Loyalty and Cards

I went to buy a cake recently from franchise in the UK that is famous for selling eggless cake. They are quite decent, although a bit pricey, but they are widely available with outlets almost everywhere. We called first before going to an outlet to confirm that the cake that we wanted was there, and it was said that they do have the cake but it was not available on the website. We have to come in and buy it right there and then, as they can’t reserve it for us.

Once at the shop, they showed the cake. I said it looked quite different. They said the cake inside is the same, essentially mango and cream, but the difference was just the toppings. The ones that they have on display had some fruit toppings while the one that we asked was plain. I was quite annoyed. I agree that the taste would be similar and the kids would even probably welcomed the extra toppings, but I was still annoyed. On the phone before that, they had rushed me to come to the shop but then once there, they said that they don’t have the ones we asked and if we still wanted it, we need to order and it would take 24 hours. What a joke. While I was fuming, the shopkeeper said to call her when I’m ready, and went to the back.

Anyways I decided to buy the cake. As I was about to pay, I remembered I have an account and asked if I can use it. She said it should work and I just need to show the app where I installed it. I don’t remember installing any app, and was about to install it but then thought to myself, why bother. To have another ‘loyalty’ card, to get a few pence//pounds discount (which has already been factored into the price), and then be reminded constantly to buy a cake, is just not worth the effort.

Once we bought the cake, we went for lunch at a Malaysian restaurant, called Malaya Classic. I was a bit hesitant in bringing outside food, i.e. the cake, but the restaurant assured us it was okay. Then even stored the cake while we eat our lunch, and then brought the cake to the table, complete with candles, claps, and a birthday song. It was a very good experience, where we felt really accommodated. I thought to myself, we can certainly frequent this restaurant in the future.

It also occurred to me that this restaurant without a so called loyalty scheme, has earned my loyalty by just doing a good job, honestly, just the way how it works in the real world. Instead of having accounts and collecting data like the cake shop did, just focusing on the business itself is what makes people would be willing to spend their money. In the end, loyalty cards are just gimmicks if the customer feels cheated.

Anyways I won’t be going to the Cakebox anytime soon. That’s the cake shop, in case you are wondering.

Thank you reading.