Ever heard of Robert Sapolsky? A biology and neurology professor at Stanford University, he discovered that studying baboon troops in the African Serengeti offered correlations to understanding stress in humans. As he puts it, “If you live in a baboon troop in the Serengeti, you only have to work three hours a day for your calories and predators don’t mess with you much. That means you’ve got lots of free time to generate psychological stress toward other animals in your troop. In other words, they’re just like people.”
While you might think alpha-male baboons would be the most stressed, Sapolsky’s research found it was typically lower-ranking males showing these effects. The big cheeses had occasional increases in stress (challenges from rivals, for instance), but these were short-term stressors. Subordinates, however, had to deal with alphas constantly picking on them.
Important: These sustained “lack of control” feelings were a huge contributor to their elevated stress levels.
But wait a minute: If lack of control makes people feel miserable, wouldn’t something such as tickling be despised worldwide? How come Elmo doesn’t seem bummed out about his life? (Well, other than the fact he may be dealing with that “I have too much body hair” thing.) Turns out you feel lack of control only for a very short period of time while being tickled. So the stressor is brief (just as it is for the alpha baboons). You could also get mad and demand the tickler to stop, so there isn’t a total lack of control either.
Important: In addition, the “element of surprise”—a necessary ingredient for a superior tickling episode—also releases dopamine, which makes experiences more enjoyable.
But what about all those cases in which perceived stress isn’t brief, such as in many jobs? If we accept the baboon premise, in which subordinates are doomed to be more stressed, then wouldn’t only the very top people in the business world be living in total peace?
Nope. Many people belong simultaneously to a number of different ranking systems, be it church, bowling teams, online gaming groups or sitting around a table knitting with friends. So being way down on the totem pole at work often holds less self-importance vs. other social systems to which they belong.
Important: Consumers’ ability to engage in “multiple social rankings” creates an opportunity for them to manage their own perceived stress levels.
Now let’s relate those three “important” notes to your foodservice operations. My guess is every day, many of your customers are probably feeling a “lack of control” in at least some portion of their lives. Much like the poor beta baboons, this might be creating stress. Wouldn’t it be wonderful if you could create a brief social system in which consumers felt their ranking was much higher? What if all this happened within the context of them satisfying various take-out-meal occasions within the walls of your c-store? Sounds like the original Starbucks phenomenon.
So here are two foundational Monkey Mandates, inspired by the antics of alpha baboon jerks across the Serengeti. Embrace evolution and apply both to your foodservice operations.
Provide perceived situational control. Honestly view your takeout experience from the customer perspective. Are you being an alpha baboon? Are your current or future strategies or operational processes creating loss-of-control perceptions for your guests?
Offer an occasional positive surprise. Remember the “tickle factor”? Anything you can do to fire up a little dopamine release makes customers view their time with you as pleasant. From time to time, show customers you appreciate them. Give your employees the authority to make these little gestures happen when deemed appropriate.
How do your customer-concept touchpoints stand up to my Monkey Mandates? Failure at these intersections can create the kind of stress that causes your customers to visit less often. At the same time, smooth sailing has the potential to evoke positive social-ranking reactions and reduce other feelings of stress. Without knowing it, customers will be beckoned by their evolutionary genes to relish in these feelings, return as often as possible to your place of business to satisfy their foodservice demands and go bananas (see what I did there?) over that little something extra your concept offers.
Kevin Higar is a 20-year foodservice veteran and a National Academy of Sports Medicine certified personal trainer, and is Level 1 certified by Precision Nutrition. Reach him at kevin.michael.higar@gmail.com.
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