More often than not, the answer is the latter. The needs of the brand and the company behind it drive the decisions. Adding something to the menu because the price dropped. Opening a location in a market just to add to the map. Having a presence on a social media channel because our competitor is there. Customers are often treated as an afterthought.
We who work on the inside of restaurant brands are focused on our business. Everything we see we apply to improving our performance. We analyze tiny details of competitors or new concepts. We obsess over commodity costs and changes to supply chain.
Customers don’t think about these things much. People aren’t rational decision makers. They make most decisions with emotion. Then they use logic to rationalize. Any decision can be better sold by making it meaningful to the customer. It’s important for restaurant brands to design that meaning into everything it does. Bolting on a marketing oriented reason to believe just feels fake. Consumers crave authenticity and will always sniff that out.
Put the customers first. Easily said. Not so easily achieved on an organizational level. Here are some ways to start shifting the internal approach to ‘customer first.’
Walk in their shoes
Especially in larger organizations, it is very easy to get caught up in the company culture. Endless meetings and conversations can convince us that the outside world thinks about our brand or our competitor in the same ways we do. Are they as focused on the change in hot sauce? To us, it may be a simple change in vendors, saving money and offering similar flavor. To them, it may have changed something fundamental about the experience.
Make yourself a customer. Go to the restaurants. Not as a marketer or as a ‘secret shopper’ but as a guest. Bring friends or family. Observe the experience. Experience it first-hand. Feel like you’ve mastered your own brand (you likely have!) go shop competitors. Try your top competitor. Try new concepts outside your category. Learn what is changing on the experience curve and people are reacting to. That seems extremely simple, and it is. Sometimes the simplest exercises yield the biggest insights.
Be a solution
Being a guest will help you understand how your guests use your brand. Yes, they’re coming in for a good meal and hospitality. But do they come in for comfort food? Is it a family treat? An efficient business lunch? Think about ways to optimize each of those experiences for the customer. If someone is coming in for a quick meal, what can you offer to make it a step faster or more added on as a carryout item? When you define the problem you’re solving for your guests, new products will be designed around them. And more appealing.
Respect customers’ taste
Another simple approach is to identify simple things that can be improved, and taking action. Have a lot of customers ordering entree’s without the dressing? Add that option to your menu. If people are upset about the change in hot sauce, give them an option. The reason the Coke Freestyle machine was so popular wasn’t because of it’s cool design (although that helped). People loved it because they could have exactly the flavor they wanted with their meal. That might mean that at a burger concept like Five Guys, they go with Coke Classic with cherry and raspberry; but at a Mexican meal, they choose Vanilla Coke with a touch of orange.
In our research, we’ve found that experience with your brand has the largest impact on future visits. If hospitality is important to your organization, make sure you are finding ways to make each guest feel like you are creating experiences just for them. Satisfy their emotional reaction to the experience, and let them rationalize their decisions moving forward.