Copy The Message of a Drive-Thru
Because Chick-fil-A is beating you at communication.
Why do I go to Chick-fil-A? For the waffle fries, of course. But it’s also because I know it’ll be efficient, and they’re gonna get my order right, every single time. My peace of mind is stronger at Chick-fil-A than at any other restaurant.
And much of that comes with how they communicate.
You know the fast food scene: you drive up to the call-box covered in rust that looks like it was built in the 1940’s. You wonder if there’s any way the mystery person on the other end is going to get your order right, much less hear that For The Love of God I do Not Want Pickles.
In some ways, it’s not only annoying, but fear-inducing, especially if you’re a picky eater. And fear is driven by the unknown. Do they hear me? Are they listening, paying attention? Do they care about the details?
Just like the drive-thru, our daily messages can be driven by fear. Whether in a one-on-one chat or in a brand communicating to its customers, a healthy conversation settles fears, and provides peace of mind for the person on the receiving end.
So how does the Chick-fil-A staff use communication to create peace of mind? With small tactics that ensure their audience knows exactly what to expect.
They Listen, and Synthesize Well
Before I can even wonder if the mystery person behind the box heard my order, they’ve already clarified that they’re there, and they’re listening. There’s something about the tone of voice they use that lets me know they hear me, they’re in control, and they’re taking care of me.
Regardless of what I mumble after a long day, Chick-fil-A’s staff assures me they’ve extracted the most valuable details.
They Keep Their Cool
There’s no sense of fear or panic in their voice, even if back of the house is slammed — orders flying all over the place, fries 6 minutes behind, somebody’s late, and headsets aren’t working. With the variety of stimuli, they remain calm, which signals to me that I can be calm.
They Guide at Every Interval
Chick-fil-A’s staff is impeccable at providing assurance through small touch points. From repeating my order back, to telling me before I ask that ranch is in the bag, they let me know I’ve got nothing to worry about. Just like microcopy is a gentle guide, they share cues along the way which make all the difference.
They Keep Their Promise
Everyone knows, what you say doesn’t matter unless you follow through on your promise. Friends can tell when your words are hollow, and your audience will spot a lazy product in a blip. At Chick-fil-A though, it’s different. I know the level of quality to expect, and I’ve got no doubt that my order will be spot on, time and time again.
Whether you’re talking with a coworker or writing your next campaign, use small cues to tell your audience that you’re listening, and you care about the details. Guide your audience through what to expect, and always — follow through on your promise.
