Should businesses be careful in what they promise in their marketing materials?
Back in February, my son-in-law and I drove a truck and trailer cross country to deliver his son’s (my grandson’s) belongings to him. We figured the trip would be about a 30-hour drive from the Boston area to Colorado Springs, Colorado. We planned to share the driving and figured we could make it there in a couple of days if we left early in the morning each day and drove into the evening.
A bit of weather slowed us down, but we still found ourselves making good time. At the end of the second evening of driving, we stopped late for dinner at a chain restaurant that served breakfast all day and featured a country store selling nostalgic snacks and items; guests entered and left the dining area through the store.
The service was not particularly swift. After we had been seated for quite a while, we overheard a manager apologizing to a large party for how long their food had taken and how when food finally did arrive, it had not been what they’d ordered. The manager apologized and offered them free dessert.
We spent our time studying the sizable breakfast menu. I was particularly pleased that the menu indicated that any eggs would be “cooked to order.” When the waiter arrived I confirmed that “cooked to order” meant any style and they assured me that was the case. I placed my order for two poached eggs on toast and my son-in-law placed his order as well. Several minutes later our waiter returned to tell me that they don’t do poached eggs.
Now, in the scheme of things, telling customers you serve eggs any style or “cooked to order” when you know there are some styles you simply won’t do or orders you won’t take is not the end of the world. Should I have made a fuss? Maybe. But to what end? It was not likely that I was going to force the chef to poach an egg he didn’t want to poach. At the time of night we were eating after a long day of driving, if I chose to leave in a huff, I would go to bed hungry.
I responded to our waiter that it kind of means they don’t honor what’s on the menu. I ordered eggs over easy instead, and they nodded and took the order.
Businesses should make sure that they deliver on what they advertise. If they have no intention of doing so, then the right thing is for them not to promise otherwise and hope no one calls them on it. The restaurant had an extensive menu with many options and it served breakfast all day. Certainly that was enough without making false promises.
It took a while, but our meals finally arrived. My son-in-law’s meal was not what he had ordered. He told our waiter that they had delivered several side dishes, all of which were the same and none of which was what he had ordered. The waiter took his plate back to the kitchen for corrective action. No one offered us a free dessert.
Jeffrey L. Seglin, author of "The Simple Art of Business Etiquette: How to Rise to the Top by Playing Nice," is a senior lecturer in public policy, emeritus, at Harvard's Kennedy School. He is also the administrator of www.jeffreyseglin.com, a blog focused on ethical issues.
Do you have ethical questions that you need to have answered? Send them to jeffreyseglin@gmail.com. Follow him on Twitter @jseglin
(c) 2024 JEFFREY L. SEGLIN. Distributed by TRIBUNE CONTENT AGENCY, LLC.
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