Tag Archives: Food

December 13, 2013 · 11:45 am

Curating Frustration

I realize yesterday might have seemed as if it was Foodie Friday since the topic was food related.

English: Steacie Science and Engineering Libra...

(Photo credit: Wikipedia)

However, Foodie Friday the 13th is today, and I’m going to focus on an unlucky site’s marketing today. While I’m not going to mention their name, I’ll say upfront that it’s a site I generally find incredibly helpful. They curate recipes and do so with beautiful photos. Their emails are just as pretty and generally quite useful. Which is why I’m calling them out today and hopefully making a business point in the process.

This morning’s email was about side dishes which will “compliment your holiday spread.”  Of the 21 photos they used to tease me to click through, four were latkes, one was a noodle kugel, and two involved challah.  Since Hanukah has been over for a couple of weeks, that “holiday spread” is long gone.  In fact, many of the other recipes in the collection were not really appropriate for a winter holiday at all.  Grilled potatoes?

My point is this.  If you’re curating content, you’re supposed to be picking the best content that applies to a particular subject.  Relevance is a big deal, as is how the content is organized and presented.  This site generally gets high marks for the latter two but when a third of what you’re presenting is appropriate for a holiday that’s long gone, you’ve failed.

You might be thinking “well, this isn’t an issue for me since we don’t curate content.”  I’d be surprised if that was true, dear reader.  Almost every business is in the content creation and/or distribution business these days, either of your own content or that of others which you think might be useful to your audience.  Email, social channels, and your own website (not to mention advertising!) are all places where you’re publishing.  Being relevant and useful are critical.  Organizing it in such a way that readers can slice and dice it as they like is important.  It’s all part of listening to your customers and continuing the conversation.

Giving someone a great recipe for grilled anything while the grill is covered in snow not only isn’t useful, it’s frustrating.  Hitting them up with the right content at the right time in the right channel with an easy way to take action should they so choose is magnificent.  Which will you choose to do?

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December 12, 2013 · 12:07 pm

Stews Leonard’s And The Thumbtack In The Chowder

Today’s tale ended up providing a good business lesson but began as a potentially lethal bit of negligence.

Oyster crackers are better with this than thumbtacks!

Oyster crackers are better with this than thumbtacks!

I went to see my folks the other day and my Mom had something interesting to show me. On her counter was a container of clam chowder from the Stew Leonard’s store down the street from their house.  She had purchased the soup the day before.  On top of the container was a thumbtack as you can see in the photo.  I don’t know about you, but my Dad prefers crackers with his chowder and doesn’t ever consider thumbtacks as a condiment.  However, that is exactly what he found as he ate.

How the tack got in the chowder is a serious problem but not our focus today.  Obviously the commercial kitchen should not have small, sharp, unsterile objects anywhere near food but let’s put that aside and focus on what happened when I returned to the store.   Stew’s is known for great customer service.  At the front of the store here in Norwalk is a big stone that says:

We’ve been going to the Norwalk store for 30+ years and have always found that they practice what they preach.  However, we’ve never had an issue like this.  In any event, I took the tack and the chowder to customer service at the Danbury store and explained the problem.  The young woman didn’t ask for a receipt nor question me in any way.  She just apologized, asked me if I had other shopping to do and to please come back to see her when I had finished.  Upon my return she waved me to the front of the short line, asked for the new clam chowder I had picked up, tagged it as paid and refunded the price in cash.  I gave the soup to my folks along with their refund and they were happy.

We get opportunities in business to take bad experiences and make them worse or to make them better.  This was the latter which I think is a model about handling a customer problem.  Address it immediately, admit blame, tell the customer how you’re going to solve the problem, make restitution, and see if that resolves it.  I suppose if I had carried on about wanting gift cards or something more I might have got it but I wasn’t there to take advantage( I realize some customers are!).  They could have asked me for my parents’ email to send them an apology (about the only improvement I would have made).  They were being adult about it – I thought I’d reciprocate.

Many places would have denied there was a problem (that’s impossible, sir, maybe you dropped it in while you were heating it up).  Many would have demanded a receipt (maybe you were storing someone else’s chowder in one of our containers).  Some would have made me solve the problem (so what do you want me to do about it) instead of offering a solution themselves.  They did none of those things and so what could have been a series of horrible posts on social media are, instead, a blog post that praises them.

How would you have handled it had your customer found the tack?  Any differently?  Could this have been handled any better?

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December 6, 2013 · 10:49 am

On Being A Sushi Master

Foodie Friday and I have sushi on the brain.  I’m not sure why since I rarely eat it any more, but I found myself immersed in a dream about it last night and thought it might be a good topic for our Foodie Friday Fun.

Many types of sushi ready to eat.

(Photo credit: Wikipedia)

As you know, sushi refers to the vinegared rice which is its heart and not to the fish or vegetables that accompany the rice. Maybe you have learned to make sushi at home. After all, how hard can it be? Rice and sliced fish seem pretty basic. Therein lies the business thought.

Maybe you’ve seen the wonderful Jiro Dreams Of Sushi.  If you haven’t you can find it on most of the streaming services and you should spend the hour and a half watching a master practice his craft.  While Jiro has been at it for many years (OK, decades), the path to becoming a sushi master in Japan hasn’t changed.  You spend a year washing floors and dishes.  Then it’s a year learning how to slice clams and small fish.  A couple of years doing meals for the staff and making the cooked food.  Happy day – you’re five years in and it’s time to learn to make rice.  After that, it’s rolls for takeout only and maybe by year 7 you can actually speak to a customer.  Finally after a decade, you are a sushi chef.

Of course here in the U.S. one can go take a course and in a few months apply for a job saying you’re a sushi chef.  Which is the business point.  Too many of us opt for the quick route as we develop our skill sets.  The notion of “paying dues” is completely foreign to most younger businesspeople and even to a few of us oldsters.  It’s particularly noticeable in evolving fields such as social media.  Think about how many self-proclaimed social media or marketing “gurus”, which is a Sanskrit term for “master”, are under the age of 30.  Really?  I’m sure they know the tools.  The business?  Maybe not so much.

There is no substitute for the ongoing process of learning.  Some things take time and learning to be a master of any sort is one of them.  Much of what I know came from experience, not from books.  We all need to think of Jiro, who continues to learn and to improve his technique.  It takes a year to learn to make rice.  Maybe we should give our businesses at least the respect Jiro shows his?  What do you think?

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