There is no Pepsi in our cooler. We offer regionally-made kombucha. There are no Snickers bars on our counter. We bake fresh pie every morning from local fruit. We don’t fry eggs to order. We can’t grow enough eggs to supply our local customers’ demand for fresh eggs as it is. We don’t sell sandwiches. The menu is gluten-free, and outside of the occasional home-smoked side of bacon or ham, we don’t make processed meats. We never made a conscious choice to exclude Pepsi, Snickers, fried eggs and sandwiches from our offerings. They simply never even entered our consciousness, because they didn’t make sense with our mission and our business model.
But, it turns out, their exclusion became a source of controversy.
We bought the cafe building a little over a year ago. Around January, Clint, our butcher, drove over and removed the overhead doors once used for moving the town’s firetrucks in and out of the garage. Larry, our contractor, promptly installed the cafe windows in their place. And as best I can figure, that’s when people started talking: West Fulton is getting a general store. West Fulton is getting a bar. West Fulton is getting a diner.
We put up a sign to correct the rumors: West Fulton was getting a farm store and a cafe.
It didn’t matter.
The first day we opened this past July, it seemed that for every customer who walked in and stayed, there was one who walked in and left. And a surprising number of them left with sour looks on their faces.
Some would look at the cooler offerings, turn on their heel and walk out without a word. Others would glance over the menu. “Can’t you fry up some eggs?”
“I’m sorry. I don’t have enough eggs on hand to fry.” Out they’d go.
“Can’t you make me a sandwich?”
“I’m sorry, our farm doesn’t have processed meats.” Out they’d go.
There would be eye rolling. Head shaking. I had let them down by not meeting their expectations. I grew sore at the subject. Our friends and family thought it was funny. They’d send buddies in to sidle up to the counter to order fried eggs, Pepsis and turkey sandwiches, just to watch me writhe.
I could laugh at the joke, but I wondered if I was shooting myself in the foot. I remember meeting with the owner of a successful general store up in Vermont before we opened. “You have to make compromises,” she told me. “You have to meet the community’s needs.”
But we don’t need Snickers bars and Pepsi, I told myself. We don’t need more sandwiches. Snickers, Pepsi, fried eggs and sandwiches can be found within 10 miles of the cafe in three different directions. (And, for the record, I absolutely hate making sandwiches.)
We needed, in my estimation, a place that celebrated local food. We needed a place where people could find something nutritious and feel good when they left. We needed a place for people to gather. We needed to help build community, but not with the price tag of factory farms, climate change or type II diabetes.
The tipping point came one morning when a tall man with a German accent blew in the door, his girlfriend beside him. He looked at the offerings, then hollered out over the heads of the customers I was serving, loud enough that the guests at the other three tables fell silent:
“I. VANT. SANDVICHES!!!”
I pushed aside the ipad I was using for checkout. I had a sharp reply on the tip of my tongue. Would your mother fix you a sandwich if you spoke to her that way? I stared down at my hands and drew in my breath, considering, briefly, that there might simply be a language barrier, and not open hostility, at play.
And in that moment, I missed Bob horribly. On Saturdays, he goes down to the farmers market while I run the cafe with Mom, Kate and Saoirse. Before he and I met, he’d worked for years at LLBean. Customer service is in his blood. He would know what to do. The art of customer service, he has often told me, is telling people to go to hell and having them thank you for it.
I don’t know whether it was a stroke of luck, or a gift from the divine, but Bob’s words ran through my mind in that brief moment while the entire room waited for my response. I slowly lifted my head, finding my biggest smile on the way. “I know a great place to go!” I exclaimed. “Let me give you directions.” Go to hell. And let me tell you how to get there.
And they thanked me for it!
A few minutes later, a woman and her granddaughter came in, hoping to find fried eggs on the menu. She was much kinder. I drew her a map to a place. She left, but not before spending $20 and offering words of gratitude.
And I realize that for some people, Snickers bars, Pepsis, sandwiches and eggs cooked-to-order are real perceived needs when they come in the door. Those are common cultural norms around here. But I don’t have to fill them in order to be a good neighbor or a good businessperson. I have to honor the other need the cafe fills besides coffee and meals: a community space, where people can get news, information, and help. And in honoring that, I have seen a gradual shift over the summer, where the angry and annoyed early customers weeded themselves out, and a celebratory, lingering crowd has settled in to populate the space. Between waiting tables and pulling their lattes, I meet lots of other folks who are just passing through: seeking directions, help with their cars, or fried eggs. They don’t want our food. But they still need our help. They are still part of the community. And the faster we help them, the faster we can take care of the people who want to linger in our space.
Good save. I’m reminded of my old customer service days. Sometimes you didn’t always have what people wanted, but knowing where they can go, to get it, resulted in many thanks. Because it meant they had a different path to follow, instead of realising they’d come completely, to the end of the road.
It’s great you don’t sell sandwiches and are completely whole food orientated. Because I know as someone who can’t eat gluten, specific dairy and lower my carbs to maintain my type 1 diabetes, its hard to find a place like yours to eat at. In fact, they tend to go out of business, unless they’re located in a hip part of the city, where primal living enthusiasts like to hang out. We live in a rural city, and there are far more people who would settle for a pepsi, snickers and burger, than they would a plate of whole food, and non-chemical laden drinks. Sad, but true.
*sigh* it is hard. But I think we have a good base to start with…so here’s hoping!
Oh, yes, a good customer base, does wonders for the bottom line. I didn’t mean to imply you will go out of business. When setting up in a city however, the overheads always start high, because of renting commercial property in prime locations. In your case though, you own your own establishment and have created your own commercial hub, where it didn’t exist before. So there are many things working in your favour. 🙂
I agree.
I think it’s nice that she has a whole food café and market. So many stores are quick to build a store that people will like in order to bring in more customers and money instead of making something that’s original or fulfills the owners ideas and wishes.
Service is a tricky trade! You truly cannot please everyone. I commented you on maintaining a level head when dealing with the public. If I have learned anything when working with people it’s that for every bad customer there is always someone who will come in and be a great one and remind you why you do what you do. It’s truly inspiring that you do something that means so much to you and you share it with others.
It’s part of your own integrity. I do not cure curses (don’t believe in ’em), give people lottery numbers, or do remote spying on ex lovers. Other psychics do. I have never yet been sorry to refuse one of these folks .. I’m not their kind of psychic anyway.
Stick to your grassfed guns, woman! <3
Dang! I was hoping you’d send me a lotto number!!!!! (kidding)
What a great way to deal with it. And I applaud your ability to stick to your own code while helping those who see things differently. A lesson to us all.
I agree with you on this one for sure. It can totally be a lesson to all of us. We often dont stick our grounds and cave in to please others. I know myself I am a people pleaaser. I cant imagine running a business and trying to make it work while trying to stand out for what youre known for. It almost shocks a lot of customers.
Reading your article reminds me of when we started our Eco-Inn just over 5 years ago. Fair Trade, organic food for breakfasts, Fair Trade and organic linens, no chemicals used on the property… My little 4 acres is a mini-farm with chickens, herb garden run by the local permaculture group and orchard. Over the 5 years only about 15% of our business was from people like me. The rest were those who were starting on their paths to living better and learning how to do it, and some were just main-stream people who liked the look of our website. The food at breakfast was sometimes a surprise to the main-streamers… we always served a mixed green salad with basil vinegrette alongside the main dish, most of the food was gluten free. There were so many comments about salad at breakfast – but it was after they tried it. Usually they would say how it didn’t seem like a breakfast item, until they ate it and remarked how refreshing and satisfying was! When you have already paid for your stay its hard to turn your nose up at the food and not even try it. Got a lot of folks to try new things here. I would gleefully exclaim after all the muffins were consumed and appreciating comments were received that they were gluten free! We didn’t serve one drop of orange juice during our 5 years of business – many main-streamers asked for it. It gave us the opportunity to tell them why we didn’t offer it (not a local food in Wisconsin, the industry itself is very troubling with workers and growing practices), because we didn’t believe in what it stood for. Do you have any signage with your reasons why you have or don’t have items in the store/cafe? Even people who leave may read it. You also have a unique opportunity to reach people – for me it was my website and through conversations over breakfast. For you it might be fun signage in the store, little phrases or pictures on your menus. Changing how we eat and why we eat what we do takes time and people like you and me to help others along their way. There are also times when you need to send people to what they are asking for – the Super 8 for some of my callers and the greasy spoon for some of yours! You’re doing a great job Shannon the world needs more of what you are doing in your little town.
So inspiring and rich with ideas, Jean. Thank you!
You go girl! Funnily enough, we have similar customer service issues in education. As a teacher I hear some pretty…um…amazing things from parents. And when I can come up with a huge smile and a Bob-style response, I know I am both holding to my own standards, values and limits and providing them with the service they want and deserve! A win-win for community all around.
Wow! I never thought about that. I’d be curious what those things would be, Bonnie?? Maybe you don’t wish to share?
Very funny! I feel that everyone has been in the situation at least one time in their life. It never fails to amaze me the rudeness that people have. I am not so sure I would have been as graceful as you in this situation. I can say that I have been here before though!
Who remembers the original Miracle on 34th Street? Helping people find what they need goes a long way in building a community. Now I realize those of us who understand what these people think they “need” is not healthful for them, we have to remember that the whole experience might cause them to stop and think. One never knows when a seed planted may just begin to grow. If we ever are able to make a trip from Texas to your part of the country I would make sure we could be there when the cafe is open! I love reading about it.
Perfect it is perfect. Your reply your mind set. People are so used to the competitive nature of our society that when one is helpful even if it means losing a sale folks are stunned. I have done that often and it is interesting how it comes back to me. Stand your ground for your vision. It will take time but more will come. To make it in this world one needs to offer something others want. Not change one’s offerings to become that but to wait it out. And with your positive kind customer service it will come!
Thanks…We waited many years before we even considered this, so I get the waiting game!
I highly agree! I don’t feel that you should change what you stand for just because it isn’t what others are looking for.
In having a business you find those customers who will come back no matter what and those who wont. Being different is most certainly a good thing when it comes to business.
I hate sandwiches from when I was a little kid. I am tying in past and present in with that sentence. I know that is bad grammar but it is true and bread makes me fat. What would I do without your family and the cafe’?
Yikes! Boy, am I ever in the minority- I LOVE sandwiches! Roast beef, p-b-and jelly on soft white bread. Yummy! But that’s certainly NOT a reason to visit with you and your family. I can make sandwiches at home- don’t need you to do it for me, and I wouldn’t expect you to. Your strength is in your menu items- wonderful little tidbits of organic wonderment! That, and just being a little part of your “company of friends”, is the best thing ever- it allows Jeanne and me to really feel like we have almost “gone on holiday”, as the English might say. So, Shannon and crew, keep doing’ what you’re doin’ and we will keep coming to keep you company as often as we can. You guys add quality to what is sometimes a somewhat dreary life- love you and what you do!
Ha! You’re only in the minority here, Ron…And we’re still trying to make you the perfect Stewarts’ coffee…It’s great to have goals!!! We love that you come to see us!
Keep up the good work!! Each week I look forward to reading your inspiring blogs. This week I had to comment. My two boys and I stopped in your cafe on opening day and I felt for you even then. Customer service is surely one of the hardest obstacles in running your own business, hard to make everyone happy, but this county needs you! It’s so wonderful to have an alternative. My son and I bought your lard and tallow and together we made lovely soap. We had a great cup of cappuccino and an amazing sticky bun. We are spreading the word and wish you and your lovely family all the best!
Thank you so much, Courtney!
Dear Shannon,
Your reply to that customer was exactly what I was hoping it would be. There is something special in the nature of that interaction. You were kind and compassionate because you thoughtfully recognized his needs (even though they are different from your own) and with a light heart gave him the information he needed without compromising your integrity. That’s an act of loving kindness.
This is one reason why I love to read your blog every week. I love your reflections on life’s challenges and your willingness to open your heart and share your struggles with us. I am encouraged to examine my own values and life choices while I try, like you, to live my life with integrity. Thank you for this gift!
Such kind words, Carol. Thank you! And thanks for continued reading!!
Think you really hit the spot this time, and wonderful description of the thinking process! I’ve sent a link to your site to my acquaintances who gave up a restaurant dream after only a brief trial here in the rural Midwest. You did so much connecting and community-building before you opened. I hope you may inspire this young family to try again eventually. This post fits so well what their closing complaint was…I’m copying link to send again!
I agree 100%, the way she went through the thinking process was great. At some points even a little humorous when we think about the things we may actually want to say! Having a business in a community that isn’t necessarily focused on what culture says it should be is new and refreshing. This will sure get peoples attention. This thinking process also shows that we are all just human, we aren’t super heroes and sometimes we can’t even think of the right words to say, atleast I know I can’t.
Here’s betting “I. VANT. SANDVICHES” will become part of your family lingo for years.
Laughing…laughing…laughing!
Wow did you make me smile, laugh out loud and just plain make me proud to know you. You have mastered the tactics of the saints, love you enemy and give it to them with a smile, they will come back to you and be better for it. Clearly Bob & you make a great couple and have learned so much together that you find what you need just thinking of each other. I just loved this piece. Don’t change a thing on your mission, short of water or another natural drink that you may want to consider you are doing great with your plan, hang in there you will be kindly remembered and in demand and if nothing else the lady with directions and a great smile, okay even if the directions maybe a double thought your smile is genuine 😉 no matter how you look at it. You are an excellent mom, neighbor, daughter, friend, farmer, shopkeeper/cafe barista and boss so don’t look back and continued blessings, especially with your answers to life’s problems. Like they say when you meet God He is only gonna ask that one question, what good did you do with what I gave you even those cranks or confused lost folks, good Job! I get the no sandwich thing, my kids actually prefer picking foods or heating meals or eating them cold. The best sandwich substitute we have and it helps loose calories and energize you, is wrapping your food in lettuce, the good kind of course, so our sausages go there, and my burgers no matter how yummy are always on top of a salad. Besides that the only other thing we would consider is making our own tortillas and that is too time consuming so smashed potatoes might be our other alternative, especially with cheese. Whatever you decide to do know that what you do is good for all of us. Bless you and your family, Godspeed!
Thanks for the good wishes, Tat….So welcome here!!! Hope all is well on your side of the mountain!
I live my life remembering that one day when I meet Jesus He will ask me what did you do with what I gave you. What did you do with, what we label as chaos, or unfortunate events. What would you do with your tongue when maybe someone finally pushed your buttons..What would you do with your attitude, when you’re low on sleep and you haven’t spent time with the Lord. I pray that I can be a role model in my family one day, they way you seem to be a role model in yours! I love that she is breaking away from the cultural norms and not necessarily filling them even if some may label her as a “good business person” because of it. The fact that Shannon is in this business to help people shows character, even if they aren’t there for the food, she is still willing to help!
I really enjoyed this post! In my opinion, you are entitled to run your business ant way you see fit regardless of what anyone else thinks. You are going to find people that are not pleased either way. As long as you are pleased with the way that the business is going then I really feel that’s all that matters. You set out to make your dreams happen, not other peoples’. That’s why I feel that it’s okay to tell a few rude customers where they can take their sour attitude!
Oh my goodness, I love how you started off this post. It is so neat that your cafe has such a different touch to it. It is not so modern which I love, I have never been but it sounds so homey! I love that it is different, there are several things that separate it and set it apart from other places. I personally get tired of the same old same old. I feel that working with the public in this industry would be hard for me. I tend to take things to heart and I get very passionate about the things I choose to spend time on. Being able to balance that and take it with a smile on your face shows so much strength, it is something I could not necessarily do all of the time
Alexis, people are just so rude, I don’t think I would be able to work in this type of industry either. I think it’s great when someone can run a business, especially one that is different than all the others.
I really enjoyed this post! In my opinion, it’s your business so you should be able to run it any way you feel fit. I believe that you are going to find unsatisfied customers anywhere you go. You set out to make your goals and dreams happen, not other peoples’. If you feel satisfied with the way that your business is being operated, then I wouldn’t sweat the rude customers at all or have a problem telling them just where they can get their Pepsi and friend eggs!
I think it’s admirable that she kept to her original idea and kept her store the way she wanted it. So many businesses and stores these days succumb to what the customers want and before they know they have become a slightly different copy of all the other stores, selling the same things and giving the same services. It’s refreshing to see that she kept to her guns and didn’t let the ideas and wishes of the consumers cloud or skew her wants and wishes for her store/ café.
Reanne, I agree! It is nice to have something different than the “normal” restaurants and stores. She stuck to what her dreams were and I feel like it will pay off in the end.
This made me giggle! I don’t think that I could make it in the restaurant business, people can just be so rude. I like the way you look at it as although they do not want what you have they are still part of the community and you help them get where they want to go; that says a lot about a business. I think it’s great that you don’t have unhealthy foods, I wish we would have more cafe’s like yours around my area
I love that you kept to your standards and did not change your customer service for those who wanted what you didnt have. I love that you stood your ground. A lot of business want to please the customer, as they are what keep the business going, but being unique is such a great thing to be. I love that you mentioned if you didnt have this particular thing, out they’d go.. You stood your ground and that alone is a well earned accomplishment.