PABCAS, the blog of Paul Martin Campbell

I stopped in to Butlers morning for a hot chocolate, something I’ve been privy to for quite a while. I’ve been fairly obsessed with systematising a lot of my processes lately, and being one of the most successful Irish companies in terms of profits and franchising I reflected over the ability of the franchise model to deliver the same products over and over.

I came to the conclusion: it can’t.

From the queues outside the door, their profits and from people I’ve talked to about it, Butlers is phenomenally popular. One thing that I’ve noticed is that the hot chocolate is one of the most inconsistent products I’ve ever bought. Some days, it’s too milky. Other days, too chocolately. But one thing is for sure: on the days that they get it right, it’s undoubtedly the most delicious hot chocolate I’ve ever tasted. And I’ve tasted a few.

So what has me coming back? Well, I pass three Butlers stores on my typical walk in to work. I know that in every one, the surroundings are similar, the products are the same and I’ll be able to order my hot chocolate the same way. I know to order “a hot chocolate with cream” and I know that sometimes there will be a chocolate croissant available. I know that no matter store I’m in, I’ll be able to use my Butlers loyalty card. I know exactly how my hot chocolate will be made and I know how it will be presented to me. And finally I know that behind me or in front of me, there will be a plastic container with napkins, lids and wooden sticks. In short—I know exactly what I’ll be getting, in terms of experience.

But there’s something else: I know that on any given day, depending on who is serving me, and a mysterious subset of factors that I’ve yet to work out, my hot chocolate may not be that perfect hot chocolate that I know Butlers is capable of producting. And you know what, that’s quite exciting. It’s like a lottery—will today be the day? Some days it’s close, but not quite right, sometimes it’s way off. And some days, it’s just perfect.

On reflection, it’s true of all the big franchises that pop into my mind. Subway, McDonalds, Dominos pizza… all of these have consistency of experience and that is what’s important over the quality of the product. Sometimes in Subway the tastes are a little bit off, or in McDonalds the chips a bit stodgy, or Dominos tastes a wee bit icky. But provided I get the same experience I’m willing to forgive any shortcomings in this instance of the product, because I know that the next time I order, it’ll be better, or balance out over time.

And in a slight diversion, it makes me think that maybe that’s why we’re so drawn to Twitter—we love the experience so much that we’re willing to forgive the product every once in a while.