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Thanks, Tyler

February 24, 2011 by Don Fox — CEO, Firehouse of America

As Firehouse Subs continues to grow (407 restaurants and counting), it is imperative that my HQ team assists our franchisees in their efforts to establish and improve upon the “Firehouse culture” that makes us so successful. With that in mind, one of the key initiatives I have undertaken for the Firehouse Subs brand in 2011 is to personally touch as many of our team members at the restaurant level as possible. To do that, we are doing everything from hotel crew rallies for up to 300 employees at a time, down to individual restaurant team meetings conducted in their dining rooms. When it is all said and done, the founders and I will have touched more than 6000 employees. And one of the key messages we are delivering is that it is the restaurant team member who is the most important ingredient for success in each location.

On the eve of departing for the very first set of meetings, I was searching for an example I could use to illustrate just how impactful an individual employee can be; how each person, in their own way, can make a difference in the life of a customer, and turn that customer into a loyalist. I had previously thought of using an example from within Firehouse, and had considered canvassing the system for some success stories I could choose from. But the time for that had passed, and as I drove home late from the office that night, I turned over several customer service anecdotes in my mind. The only thing I knew for sure at that point was that it would be beneficial for me to speak from the perspective that is most important: the customer’s.

It was just a few minutes before 7 p.m., and just as I was preparing to drive past my dry cleaners, I realized that I had some clothes to pick up before my trip (good timing, since they close at 7). I spun into the parking lot and hurried to the door before they locked up for the night. As always, I was pleased to see that the young man who usually closes the store at night had anticipated my arrival. Even with the hastened pace I took between my car and the front counter, he had already recognized me pulling in, pulled my order, and had it hanging on the rack at the front counter in anticipation.  Today, I was not dropping off anything, but if I were, he would have certainly done what he always does: have the order pad out, filled out with my name and phone number, just waiting to get the piece count for what I was dropping off. As I entered, he greeted me. “Hi Mr. Fox.”

It suddenly occurred to me that I didn’t know his name, and I felt a little guilty about it given the fact that he painstakingly remembers mine, and without exception, provides exceptional service. What is most impressive about him is the fact that he does it without anyone looking over his shoulder. He closes down the shop every night by himself. He is not the owner, but he sure acts like it. And it is his performance that keeps me completely loyal to this place…even though I have never met the owner of the business.

I always return his courtesy with pleasantries of my own. But this time, I was compelled to do something different. “I have to tell you something,” I said. “I have been coming here for months, and you never miss a beat. You recognize my car and you hustle to pull my order before I ever walk in the door. You’ve always remembered my name. And all this time, I’ve never asked you yours. Mind if I do?”  Through a very wide smile, he said “sure!  It’s Tyler.” “Tyler,” I replied, “I just want you to know that you’re the reason I keep my business here. I hope the owner realizes what an asset you are.” His smile receded a bit, giving away that perhaps he wasn’t appreciated as much as he should be.

“Tyler, can you give me the name and phone number for the owner? I’d really like to give him a call and let him know what a great job you do.” With an air of modesty, he replied “Sure Mr. Fox, no problem.”

I was no more than 100 yards out of the parking lot when I dialed Richard. He didn’t answer, so I left a message for him, touting Tyler’s performance. I prefaced my comments by saying that I was in the restaurant business, and I know the challenges of cultivating employees who can provide great customer service. “Tyler is a great asset to you, and the reason you have me as a loyal customer.”

To my delight, I received a phone call at close to 10  p.,m. that night. It was from Richard, and he wanted to personally thank me for the call. As one might imagine, the dry cleaning business is one where the feedback is usually negative. Unlike a restaurant experience, where the customer has so many options and takes pleasure in the purchase, dry cleaning is a necessary evil. About the only comment you get from a customer is when things go wrong: missing pieces, damaged clothes, bad workmanship…you get the idea. He went on to tell me that “Tyler is a good kid. He doesn’t always do everything exactly the way I want it, but he does a lot more right than he does wrong, and it sure is great to hear about it.”

Thank you for the anecdote Tyler.  I know it will serve us well.

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