I have mentioned in a previous blog post that every aspect of your business builds and maintains your brand. From your logo, website, showroom, to your employees greeting customers; everything plays a role in how your customers perceive your business. This has never been more apparent than in the story of the Chili’s “broken cheeseburger.”
If you are not familiar with the story, you can find the full version here, but the short version is that a couple in Utah went to Chili’s with their autistic sister, Arianna. Arianna ordered a cheeseburger, and when it came, it was cut in half like all other burgers that the restaurant chain serves. She believed that the burger was broken and would not eat it. Instead of the waitress disregarding the unhappiness of Arianna, or just taking the burger away, she told her she would make her a new burger that wasn’t broken. She proceeded to have the kitchen make a new burger without cutting it in half (and at no extra charge), and it made Arianna so happy she kissed it while her sister snapped a photo. The picture made it to Facebook, and it has received over 870,000 “likes” and was shared over 200,000 times. Talk about good PR.
One Chili’s employee made the world of difference for a little girl, and people noticed. The story was picked up by several national news stations and spread like wildfire over social media. Sometimes, you can’t worry about your bottom line as much as you worry about your customers. After all, the customer is always right!