Not Right
The thought occurred to me the other day that we simply do not get it right in the UK when it comes to fast food. How come?
First of all, the food is rarely ready when you enter the restaurant and order it. In which event, you are often asked to stand to one side and wait while they take the next person's order. By the time you get your food, it has no longer been quick and defeats the object of visiting one of these types of establishment.
I am partial to the fish burger, sold by that chain of outlets who promote their business using a clown dressed in red and yellow! However, whenever I order such an item, I am invariably told to take a seat and they will bring it over when it is ready. So, why is it not ready?
Still Not Right
In the last few days, I took my children to the outlet that sells chicken covered in a retired Army Officer's special recipe! We waited fully five minutes before the queue we were in even moved, let alone reached the order point. It would have been quicker to go through the Drive Through, get served - as customers there seemed to be served immediately - and then come into the restaurant to eat. Quite incredible!
Too Clever
The problem, it seems to me, is that these establishments are now trying to be too clever. They are creating new variations on a theme to attract more custom and, as a result, their menus are now too extensive. Consequently, they have not got a clue what anyone is going to order and, therefore, cannot prepare anything in advance. Even that regal burger joint offers its food “how you want it”, so they have absolutely no chance of knowing in advance what the next few customers will order.
Can I suggest to these retailers that you get back to basics? Those of you specializing in burgers, sell burgers; and if the customers do not like gherkins, let them take them out themselves, as I do. Those specializing in coated chicken, concentrate on that. Prepare a few in advance and then we, the customers, might get served quickly when we walk in. Which, to be honest, is the expectation. Yes, there might be a bit of wastage but, that is the nature of the business you are in. Get it?
Service With a Scowl
The staff serving in these restaurants generally appear quite miserable. Wouldn't you be, working in that environment? At least in the US you do normally get service with a smile but, no such luck in the UK. I remember comedian Ben Elton doing a very funny piece on this subject a few years ago; mocking the British teenager by saying that even if you put a uniform and a hat on them, and tell them that the customer is king, their attitude does not change so, the service is still with a scowl!
Rocket Science
The other issue is this problem with customers who do not remove their trays with their leftovers, and do not deposit their garbage in the bins provided. Why is the process so difficult to understand? You eat your meal and then clear away your rubbish, so the next customer can sit down. It is not rocket science; or is it that they are just plain lazy. I will go with that, I think.
Dead
It seems, therefore, that the emergence of these food chains as places where you can be served quickly, and be in and out in a matter of minutes, has long gone.
You cannot expect to receive a “Have a nice day!” upon leaving, and the price of the food has rocketed because, not only have they now got extensive menus to tempt you but, because their customers are so damn lazy, they have to employ staff to continually clean up after them, have you not noticed? Take a look around next time you are in the queue waiting to be served.
Fast food restaurants: RIP!
