| A typical Friday evening starts with a family | | | | plates. Now, we are very puzzled. "We thought |
| dinner in a nice atmosphere. This time we decide | | | | you don't count plates any longer? Your colleague |
| to visit one of our favourite restaurants for a light | | | | told us that we have to take the buffet...?" During |
| dinner with Sushi. Upon arrival we are amazed. | | | | some forth and back we do not get any answer |
| Usually, this place is packed on a Friday evening. | | | | on our question about what the pricing strategy |
| Today, more than half of the seats are empty. | | | | of the restaurant is. I give up and approach the |
| Therefore, going in and taking a seat at the | | | | cashier - still feeling cheated, hoping that they |
| conveyor belt is very easy. Before the waitress | | | | admit their big mishap and compensate us with a |
| has a chance to approach us we have taken | | | | rebate or a voucher or so - and apologise. |
| some plates with Sushi already. We tell the | | | | Nothing. I paid the buffet price. |
| waitress that - apart from some drinks - we | | | | For sure, they will not see us at this place again. |
| don't need to order from the menu. | | | | Conclusion |
| She confirms "So, you take the buffet for two | | | | A "Moment of Truth" is the moment that the |
| adults and one teenager?" "You call it buffet? We | | | | company interfaces with the buyer. Careful |
| just want you to count the number of plates as | | | | product development, successful marketing and |
| usual." "Sorry, we don't offer this anymore. We | | | | perfect product preparation can easily be |
| offer buffet instead. The prices are...." | | | | shattered by small misfortunes during the |
| A bit disappointed and caught in the act we | | | | moment of truth. Unfortunately, in a restaurant |
| decide to stay and surrender to the new scheme. | | | | you have a series of these moments, all of which |
| And, of course, we eat more than intended since | | | | are able to shape the impression of the |
| we pay for it anyway. Whilst eating and enjoying | | | | experience dramatically. Often, this experience is |
| the Sushi we draw some conclusions: No wonder | | | | much more important than the price or even the |
| that this place is half-empty. People definitely don't | | | | food itself. |
| like the new scheme. Did you see that half of the | | | | The later in the service delivery the Moment of |
| self-service screens are broken? So is the | | | | Truth turns bad, the less time remains for a |
| product knowledge of the staff. | | | | remedy. If the remedy is not applied on the spot, |
| After finishing more food than originally wished-for | | | | the chance may be gone forever - together with |
| we ask the waitress for the bill. Another waitress | | | | the customer. |
| approaches our table and starts counting the | | | | |