It’s Foodie Friday and I have unintended consequences on my mind. What spurred that were a couple of food-related things. I went to do some research about an alcoholic product and of course, I was asked to verify my age before being allowed to read the brand’s website. I assumed that was some sort of regulation imposed on beer, wine, and booze makers since it’s the sort of thing I caution clients about doing all the time: preventing the user from completing their task as seamlessly as possible. As it turns out, there is no rule requiring alcohol brands to do this. What it might do, however, is deter the very people who should have more information about alcohol – young people – from getting educated. This is an unintended consequence. If they lie about their age to gain access, you’ve also caused them to violate the Computer Fraud and Abuse Act, and making them break the law is another unintended consequence.
As mobile food delivery apps like Seamless, UberEats, Caviar, and Postmates steadily expand their delivery zones and their customer bases, many restaurants are increasingly relying on delivery orders as a significant source of revenue — and they’re having to adapt operations accordingly to keep up with demand.
The unintended consequence here is that restaurant personnel are often spending so much time servicing the take-out business that the customers seated in the dining room have a lesser experience. Putting aside the fact that there is the potential for a restaurant’s reputation to suffer when the product delivered is way inferior to the product in the dining room, a failure to properly prioritize the kitchen to service the folks who have journeyed to the dining room could set up a lose-lose situation, with neither the folks eating at home nor the people eating out being satisfied. There is also the stress caused by having to refine the operations plan to support the take-out business.
We see unintended consequences all the time. Kudzu went from being an ornamental plant to a menace. When the British governor of Delhi, India addressed a cobra infestation by putting a bounty on cobras, they got more, not fewer, snakes, as people raised them to collect the bounty. I’m sure you’ve seen examples in your business of this, whether it’s a different response to a price change than what was anticipated or a sudden wave of popularity of a brand or product based on some bit of social media madness.
Whatever it is, it’s incumbent on all of us to think about every decision in the context of what the effects of a course of action might be. Who is affected and how? How will it affect competitors and what might their possible responses be? Do this more each alternative you’re contemplating and your odds of avoiding an unintended consequence will improve. You with me?