Thank You – The Final Frontier

Allan R. Goldner

Allow me to recount a recent experience, which I believe, is relative to any business that has clients or customers.  If you’ll bear with me, there is an important lesson here.

Over the course of several weeks, I began to notice an ad in the local papers.  As you are surely aware, the consumer needs repeated “hits” to really notice your ad, and several more, before they consider taking action.  Well, this series of ads I noticed everywhere.  Their branding is unmistakable and the promotional offer to dine was aggressive and inviting.  Finally, I had to submit.  As costly as the marketing campaign was, I would have to say, mission accomplished. 

Next, I made the time to travel to the destination, and was courteously welcomed and quickly seated in a comfortable and attractive environment.  The moment I sat down, I was welcomed again by a bus person and offered a drink.  A handsome waiter with a winning smile appeared and related another welcome and a short review of the specials.  I asked about the offer in the ad and he rapidly acknowledged and dutifully recorded the order.   As costly as the restaurant was to create, plan and develop, I would have to say, mission accomplished.

The food arrived in short order and was well prepared.  It wasn’t a reduced portion that sometimes is substituted to offset the cost of an offer, but the real deal.  I really enjoyed the meal.  Several times, while eating, the waiter came over to see if he could refill my drink or if I required anything else.  As costly as the kitchen staff, server training and follow-up planning was to implement, I would have to say, mission accomplished.

When I was done, I received my bill in a professional manner.  It reflected the price that I expected regarding the advertisement, and I left a generous tip. I was truly satisfied. As costly as this entire campaign was from planning to execution, construed to acquaint and wow a new customer, I would have to say, mission accomplished.

As it turns out, in this particular restaurant, the customer brings his check to the check-out counter.  I was pleased that the wait to pay was efficiently dissipated and soon, I was directly in front of a very attractive cashier with another winning smile.  I remember silently giving this restaurant kudos for their ability to find such attractive people. The cashier received my money and made change, which she handed back to me.  She then looked to the next person waiting to pay.  Wait a minute, what just happened here? No thank you? No “have a nice day”? No nothing!  I felt like someone just put a pin in my pretty balloon.  Maybe it seems unfair, but because that was the finale of the entire experience, that’s the vivid moment I mostly remember.  As costly as it was for dozens of people to put their collective energy and dedication to the success of this restaurant, I would have to say, no thank you.