, and now I expect this everywhere I go or I will be disappointed.
One location doing something great does not do enough for the brand—they all need to do what it is they want to be known for. In the last issue we discussed “Made to Stick” ideas. So, what are yours? Haven’t come up with any yet? Here are a few more ideas since folding towels into animal shapes likely won’t drive a restaurant’s business:
Have a mantra every employee knows. Keep it simple, short, and memorable. Ask the employees to help you create it versus telling them what it is.
Use genuine, not robotic, phrases, such as “see you tomorrow,” “thanks,” “drive safe,” “have a great day/trip,” using the customer’s name if you know them or if they pay with a credit card and so on. Too often companies tell their employees “say ___ to every customer” without focusing on teaching tone and body language, and the customer can sense the insincerity.
Build the customer and your employees into the marketing program. Go in to a Krystal and you see customer’s faces all over the advertising materials. Who better to speak to customers than customers? Jack in the Box has a “real live crew member” do portions of their radio spots. Sincerity and believability.
Get a “Second Life.” The new phenomenon sweeping today’s generation (along with social networking sites previously mentioned) is a web site called Second Life. It’s an entire make-believe world. Companies in other industries have their own “real” estate and marketing campaigns targeting over 7 million users. Consider building a virtual restaurant and recruiting site to show customers and employees what you are all about.
Have a great week while I undo my swan towels to dry my face!
About the Author
TJ Schier is the president of Incentivize Solutions, former President of CHART (Council of Hotel and Restaurant Trainers), a noted industry speaker, and author of books and training videos that you can find at http://www.incentivizesolutions.com/store/index.php. Reach him by email at
