Some businesses seem to miss the point

Recently I have come across two businesses that in  my humble opinion have missed the point. I am not going to identify either business as that is not the important issue.

Business One. The first is a small food business. It does mainly take away food and also has enough seating for around 10 – 12 people. So hardly a restaurant. It is relatively new and opened about 6 months ago.

Just a couple of weeks ago, a typed sign appeared on the door, that due to the economic downturn, they could no longer survive and had to close. Now that is sad.

But there is always a back story – in my view anyway. Within 50 metres of the business, there are 5 other very similar businesses. One is a complete restaurant, but the others  are very similar in style and nature to the one that has closed. They are all full whenever they are open and two have alfresco dining and they overflow onto the street.

My wife and I visited the business that has closed when it first opened. The service was fine, but the food just not to our liking. They sold a very particular type of food from a European country. Probably popular there, but we didn’t like it. We have met several people who all had the same opinion. None of us went back a second time.

So how did they miss the point? Well I think they probably didn’t consider that if 5 other food businesses within literally a few paces were doing so well, why weren’t they? There are only 4 reasons that I can think of that people won’t return to eat a restaurant – 1. The food, 2. The quantity. 3. The service. 4. The price. In this case, in our experience, the food was the problem. The other 3 boxes were ticked. It would have been very simple to alter the menu just slightly, and I believe they would have had customers queuing, like the other businesses.

Instead, they chose to close. I think they missed the point by asked the wrong questions.

 

Business Two. This was a small cafe in regional Western Australia. It was the only cafe for miles and was near a major tourist attraction, and I mean major. The problem was, they apparently didn’t like customers or people or both – customers appeared to be a very inconvenient interruption to their day.

The first thing I noticed was the number of places in a huge carpark where you could NOT park. The attraction was a drawcard for tourist coaches which probably carried between 20 and 50 people , but they were not allowed to park near the door even though the majority of the passengers were older citizens.

At the door there was a sign announcing that I was not allowed inside with muddy shoes or boots. The cafe is surrounded by farms!

Inside, the sign announced that the toilets could only be used by people buying food – and you had to queue up to get the key.

Next there was a sign inside (and outside) that the bin was not for any rubbish other than wrappings from food that had been bought there. It was written thus: “Don’t bring your rubbish here so we have to dispose of it – only rubbish from this cafe allowed in the bin”.

Then of course there was the limited menu at certain times and on certain days, and the inability to sit down unless you had bought a meal – snacks did not count apparently.

All in all it was a decidedly unfriendly place.

So? If they just changed the wording of their signs to not be negative and made the cafe more welcoming, then their business would, I think,  explode. I talked to locals who said no-one went there because it was too negative and unfriendly. The owners were well known not to like tourists!! Even the coach drivers were not given a free coffee or tea – something that in my experience happens at every country cafe – a way to ensure the drivers continue to bring 50 customers. Lots of drivers apparently drive to the next cafe.

I know it must be a pain to have to clean the toilets after a lot of people have used them, but they were inside the business and so my guess is that a fair proportion would have bought something once they were in there.

The whole place was negative and the owners complained when I spoke to them about how bad business was – I wonder why – especially as hundreds of people if not thousands drove by them each day on their way to the tourist attraction. There was no other food place for about 50 kilometres!

So I think these owners missed the point about being welcoming and friendly and understanding that customers were their business.

 

 

 

 

 

Comments 1

  1. Nice article David. Thanks for sharing.

    In volatile economic times, it amazes me how common the two scenarios you’ve revealed actually are.

    The one difference that worsens the problem is that most people are much more vocal and less “diplomatic” about NOT revealing the name of the establishment than you have been (which is a testament to your professionalism).

    I also went to a ‘local place’ recently in the South Perth / Como area and reluctantly ordered an over-priced Caesar Salad (eg. a dish of lettuce leaves, some processed croutons, a bit of cheap dressing, 12 specks of bacon and about 1/4 of a boiled egg chopped up and scattered pathetically on the top piece of lettuce)…this would cost me $22.00. I also decided to add a chicken breast to the salad- (which was a few sliced up pieces of bland, dried out chicken). Please add an additional $6.00 for that! (Yes, I shelled out $28.00 for this…”meal”???)

    So, I could tolerate the price if the food was GOOD; but it wasn’t! — it was BAD!! Coupled with the fact that the wait staff “employees” were totally disinterested in customer service, or smiling, or articulating more than two syllable responses-(and actually more focused on playing grabass with their workmates); I left the place not only disappointed…but frustrated enough that I’m actually HOPING that this restaurant fails (to be completely honest with you). I don’t think they DESERVE to be rewarded by maintaining an ongoing business.

    Now…I won’t sabotage them or drag them through the mud on social media, etc.- but I’m sure many others would be all too happy to do so…and that could be the kiss of death in the current environment (2017-2018 and beyond).

    Consumers have choices AND a voice nowadays; and I just think this is yet another example of a business “that just doesn’t get it!”

    Apologies for the rant…but the point is David, I COMPLETELY concur with your observations…and I have a hard time sympathising for businesses that fail when they can’t even put the effort in to get the basics right.

    These businesses that “don’t get it” actually deserve the bad ending that eventually dooms their survival…

    ***BTW, Coles has a sale on heads of lettuce, salad dressing and chicken breasts! –For $9.00 you can eat Caesar salads for a whole week!

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