Mission Chinese has a thirst quenching little extra while you wait


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Move over Red Solo Cup, Mission Chinese pours into the Purple Goldfish Project at #1033

Taken from a report by Zagat’s James Mulcahy:

Restaurants that have long waits, you should learn a thing or two from Mission Chinese Food. Even though the restaurant has been dealing with hour-long waits or worse, they have a formula for keeping people happy. And that formula is beer. The eatery has a keg perched in the front of of the space, and you are welcome to pour yourself a plastic cup full (or two) as you whittle away the time.

When we were there on a recent visit, chefs were also passing around trays of the eatery’s chicken wins. Very classy – wouldn’t it be nice if all restaurants with extended waits would do the same?

Marketing Lagniappe Takeaway: Believe it or not, we spend 10% of our life waiting (it’s true, I read it online). Being successful in business means that you will subject customers to waiting. Waiting isn’t necessarily bad. It builds anticipation and can enhance the overall experience. However, you should figure out ways to enhance waiting to make it more pleasurable. Kudos to Mission Chinese for lubricating the wait with a kegger.

Today’s Lagniappe (a little something extra for good measure) – Speaking of extras, the Mission donates 75 cents from every entree to charity to ‘pay it forward’. Here’s a fun review by Andrew & Andrew that highlights the donation and a little extra at the end of the meal:

Republished with author's permission from original post.

Stan Phelps
Stan Phelps is the Chief Measurement Officer at 9 INCH marketing. 9 INCH helps organizations develop custom solutions around both customer and employee experience. Stan believes the 'longest and hardest nine inches' in marketing is the distance between the brain and the heart of your customer. He is the author of Purple Goldfish, Green Goldfish and Golden Goldfish.


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