So, loyal reader, what do you know about me? I work across the street from the Irvine Spectrum, I like to eat on the cheap but never bring my own lunch to work, and I do not like change. These three things recently came together in a perfect storm that got me thinking about how in business, sometimes what we consider to be a small change for the business can make a big difference to our customers. Let me explain:
Once or twice a week now for the past five years, I have patronized a local-to-the-office Rubio’s for their Street Taco Plate. I grew so fond of the meal that it even worked its way into our dinner rotation and some of the employees at the local-to-the-office and local-to-the-home Rubio's locations have come to know my order by heart: Street Taco Plate - All chicken tacos, only meat, with the customary cup of beans and side of chips for $6.43.
Today, however, on my foray out for lunch on cheap at the Irvine Spectrum, I was met with change…a slight menu change and price increase. I still got my same Street Taco Plate, but today, not only did it cost me $7.10 instead of $6.43, it came with a cup of rice instead of my side of chips. Credit goes to the wonderful employee at Rubio’s for informing me of the change before I finalized my order, but caught off-guard, I went ahead with my Street Taco Plate order. Naturally, I was offered the side of chips for an additional cost, but that would have been an even bigger price increase, wouldn't it? You know Old Man Savastano isn't going to go for that.
Trying to remain optimistic about the change while I ate, I sadly soon found myself coming to the realization that the cup of beans was just not the same when eating it with a spoon instead of the side of chips, and while good, that little cup of rice amounted to about five bites. I felt just as full at the end of the meal, yet somehow found something was lacking…and that is not a feeling I should have after I’ve just had an addition 67 cents taken from me by a retail establishment I frequent so often. Let the good times roll that I can be so concerned about such a slight change and my 67 cents, but nonetheless, the conclusion I reached was that between the price increase and rice instead of chips, I was highly disappointed with the change to my Street Taco Plate.
Even though it is a small change and a small price increase, I can tell you that without a doubt, while I will surely still patronize Rubio’s, I will modify my order by looking for something comparable at a slightly lower price (maybe ditch the rice and beans and just get more tacos?), or perhaps not be as apt to go there as often in the near future. I was set in my little routine – Go to Rubio’s and order the same thing – Now, Rubio’s has jarred me from my lull, making me change my order, and charging me more for what I was already getting, thus opening up the window for me to really change the routine and go somewhere else instead.
I am sure there is a whole team of people at Rubio’s somewhere who did a whole bunch of research about this change and price increase (at least I hope there is and this wasn’t done on a whim), and I am sure most people won’t bat an eye at it, but keep in mind that sometimes, just sometimes, a small change is enough to make a big difference with your customers. Ask Bank of America about their $5 a month Debit Card fee, or Verizon about their $5 Paying-Your-Bill fee, and they will tell you that a small change can make a big difference.
