An operator said to me the other day that, since lockdown, there are far more 'Karens'. Shocking, I know, to you customers out there—this is what some people think of your complaints.
But the reality is, I think he’s right. Not about customers being 'Karen’s' so much as that customers are way more demanding these days than they used to be.
It feels like customers are going out less, spending more cautiously, actively hunting for discounts, and are quicker than ever to post a negative review. Genuine loyalty feels increasingly elusive.
When I started my first hospitality business back in 2000, we stood out because of what we didn’t stock. We only had premium brands, and most of those were products our customers had never heard of. When someone came in asking for an Archers and lemonade, we had genuine German peach schnapps to offer. When they wanted Malibu and Coke, we had Koko Kanu. Gordon’s and Smirnoff were nowhere to be found.
Back then, our customers hadn’t even heard of a mixologist or a barista.
Delighting them with our service standards was transformational: clearing ashtrays (remember when you could smoke indoors?) after a single butt, clearing glasses instantly, wiping down surfaces constantly, serving quickly, and always smiling.
These small actions created an experience that turned our little bar into the best place in the world for our customers. They quickly became a loyal tribe, finding every excuse to spend more time and money with us, and they brought everyone they knew along to see what made it so special.
Customers Have Changed
But these days, customers are far savvier. Drinks brands have taught people about the “perfect serve,” from Guinness adverts to Stella campaigns showing how the right glassware and presentation should look.
Supermarkets now stock products that once could only be found through specialist merchants, and anything else can be ordered online.
Celebrity chefs have raised the bar for home cooking, and shops sell all the specialist equipment and ingredients to achieve restaurant-standard meals at home—and often at a fraction of the cost we pay in the trade.
Even cask ale, one of our industry’s great advantages, isn’t immune. While a well-kept cask ale in a pub is still unmatched, nearly every other offering is being recreated at home.
So, what’s left? People and service, perhaps?
Service Isn’t Simple
Every operator I know, even those who love their team, will tell you that keeping staff consistent and motivated is a daily battle. No matter how good your documented SOPs are, service standards slip.
It’s painful to hear a staff member say the wrong thing or forget a key step.
And it’s not just customers’ expectations that are rising; staff expectations are, too. Keeping teams happy, motivated, and aligned is harder than ever.
All this happens in the context of an industry constantly being told it’s in crisis, that it has never been so hard.
Customers are demanding, harder to please, and their expectations are sky-high.
How Do You Exceed Expectations When They’re This High?
It used to be said that great customer service was about exceeding expectations. But how do you exceed them when they’re already so high? Customers now have endless choices. What’s the point of leaving the house to eat and drink when they can get everything they want at home, for less money, exactly the way they like it?
The thing is, we’re missing the point.
Nothing has changed…
Hospitality Isn’t About Serving Food and Drink
We are far more important than that. Yes, it’s hard to manage people—our teams and our customers—especially when we forget that we’re not just serving food and drink.
Maslow’s model of human motivation reminds us:
"At the core of human motivation is the desire to belong—to find a place where we are accepted, valued, and connected. It’s only when we feel secure in this belonging that we can achieve our highest potential."
This is where independent hospitality businesses shine. This is where we find our real purpose and calling. We provide for our guests in a way they can never replicate at home. When we are brave enough to ignore the competition and all the noise from the busy world, we can stand out and truly make an impact.
This is exactly what my little bar back in 2000 was doing.
Our great products and high standards were important, yes—but they were special because they made our guests feel special. To those customers, we were the best in the world. They rewarded us by making us an integral part of their stories. Even now, I’m occasionally stopped by past customers who remind me of moments that happened in their lives while we were part of their journey.
They tell me about the relationships that were formed, the friendships that were nurtured, and the life-changing events that were celebrated.
That business no longer exists, and our customers have all moved on.
But what persists are the memories and the space we created in their hearts.
Hospitality, at its best, is always driven by purpose.
Is yours? Take our quiz here.
