This image is could be the most unflattering shot of the Whopper I have – and probably ever will – come across. I feel bad because I’m predisposed to pick a Whopper over a Big Mac, or heck, even a Wendy’s Big Classic any day. Is it the uplifting “Have it Your Way” pitch that’s prominently displayed in every branch? Memories of which, by the way, root back to my high school years when I had to live within a student’s allowance, and “have it your way” and the Burger King mascot gave a sense of empowerment: that a paying customer like me can be an ass and decline to be served the pre-made sandwiches in the queue; that I want a newly-rolled sandwich without the ketchup, without the mayo, and with extra mustard on the side? (by the way I still do that in this day and age).
Empowerment was also probably the last thing that came to AJ’s mind one Friday morning when he and a couple of friends accepted an invite to visit this one branch in Makati. If I remember the buzz around Plurk at that time correctly, the branch management appeared unprepared: there were no indications anywhere that the branch is expecting blogger visitors, no representatives from the event organizers in sight; nothing as much as a memo on the wall about bloggers visiting. Naturally, this upset the first blogger to visit, and with people in tow, it’s easy to see how this can turn into an awkward situation.
Even days ahead of the actual even run, the writing was on the wall. After the email invite was sent (and it was admittedly fancy-looking, but that only served to raise the expectations), there was only another auto-generated email (you can tell by the way your name, branch and date of visit are formatted differently – and seriously, I have never seen anyone else write a letter and put the last name of the recipient in the salutation line) – which was later on (and by later, I mean “a day after”) updated when the organizers realized the link to the roster of invitees was incorrect. After confirming that I can go to the branch and on the date I preferred, I was at least expecting to be told, or asked, what time I can actually go there. You see, the “when” is one of the three things you look for when scheduling an event.
So Plurk went crazy when the news broke (I might be personally responsible for this, heh) and most people resolved to just not go anymore, at least not until there were clearer details. AJ, Fritz and I each received calls not long after, and a letter of apology later that day (and was later on posted publicly – go figure).
That which was not likable one bit. It reeked of hand-washing, it’s-their-fault-not-mine kind of insincerity that’s never appreciated. I do not know of the details behind the scenes and frankly, pointing the finger to whoever is at fault is of no value outside the organizers and the sponsors. It would have been more appropriate for whoever sent out an apology to have taken ownership of the whole hoopla and explained what’s being done to assure everyone they are on top of the situation.
Fast forward 3 days and the whole thing is replayed, this time in the Timog branch. Props to the blogger who went and contacted the organizers and gave the branch management a lesson in reading memos from the advertising department. Personally, I would’ve just walked out and looked for another place to get lunch.
I’ll stop right there and not beat this dead horse further.
There’s two things I want to drive the nail at here: correctly setting expectations, and ownership.
What could’ve been done better: nothing the organizers haven’t done before. Set an actual date and time. Understandably, these food outlets get busy at certain times of the day, so set it in the dead hours after lunch. The first TriNoMa food tour went rather well, and it can’t be any more difficult on a much smaller scale of 50 invitees.
In case you’re wondering – no, since I realized I was begging for food, I didn’t demand that they make me a ketchup-less, mayo-less, mustard-stuffed sandwich. But that’s for another day; I will write about the actual BK experience on a separate post (in three words: it wasn’t bad).
Finally, the post I’ve been waiting for forever. JOKE! My family and I were about to leave the branch already. Actually, we’re approaching our car already when the manager ran after us. She then informed us that she found the memo. Unfortunately, it was her first time to see the memo.
Jeric: I could just imagine how annoying that would’ve been. Good for you, you didn’t lose your appetite after being snubbed the first time around.
Whoa! First time to see the memo?!?! *incredulous look* . Did she receive it very late or she just don’t pay attention to memos? Haha.
I’m not much of a fan of BK. But I like the onion rings. It’s kind of sad that bloggers have to experience that. And more unfortunate for BK and Yehey, too. They should have been more organized. And to think, there were only a handful of bloggers who’re supposed to show up, compared to other bigger blog events (in terms of attendance) which went very well.
I couldn’t go when my slot came because it was raining and I had to go to MOA instead of somewhere closer to Makati. I would have gone, still, if it weren’t for the weather. I had a recent discovery, if I may share. BK’s Cheese Tots (not included in the complimentary bloggers’ meal) is made of awesome, oil and all! I must admit, I haven’t been served soggy fries and CO2-deprived soda in any of their branches. It’s a pet peeve, you see, soggy fries and weak soda. I can only recall fond memories from BK moreso when they had that Chicken Sandwich festival a while back.
It would have been a great campaign if only the execution had been flawless. I normally get the “the customer is always King” experience on any given day with my usual BK visits. BK already had it going so I just find it unthinkable that they can’t go on with their normal grind to get a promo project going smoothly, right?
Notwithstanding, I empathize with AJ’s experience.
ehem! i had to do a double take to make sure this was your site. i might be wrong, though. the dude lebowski???? whatthe—. hehe. oh, about BK–what are you doing eating burgers!? :)
Gibbs: I have no idea who “Jeff the dude Lebowski” is either; it’s just the default name that’s there. and oh, I was eating burgers at BK! Makes perfect sense, eh? heh. it’s free food, why would you ever turn that down?!
very-well written.
no further comment.