Why is it that so many businesses, both big and small, insist on allowing rude employees to ruin their reputation? “Insist” is a strong word, but I use it deliberately.

There’s really no other explanation for the preponderence of impatient, elitist behavior and bad attitudes you can sometimes encounter on a day-to-day basis.

So there’s this coffee chain I frequent, and a particular beverage I like. A shot of espresso with a shot of whipped cream. I happen to like it because it’s not too much coffee, not too much sugar, not too much cream. For me, it’s a perfect product: a combo of all three.

Anyways, “Espresso with a shot of whipped cream,” right.

The coffee shop has an Italian name for it, but seeing as how my Italian is pretty rusty - actually, it’s nonexistent, with the exception of “espresso” - I order the drink in English.

And here’s where the problem lies.

Without fail, I am corrected by the coffee shop employees. You see, apparently they are under express (espresso?) orders to correct any and all attempts to order in English.

I wouldn’t mind so much if I were say, in Rome. But here in the US, it’s pretty annoying.

But what makes it 10x worse is the condescending attitude with which the correction is delivered.

And I’ve done a little bit of informal market research. I’ve tried multiple chains; I’ve experimented with the drink ordering; it’s always the same reaction.

So how does a small business decide that a good way to bring customers back is to treat them with arrogance and disrespect?

It’s a puzzle.

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