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The Jimmy John’s guy came back with a bag of chips

Screen Shot 2012-02-06 at 7.56.36 AMSomeone in the office ordered a sandwich, and the driver forgot the chips. So he drove back to the restaurant to fetch them and brought them to us.

Most places would have apologized (maybe), or issued a refund or discount. Jimmy John’s probably lost a few bucks in labor costs.

But the extra effort got noticed: 12 people in the office said “wow.”  A few folks ordered from them the same day. And everyone is thinking about them and talking about them.

Extraordinary service is always noticed. It’s the true secret to building a phenomenal business.

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  1. Amy Taylor February 12, 2012 at 9:21 am #


    I recently had a similar experience with Dominos.

    I placed an order on a Friday evening. Usually they’re super quick. This time it took a bit longer. When the driver arrived, he apologized for the delay and informed me that their chef had decided the original pizza wasn’t “up to standard” and didn’t want to send out a sub-par product. So they had re-done my order.

    While that explanation and commitment to quality would have been more than enough to impress me, as a token of apology for the wait they included an additional free pizza with my order.

    In a world where so many people just do enough to get by, it is REALLY impactful when brands go above and beyond to do things right. It shows their commitment to excellence isn’t just a framed promise on a wall – it’s a promise in action.

    Kudos, Jimmy Johns guy!


  2. Jason Tugman February 12, 2012 at 9:39 am #

    I love Jimmy Johns. When I lived in Chicago ate there, probably, far to often. They had bike delivery so I could order a $5 sandwich and have it delivered. There focus on the customer is extraordinary.

    They now have a few locations in northern Virginia and I was thrilled to see their customer focus carried over to there franchise. I don’t even order anymore. The manager sees me walk in the door and by the time I get the to register he already has me rung up: Slim 5, double meat and a cookie :)

    I mean this, if I were to open a franchise it would be a JJ. They did an awesome job instilling company values throughout their organization.

  3. Andy Sernovitz February 12, 2012 at 10:07 am #

    Now that I think about it, the headline of this post should have been:

    “All that … and a bag of chips.”

  4. Amy Taylor February 12, 2012 at 10:21 am #

    I shake my fist at the “moments too late” moment of brilliance.

  5. Howard Seibel February 12, 2012 at 6:27 pm #

    A truly great apology will also include “here’s what we will do to make sure this never happens again”

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