Na: So, you started it, congratulations!
Sh: Yes, now you do admit it….. You are a talker, I am a
doer…..
Na: You scored over me here. But why the name is ‘thattukada
shish’? Why not ‘shish thattukada’? Which is the normal way of naming!
Sh: Just for a change..... something that will catch the eye….. See, it
caught your eye, no?
Na; Which agency you hired for suggesting a name like this?
Sh: Hiring agency? Why?
Na: Normally people pay pots of money to some agency to
suggest unique names. That gives it a weight and easy branding.
Sh: I didn’t go to any agency. This idea just came to me and
I used it.
Na: Don’t you understand the advantages of using a well-known
agency?
Sh: So, you want me to advertise that such and such advertising
agency has come up with this original idea of the name? I am not going to do it.
Na: Ok, then leave it. What are you giving me today, to eat?
Sh: (shouts to the kitchen, to the man making dosa) Two dosas for the boss….
And a strong tea!
Na: OK, let us try the Thattukada Shish Dosas. Are you giving
some newspapers to read while the customers wait for dosa and tea?
Sh: Waiting? There is no waiting. See, your dosas are on the
way…
Na: Well, that is Quick! (dosas and tea arrives. While
consuming them) Really good! I never knew you had it in you. But I have some suggestions to make.
Sh: You can make them. Shoot!
Na: You should not give the food so fast! Then you won’t
make a good impression.
Sh: Why?
Na: Because giving it fast is not the trend. Even in fast food restaurants you won't get it fast. Have you seen any restaurant
supplying what you order within 10 minutes? For some items they even tell you
it will take 20 minutes or more. The customers must wait impatiently for the excellent
food they are going to get to eat. The longer time you take, the higher the
rating of your restaurant will be.
Sh: Well…
Na: Sometimes they would think that you are not making fresh
dosas, you had made and kept them and just heating them up before serving.
Sh: The customer does not have time to think all that. The
dosas come, they are hot and delicious. The chutneys are good. Now they wouldn’t
wait to think. Just eat them…... no? You didn’t think any of those things.....
Na: I agree you have a point there.
Sh: Another suggestion?
Na: You must have some procedure. You can't keep shouting the order. You must have a computer
with a printer. The customer should come to you, stand in a queue and order the
food, you must issue a coupon, he should take it to another counter (and stand in queue). The man
at that counter will take it to the kitchen. Then he waits for his food and
goes to his table – or bench as you have here. And the waiting time starts from
the time the coupon reaches the kitchen.
Sh: I am shocked and surprised
Na: In some restaurants, they have internal procedures even
in the kitchen! I have seen these things during my travels and this is the
present trend. You can’t fight it. And if you can’t fight it, join it. I will tell you
all about procedures later. Now I have to go.
Sh: You can have your procedures and brandings. I wiil give
you excellent dosas and they will be with assured quick service!
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