Longing for a Forced Smile
One of the things that I know puzzles many of my peers is America’s taste for chains. And I agree that their sameness, contrived quality (Welcome to XXXX, how may I provide you with excellent service today?), and unrootedness to the community frustrate me as well. But nowhere is the service and friendliness ethos more deeply ingrained than in the USA. In the UK, they refer to overtly friendly and helpful service as “American-style,” and it’s not always meant as a compliment.
But I just spent a week in Florida and was reminded why Americans like chains. We were in a part of Florida where most of the merchants and restaurateurs were mom-and-pops. And frequently we were treated to sour, snippy, exasperated service. Yes, it was a holiday week in a holiday part of the country, but that’s not my problem. I’m paying your bills.
My daughter got sick and I had to get her a prescription. I had a choice of a large chain retailer or a local druggist. I know how beleaguered independent pharmacists are by chains, so I direct all my hometown business to our neighborhood pharmacy. I decided to do the same this time round. After waiting for over a half-hour for the meds, as the pharmacist shot the breeze with locals, I became pretty sure he didn’t value my business the way I valued his existence. I could have saved more of my vacation by going to the chain store.
The local market was selling turkeys and I went in to inquire about what was on offer. “We have twelve- and fourteen-pound turkeys. That’s all we have" . . . Sigh . . . "No, we’re not making crab cakes this week. Do you know how busy we are? No, we cannot"—Don’t you love it when an independent merchant states that he cannot do something? Who’s stopping him?—"take orders. We cannot pre-reserve. We cannot guarantee anything will be here at any given time.” That’d drive me to Whole Foods pretty quick.
At one beachside lunch spot, the menu board noted “no refills,” “no substitutions,” “no checks or credit cards,” and “food that is not picked up when your number is called will be discarded.” Translated, that’s: “we’re greedy, unaccommodating, penny-wise, and contemptuous of you.” I guarantee TGIFriday’s will not throw out your to-go order if you’re late picking it up.
Now, I did encounter friendly service as well, but the protocols, service standards, and enforced customer relations of the chains can be reassuring in the face of local businesspeople who know you’re not from “around here” and treat you accordingly.
I understand it’s a two-way street, and a lot of customers, especially tourists, act like cretins. But spend enough time around ungrateful merchants and you may find yourself grateful for the canned servility of chained-up America.
















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