Our local Fazoli’s restaurant has been heavily promoting their drive through service.  I frequent their dining room (only), but I didn’t mind that they had ads about the other way you could order.

But the push to drive through has escalated.  First they offered a free cookie.  Then it was a free upgrade to a combo meal.  Then only drive through customers were entered into a drawing for Taylor Swift concert tickets, a $100 gas card and a free entree every week for a year!  Every time I go in there, it seems that there is a sign telling me about the rewards I could have if I had stayed in my car.

I really don’t understand the drive to get me to stay curbside.

Companies are always using incentives to influence your behavior, but think about your loyal customers when you hatch a plan to woo new ones.  How will they feel?  Amazon offered discounted Prime memberships to newbies, but loyalists had to pay the full freight.  Magazines are notorious for first-time subscriber rates that are lower than renewals.  Those who use the ATMs pay a fee whereas those who go inside do not.

Don’t run the risk that your growth strategy will cause customers to drive by instead of drive through.  

— beth triplett
leadershipdots.blogspot.com
@leadershipdots
leadershipdots@gmail.com




About the Author leadership dots by dr. beth triplett

Dr. beth triplett is the owner of leadership dots, offering coaching, training and consulting for new supervisors. She also shares daily lessons on her leadershipdots blog. Her work is based on the leadership dots philosophy that change happens through the intentional connecting of small steps in the short term to the big picture in the long term.

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