LOUISVILLE KY. —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
Diner comment cards have listed his personal phone number and e-mail address since last year. —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.
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. —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.
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. —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.
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. —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.
“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.” —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 idea for the program goes back about a year, Smith said, when he decided that Louisville-based Tumbleweed, which tallies about $100 million in annual sales, needed to establish closer relationships with diners to turn them into loyal customers. Every employee was to work toward that goal, especially Smith. —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 way I could do that most effectively was to establish a direct line of communication to any guest who wanted direct access,” he said. —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.
Smith has added three hours to his workday as a result of responding to customers’ comments about their experiences at the casual-dining chain. He once was called out of a meeting because a customer was on the phone. —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.
Smith said he always replies to e-mails and website postings usually within 12 hours and always within 24 hours. Customers have complained about poor service or meals, but they’ve also complimented Tumbleweed, he said. —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.
“They let me know if there’s anything not up to standards, and they send praise when they get good service,” Smith said. “They’re really becoming the eyes and ears of the company.” —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.
Initially, Tumbleweed did not give marketing support to the program. Customers knew about it only if they picked up a comment card and saw Smith’s e-mail address and phone number on it. —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.
Then Smith decided to “take this to a next step and make it into a marketing campaign and let people know they will get a personal communication from me,” he said. —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.
CurrentMarketing Inc. of Louisville created the TV spots and print ads for the campaign. Smith has appeared in two TV ads so far. A third is set to break May 1 and will promote baby back ribs. —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 spots, like Smith’s extra duty as customer relations chief, are unusual because they’re not scripted. It was agency president Rick Schardein’s idea to use Smith instead of an actor in the spots and to have him answer questions that Schardein asked off-camera. When Smith speaks about Tumbleweed he’s answering those questions. —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.
That was the best way to show Smith’s personality, Schardein said. —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.
“You can see Terry is a very passionate spokesperson for the Tumbleweed brand,” he said. “I don’t think every CEO can pull it off as well as Terry did.” —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.
Schardein said reading the comments sent to Smith’s website “gets to be kind of addicting. I read every one.” —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.
Some people ask why a certain item is no longer on the menu. One complained about a problem with air vents at a restaurant. —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 comments indicate where the problems are and what needs to be fixed at individual restaurants, whether it’s equipment, food or service, Schardein said. —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 maxim is that marketing doesn’t stop on television, it goes all the way to the server at the tables,” he said. —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.
Smith has set up a procedure to ensure that Tumbleweed staff responds to consumer complaints and suggestions. If Smith receives a comment by phone, he sends a memo about it to the appropriate staff member. If the comment comes by e-mail or is posted to his website, he makes a copy of the comment and his response to the customer and sends both to whoever’s responsible for resolving the problem. —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.
Then there’s a final follow-up. —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 manager of the restaurant gets in touch with the guest and thanks them for the comment and talks about any issue they have,” Smith said. —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 program is not a test or a short-term way to build customer loyalty, he said, but a continuing effort to retain current customers and attract new ones. —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.
“Right now I cannot imagine stopping it,” Smith said. “It is, in my opinion, by far one of the best things we have ever done in achieving guest satisfaction and improving our own operations and developing a personal relationship with our guests.” —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.
