Darren Tristano writing on the Technomic Blog charts the customer backlash that Panda Express in the USA experienced after it switched its fried-rice recipe, getting rid of long-grain white rice in favour of brown rice.
“That may have been the worst thing I ever ate,” one Facebook commenter remarked. “Do you not know how frustrated I was with my meal because of that?” another asked.
Now, five months later, Panda Express has brought Classic Fried Rice back – the result of a let-the-customers-decide campaign that the chain devised in an effort to right the ship. Throughout July and August, Panda Express stores offered guests the choice of the old fried-rice recipe or the new one. Whichever sold the most during that time, Panda told guests, would assume a place on the permanent menu. Classic Fried Rice was declared the winner last week.
Good intentions vs choice
Panda had had good intentions with the Brown Fried Rice move: the chain was looking to take a new step on the health frontier as part of a refreshing of the brand.
But, a lot of guests weren’t on board with the change, and they voiced another sentiment in many of their comments. One guest expressed it succinctly:
“If I wanted to eat healthy, I wouldn’t go to Panda. Don’t force it on us, make it a choice, please.”
This points to an important truth: while consumers do express interest in seeing more-healthful fare at restaurants, what they want most is choice.
Choice: not replacements, not wholesale substitutions, but options, and the chance to decide what’s right for them on any given occasion. As guests ourselves, sometimes we want the fresh fruit; sometimes we want the chips.
Panda Express’ decision to launch a you-decide contest when confronted with the fried-rice backlash was smart, but the entire episode seems all the more unnecessary given that Panda already offered guests the option of one of the most healthful side items around: steamed brown rice!
Customer loyalty is a hard-won thing, and when it comes to health-minded menu changes, operators must tread carefully. Giving customers more-healthful options without messing with fan favourites can generate goodwill from health-seekers while – importantly – not alienating those looking to treat themselves.
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