Angry customers, who were looking forward to the Wacky Wednesday R10 burger special at Steers, vented their frustrations on social media and Hello Peter when they queued for hours and ended up not getting the bargain burgers.
DESTINY MAN had a chat with Val Bourdos, Managing Executive for Steers, Fishaway and Giramundo, regarding the campaign and how it has affected the brand.
Why didn’t Steers have a limit to the number of burgers per customer?
Steers constantly offers specials and value deals, for example, Wacky Wednesday, monthly offers and innovative new burgers. We have never had to put a limitation on these offers before, because the brand is a takeaway outlet and customers often buy bulk orders for their families and take them home. So it’s unlike a sit-down restaurant that has to limit the offer due to seating space.
However, in retrospect, with this R10 offer we should have had a limit of two burgers per customer as the main issue was people buying in bulk, which led to a premature sellout of the promotional offer. Many stores sold out by midday. We then decided to offer the Rave Burger for R10 in place of the sold-out offer. We believe the bulk purchase was the key issue that caused the disruption.
Did Steers anticipate the huge demand for the burgers?
Never, this was so unpredicted. We had estimated double our normal volume of the once-off Wacky Wednesday deal that ran the previous month. This was an unprecedented response.
Steers has been trending for all the wrong reasons on social networks. Has this done any damage to the brand?
No brand wants to see negative coverage or unhappy customers. Unfortunately we did let many of our customers down. Customers arrived at stores eager to get the special offer and left disappointed when stock run out. It was never our intention to disappoint our valued customers.
Moving forward, will you have such campaigns and what will be done differently?
We will constantly strive to have exciting promotions and value deals for our customers, and we learned from this promotion which we will incorporate into our future plans.
Has this affected the business in any way?
While the promotion was a great success in many stores and thousands of customers left satisfied, the business was put under pressure as customers flocked to Steers. Teams were under major pressure to produce burgers quickly, all day, and once they ran out of stock had to deal with many unhappy and disgruntled customers. It was a hard day for the Steers team.