Shortly after we moved to Sacramento last August, Instagram started serving us ads for Ruth's Chris Steak House happy hour.
A burger. A drink. Walking distance from our house from 4pm - 6pm.
One Friday we finally decided to check it out.
We walked in around 5pm, looked around for the bar...and immediately realized every seat was taken.
"Wow," we thought. "Happy hour must be popular."
As we stood there deciding whether to stay or leave, we turned around.
That's when we saw them.
About a dozen people sitting quietly in chairs near the entrance. Toes tapping. Hands clenched.
All staring directly at us.
They had been waiting for a table.
We had unknowingly walked right past the entire line.
There are few feelings more awkward than realizing an entire room thinks you just cut in front of them.
We looked at each other, quietly backed out, and went to the restaurant next door for happy hour.
Fast forward to this morning.
After walking the dogs, we stopped nearby for breakfast at that same restaurant next door to Ruth's Chris. As I looked over toward the back of the restaurant, I saw this.
Customer Parking → pointing directly toward a row of chairs. Near the emergency exit.
I laughed.
I know the sign is used to direct people toward customer parking. And I'm sure the chairs are simply extra seating for the restaurant.
But for a split second...
It looked like they'd created an official waiting area for happy hour.
And suddenly I was right back to that awkward evening.
It reminded me of something I learned after years in marketing.
People don't experience your business the way you designed it. They experience it the way they interpret it.
Every sign.
Every arrow.
Every chair.
Every first impression.
Customers are constantly creating stories in their heads based on what they see—even when that's not what you intended.
Because your customers notice everything.
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~Kris