What Two Coffee Shops Can Teach You About Hiring Technicians
Two different “local” drive-through coffee shops recently opened in a south Texas suburb near one of our BCTS team members. As a self-professed coffee addict—and someone who prefers to support local businesses—he’s visited both.
The coffee? Solid at each spot. Not sugary, over-engineered concoctions—just actual coffee.
But after multiple visits, one shop clearly stands out. And the reason why offers a surprisingly useful lesson for anyone involved in hiring technicians.
You knew there had to be a point, right?
The Setup
Coffee Shop #1
- Two drive-through lanes
- Multiple staff members
- Decent coffee
Coffee Shop #2
- One drive-through lane
- One visible staff member
- Decent coffee
Both locations are convenient. Both have strong curb appeal. Both have invested in branding and marketing.
And yet—there’s a clear winner.
The Experience
Coffee Shop #2
Despite having two lanes, only one person is working them—almost like a drive-through version of a laundromat. The menu is tiny and not especially user-friendly, particularly for older customers.
While waiting, you’re listening to staff-selected music—primarily hip hop—not exactly tailored to a broad audience.
“Can I get a phone number to place your order?”
That’s it.
Efficient? Maybe. Personal? Not at all.
To their credit, the marketing is sharp. A text message confirmation hits your phone almost instantly. But the interaction itself feels transactional—more like processing an order than serving a customer.
Coffee Shop #1
With only one lane, you place your order while waiting in line. It’s a bit more traditional—and maybe slightly slower on paper—but it doesn’t feel that way.
The menu is clear and consistent with the brand. When you reach the window, you’re greeted with:
“Hi! How are you today? You had the [coffee]?”
Every interaction includes a moment of genuine, personal connection.
And despite sometimes being fourth in line, the entire experience still takes less than ten minutes.
A Simple Question
Which coffee shop would you choose?
(Assuming you drink coffee.)The Hiring Parallel
In our industry, we spend a lot of time training technicians to remove friction in the customer experience:
- Where to park
- How to stand
- How to announce arrival (knock, don’t ring—there might be a sleeping baby)
Most techs can recite these steps by heart.
But here’s the real question:
Are we applying the same thinking to our recruiting process?
Lesson #1: Make It Personal
At Coffee Shop #1, during a first visit:
“Hey! I like your truck!”
The truck? A well-worn 2010 yellow FJ. Nothing flashy.
But that small comment opened the door to a real interaction:
“Thanks! First time here—looks like it’s slow right now.”
“Call your friends! Let ’em know!”
It’s simple. It’s human. It’s memorable.
Now compare that to Coffee Shop #2:
- No greeting
- No connection
- Just a transaction
The takeaway: A personalized greeting and a little personality go a long way.
So ask yourself:
- Are candidates just filling out forms on your website?
- Are they interacting with a chatbot?
- Or are they being acknowledged as individuals?
Lesson #2: Speed Matters—But Experience Matters More
Coffee Shop #2 might be slightly faster on paper—but it feels slower due to dead time and lack of engagement.
Coffee Shop #1 may take a minute longer, but the interaction makes the time feel shorter.
The takeaway: A quick, engaging response beats a fast, impersonal one every time.
In recruiting:
- How quickly do you respond to applicants?
- More importantly—how does that response feel?
Why This Matters
In today’s competitive market for skilled tradespeople, candidates have options.
If at any point they feel ignored, undervalued, or like just another number, they’ll move on. And there are plenty of companies ready to hire great technicians.
You can analyze and optimize your process endlessly—but if you miss these first two steps, the rest may not matter unless you’re willing to overpay and overcompensate.
The Bottom Line
People want:
And those impressions are formed immediately.
The first steps in your hiring process will determine your success.
So the question is:
Are you running Coffee Shop #1… or Coffee Shop #2?