Many people who eat out at restaurants frequent the same place and order the same menu items. While this can be a comforting thing for the consumer, it likely means fewer return visits due to the monotony.
California Pizza Kitchen has adopted a novel way to inspire customers to try something different by offering a Menu Adventure Guarantee. “We encourage the spirit of adventure, especially when it comes to tasting new flavors,” their menu reads. “So try something new – if it doesn’t thrill you, we’ll replace it with your regular favorite.”
My dining companion was comforted enough by their offer to try the Citrus Adobo pizza for the first time. The waitress even came back to check whether he wished to exchange it (he did not).
The Menu Adventure Guarantee is a low-risk way to encourage others to take a risk that could pay off for you in the end. Think of how you can model this formula for your organization: offering a refund on a new service, allowing for a trial period, enclosing a sample of something new in a routine order, or making it easy for customers to have a do-over for the experience.
The biggest risk you are taking may the one that you aren’t acting upon.