Yesterday morning I stopped at a local restaurant for a quick breakfast. My order was simple. I requested scrambled eggs with mushrooms, made with Egg Beaters, and a cup of coffee.
I did not take the 2 pieces of toast that normally come with the eggs.
I did not take the hash brown potatoes that normally come with the eggs.
No toast, so I did not use any of the butter on the table.
No toast, so I did not use any of the jelly on the table.
No hash browns, so I did not use the ketchup that was on the table.
I drink my coffee black, so I used no sugar, and no cream.
I received the check, and noticed that I was charged $1.00 extra because I had requested Egg Beaters instead of eggs. I saved the restaurant money on the 2 pieces of bread, the hash browns, the butter, the jelly, the ketchup, the sugar and the cream. But they are going to charge me $1.00 for the Egg Beaters.
Imagine, they have made me angry enough to consider never again returning to their establishment, and all this for an extra $1.00 in the cash register. My issue isn't with the dollar, but with the mindset behind it. Can someone explain how this makes any sense? How does this build loyalty with a customer? Why do businesses have such a difficult time understand what customers want, and expect?
Are you charging any of your customers an "Egg Beater surcharge"? If yes, think about not keeping the surcharge, but instead keeping the customer.