Setting Customer Expectations – the Spinach Test

Last week, I was lunching with a group of ladies, and stumbled upon a great marketing lesson … so thought I would share it with you. I’ve termed it the Spinach test!

Two friends both ordered the spiced salmon fillet served with wilted spinach and sweet potato with aubergine & mango chutney. Sounded delicious.

The first dish arrived at the table, and did indeed look delicious. The second portion arrived with a distinctly different amount of spinach. My friend with the second portion was not happy – and started bemoaning as to why she had got less spinach. She raised the question with the waiter who looked a little perplexed, and offered her a side portion of spinach. No, that wasn’t good enough – “why do I have less than her”!

The explanation provided was that the spinach was really just a garnish, and was not supposed to be portion sized. However, my friend had had her expectations set … and she was disappointed!

So the marketing lesson to learn here is beware of portion size – or more generally speaking – beware of setting unrealistic expectations, as it will only result in disappointment.

For the pub in question, had they whisked the plate away and simply provided my friend a bit more spinach, she would have been a very happy girl. As it was, she left as a disappointed customer.

So make sure you run the Spinach Test, and that you are setting the right customer expectations!

Have you had similar experiences? Would love to hear your comments