What confuses our customers?

Gujarati Thali is a very simple, hassle free format for savoring a wide range of delicacies in an efficient, prompt and convenient way.

It has a fixed price, fixed menu and unlimited food. You can eat anything to your satisfaction from a wide range of dishes on the menu.

Ahmedabad has some very good Thali restaurants. Almodt all of them follow the same model. Fixed price. Fixed menu. Unlimited food.

Gopi is one of the oldest near V S Hospital. Recently, a visit there and the confusion thereof left a not very savory aftertaste.

Once there, we were asked “Fixed or unlimited Thali?”

Then next question was “Kathiawadi” or “Gujarati”?

Then “Which out of the 4 sweets? You can choose any one out of 4.”

For the 6 of us who had gone there for dinner, the next 45 minutes were full of confusion because each had selected a different variant of combinations available.

Companies needlessly come out with creative ways to create complexity out of simplicity and make the customer’s experience unappetizing.

Actually, a fixed menu with 3-4 sweets available to all really does not increase cost to the company significantly.

Here, I remember one profound consumer insight a restaurant owner shared with me. He said “Whether there are 8 items on the menu or 40, a person can eat around 400 grams of food. So, adding or reducing items on menu does not make much difference to the cost if there is some minimum volume in the business.”

Gopi should realize that dividing menu and sweets and confusing the customer results in bad Customer Experience in the end without adding anything to profit.

Give more choice. But reduce complexity and confusion. Many of your new competitors are doing it profitably.

Author: Sanjay Shah

Sanjay is the author of "Business Management Simplified" which provides Practical, Actionable Solutions for Entrepreneurs. It is an all-in-one guidebook to start, run and grow a small and mid-size business to the next level. He is also an SME Business Coach, Seminar Leader and Motivational/Keynote speaker, Sanjay is based in Mumbai (India). He advises many businesses on Strategy, Leadership, Marketing, Branding, Customer Experience Management and Organization Development. He conducts various self-help seminars and workshops for companies and groups in English, Hindi and Gujarati. For more info, visit : www.SanjayShahSeminar.com

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