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But here’s where things went wrong. 

The children’s meal option that my son had selected included a choice of two desserts; they had neither.  The person at the till tried to make it look as though they had just run out, but her language and body language betrayed the fact that this wasn’t new news.

Of course, sometimes things run out, but when the menu is so restricted they really shouldn’t and if they do an alternative should be offered.  It took me saying “you need to replace that with something else” for us to get a juice drink substituted. 

Now, just like on the boat when I saw the magician’s assistant climb out in the disappearing act, I got the distasteful sight of cost management in action.
 
What Nando's was trying to make out of customers like me illicitly it should make by understanding consumer psychology and behaviour better.  The clue to Nando’s increasing their profit was evident when we walked in.  The mood was out of step with the time of our visit. 

By using the right peripheral associations with lighting and music, Nando’s could make the ambience fit diners moods and get more people passing through more quickly when they’re busy and spending longer (and consuming more) when they’re not. 

The link between visual and auditory cues and consumer pace are well established.  By being slightly more sophisticated in its approach Nando’s could make an average experience better AND increase profits. 

And, readers of Mindshop! aside, no one would see that particular rabbit being put in the hat before the show: instead customers would feel better about their experience and choose to come back more often. 

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