The $6000 Egg is a book written by Todd Duncan. In it, he tells the story of how a request for an egg cost a restaurant a lot of money. The book is all about serving the marketplace because serving is the name of the game, no matter what your business is. Here’s how the story goes.
Todd and his wife were regulars at a local restaurant. They would take a seat at the bar and watch whatever sporting event was on for the night. They were spending about $500 a month between business events and personal dining. On one occasion, they asked for a side order of a fried egg that they could put on top of their cheeseburger. (Side note: If you love cheeseburgers and have never had a fried egg on top, you should go do this immediately because it is excellent.)
They made the request and the bartender said he would go check to see if the kitchen could do this. Todd says that this was curious that someone would have to go check to see if this could be done. The bartender came back and said they could not do that. Todd and his wife could not order a fried egg on the side. Todd asked why the restaurant couldn’t grant his request and the bartender said they weren’t prepared to do that.
Todd was confused because on the menu for the day the restaurant had a special egg and waffle dish for $15.95. So, the restaurant had the egg, but they refused to give Todd a side order of a fried egg to put on top of his cheeseburger. There was a resistance that he had never felt in this service-oriented business.
So Todd did what a lot of people would do, he asked to see the manager. As Todd describes it, the manager approached them with the body language that told him that this was not going to go well. The manager’s arms were crossed and there was no smile on his face and his first words were “So I understand you have a problem.” Todd explained that they simply wanted a side order of a fried egg for the top of their burger. The manager says that they cannot do that. When Todd asked why, the manager said that if they gave him a side order of an egg then they wouldn’t have enough eggs to sell the egg and waffle special they were pushing that day.
Basically, the manager was saying that the “rules” are going to “rule” the outcome. Todd tells the manager that they probably spend about $500 a month there and the manager would rather not give him an egg that cost maybe 50 cents so that the restaurant has that egg for a waffle dish that you might sell for $15.95 and potentially lose a customer over. The manager said that was all he could do, they cannot change their inventory for their specials.
The manager then goes to offer to pay for their bill. Todd says, “That is the stupidest thing I’ve ever heard a business do.” The manager looks at him confused. Todd opens up his tab and it’s about $71. He tries to explain to the manager that it’s stupid for the restaurant to pay his $71 tab, but won’t give him a 50 cent egg. So, this restaurant loses a $500 a month customer over a 50 cent egg.
To Be Continued
I’ll continue the story in part 2, which will be posted on April 1, and that’s not an April Fool’s joke! As always, you can contact us to discuss your specific needs and to receive a free quote. Call us at 877-246-1315 or email at email@example.com and let us help your business.
If you would be interested in buying the book, please go to 6000dollaregg.com.
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