FRIDAY MAY 6, 2011 7:20PM
BURGER KING & TACO BELL
CORNER OF JOHNSTON ST & ST MARY BLVD
LAFAYETTE, LA
DR. JEKYLL, RUN AND HYDE!
They both serve the same purpose: Sell hot, tasty cheap food in high volumes in a expedited time frame.
That's where Burger King and Taco Bell's philosophies are similar. Get 'em in, get 'em out, make a buck. But these two particular locations, adjacent to each other on the corner of Johnston St. and St. Mary Blvd., choose two different service standards to achieve this goal.
My wife charged me with picking up food for the family--quickly. Fast food it is!
Closest in proximity to where I was when I was debriefed of this assignment were two fast food restaurants I knew the family enjoyed--Burger King and, right across the street, Taco Bell.
I turned into Burger King first, largely because from the direction I was coming it was easier to turn right into Burger King than left into Taco Bell. Ahead of me at Burger King I saw only two cars in line, and my decision was further justified when I saw four cars in the Taco Bell line. Did I mention my wife told me to hurry?
That was about the only thing right involving Burger King for the rest of the night.
My time was hurt by the two-minute long wait I had at the order board. Then when the employee's voice came on it sounded like a mouse speaking with a sock over its head at the edge of a cliff.
"Hello?" I begged.
(Charlie Brown's mom's voice, only very faint)
"Hello? May I order?" I pleaded again.
(Charlie Brown's mom's voice, only slightly louder, but more muffled)
No time to wait; I was on a deadline. I spewed out my order, hoping and praying that she got it right. I didn't get the benefit of her recanting my order to me. It's not like I would have been able to understand it anyway.
I made it to the first window--the paying window. The windows opened and I stared at the smuggest looking face I've seen in a long time. The face that says, "I hate this freaking job." The dialogue reflected her face.
"Fifteen dollars."
Card given. Card swiped. Waiting....waiting.....waiting. She handed me back my credit card with the accompanying receipt and retracted the windows. Fortunately, for me, I've been to a fast food restaurant before. Luckily, I've been to the ones that have both a paying window and a picking-up window. So, on instinct, I advanced to the next window. It wouldn't have hurt to be asked to do so though. And wouldn't you know, at the second window, there was "Smuggy" again to deliver my food.
"Ketchup?" she mumbled.
I declined. She handed me the bag and promptly retracted the doors.
It was almost like she was upset I didn't thank her!
GREENER GRASS (AND CONCRETE)
After the service atrocity at the BK, I crossed St. Mary Blvd. to Taco Bell. There was no one in line so I drove right up to the order board.
"Hi, welcome to Taco Bell. Can I take your order?"
It came out loud, clear and quite friendly. I almost wished I had more to order. I even felt compelled to thank her for being so nice after getting devalued across the street.
I gave her my wish list. She gave me the total and invited me to drive up to the window. Now with direction I accepted her invitation to pull forward. Like I said, it wasn't my first, or second time, for that matter, at a drive-thru. We all know how it works by now. But, it's just so much nicer to be invited to be a part of their process.
Are you seeing the difference? Burger King made me feel like I was inconveniencing them; Taco Bell made me feel like a guest.
When I approached the window, the employee, in a congenial way said, "Hi, how are you doing tonight? It's $4.87."
No problem. She then asked if I needed sauce. She said it in a way that was like getting a message. Again, I really felt like a guest. After she handed me my order, she told me to have a good night. Wow, that was nice. I guess that's how Taco Bell treats their guests!
A TALE OF TWO FAST FOOD CHAINS
These two restaurants, Burger King and Taco Bell were only about 150 feet apart. But on Friday night their service was worlds apart!
Again, they have the same company goals: sell cheap food at high volumes and quick speeds. They attract the same market: people that need affordable, quick food. And they are both generally staffed by the same demographic of people.
So in their attempts to service their customers, how can one be so awful and the other be so good?
If there is one thing I've learned in retail management, it's this: You can teach people skill, you can teach people knowledge, but you can't teach people desire! This means if someone doesn't want to do something, there's nothing you can do to make them want to do it. They've got to decide that they want to do it for themselves!
Clearly in the the tale of two fast food restaurants, "Smuggy" did not want to do her job of politely waiting of the customers. "Bell", on the other hand, wanted to be nice.
I'm pretty sure that each restaurant chain has their own customer service training program. And in this training program I'm sure they thoroughly train them on the skills and the knowledge it takes to wait on the customers in a friendly and courteous manner. They may even, dare I say, tell them that "the customer is the most valuable asset of their company". And with all this training, if the employee has a case of the "don't wants", it's useless. Most times, these people are incurable.
So where does the fault lie? I say HR and management. They have to do a better job of recognizing the "I don't care" applicants. And even if they can't during the interview process, nip them within the first few months. If you can't coach them up, coach them out!
So HR and management, in the best of times, and in the worst of times, keep an eye out for those who want to be there and shed the ones who don't.
It shows. Trust me.
