New Class vs. Best in Class

Whether it’s replacing “you’re welcome” with “my pleasure,” carrying food out to tables or asking customers if they need refills, Chick-fil-A knows how to serve its customers well.

Chick-fil-A doesn’t just offer the best fast food restaurant customer experience – it has created a new experience altogether. It even labels itself as “quick service,” not viewing fast food chains as competition.

What many companies often forget is that creating a new class of service, not merely a better one, is what really sets you apart. Rather than aiming to be the “best in class,” focus on creating a new experience altogether.

– J.D. Crowe, Southeast Mortgage