A Happier Happy Meal

Consumers have been programmed with customer service expectations for every industry.

With fast food, our expectations are generally low, and so they're easily met when service is impersonal and fast. 

So it's memorable when a fast food employee puts some effort into their service, and these minimal gestures can quickly move satisfaction levels from "met expectations" to "exceeded expectations."

I found this to be true during recent visits to two McDonald’s locations, each within a mile of my house.

One location was as impersonal as I expected it to by, which is fine. But the other location made a few, small gestures that exceeded my expectations.

These visits corroborate many experiences over the years: the second location is simply friendlier and more efficient. More magnetic, you could say.

So which do you think gets the bulk of my business? 

Payment - Location #1

I pulled up to the payment window and the employee spent 20 seconds talking to another employee before opening the window. He said nothing to me at all (no apology for the wait, no “how are you,” etc.) and offered no smile or nod.

He simply took my money and handed me my change. When I thanked him, he said nothing.

Payment - The Magnetic Location

At the payment window, the employee handed me my change, smiled, and said, "You're welcome," after I thanked him.

He was every bit as efficient as the employee at the other location, but it was just a more enjoyable interaction.

Delivery - Location #1

The employee held my bag out the window while his head was turned away from me. He then shut the window before I could even finish saying "Thanks."

Delivery - The Magnetic Location

At the delivery window, the employee handed me my order and said, "Here you go sir. Have a nice evening." I thought that was very polite and something I don't usually get at a fast food establishment.

Efficiency & Accuracy - Location #1

There was one car ahead of me when I arrived, and the entire purchase lasted five minutes. My order was completely accurate.

Efficiency & Accuracy - The Magnetic Location

There were three cars ahead of me when I arrived, and the entire purchase lasted under five minutes. So my experience was more efficient. My order was completely accurate.

Overall - Location #1

At the first location, no one ever spoke to me. The service was as impersonal as fast food usually is.

While this doesn't sound like a great customer service experience, I got what I expected from a fast food restaurant. My food was prepared relatively fast and I had no problems.

Sure, my expectations were low. But this location met them.

Overall - The Magnetic Location

Employees at the magnetic location offered a few, short comments that added no time to my overall experience, and provided a bit of unexpected human contact to what is usually an impersonal transaction.

These small, effortless gestured allowed this location to exceed my expectations and make a very positive overall impression.

When I feel like McDonald’s again, there’s no question that I’ll be going to the magnetic location.

Implications for revenue…

I have minimal expectations of a fast food transaction. Consequently, something as simple as a smile and a "Have a nice evening," took my experience from "met expectations" to Wow!

While both locations satisfied my baseline expectations (quick, efficient service, and an accurately filled order), the second visit really exceeded them and paved the way for more return visits.

Something that simple is going to get that location many more return visits from me. And I bet I’m not the only customer to notice these two McDonald’s, so close in location, are so far apart in customer service. 

Comments

[Jason Laughlin]

Grant McCracken was telling some folks about a theory he had about the Drive-Thru experience generally. Evidently Coca-Cola was interested in why people seemed to order smaller beverages from the drive-thru than they did at the counter and he posited that the drive-thru folks were treated as second class citizens. There is no effort to make the experience any better for them. They are forced to go to the back of the building, get a fantastic view of where the dumpster is, deal with terrible interactive devices like the shitty intercoms, and all the rest. It seems like any effort at any point in the fast food interaction would be an automatic win. And if McCracken happens to be right, not only would they win customers, they would win customers that spend more money on bathtub sized sodas.

[The Magnetic Group]

Great point. It really is an impersonal experience. I wonder if the drink issue isn't a functional one...that it's simply too hard to deal with a larger drink cup in a vehicle. Thanks for the comment!