The Key to success: bad customer service

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KaMIST is back! Your weekly dose of marketing in all its beauty. So sit down, put your feet up and lay back as we guarantee you an insightful Thursday. 

Every business needs a selling point. Amazon dedicates itself to customer service and Tesla to innovation. These are their key selling points, the one thing we rely on to find within them. But, what if we told you, that there’s one business that relies solely on its bad customer service. A business that boasts how badly they treat you. 

Making their debut in October 2021 in Australia, Karen’s Diner is a place to eat where the service is distinctive from other restaurants. Customers will always be called names and sworn at. Interesting enough, this caused their business to boom and now they plan an expansion into Indonesia. 

Beginning with the tweet posted by their official account @karensdiner on Twitter. On Wednesday, July 13th, 2022, they tweeted, “1000 retweets and we will open a restaurant in Indonesia #bemorekaren #karensdiner.” 

Many Indonesian netizens rejected that post from Karen’s Diner in their comments. Many believe that the restaurant is inappropriate since Indonesians are prone to becoming emotionally carried away. 

As Indonesians ourselves, this doesn’t surprise us. Just hearing about their concept is shocking and we assume ourselves to be the open minded ones. So why is Karen’s Diner so confident? Surely they know the emotional sensitivity of Indonesia. Yet again, this boils down to marketing. 

Everyone loves a good whacky feature. From dog cafes to k pop restaurants, people are constantly looking for an experience that is fulfilling. Not only do we want to go out for lunch, we want to be entertained, we want to be active. This is the success of Karen’s Diner – in a unique way – they have achieved product-market fit. Customers want something postable, entertaining and unique and this is exactly what Karen’s Diner provides. Best of all, they don’t care what customers think, they’re dedicated to their craft down to the core. 

Another thing Karen’s Diner has succeeded in doing, is cracking down on virality. Being viral on social media is every businesses dream, social media managers are becoming so popular they might outnumber finance analysts. Time after time, we are seeing companies release “unique” content, from football teams making their players play truth or dare to brands making meme tik tok accounts. The truth is, whether customers are offended or not, Karen’s Diner is extremely watchable. The wild personalities of the waiters to the hilarious customer reactions. Whether customers eat there or not, watching their content is fun. Eventually, the content is too good and customers are dragging themselves to eat there. This isn’t surprising knowing that 61% of Gen Z are actively seeking new video content. 

Thus, In a world where we are all looking to make a dash for quick fame, is this really that bad? For the first time Indonesia will get to enjoy something big before many western countries do. Should it really matter if people are offended when the entire premise of the business is to slander its customers? Would it be better if a more provocative business opened shop here like Hooters? All questions to stimulate your young marketing minds. 

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The idea of delivering the most value for the consumer has evolved over the years. As we know, the best marketing strategy is cetera desunt for adaptive future-leader mindset that uncertainly evolved over decades. Companies began to use various promises in effort to persuade and attract customers. The fiercely increasing conditions of competition added the popularity of the concept of “brand” and “advertisement” by adopting the concept of neo-marketing and elaborate them with psychological terms. Albeit, all emotion influences consumers personal relationships, business choices, and buying decisions. The emotion itself has situational and reactive qualities, as well as satisfaction and expectations formed over lifetimes of experiences and interactions.

When a boy goes to an ice cream parlor or restaurant, he will feel befuddled. Choosing what he is going to get, that’s the thing that he despises. Would chocolate chip or strawberry ice cream please him better? Cheeseburger or fried chicken? He feared that what he selected will not give him as much pleasure as the other option would give. What he doesn’t choose could provide a higher sense of pleasure than the one he chose. One interesting finding utilized by neuromarketing is that people really don’t want to lose out. People are just as worried about what they might lose as to what they might gain.
In the meantime, one of the biggest challenges that marketers deal with is customers’ expectations in the pre-purchase phenomenon where the consumers haven’t fixed their buying decision yet. To tackle the challenge, many companies are competing to build relationships with their customers, with the expectations that they will be able to provide the best customer experience for specific individuals. Therefore, the company must be customer-centric to carry out a successful marketing strategy in order to be noticed by consumers and to forge a brand identity.

According to McKinsey (2019), by making a fundamental change of mindset of focusing on the customers, companies gained significant enhancement on several aspects. Along with operational and IT improvements, companies generate 20 to 30 percent uplift in customer satisfaction, a 10 to 20 percent improvement in employee satisfaction, and economic gains ranging from 20 to 50 percent of the cost base addressed in the various journeys.

To overcome these challenges, companies have to understand consumers’ behavior and expectations. Hence, companies should put a bigger concern towards consumers’ buying-cycle from awareness to its advocacy. By implementing the concept of Neuromarketing, stereotypes of the communication matters of the marketing basis will be integrated with taste of individual market itself. The more personalized the promotion, the higher the probability that the advertisement will work. It could be done by using big data to allow the company for this huge aggregation of all consumers personal information that they’ve ever revealed to build a precise representation of who they are, now, more than ever before. Data and insight are not delivered to consumers as a whole but individually by delivering the most value to the customers with a very specific scope based on how they think.

In order to win in today’s marketplace, companies must be customer-centered, to the point that ideally, each individual customer’s values are taken into an account to derive the value that they are truly seeking. In essence, by generating consumer reactions, and treating them not as reactionary receptacles of marketing strategies, but as each their own person with differing individual values. Therefore, reinforcing belief is a very important matter for marketers that influences consumers experience. They must deliver superior value to their target customers traditionally and digitally with knowledge of neuroscience marketing strategies combined. Neuromarketing will surely strengthen customer’s contentment of a product itself.