We have to be careful of the shiny new toy.
My local cafe has started doing Uber Eats deliveries.
Good for them!
Well….. not so fast.
The wait times jumped to 20 minutes and then 40 minutes.
My big cycling group worth $600-$700 per month has slowly moved to another cafe (despite many second chances).
We are (were) loyal for a number of reasons.
There’s a certain vista we were used to. There’s the food. There’s the way the the Norfolk Pine tree casts shade in summer mornings. There’s the familiarity of where we sit.
People buying online have less reason to be loyal. The emotion tugs are absent, and the business can evaporate.
All it takes is one change to an Uber Eats algorithm and it’s gone. What do you do? The shiny new object is so tempting?
The problem is that the cafe isn’t clear on its purpose. As consumers, we can feel that they are only there to squeeze money out of it. Profit is a result and consumers see straight through it.
The last section of this video explains how a small business can use purpose to inform them of what to do. Chase Uber Eats? Chase loyal customers? Or both?