Over promising and under delivering.
Case in point, my local Dominos Pizza. I tend to have a pizza on a Friday evening. I see a photograph of the one I want on the website, I read about all the delicious toppings and can see that tasty mozerella cheese dripping off the garlic bread and the rich tomato sauce spread lovingly over the base, much like the one in this picture actually.
What do I see when I lift the lid ready to enjoy the tasty delights inside?
Something which looks like it has had the toppings picked off and eaten and then left to dry under a light bulb for a few hours. I’ve eaten better at motorway service stations.
When my sister orders from Dominos she has to specifically ask for the toppings which should come with the pizza. Really, how much do mushrooms really cost for goodness sake?
If you want to delight your customers then under promise and then over deliver on their expectations. Tell them it takes 7 business days to deliver and do it next day. Tell them you will give them 10% extra and give them 50%.
Next time I call Dominos I will ask for a pizza with no toppings and I bet they will say that they don’t do such a pizza at which point I can say ‘you did them last week.’