Richies Pizza: A Mini Brand Loyalty Case Study

April 6, 2011 at 3:48 AM (Food, Happenings) (, , , , , )

Let me tell you a little story about seizing a sub-ideal moment in customer service and turning that into an opportunity.

I originally found Richies, a pizza (and stuff) place in Washington Square when I was moving to my current apartment. At the time, I was actually hoping to get my first taste of Publick House, but for whatever reason that magical place doesn’t believe in opening its doors during daylight hours.  Oh well.  Anyhoo, desperate for sustenance (moving oodles of possessions up four flights of stairs does that to people), we meandered into Richies.  The food did the job, and the staff was more than welcoming. When a Richies Groupon made its way into Gmail, I was happy to buy two, particularly as I had recently gone cold turkey in my battle with my Dominos addiction.

Fast-forward four months and one of my two Groupons later. Once again, I had no food in my fridge, and needed some dinner on a late Friday night.  Unable to get through on the phone, I figured I’d place an order online. Unfortunately, it didn’t look like I’d be able to use the Groupon online (weird, given it’s an online coupon, but whatever), so I resigned myself for paying full price for my pizza.  After entering my credit card information, a confirmation screen told me I’d get my order in 60-70 minutes. A bit excruciating, but I knew I’d manage.

Fast-forward two hours – and no pizza – later. Cranky and hungry, I went to bed, figuring that the website flubbed and my card wasn’t actually charged.  It was.  A bit crankier, I called Richies tonight to see about remedying the situation. And remedied it was!

I quickly (and politely – always try to be polite!) explained my dilemma. Moments later, not only did Richies promise to refund my card, but when I asked if I could just get my pizza a few days late, i.e., today, they told me “Sure, definitely.” Oh, and it would still be free.

How great is that? No back-talk, an explanation* accompanied by genuine humility, and a speedy recovery.  Had this exchange gone less pleasantly, I probably would have contacted Groupon and asked for a refund on my second (unused) coupon. Instead, I’ve been reminded of the great customer service at Richies, and even after I’ve used my final Groupon, I’ll definitely be calling them back.

*As it turned out, Richies closed early that night, but the website was still operating up until the usual closing time. The restaurant is working on syncing that all up.

Richies
1632 Beacon St.
Brookline, MA 02446
(617) 739-1114

 

Totally Unrelated Shameless Plug
This Thursday, I’ll be interviewing the one and only @BostonTweet for RaceTalk, my agency’s blog. I’ve got a few questions for him, and I’m sure you do, too.  So between now and then, tweet your questions for him using the hashtag #askbostontweet. Thanks!

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1 Comment

  1. Richies Pizza: A Mini Brand Loyalty Case Study « bmfalc: Beyond 140 | Midia Social said,

    […] See the original post: Richies Pizza: A Mini Brand Loyalty Case Study « bmfalc: Beyond 140 […]

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