You Don’t Know What Your Customer Wants - But Neither Does Your Customer
"Some people say, 'Give the customers what they want.' But that's not my approach. Our job is to figure out what they're going to want before they do. I think Henry Ford once said, 'If I'd asked customers what they wanted, they would have told me, 'A faster horse!'' People don’t know what they want until you show it to them. That’s why I never rely on market research. Our task is to read things that are not yet on the page." - Steve Jobs
This philosophy rings particularly true in the fast-evolving landscape of the restaurant industry, where innovation can significantly impact customer experience and business performance. A prime example of this is the journey of BurgerFi, a well-known entity in the fast-casual dining sector, and their decision to implement kiosks within their restaurants—an initiative that led to a notable increase in the average ticket by 18% and the average tip by 4.4%.
The Unanticipated Success of Kiosks in Enhancing Customer Experience
Initially, the leadership team at BurgerFi was skeptical about integrating kiosks into their service model. The prevailing belief was that such a move would detract from the customer experience, diminishing the personal touch and hospitality that cashiers offered. The fear was that it would transform the dining experience into something more transactional and less personal, negatively impacting customer satisfaction.
Contrary to these assumptions, the trial of kiosks at several corporate stores revealed an unexpected truth: the kiosks subtly but significantly enhanced the customer experience. The customers were indirectly telling BurgerFi that the kiosks increased their customer experience by increasing their tips by 4.4%. This initiative demonstrated a critical lesson—that customers might not always be able to articulate their desires or predict how a new service model can positively affect their dining experience.
How Kiosks Subconsciously Affected Consumer Behavior
The use of kiosks at BurgerFi revolutionized more than the speed and efficiency of placing orders; it fundamentally transformed how customers engaged with the menu and the brand itself. The absence of a line and a cashier waiting for decisions gave patrons the freedom to thoroughly examine the menu, tailor their orders to their preferences, and ultimately spend more. This wasn't merely due to higher-priced selections but reflected customers' empowerment to customize their meals, often opting for additional items they might skip when ordering face-to-face. The increase in tips indicates that this sense of empowerment and satisfaction with the ordering experience led to a greater appreciation for the service, even though it was less personally interactive.
BurgerFi's Strategies for Pricing and Sales:
Suggestive Selling: A technique popularized by Amazon, but at BurgerFi, it involves offering additional, complementary options through the kiosks, like suggesting a large fry or chocolate milkshake when a CEO Burger is added to the cart. This method leverages data on items frequently purchased together, significantly boosting average sale amounts.
Upselling: This strategy offers customers an upgrade to a superior product for a slight increase in price. At BurgerFi, for instance, adding a Cheeseburger prompts suggestions to enhance the order to an Ultimate Bacon Cheeseburger for an additional $1.60 or to include a regular fry with the fry and onion ring combo for $2 more.
Furthermore, kiosks ushered in a novel dining experience focused on efficiency and personalization, meeting the demands of contemporary consumers' busy lifestyles. This shift in service did not compromise hospitality but rather redefined it, showing that a personal touch can be achieved without direct human contact, through understanding and accommodating customer preferences.
Listening Through Innovation
BurgerFi's experience underscores a crucial strategy for businesses in any sector: stop deciding what your customers want based on preconceived notions and start listening to what they truly desire, even if they can't articulate it themselves. Sometimes, this means taking bold steps into uncharted territory, guided by the belief that innovation can unlock new levels of customer satisfaction and business success.
In essence, the story of BurgerFi and their kiosks is a testament to the power of listening through action. It reveals that, often, customers don't know what they want until they experience it. By daring to innovate and reimagine the customer experience, businesses can uncover needs that customers themselves were unaware of, driving growth and redefining what it means to be hospitable in the process.
