The 30-Day Challenge
I also learned the difference that premium condiments can make. Not all mustard has to be bright yellow or mayonnaise based, and I was delighted to find lots more flavors to add to my sandwiches today than five years ago. Not that I have anything against yellow mustard, which is great on a Chicago hot dog, but there are none of those in the QSR 50.
For hot breakfast, the Egg McMuffin has become a time-honored favorite, although I do remove half of the muffin. Egg whites have become all the rage, and there were some terrific ones. Starbucks and Einstein stood out since they both executed those particularly well. Others were a bit too much of a stretch and did not measure up. When I went to Dunkin’ Donuts I really wanted a fresh, indulgent, I-am-worth-the-splurge doughnut and some good coffee; everything else was unnecessary to me.
Let’s talk entrée salads. When operations pretossed the salad, I found the huge amount of dressing universally overshadowed the quality ingredients in the salad. In a few places, when the chicken was served cold, there was a gelatinous layer of seasoning that could be peeled off, and that eliminated all of the appeal. By and large my favorite salads were the simple fresh side salads with good dressing I could apply myself.
Flatbread is another hot trend, and when it was done right, it was really delicious. But some operations insisted on calling a square, puffy perforated cold piece of white bread flatbread. A plain old bun would have been more honest.
Even though there were some terrific fresh breads within the QSR 50, there seemed to be way too many carbohydrates overall. No matter how good the bread was, I found myself taking off half the bread, scooping out the inside of a bun or pulling off half the wrap that had no filling. There were enough places that found the perfect balance, so I knew it could be done.
I was impressed with all of the new healthier offerings that allowed me to choose a more balanced selection from day to day. I enjoyed almost all of them and only a few forgot that no one wants to sacrifice taste for healthfulness. But I was just as impressed with the right portion sizes of uncompromised favorites that made them so enjoyable. No matter where I ate, I always wanted a little splurge that hit the mark. Mostly it was french fries, ice cream, and chocolate chip cookies. Even when they were not the best I ever had, they were still really good. For over-the-top indulgence, Cold Stone Creamery is in a class of its own. But I was pleasantly surprised at Carl’s Jr. when I had to go back to the counter and ask for a spoon for my shake because it was too thick to drink with a straw. Wow!
By the end of this great culinary adventure I had eaten at 29 of the top 50 chains in the QSR 50. I took a break and returned to my old favorite restaurants with table service and great wine and approached the Green City market like a true believer at the end of a pilgrimage. But this culinary adventure reminded me of some of my old favorites and helped me discover some new places that I happily returned to the very next week for something I craved.
Customer Perspective on Value
This month 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.
Food & Beverage
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