One of the main reasons for our visit to the US was to understand what it means to deliver an optimum service experience. At VSC, we are passionate about providing exceptional fitness experiences. So, we figured that the US, where servers are paid based on the level of service and the experience they provide, would be the perfect place to gain an education. Funnily enough, our most significant learning experience led us to an unexpected lesson in an iconic ‘sarcasm’ restaurant on Broadway Parade in Nashville, Tennessee called Dicks.
To set the scene, we had a less-than-optimal start to our concert experience in Nashville through a minor lack of observation on our behalf. After a faster-than-expected arrival to our parking right at the front door of the Nissan stadium, we were abruptly informed we were not allowed entry to the music festival we were attending with ‘unclear bags’. We had baby formula, nappies, and necessities in our carry bag, so this news was far from ideal. To make matters worse, purchasing clear bags required either using an app to transfer money to a vendor or paying cash. With minimal Wi-Fi accessibility, cash became our only option, but no ATMs were available. Nissan Stadium is a cashless facility! We also learnt we could not bring the pram into the stadium and had to carry our nearly one-year-old, weighing 12kg, all night. As you can imagine, our mood very quickly went from excitement to less than optimal.
To numb the emotional pain of going from such a high to such a low, we walked across from Nissan Stadium into Broadway Parade, looking for an ATM, a drink to calm us down, and a way to salvage our attitude for the activity we had invested so much time, money, and effort into that was now on the cusp of not happening.
Quick disclaimer: This information was all accessible when purchasing the tickets, on the tickets, and as part of the information brief for attending the event. We were so excited to go that we didn’t think it through and treated this event like we were in Australia, not the US. So I know what you might think—this situation was our fault! You’re right, which made it all feel worse, and that observation would still not help us feel any better about our mistake!
Anyway, to carry on the lesson I am trying to teach here. After being rejected by a few bars due to having kids with us, our last resort was to take a seat at a bar and restaurant called Dick’s. If you’re unfamiliar, we most certainly were, Dick’s is a restaurant where the staff’s expertise is to treat you poorly. They are sarcastic, rude and, for lack of a better description, supposed to treat you like Dick’s! Why do people enjoy this? I have no idea. It is not for me!
When we walked in and asked a simple question, we received a rude and terrible reply, but out of desperation, we sat down anyway. Our paper tablecloth was thrown at us, we were told to sit down and not let the kids touch anything, and that the server would “be right back fuckers.” We were unsure how our night could get worse, but it had. However, don’t stop reading yet.
Quickly observing our gloomy demeanour, the server realised he would need to lighten our mood to earn a tip. “Oh my god, you guys look like shit! I guess you need no help from me feeling bad about yourselves, huh?” Just like that, the ice was broken. A 5’8, small-statured, flamboyant male student performer entirely shattered the thick ice covering our attitude way more simply than anyone I have ever seen. He had noticed our stormy demeanour and authentically brought our pain to light, and it worked.
From that moment on, things were different. He helped us get a beer quickly, recommended we have a margarita to wash it down, and ensured the kids were fed quickly to reduce their fussiness. Everything flustered parents like us needed in that moment. His authentic engagement turned our night around. A little bit of humour, a salt pinch of sarcasm, and sharing his issues from the day made us feel special and turned our whole evening around. So much so the whole time we were in Nashville our son Laikynn only wanted to eat at Dicks!
This whole experience underscored the importance of authentic, empathetic, and personalised service. Our experience here in Nashville has transformed how we think about service. For this server, he made friends for life. He received a healthy $60 tip on a $100 bill that night (which Laikynn gave to him, pulling two rude fingers, laughing his head off!) and repeated dining from us the next night.
The main lesson from this experience is that being genuinely attentive to a customer’s needs and emotions can make all the difference. Turn a tough time around and help you enjoy the present and forget the past. Our trip to America taught us a lot about experience. The good, the bad and the indifferent regarding service and what it can mean to an individual to feel special. So, whether you are a server or a fitness coach, it is your job to serve your customers’ needs and help them turn their day around. If you are the customer, sharing a bit of yourself with the situation can help you be served correctly. Ultimately, when you look flustered and a bit like shit, it screams ‘help me’ more than pretending everything is ok. Be authentic and enjoy the moment for what it is and be ok to eat at Dick’s.