There's another great story about a Domino's franchisee in the Washington, DC area. Domino's had a policy: "If you don't like the pizza, your money will be refunded." This is a great restaurant marketing idea.

At this time, they had one individual customer who was always asking for a refund. The Domino's franchisee called this fellow and said:

"I notice that you always seem to be sending back the pizzas. It is apparent to me that we must not know how you want your pizzas done. If we sent a car for you, would you come down and show us exactly what you want? We will make notes and when you call we can do it perfectly for you."

The fellow agreed. He went to the pizza shop and showed the staff exactly how he wanted his pizzas made. The owner made notes and trained his Employees to make pizzas to the exact specifications of the guest.

The guy continued to send the pizzas back. The franchisee called the fellow again and said:

"Look," he said, "this is too much work. You call us up and order a pizza. We make the pizza and drive it over to you. We give you the pizza. You give us the money. We drive back. You call us up again, we bring you the money, you give us back the pizza. Too much work."

"How about if we just make it easier on everyone? From now on your pizzas are free ... until we get it right! As soon as we get it right, you tell us and we'll start charging you for the pizzas again!"

About two pizza later the Guest said, "You got it." Now everyone was happy.

A guarantee is an integral part of your restaurant marketing program.