Would Your Customers Do This For You?

Story Time

There are two, nearly identical, Mexican food places from which to get a fully loaded vegetarian burrito at lunch, within walking distance to my home office.

Both are “fast food” restaurants, lunch counter types, not a typical sit down with a waiter and what not.

Which One Would You Go To?

Burrito Place A is about 3 blocks away and takes me maybe 5 minutes to walk there.

Burrito Place B is roughly 13 blocks away and takes me 15 minutes walking commute time.

Burrito Place A is 10% across the board cheaper than Burrito Place B.

Both use top quality ingredients, and both make an excellent burrito that leaves me satisfied.

Which One Do I Choose?

I go to Burrito Place B every time, all the time, without even thinking about going to Burrito Place A.

I walk farther (30 minutes round trip vs. 10 minutes), and pay more, for a burrito that is nearly identical in every way to Burrito Place A.   And here’s why…

My first trip into Burrito Place A was a sterile, faceless, nameless, cookie cutter experience. Great burrito, great price, but that was it. I was a number, $5 more bucks in the register.

My first trip to Burrito Place B couldn’t have been more different.

I was greeted when I walked in, asked how my day was going as they made my burrito by hand behind the counter.  In general the staff were affable, friendly people, who looked like they enjoyed the interaction with the customers, as much as working with each other.

As I was eating, one of the staff members came by to see how every thing was, and then get this…said “Good to hear everything was made to your liking. I just wanted to tell you we appreciate your business, if you need anything let me know”.  This guy didn’t own the place, heck he wasn’t even the manager, he just took pride in making a great burrito, and wanted to be sure I enjoyed it – wanted me to know he appreciated my business – how cool is that?

When I walked out I heard  ”Thanks a lot, have a good one and come see us again”.  Like a friend telling me they’d see me later.

And come see them again I do, over and over again anytime I need a burrito for lunch. I walk farther and pay more for the same product I could get elsewhere. But why would I go anywhere else?

How Far Would Your Customers Walk?

There’s a lesson in there for any business – would your customers walk farther and pay more for you?

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