I’m in South Florida this Foodie Friday celebrating my mom’s 90th birthday. While my mother is hardly a “foodie”, one food group that we both love is deli, and Jewish deli specifically. Living in North Carolina as I do has many wonderful food aspects but the availability of a good pastrami sandwich is NOT one of them. Because of that as well as my mom’s love of the genre, I’ve taken her (and my dad) out for lunch the last couple of days to get Jewish deli.
Yesterday I ordered a Reuben sandwich, having had my pastrami the day before. One thing really good deli is known for is overstuffed sandwiches. Even if you choose not to overeat and finish the thing, you always have something to bring home. The photo of the Reuben on the menu showed a typically large offering (the photo here is not the one from the menu since that’s probably copyrighted). What showed up reminded me of a great business point.
The photo isn’t my sandwich but it’s one from the same deli. As you can see, the Reuben was made by rolling the corned beef around the sauerkraut. The thing is served on toasted rye bread with Russian dressing. It’s hard to tell but when I picked the thing up it was immediately obvious that the bread was smaller than a typical loaf of rye which meant that there was less “there” there. More importantly, while rolling the meat around the sauerkraut like a meat and cabbage jelly roll was clever, it also meant quite a bit less meat was used in the sandwich. If you look closely at the photo you’ll see that unrolling the thing would yield about a half a dozen thin slices of corned beef, hardly something a proper deli would serve as an “overstuffed” sandwich. The meat in my sandwich didn’t fill the bread either – the roll stopped about halfway back on the bread. Most Reubens (or Rachels – a version of the sandwich made with pastrami) pile the sauerkraut on top of a stack of meat. Is this presentation designed to hide the fact that there is far less meat than one would expect?
What does this have to do with your business? Customers do “unroll” the filling. When they come up with too much cabbage and not enough meat they’ll find a competitor that really does deliver what they promise. I think overpromising and underdelivering is the biggest mistake any business can make. While this chain of delis does quite well (most of their other food is terrific and does deliver), they need to revisit the Reuben or delete the photo from the menu since it sets expectations that are not met. None of us can afford to do that, not if we want repeat business.