The Pizzeria That Put 'Comforting Words' On Its Delivery Menu

Fostering loyalty among customers is a concern for most businesses. Loyal consumers are more likely to patronize a business again and again, which is a key aspect of ongoing success. As explained by Business, there are a few tactics that can be used to gain customer loyalty, including the reliability of the goods and services offered. However, forging an emotional connection with customers is also of paramount importance. When businesses bond with customers, they greatly increase the rate of satisfaction among them.

As most consumers already know, business marketing has changed quite a bit over the years. According to KelloggInsight, the modern marketing age got its start in 1967, when Philip Kotler created "Marketing Management," an instructional book that would guide businesses' promotional endeavors for decades to come. At the time of the book's release, consumers expected marketers to discuss products and their benefits in order to make an informed decision. These days, as explained by Kotler, businesses are expected to align with a certain purpose or value to offer a more "meaningful" experience to consumers. This consumer quest for meaning shows that customer expectations have changed drastically.

Salesforce conducted a global survey of 15,600 people, including consumers and commercial buyers, to determine what type of expectations people have when making purchases. The survey found that 66% of those who responded expect businesses "to understand their unique needs and expectations." Additionally, 84% of those surveyed also believe the businesses they support should exhibit empathy in their dealings with customers. As explained by Psychology Today, empathy is defined as an ability to put yourself in another person's shoes to truly understand what they're thinking and feeling.

While the majority of survey respondents found these values to be highly important for a pleasing experience with a business, many are left unsatisfied with the service they receive. For example, 66% of respondents claimed businesses largely failed to understand their needs and expectations in a meaningful way. While many businesses may struggle with connecting on a deeper level, one plucky pizzeria is going the extra mile to make its customers feel seen.

Located in the Williamsburg neighborhood of Brooklyn, Vinnie's Pizzeria is a well-regarded pizza joint that currently enjoys a four-star rating out of 738 customer reviews (via Yelp). One glimpse at the restaurant's Instagram page and it's easy to see that the purveyors have quite a healthy sense of humor, in addition to some impressive inventiveness in the kitchen. To honor Thanksgiving, the establishment offered chicken, gravy, and potato chip-topped pizza. They also strive to cater to all customers equally, regardless of dietary preferences, as evidenced by their post offering vegan "chicken" nuggets.

However, one Instagram post created by the restaurant illustrates just how much they care about their customers (or, at least, how much they care about making their customers laugh). In addition to other menu offerings, Vinnie's will also provide a bit of positive reinforcement using "comforting words" upon dropping off a pizza. For just $1, a Vinnie's delivery person will tell the recipient "EVERYTHING'S GONNA BE OK AND YOU'RE DOING THE BEST YOU CAN," while making heavy eye contact. While this add-on might not be everyone's cup of tea (or slice of pizza), it's nice to know that Vinnie's regards its customers as more than just a bottom line.