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Stealing Customers Is Like Taking Candy From a Baby
May 7, 2007

This weekend, my husband, some friends, and I decided to take all the business from the local bakery. Sounds harsh, doesn't it? It would be harsh if we actually had to do anything more than greet the customers with a smile. The local bakery down the street from us used to be a wonderful, thriving business. People traveled from all over to get their cheddar and spinach scones, and their fresh baked bread that filled the bakery with warm aromas when you walked through the doors. The people who worked the counters always smiled, called you by name, and prepared your order as they chatted about the day. The line used to wrap around the small building and people would wait regardless. After all, this was Ollie's Bakery. A local, homegrown establishment that succeeded because people loved the atmosphere.

The owner sold it a little while ago and, as we approached the business on Saturday morning expecting it to be packed, we were alarmed to be one of three couples in the entire place. Approximately 10,000 people were about a block away preparing to run/walk the Susan G. Komen Race for the Cure and would be passing by the bakery in 10 minutes. Why wasn't it packed? We thought we'd grab some coffee and a scone and wave to everyone as they ran past. Within minutes of the first crowd of racers, a note appeared taped to the door, "Only customers can use the restroom." This is a small town and there are places to use the bathroom every hundred feet (especially on race day), so this offended too many people to count. Potential customers headed to the door to buy a pastry, saw the sign, and backed away, mumbling under their breath about what a welcoming place Ollie's used to be. The previous owner, they said, would welcome everybody regardless. Of course, I thought, because if someone opens the door to those wonderful smells, they're going to be overpowered by their grumbling stomach and compelled to buy something.

I had heard through the neighborhood grapevine that Ollie's had "gone downhill" and the new owner was enough to keep people from stopping by their favorite establishment. She had, as the rumor mill stated, actually told her employees not to get too chummy with the customers. Whether she said this or not, my neighborhood started a boycott of biblical proportions and this past Saturday, we were upset to have to join the ranks. We were ignored, treated indifferent when we made our purchase, and then I was told that I - a paying customer - couldn't use the bathroom either. It was only when she noticed that I was throwing away my coffee cup and paper plate that she said I could use it. The old staff that greeted me when I bought my coffee each morning had left, the bakers had all jumped ship, and now I knew why. Ollie's, my favorite little bakery, had forgotten why they were so successful in the first place...customer service. The magic, the glue of the place, is lost.

Now we are pursuing our dream of opening a bakery down the street. The demand is there, and I'll use my family's successful recipes from their days in the bakery business to get us started. And each day people walk into the store, we'll smile and welcome them by name. Sadly, taking Ollie's business will be like taking candy from a baby, and it could have been so easily prevented. On race day next year, we'll be outside with small paper plates of warm baked goods, piping hot coffee, and coupons, inviting people to stop in or grab something as they run by. We'll fill bellies and hearts with good food and hand it away free for a good cause. As they race for a cure for cancer, we'll aid their stomaches as they run.. Our employees will wave and cheer as people go by and we'll keep the doors open for whoever needs to come in for a small respite. We'll be the neighborhood bakery again. We'll fill the need that is now missing.

Customer service, no matter how many times I say it, is THE most important part of your business. Here is a great video that I recommend watching, and when you're through, think about what you will do to be like Johnny. Don't let someone steal your business, too.


Posted by Suze Bragg on May 7, 2007 | Comments (8)


May 22, 2007
In response to: Stealing Customers Is Like Taking Candy From a Baby
Former Ollie's Fan commented:

Rumor has it that the former Ollie's employees are opening a bakery on Burke Street.




September 4, 2007
In response to: Stealing Customers Is Like Taking Candy From a Baby
Suze commented:

That is wonderful news! They were the key to such a successful business.




November 13, 2007
In response to: Stealing Customers Is Like Taking Candy From a Baby
kate h commented:

I would like you to know that I was working that day and I do remember you I believe. The owner (Nancy Revzen) is not a nice lady. Please do not bad mouth those of us that tried very hard to work for her with anything that resembled a smile on our face. We told her that the note about the restroom was rude but the native New Yorker in her didn't see it. She is a talented woman, just not a warm one and I do wish that she had more business sense but she doesn't and she didn't accept ideas very well. So just remember that she was the problem and I do have an extensive customer service background and I wanted to make a difference there and just gave up and left town myself.




February 14, 2008
In response to: Stealing Customers Is Like Taking Candy From a Baby
Trish commented:

I find it a bit of sour grapes for someone who is planning to open a rival bakery to trash the competition. I've always found Ollie's to be pleasant and inviting under the new ownership...and the food is unrivaled. I urge all to judge for themselves.




February 22, 2008
In response to: Stealing Customers Is Like Taking Candy From a Baby
Suze commented:

Thanks for writing to tell me that. I saw many smiles that day from the employees and I knew that it was the management that caused the atmosphere. I'm so sorry that you gave up and left town. We need more people like you around here. I wish you much luck and happiness on your next adventure.




February 22, 2008
In response to: Stealing Customers Is Like Taking Candy From a Baby
Suze commented:

Many people wrote to ask if we were opening a bakery. Although it has been my family's business up in Massachusetts for many generations, after considering it we opted not to do it (about a month after I wrote this blog). The good news is the bakers from Ollie's are about to open Burke Street Bakery: www.burkestreetbakery.com




March 6, 2008
In response to: Stealing Customers Is Like Taking Candy From a Baby
CFB in NC commented:

I have just used Ollie's for a corporate event and Nancy was nothing but wonderful to work with. The other couple of employees I interacted with were also very pleasant. I wish others had experienced the same thing. I can honestly say I was really surprised at your obvious dislike of them. Maybe once this "native New Yorker" is in W-S longer, she'll start to have some of her own southern charm.




April 22, 2008
In response to: Stealing Customers Is Like Taking Candy From a Baby
Another Former Fan of Ollie's commented:

I read your blog about Ollie's changing hands (for the worse) a while ago, but hoped you were speaking of some other Ollie's someplace else, not my favorite little bakery in Winston-Salem, the one I used to love driving to from Greensboro whenever I had the chance. I haven't had the chance for some time now (had a baby 11 months ago today), but this morning made the drive and was dismayed to experience the rude indifference of the new owner firsthand. Not only that, the quality of everything, from coffee to bread to pastries, has gone dramatically down. I'm totally disappointed, and hope that your stated plans to open a bakery of your own are coming along. I'll look forward to trying a friendly bakery with quality goods when you open. Thanks.





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