If double-digit increases in same-store sales are any indication, 59-unit Tumble-weed Southwest Grill is finding success in its new twist on relationship building: chief executive Terry Smith’s televised vow to respond personally to all customer complaints and suggestions.
The tactic seems to be working. Comparable-store sales have risen nearly 13 percent since Smith began appearing in TV spots in January to solicit customer feedback and launch
www.tellterry whatyouthink.com .
Diner comment cards have listed his personal phone number and e-mail address since last year.
Smith is not the first restaurant chief executive to assume the role of TV pitchman. John Schnatter of Papa John’s International and Dave Thomas of Wendy’s International preceded him, as did Carl’s Jr. founder Carl Karcher. KFC founder Col. Harland Sanders preceded all of them.
But Smith’s decision to field and respond personally to all comments goes beyond the usual efforts of other chains and illustrates how restaurants are compelled to become more innovative in their marketing methods if they want to maintain their customer bases.
Since the program began, Smith said, he has answered 1,500 phone calls from customers and 2,000 e-mails. His website has received 1,700 comments.
“People just started calling and e-mailing on a very regular basis,” he said. “It was clear that people wanted to communicate directly with me.”
