Back in college I worked as a tableside cook at a fancy restaurant, tossing caesar salads and flaming steaks. The dinner menu was pricey and the regular clientele were successful business people in the community. Occasionally the average Joe consumer wandered in for a special evening carrying a discount coupon. None of the servers wanted to work on the nights when special coupons were accepted. I recall how they profiled customers, arguing or drawing straws over who would have to serve the coupon couples. There were only a few exceptional servers that delighted in giving every guest the special night they deserved. But most of them were reluctant to serve coupon couples for fear of getting stiffed; the hourly rate at the time was only $2.52/hour and most coupon holders tipped on the discounted amount.
I'm not convinced that the coupon users would ever return and pay full price for a dinner, but the elitist servers ensured that those customers would never (ever) consider this fine-dining establishment for any future special events or business dinners. Worse, they made sure to send those customers out the door ranting about the pompous staff and the horrible service they received; as the staff openly grumbled about the horrible tips, the customers grumbled all the way out the door.
Along the way, the owners failed to recognize that the staff was sending a strong signal to customers: take your business somewhere else. The unintended message: tell all your friends to avoid this establishment. The restaurant eventually went out of business. It reminds me to not be so short-sighted, and to look beyond the immediate gain. Every interaction counts.
