In the months since I wrote this original post, and its rise to the top of Google, Qdoba’s service has improved dramatically here in my city and so I have decided to strike out my post.
We think the food they create is awesome. I don’t know if my post about their grumpy employees made a difference, but SOMETHING did, and my last dozen visits have been increasingly satisfying. I hope they continue to take care of their regular customers and that the managers keep on recognizing the importance of keeping us coming back.
Nice Job Qdoba.
In the past 12 months, my trusty Quicken report shows that I spent around $900 at Qdoba Mexican Grill. We love the food, and even call it “Qdoba Night.”
This is a shining example of successful brand loyalty. We have built the brand into our daily routine. It’s the holy grail brand managers and you know that Jack in the Box, Inc (owner of Qdoba) spends countless hours and dollars working to achieve just this effect.
But something is wrong.
When I buy my “standard” $26 order for dinner to take home, why do they charge me $0.79 to substitute a spoonful of Guacamole for a spoonful of Sour Cream on one of my meals? The rest of my meal is prepped as-is, and we never grumble. I usually leave a tip. Probably costs them less than a dime to make and serve this spoonful, minus the cost of the sour cream. So, perhaps 5 cents.
Jack in the Box is failing in the education of franchise managers in the art of caring for their Qdoba brand at the customer level. Where I’d calculate the average order price probably around $13-14, my near-$30 purchase and worn out Qdoba card should indicate my status as a customer-to-keep. Perhaps they should have unwritten rules about it, pehraps they should be empowered to make the call. At least they shouldn’t act mad I asked (they always seem to get grumpy when I make this simple request.) Very, very dumb.
I could have a story to tell about great food, freshly made fast in front of you, but instead, I have repeated encounters with grumpy employees charging me for tiny adjustments. And now, I’m blogging in front of several thousand people.
The company brand can be developed and polished to a shine at corporate headquarters, but easily marred at the last minute. And when that happens, nothing can save it.
Seth Godin’s post speaks to a similar issue – Also check it out.
{ 5 comments… read them below or add one }
I feel your pain! They recently opened a Qdoba by me and personally I feel as though they are perhaps a tad too focused on both speed and costs and a little under-focused on customer service. I’m not saying they’re bad – they’re not… but I’d rather wait an extra 4 seconds and not feel so rushed or abused when paying for a simple substitution. Sheesh esp. in your case – $26 average order from a repeat customer and they jeopardize that over 5 cents? I believe the saying is “penny-wise and dollar-foolish”.
FYI… b/c I too am an internet marketer and care so much I found your site searching on “seo speaking fees” in Google and then bobbled around and noticed the Qdoba post which spoke to me. :)
reminds me of another fine Mexican resturant that I frequent in which my bill is no less than $50.00 on each visit,in which is usually around 4-7 visits per month.
Youd figure theyd at least throw a local discount in ince in awhile like free drinks non alcoholic,but nope no such luck,never have had a discount at all in the 17+ years ive been eating there.
Really don’t see the point of posting an entire article with a rant about $0.79. As a former ‘doba employee, I can attest to simply telling customers substitutions were forbidden. This can be attributed to the corporate culture of the chain, and the relative ease at which an employee can be let go for giving away free food. Even if a customer is a regular, no lowly line server is going to “hook you up, bro,” and risk losing their job. While I understand the feeling of entitlement one has when barking orders at college kid who’s just trying to make rent, there’s no need to belittle and demean said employee. These “grumpy employees” make barely $8 an hour to just basically bend over and take whatever abuse the customer throws their way. Most customers are pleasant, but you kind of sound like the annoying dick that makes all of the employees groan because you’re just a hassle every time you come in. My apologies, but if you don’t want to pay market price for guacamole, go buy an avocado and make it yourself.
Thanks for the note. Great points, but just so you know, I’m the opposite of an annoying dick to the staff I’m friendly, easy going and leave tips. There was a jerk at Qdoba (gone now) who rubbed me the wrong way – but I never was abusive about it – I just told them “no problem” about the request and left. I know a fair amount about franchises and corp owned chains from my work with them. The point of the post was not to bitch about 0.79 guac, but to make a point of how many brands remain clueless about consumer created media (this blog post ranked #2 for Qdoba for over a year in Google) and the importance of training (and rewarding) employees to flex and make good judgments right down to the last condiment. And you don’t need to apologize. The whole point of blogging is to get the views of everyone. But just so you know, I did my time as a college student making rent too.. :-)
Sometime take a look at Seth Godin’s book Linchpin…. this is the bible from which I am preaching. Good luck man.
I appreciate the response and the words of encouragement. I’m sorry my last post was so abrasive, but like fireworks to a war vet, the perceived mistreatment of those who work in food set me off. I now feel remorse for my inflammatory, and admittedly, hasty, response to your post.
As for the rest of your post, I could not agree with you more about the corporations remaining clueless about consumer created media, be it word of mouth or the more recent ventures into blogs and social media platforms. While corporations like ‘doba plug millions into radio, television, and print advertisement, there is minimal effort put into interpersonal relations once the customer steps into the door of the restaurant. As my last post would suggest, this does not reflect upon the employee, but rather on the training the employee received. Being a ‘doba vet, I know that ‘doba puts an emphasis on their 45-second throughput per customer. While this helps to ensure prompt service, one could also see why an employee could become confused or be perceived as “rude” while hurrying to scramble to put together a burrito in the time ‘doba determines is sufficient. There is also a loosely scripted exchange to be recited by said employee for each order, reducing the employees to machines performing the most monotonous of activities. As you mentioned, this could be remedied through corporate training and rewards for outstanding customer service. Sadly, with the turnover rate at a restaurant, raises are as rare as a $3 bill.
Lastly, to anyone that may read this, please be courteous to those that are making your food or taking your order. Oftentimes, the employee is not particularly proud of their job and insults don’t help at all. Get off your cell phone, politely place your order, and do your best to have a positive interaction. It is also appreciated when a customer asks how an employee’s day is going on occasion. If you’re older and you see a young person working behind the counter, try to remember that kid could be your child or grandchild trying to make an honest paycheck. If you’re young, realize you’re one bad job search away from standing in the same place.
Scott Clark, I enjoyed the exchange and look forward to checking out the book. Take it easy.