Last night, my girlfriend and I decided to go to Sauce, the great informal pizza place from Fox Restaurant Concepts with a handful of locations around Phoenix. The closest one is about 15 minutes away at 7th Street and Glendale (Hey, Fox RC, Central Phoenix needs a Sauce!), so we headed over ready to eat. When we arrived, I looked in the storefront and found all the furniture moved to one side and the restaurant looking empty of all but a smattering of employees working to finish a remodel. A couple of them noticed our sad and hungry faces as they were walking back in.
They stopped and chatted with us and explained that they had been closed a few days to polish the space a bit, and reminded us of some of the other locations we could go to. All of them were in another direction from home, so we were still undecided and disappointed. “I’ll tell you what,” one said. “Head over to the Scottsdale Waterfront location, I’ll call and tell them you’re coming, and I’ll buy your dinner.” He handed me his card, and then Mike G., Vice President of Operations – Fast Casual for Fox Restaurant Concepts, took us in to show off all of the changes they made in the remodel. When we got to Scottsdale, they were expecting us, and our dinner was on the house.
Now, there are reasons that Fox Restaurant Concepts seems to be the only Arizona business to grow in the last few years. I’m sure one of the biggest is that they have fostered a corporate culture that values the customer, and whether it’s their intention or not, that mentality is the single best tool for generating positive word of mouth. Their food, of course, is top notch, and their array of restaurant concepts is diverse and always appealing, which are both good reasons to tell your friends. But, give a customer a good experience, and he or she will almost always tell their friends.
Of course, it’s unlikely that Mike was instructed by his marketing department to offer visitors to the closed store a free meal in the event that they would post a blog about the experience. He just did it because he and his employer value their customers and instinctively operate in their best interest (which, in turn, is in the best interest of the company).
Before you head to 7th Street & Glendale with your best sad face, hoping for a free meal: the remodeled Sauce opens for lunch today. But, head up there anyway, knowing that you’ll get great food at a great price, prepared and served by people who really value you as a customer. And, while you’re there, think about your own business. Do you do instinctively show your customers or constituents how much you appreciate them? How do you do it, and what can you do better?