The Road To Unprofitable Growth Is Paved With One Dollar Fajitas

November 16, 2009 by Andy Birol
Filed under: Business Growth, Profitable Growth

Today I met an old friend for lunch at Chili’s.

We had years of catching up to do.

But not before our caffeinated waitress hawked every feature, pushed every special and described each of her favorites on the menu! First, we ignored. Then we resisted. Ultimately, we succumbed and ordered “her” mushroom steak fajita special. At last, we could share our business/family trials and traumas.

What's your one-dollar fajita story from the business world?

But no! Our waitress burst in to tell us that for a dollar more we could each get a second fajita order, packaged to go no less.

Fine, we shrugged and she left.

But yet again, she returned, crestfallen with news that her manager would not let her offer the mushroom steak fajitas for a dollar more, so out came the menus to pick different fajitas.

I think you get the picture, but Chili’s doesn’t. For me, lunch is about connecting not cuisine.

Why would any business cut its returns by 50%? Devalue its product line? And harass its customers in the process? Of course, your business wouldn’t do any of this. Right?

But are you sure? Have you thought about sending secret shoppers into your business? They might just help you discover how to save money, upscale your products and delight your customers.

Back to my Chili’s experience.

Continuing through lunch our waitress brought out three rounds of soft drinks. Lining them up she said, “In case we ran out.” Then she gave us two checks so that we wouldn’t fight over them.

This reminds me of some business owners and entrepreneurs.

What assumptions are we making about our businesses? What assumptions are we making about what our customers really want and expect from us?

What silly story can you add to mine? Come on, I know you have a one dollar fajita story crying to be told!