Morton’s Steakhouse Shows How Customer Service Is Done On Twitter

Author and angel investor, Peter Shankman, was on his way for 5PM flight to Newark Airport when he figured out that by the time he got home, he wouldn’t have time to stop for dinner anywhere, and certainly didn’t want to grab fast food at either airport. When he got on the plane, his stomach was a rumbling a bit, and he had visions of a steak in his head.

Peter has an affinity for Morton’s Steakhouses, so just as he was about to take off, he jokingly tweeted out the following:

A little over two hours later, Peter landed at EWR. Walking off the plane, he headed towards the area where his driver would be waiting.

Looking for my driver, I saw my name, waved to him, and started walking to the door of EWR, like I’d done hundreds of times before.

“Um, Mr. Shankman,” he said.

I turned around.

“There’s a surprise for you here.”

I turned to see that the driver was standing next to someone else, who I just assumed was another driver he was talking to. Then I noticed the “someone else” was in a tuxedo.

And he was carrying a Morton’s bag.

As you’ve no doubt guessed by now, Morton’s saw Peter’s tweet and met him at the airport with his steak.

The closest Morton’s to EWR is Morton’s Hackensack, which is over 23 miles away according to Google Maps. That meant that in less than three hours, someone at Morton’s Corporate saw Peter’s tweet, got authorization, then got in touch with Morton’s Hackensack, and place the order.

Then Morton’s Hackensack had to cook the order, get it boxed up, and get a server to get in his car, and drive 23 miles to Newark Airport, then track down Peter’s flight, where he was landing, and be there when he walked out of security.

Now, many will say the reason Morton’s did this was because Peter Shankman has over 100,000 Twitter followers. However, I don’t believe that’s the case. Peter is a loyal customer who dines at Morton’s a lot. And Morton’s knows this. They have a really great CRM system that tracks all this stuff. When I call the Morton’s in Vancouver, they know who I am and how many times I’ve dined there because all that information is tagged to my phone number.

Morton’s went out of their way for Peter because he’s a loyal customer and not because of the size of this Twitter followers, though I’m sure that had a bit of influence as well.

I’m sure this will pay off handsomely for Morton’s. They got a lot of publicity from it and they’ve made a loyal customer even more loyal. When I fly home from New York, I think I’m going to send a tweet to Cactus Club Cafe and ask them to meet me at YVR with a BBQ Duck Clubhouse. I won’t be shocked if they do it.

26 thoughts on “Morton’s Steakhouse Shows How Customer Service Is Done On Twitter”

  1. This is simply awesome and as a businessman we should learn from it a lot.

    1. This is the time that you should invest some more money in our CMS system, if you are into service or similar kind of industry.

    2. yes, there is lot we can learn from this story. We should Thank John for serving it before us.

      1. PPC Ian says:

        I agree. This is customer service at its finest. Great story, John. Love the picture. Way to go Morton’s.

  2. Erwin Miradi says:

    Wow! I’ve never heard such dedication in service before. That’s a good thing Peter only joking about the steak. If he also joke about the flight, the tuxedo man will have to wait forever at the airport.

  3. fas says:

    Now that is truly web 3.0

    1. Yeah very early symtums that it’s coming

    2. PPC Ian says:

      It really is. It’s great for Morton’s marketing. I’m sure they knew a story like this would go viral. Also, it’s just great customer service.

  4. What a PR trick by the Morton’s Steakhouse, it was a cheap but very useful trick.

    1. It wasn’t cheap in any sense and in any way Mr. Property Marbella ( i know it’s not a name though)

      1. Cost-wise it was a good and cheap (low price) for the massive PR they have received.

  5. Rob benwell says:

    Damn, that is EXCELLENT customer service. Wish that happened to me, could really go for some steak right now. lol. by the way nice information


  6. Awesome!!!, it always pays back, [ a good Customer service]

  7. Just out of curiosity – Did Mr. Peter Shankman also tweeted about what he like to had in dinner, I mean the food stuff etc. or morton’s assumed it too.

    1. John Chow says:

      He asked for a porterhouse and Morton’s delivered that with a few other things.

  8. Now that`s service!

  9. fazal mayar says:

    thats really good stuff, i did learn a few things from it.

  10. That’s the way its done. I used to be a bigger fan of Smith & Wollensky. Until I used their online reservation system and they cancelled my reservations not once, but twice. Called them up and the manager was extremely rude. Lost a loyal customer for life.

    Morton’s really hit a home run, great story!

    1. PPC Ian says:

      That’s a great point. Poor customer service can really destroy one’s relationship with a brand. However, good customer service can drive a brand forward.

  11. Loyalty to a brand really pays. Mortons will surely gain more loyal customers like Peter.

  12. When I read it first I thought it was great, but how about businesses which provide services? But a little more thinking really got me brainstorming how this idea can be changed for almost all kinds of businesses.

  13. That is amazing customer service but I do think it is based on his 100K followers that will hear about Mortons going above and beyond… But these days I guess it is possible this company is trying to follow in the footsteps of Zappos.

  14. Dress Making says:

    customer service is an important thing in twitter

  15. Gift Ideas says:

    there are lots to things to learn here. Thanks for sharing.

  16. Gift Ideas says:

    Yes, it is very good to use twitter for customer support.

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