Posted by Scott Clark @ 5:52 pm
Qdoba Restaurant and the $900 Dab of Guacamole
Filed under: RANT!
Apr
27
2006
27
2006
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.
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16
2006
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. :)
21
2006
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.