Franklins is back to front
The customer journey starts in the great outdoors. On a local level, Franklins are doing pretty well at this – the name is inviting and it has a strong affiliation with loyalty cards such as the Commercial District and the Liverpool One Card. Franklins could do more digitally, but that’s another conversation – if you want to find out more, get in touch.
From a marketing perspective, disaster strikes when you enter Franklin’s Deli. I’m welcomed by a bowl of bananas, cupcakes, flapjacks and Oreos on my left. Following this counter round, I then get to the cold drinks and sandwiches fridge. Following this (still walking round), I’m then greeted by the friendly waitress who is standing in front of what appears to be the HOT FOOD counter:
“Hi what can I get you?” she says.
I struggle with an answer and blubber something like:
“Erm …(pause)….. Hmmm (pause)…. I will haaaavvvveee…(pause)… erm..
…What is there? “
My question sums up my point quite nicely.
The sign in front of me reads “Roasted Deli Meats”. The salt beef catches my eye but there wasn’t any salt beef on display, nor did the waitress mention it. By the time she finishes describing the never ending list of hot delicacies, my eyes have wandered over to the attractive ‘FILLINGS’ on display at the next counter. I look at the boards above me and see a list of “FILLINGS” and as I move down the counter I spot “BREAD TYPES”.
Surely you pick you bread before your filling? Maybe that’s just me but the experience so far is totally bizarre. I ask the lady for a soup as it was too stressful to figure out what bread type I would like on my coronation chicken (hang on, is it coronation chicken?).
“What’s that?” I ask the waitress, pointing to the coronation chicken.
“Home cured pastrami with deli mayo” she tells me.
Oh, ok. Maybe I’m being thick but a label would have helped. I (finally) get to the end of the line and as I go to pay, a woman jumps in front of me (also ready to pay) with a hot dish in her hand. Another woman also jumps in front of me. It became obvious to me that this was the Franklins way – these were regular customers who found it was acceptable to jump the queue if you had already been served.
I go to pay for my soup and the waitress asks me if I would like a drink. I can see a big coffee machine in front of me – coffee and soup are not the best combo so I kindly decline. As I turn around to find a seat, I notice the crisps and the salad bar behind me…where did that come from?! The salad bar was in the middle of the room with a “SALADS” sign about 2 metres above it.
Now I’m frustrated. I would have liked a salad, and I would have liked a drink but it was just too inconvenient to go back to the fridge at the front of the deli (next to the oreos and bananas).
I think Franklins have it all back to front – start with fruit and a dessert and finish with salad. Even the signs are back to front (bread with your filling, sir?) This may be some form of strategic inconvenience but I’m doubtful, as many of the customers are local businessmen who don’t have time to dance around deli’s.
Franklins should try doing some mapping to improve the customer experience and buck the trend of deli’s failing. They could turn a positive customer journey into increased revenue by strategically placing signage and products around the store and in till queues. As for the hot drinks, try the GHIRARDELLI HOT CHOCOLATE , a finest ghirardelli hot chocolate mix, with steamed milk, whipped organic cream, and toasted marshmallows ( TIP: don’t forget to pick up your flake when you arrive).
Let us know your thoughts?