Providing a pleasant surprise that adds an unexpected perk to an otherwise ordinary experience, is an effective way to express one’s uniqueness while making it memorable for customers.

Have you ever received an unexpected upgrade, a complimentary appetizer, or some other pleasant surprise when you were not expecting it? How did it make you feel? I bet you can recall many details from the experience—probably because you’ve shared the story with others many times.

My wife was once sought out by a United Airlines flight attendant who thanked Julie by name for flying the airline as she handed her a coupon for a complimentary in-flight glass of wine. Not only was Julie pleasantly surprised, she continues to go out of her way to fly United Airlines, in part, due to positive memories like this one.

Dan Cathy, president of Chick-fil-A restaurants, loves to add service touches that people don’t expect from a fast-food restaurant. Here are just a few pleasant surprises you’re likely to find at your local Chick-fil-A:

• After your order has been fulfilled, you’ll hear “My pleasure” rather than “No problem.”
• At the bottom of your to-go bag of food you’ll find one individually wrapped mint for each meal ordered.
• If you use the restroom, you’ll find that the last sheet of toilet paper is folded into a triangular point—similar to a luxury hotel.

Each of these service touches has the potential to pleasantly surprise customers and, as a result, to make a lasting positive impression!

How about you? Have you provided a pleasant surprise to a customer lately—or been on the receiving end of a pleasant surprise yourself?

Last night I pulled into the parking lot of my local Chick-fil-A and noticed an employee wearing a bright yellow Chick-fil-A raincoat and holding an over-sized black and white umbrella—as it was pouring outside. At first I thought he was leaving work and heading to his car but then I watched as he came alongside the driver’s door of a car that had just pulled to a stop in the parking lot. He proceeded to escort the driver and passenger through the rain to the restaurant entrance under cover of the umbrella.

I was amazed! Now, keep in mind that my expectations of Chick-fil-A customer service are pretty high to begin with. After all, they’re sort of the Nordstrom of quick service restaurants. If you have visited one of their restaurants in the past, then you know what I’m talking about—Chick-fil-A customer service is not typical of the fast food industry. Even so, I was amazed by this outstanding and unexpected act of service!

At a time when most operators in the restaurant industry are cutting back—and for good reasons: soaring food and energy costs; reduced sales due to consumers feeling the pinch of record gas prices; not to mention the recent increase in the federal minimum wage to $6.55 per hour—Chick-fil-A is raising the bar!

It reminds me of an interview I saw on CNN the other day. The story was about the massive decline in gaming revenues in Las Vegas as a result of the anemic economy. In the interview, one developer who is in the midst of building a multi-billion dollar casino was asked, “Aren’t you taking a big risk by developing a multi-billion dollar casino in this economy?” He responded that he was not thinking about the investment paying off next month or next year, but that he was in it for the longterm.

To me, that’s the same statement that Chick-fil-A made with the umbrella-holding employee escort. Good for you Chick-fil-A! Rain or shine, I’ll be back!