Companies, and more specifically brands have five categories of consumer. They are:
The Brand Zealot: This person is the same as the brand loyalist with one very important distinction. He actively tries to make other people choose his brand as well. A walking, free, commercial.
The Loyalist: This consumer will always choose his favorite brand over competition if given the choice, and usually when no choice is given. For example, if a Pepsi man walked into a gas station, and they only sold Coke. He probably not buy it, even though it's convenient. He will drive to a different location to buy Pepsi.
The Neutral: These people either don't have their minds made up about a brand, or don't care enough to create an attachment. These might be people who shop mostly by price, or convenience.
The Rejector: The opposite of the loyalist. This person will actively seek alternatives to his rejected brand.
The Brand Terrorist: The most dangerous of all consumers. This is a person who will never purchase your product, and go out of his way to convince others to join his ranks. The damage a brand terrorist can do to a company is extensive.
So what the big deal? The thing about these categories is, once a person is in one, it's almost impossible to move him the other way. A terrorist will likely not ever become a less dangerous rejector, let alone a loyalist. They are pretty much set in stone, except the neutral. He is the most important person because he is on the fence. The difference between a loyalist and a rejector is extreme, and in time the neutral will probably choose a side. It's important for a company to do everything they can to make neutrals feel good about the brand they represent.
Why am I wasting your time with this? You probably guessed by the title that this is about Burrito Loco. Before last night (02.21.07) I was a "neutral" for mexican fast food. I didn't care if I got Taco Bell, Chipotle, or Burrito Loco. I liked them all fine, and I usually just go to which ever is closest. But last night, I went from neutral, to Burrito Loco brand terrorist. This rant is part of my terrorism.
Lisa and I were hanging out and decided to order some food. Buritto Loco was selected because we felt the Mexican vibe. Ted decided to get in on this as well, and I put in the order (call made at 8:03pm) for two chicken burritos and one shredded pork. The guy tells me it will take 45 minutes. No problem, at 9:08pm the burritos finally arrived. A bit late, but it's ok I can deal with that. I run to my room and open the bags, inside: two burritos and two bags of chips. I pick up the phone.
This is the moment of truth for Burrito Loco. I have worked at McDonalds, I worked at Caribou, I know people make mistakes. Ordered get messed up. I am a little unnerved that my burritos took so long, and one is missing but I am willing to understand. Depending on how they deal with it. I am teetering on the fence, and based on this interaction I will become either a rejector, or be well on my way to loyalist.
Burrito Loco: Hello Burrito Loco
Alex: Hey, I just ordered from you guys and one of my burritos is missing.
BL: You got the check number?
A: (Check receipt) 2416.
What should be done right now, is my entire order should be remade, and re-sent no questions asked. That is how successful fast food companies deal with unhappy customers.
BL: Alright two chickens and one pork? Which one is missing?
A: (Check the burritos. They are vaguely marked "1" and "2." This is something that would have pissed me off even if they didn't fuck my order up. How am I supposed to know who's is who's without taking a bite out of them? Well, "3" seems to be missing, but what is 3? Logic would dictate that since pork was the third thing I said, and it's the third item on the receipt it should probably have been the third item made.) I say, it's probably the pork.
BL: Are you sure?
AM I FUCKING SURE? So try to carefully open one burrito up. I find out it's chicken but not before totally mutilating the poor thing. Then in an attempt to spare the second burrito the mutilation I took a bite out of it, it's pork. That makes sense.
A: One chicken is missing.
BL: Ok we will send a chicken over to you.
Aside from the fact that he is offering absolutely no compensation whatsoever to me. Can you notice what is missing? How about an apology? Can I get a "sorry about that" or any kind of courtesy whatsoever? No.
A: Hey, don't forget to send the chips too. We didn't get those either.
BL: Yeah ok.
I am just in shock right now. Either their policy is totally fucked up, or that one person was a total douche-bag. Unreal. In the mean time, Ted volunteers to be the one without food. Lisa and I eat our burritos. I write a complaint e-mail to the company. It's now 10:00 pm and the third burrito still hasn't arrived. At 10:10 the burrito finally comes. The driver actually does say he is sorry for the inconvenience. Wow finally someone with some fucking compassion. I tell him it's ok, it isn't his fault. I hand the burrito over to Ted. I notice something interesting. He didn't get any chips.
FUCKING WOW
I am so pissed of at this point I could shoot bullets out of my ass. I decided to let the manager know how totally fucked this situation has been. He answered, I explain to him in a stern yet none offensive tone everything that has happened.
As a customer I have been totally abused. If I ordered from Jimmy John's I would have gotten the correct order, in fifteen minutes or less. If this kind of thing happened at Caribou, and he let my manager know, he would get his next three drinks for free on top of the refund for his fucked up order. At McDonalds he would have AT LEAST gotten a refund. What does this fuck-face say to me?
Manager: Yes, that is unacceptable. I am not even sure what to say to you sir.
Well I got a few ideas dumbfuck. An APOLOGY WOULD BE FUCKING NICE! A refund would be nice! A free burrito coupon would be nice! Do you even fucking care about your business? Do you know how easy it is for me to just not ever eat at Burrito Loco again? It's really easy.
Do you have any idea what you have unleashed in me? I fucking promise! I PLEDGE that I will convince AT LEAST ten people to not ever eat at Burrito Loco again. I will DEVOTE my life to making you lose customers. I will leave donations to your competition in my FUCKING WILL! So even after I am dead I will still be hurting your business. You better hope I don't have children because I will instill this same passion to destroy you into them. My crusade will live on with my decendants as long as my bloodline exists. You motherfucker.
Alex: You don't need to say anything. Goodnight.
Let the brand terrorism begin.