I have three requirements for fast food:
- Be fast: This truth is self-evident, but apparently Jack In the Box thinks I want to wait for their “gourmet” meals. “We don’t make it until you order it?” Don’t you mean “we don’t reheat it until you order it?” Don’t make me wait for something not worth waiting for.
- Be gross: This might sound strange, but I can’t stand it when fast food restaurants pretend to be healthy. “We have salad now!” Yes, you serve green leafs in a room saturated with years of grease and salt. My “salad” tastes like a hamburger wrapper with runny mayonaise. Thank you. Give me a nutritionally-void McDonald’s cheeseburger any day over something they call a salad.
- Be cheap: Again, this is a logical result of the prior two criteria. If something is fast and gross, why would I want to pay a lot of money for it? This is the dealbreaker here and, lately, I’ve noticed that some fast food restaurants are pressing their luck with it. Not that long ago I had sticker shock when a Happy Meal (with Chicken Strips) at a McDonald’s in Santa Clarita rung in at close to $6!
If any one of these criteria is not met there could be trouble in Fryville. I recently had an experience at a Carl’s Jr. that violated the third of these three rules: it wasn’t cheap. To be fair, it wasn’t outrageously expensive either.
I went to the drive thru, intending to get my older son, Jacob, a kid’s meal with chicken stars and crisscut fries. Jacob is a picky eater (due in part to his having a diagnosis of autism and/or just because he is a picky eater — sometimes it is hard to know which it might be). That being the case, whenever Jacob likes any kind of food we very willingly give it to him. Since he likes crisscut fries, that’s what I was going to get them for him.
I ordered the meal and mentally noted that the price was $3.19 plus tax (roughly $3.45). However, when the cashier confirmed the order, I heard her announce the total as $4.32. I figured I misheard her or maybe she double-charged me for something. I would resolve the issue at the window.
When I got to the window I asked to clarify the bill. These are tight times economically so every penny literally does count. Besides, the difference of $1 represents a nearly 25% increase in cost (not small potatoes). Sure enough: $4.32. At least I wasn’t losing my hearing!
I asked why the bill was roughly $1 more than I had anticipated and was told it was due to my having substituted the standard french fries with crisscut fries. I realize crisscut fries are a novelty, but was unaware that there was space-aged technology involved in their production that necessitated such a dramatic differential in cost.
Maybe I am slow, but I can’t understand why the crisscut fries aren’t just an equal substitution for the fries? Does it really cost $1 more per serving to make crisscut fries than regular ones? I suppose someone calculated it and it does, unless the cashier is simply running a scam or the franchise is operating a secret fundraiser.
The cashier offered to swap the crisscut fries back to the standard ones, but by that point I did not want to disappoint my son. But if I had been alone I would have swapped the crisscut fries for regular old fries — it’s not like it’s a steak at Morton’s!
Was this a huge problem? No, but it is something to be aware of — and it is something I will remember the next time I go to Carl’s Jr. (if I do go back to Carl’s Jr.). Certainly, an extra dollar for crisscut fries is not as questionable as $259,500 for fire pits on a beach, but it should make you stop and think.
I wonder what an order of “freedom fries” would cost me?
Update: Within a week of this post I connected with Beth Mansfield, the Public Relations Manager at CKE Restaurants, Inc. (parent company of Carl’s Jr. and Hardees) via the Carls Jr. Twitter account. The end result was that Beth visted my “buying behavior” course at UC Santa Barbara Extension and spent two hours sharing the social media marketing secrets of Carl’s Jr. For more details read my blog post about it here (where you will find the back story and seven video clips of her presentation). Now THAT”s how to turn a negative customer experience into a positive one!







