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February 2014
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August 2014

July 2014

Restaurant Shares Shocking Results - Tale of the Tape

A recent rant on Craig's list by a popular New York City restaurant illustrates the dramatic way consumer's are changing. 

The story starts with a restaurant that noticed an increase in customer complaints on review sites related to slow service and long table wait times. A consulting group was called in that quickly blamed the wait and kitchen staff for slow service and inefficiency.

Luckily, the same restaurant had some video surveillance footage from July 2004. They then compared the footage to digital video taken in July 2014.  The date selected for comparison had roughly the same number of customers (45) to keep comparisons simple.

Behavior of Restaurant Customers in 2004:

Customers walk in and are seated with menus. 3 request a new table.

Customers order in 8 minutes.

Appetizers are served in 6 minutes.

Waiters are attentive and professional.

Customers leave 5 minutes after receiving check.

Time: 1 hour 5 minutes

Behavior of Restaurant Customers in 2014:

18 of 45 customers request new table.

Phones come out before menus are opened.

7 of 45 customers showed waiters something on phone waisting 5 minutes of waiters time (asked about WiFi service in restaurant)

Waiters visited table, but customers had not opened menu yet, busy with phones

Waiters return a second time asking for order, customers ask for more time.

Time to order: 21 minutes

Food starts to be delivered in 6 minutes, same as 2004

Customers spend 3 minutes taking pics of food

14 of 45 customers take pics of food and each other

9 of 45 customers need food reheated, since it gets cold during pic taking

Customers get busy with phones after eating

20 minutes pass before check is requested when compared to 2004

Once check is delivered it takes 15 minutes longer for them to pay and leave due to focus on phones

Start to Finish Times:

2004: 1 hour 5 minutes

2014: 1 hour 55 minutes

Link to original transcript of study.

Lessons Learned for Restaurant Marketers:

  1. Mobile is changing behavior in unexpected ways.
  2. While lingering customers are a problem, it can also be an opportunity.
  3. Longer customer occasions introduce opportunities for new menu food and drink items; before the order is placed, and after the check is presented
  4. Realities of customer behavior may have new solutions. The restaurant could provide menus before customers are seated, and ask for orders earlier.
  5. Picture taking opens up opportunities for "from table" social media. Are food items presented in a "picture worthy" way?






Framily Planning

My family is mostly made up of people that had no choice.

For the most part they are familiar to me or at least I know who they are.  Some of us share a family cell phone plan from Verizon which promises "More Everything" but in reality always costs more and doesn't deliver everything.

Then along comes Sprint and the Framily Plan.

Is it marketing genius? Encourage related and unrelated people to to form groups of 7 to 10 people, "the framily" that gets them max discounts on Sprint services.

Or marketing madness? Take a confusing behavior, switching, in a confusing category, cell phone contracts and subscriptions, and predicate discounts on hanging out with a stranger named Gordon.


This is Gordon, a character from the Sprint campaign that mooches off his Framily

Photo Credit: Sprint

While I love watching the campaign, I can't imagine it working. Sure it gets my attention, but so do lots of things I'd never do or buy.

Particularly when T-Mobile promises that they will cover switching fees and even provide a phone for a free 1 week test drive.

On Sprint in order to get max savings I need to do the work.  If I change carriers I piss off the framily, Gordon, my mom, the kids and all.

I always go for clear and straight forward in advertising and this isn't it....and leave my framily out of it.