All-you-can-eat

The all-you-can-eat buffet is based upon a couple of very basic marketing principles and engages two very fundamental human characteristics. In an effort to scratch out another blog on this very topic, my wife and I visited a local buffet restaurant chain in an effort to see first hand the aforementioned principles in action. We both agreed that we would not enjoy the experience, although I swore to keep an open mind and evaluate the concept and the restaurant based strictly upon my senses and what I was about to observe.

The marketing principles at work in this particular establishment are:
1. Make the atmosphere as appealing as possible.
2. Deliver highly palatable foods in large quantities.

The human characteristics augmenting those principles are:
1. The need to be satisfied by the foods consumed with a variety of taste experiences.
2. The perception of a “good deal” or “bargain” based upon the price paid for the quantity and quality of food received.

The combination of marketing principles with human characteristics has allowed all-you-can-eat buffets to flourish. This particular restaurant is located near a shopping mall in an area with fairly high traffic. It’s a national chain and well-known locally.

We drove into the parking lot in stealth mode. I checked each license plate against a database of friends and coworkers to ensure anonymity. We both donned sunglasses and hats. Upon entry, the crowd gets funneled into a series of cash registers where you identify how many in your party (as well as the ages) and order drinks. The all-you-can-eat breakfast was $7.49 with coffee and tea as add-ons. The bill came to $18.00 and change. We were given a tray with six large plastic plates with two wraps of silverware.

After sitting down we each took one of the six plates and walked over to the food. It was divided up into a High Fat section and a High Refined Carbohydrates section. I started with some cantaloupe and grapefruit from the scant offerings of fresh fruit. My empty plate with fruit immediately drew numerous stares.

“Look, someone’s eating the fruit?”

In keeping with the theme I walked over to what was quite literally a mound of freshly cooked bacon. There was easily seven to ten pounds of bacon dripping with fat in a large pan. I was stupefied. I can’t remember the last time I saw that much bacon in one tray. My wife silently gave me a stern look and a nod such that I should back away from the bacon. To my amazement, a series of patrons recognizing the freshness of the bacon, lurched in front of me with elbows flared and piled the bacon on their plastic plates.

Not surprisingly, the atmosphere and tables were nicely adorned with ranch-style hominess. The tables were clean and the floor spotless. Contrary to my perceptions of trough rugged seats worn through by obese patrons eating in a miasma of bacon smoke, the restaurant was well ventilated and kept immaculate.

My wife took the first bite and declared, “Industrial food. I hope they don't get their wheat gluten from China."