Very Long Ago Lamb Skewers, operating 142 outlets nationwide, refunded more than 1.1 million yuan to customers from 48,000 tables after discovering that new grilling equipment left skewers undercooked. The voluntary refund, not driven by complaints, sparked debate on customer‑centric policies and highlighted the chain's focus on quality and reputation management.
A Chinese barbecue chain has issued refunds totalling over US$162,000 yuan to 48,000 tables after acknowledging that their skewers had not been properly cooked. - Photo: Sohu BEIJING: A refund initiative launched by a famous barbecue restaurant chain in China has drawn significant attention on mainland social media, triggering a debate about a culture of valuing the feelings of customers.
At the beginning of May, Very Long Ago Lamb Skewers, which has 142 directly managed outlets across the country, contacted customers who ate at 48,000 tables at 24 restaurants in February. The refund, at a combined cost of 1.1 million yuan , was launched not because the company received a wave of complaints from customers, but because it found the roast it served was not “grilled properly”, the Bandao Morning Post reported.
The company explained the problem occurred due to new grilling equipment which did not control temperatures properly. While some people branded it a brilliant marketing stunt, others said it was good to reward customers. Yao Suxin, a public relations expert, told China News Service that the brand’s refund incident served as a warning to related outlets that they should strengthen their internal management.
The measure had helped the brand set up an image of focusing on food quality, thus garnering online traffic, said Yao. Established in 2008, the brand uses lamb from Hulunbuir, one of China’s top grasslands. Diners can get the bill exempted simply by telling servers that they thought the dish was not delicious. The company will also instantly refund part of the bill if customers complain about having to queue or wait for too long.
As a result, many internet users joked that the brand seems keen to refund customers, making them feel self-conscious about making any criticisms. When a customer enters, servers will give them a patch to help them cool down if the restaurant is hot. Tissues in its outlets are not only super soft, but also taste sweet. Items available in its toilets include tissue, hand cream, mouthwash and Florida water.
The brand is also popular among tourists from South Korea, leading some outlets in Beijing and Shanghai to hire Korean-speaking waiters. The good service of the company has earned it the nickname the “Haidilao in the barbecue sector”. Haidilao, the leading hotpot restaurant chain, is generally regarded as the “ceiling of the service industry in China”.
Thoughtful measures at Haidilao range from manicure and car wash services, before-meal fruit, snacks and drinks, and face-changing and hand-pulled noodle performances, all for free. Another brand well known for valuing customers is Pangdonglai, a retail giant based in central Henan province. It provides meticulous services to shoppers, such as seven types of shopping trolleys targeting different groups of people, pet storage and daily report on pesticide examination. It also promises to refund customers if they are not satisfied.
“To be honest, consumption at those venues is a bit more expensive than the average level. But I am willing to pay since they value my feelings,” said one internet user.
“They all have one thing in common: using sincerity in exchange for sincerity,” said another person. - South China Morning PostNew Zealand shuns ‘sugar hits’ in budget, slashes growth forecast as Iran war jolts economySingapore sets emission limits for new commercial fridges, vehicle air-cons
Food Safety Customer Refunds Restaurant Management Chinese BBQ Brand Reputation
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