Foodie Friday and we’re heading overseas this morning. To Vienna, specifically, where, as The Boss wrote about San Diego, “there’s a little cafe.” Now I don’t know if they “play guitars all night and all day” but I do know one thing they do. They charge customers who plug in their phones or laptops to recharge them. As the Reuters article on this quoted the owner:
“Tourists – always electricity, electricity, electricity. Sorry but who is going to pay me for it?” said Pokorny, owner of the Terrassencafe in Hundertwasserhaus – located inside a colorful patchwork of apartments designed by artist and architect Friedensreich Hundertwasser. Customers who charge up during a 15-minute coffee can still do so for free, she said. An hour, however, is beyond the pale.
On the surface, a reasonable business practice, right? Electricity costs money, and if each of the outlets is in use most of the day incurring costs that aren’t built into the charge for the coffee, it seems reasonable to pass those costs on to the customers who incur them, right? Maybe, except for a couple of things.
First, someone figured out that it costs about $.84 (that’s 84 cents) to charge a smartphone for a year. That’s using an overnight charge but one can assume timewise that’s comparable to an outlet being in use for a full day. This cafe is charging customers 1 Euro (which is about $1.06 at the moment) if they plug in for more than 15 minutes. In other words, this is more of a profit center than the owner is letting on.
Put that aside. It not customer friendly. Cafe culture in Europe is about sitting and enjoying, not about grabbing a coffee to go. This owner knows that – she offers free wifi. Is it not part of the same welcoming, customer-centric mindset to offer free electricity as well? If your customers are sitting and enjoying, is it unreasonable for them to plug in and charge up while using the free wifi you offer?
I wrote earlier this week about misleading statements in marketing materials. Offering free wifi and charging for electricity feels as if it’s the same type of insult to your customer. Unless this cafe’s coffee is a cut above anything else nearby (and there is almost always decent coffee nearby in Europe), they’re being extremely short-sighted. If the coffee is that good, raise the price a few pennies to cover the cost of whatever electricity seems to be used. Don’t insult your customers by sending mixed messages or by nickel and diming them.