Multi-Unit Franchisee Magazine Issue I, 2014 | Page 72

Loyalty
THROUGH SERVICE
By Eddy Goldberg

Front-line training keeps customers coming back

W

hen a customer ordered a sandwich at
one of Mike Knobelock’s restaurants
in North Carolina, it came with pickles
on it. “They didn’t like pickles,” says JJ
Villafranca, COO at Knobelock’s company. “They were a little irritated about
it, but commented on how friendly the
employees were.”
So how did the company respond?
The manager contacted the customer
and asked them to come back and be
treated to a lunch or dinner with him.
Sometimes the area supervisor will make
the offer. Villafranca says they are working on implementing this policy in all
their restaurants. Regardless, he says,
“We answer all our complaints.”
“We preach that there’s always something we can do inside of our four walls
to make the experience for the customer
better,” says CEO Knobelock, whose
company, MSK Enterprises, operates 47
Mike Knobelock

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Multi-Unit Franchisee Is s ue I, 2014

Church’s Chickens, 20 ]H