80% Advertising Campaign

This past weekend, being a long one in celebration of Columbus Day, Sarah and I took a trip to Belgium. See Exhibit A, a picture of a waffle stand in downtown Brussels.

Not being the ad specialist, this seemed to me like a valid slogan. Sarah, an expert in American marketing, pointed out that ads usually try and convince people that their product is superior. The American approach is probably seen as arrogant and rude. The slogan "Probably the best since 1950" is more polite.

I'd say that is a good way to connect with the customer, except the woman in the picture seems confused. I've begun to really believe that this "expect 80%" is a solid, inviolable rule throughout Europe, even in advertising.

Later that day we had dinner in the restaurant that was below our hotel. There, we quickly learned that the owner/chef/waiter was making up for those who were exceeding the 80% goal.

After being told our first choices were unavailable, we were served a wonderful meal and we were laughing about our 80% experience. However, at the table behind us was an American couple who obviously had not been introduced to the 80% rule.

Their meals came out and the husband was really put off that he got a baked potato rather than frites. The waiter/chef addressed their concerns by saying, "I did not hear that you wanted frites." The American replied as we would think reasonable, "But the menu says the steak is served 'avec frites'". To that the chef scoffed and let out a laugh of true incredulity.

"The menu?" he said, as if it had no relation to what somone should expect to eat. "Most people like the jacket potato, but, OK, I will bring you frites." A move made to insult and placate at once.

So, travel guides including Rick Steve's Europe through the Backdoor (funny title if you've seen his PBS show), should always say "Expect 80% of what you want." That would improve foreign relations and prevent innumerable awkward moments. Once you let go and embrace the mediocrity (hey, 80% is B; a C+ if you had a mean professor), you can find contentment with what you get.

Suddenly the waiter never bringing your bill is a free excuse to stretch the lunch to an hour and a half. Your top choice on the menu not being available means simply letting the chef recommend a dish. 80% is definitely not so bad.