Nierenberg Consulting Group

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An American Dream Come True-With True Customer Service

Pic_D5a_sTaffy

My good friend and colleague Bill Hanifin, who I call the King of Loyalty and runs Hanifin Loyalty- is a true strategist and guru in the whole area of marketing and retention.In the true spirit of 'networking', we met years ago at a Direct Marketing conference in Florida where he was a speaker with one of his international clients. His contact information is below and he is truly one of the top business professionals I know and an excellent strategist and speaker.

We were talking a few weeks ago and he and his family were up visiting relatives and he told me the story of 'Taffy's' restaurant that is owned and operated by family members.

Read this story to really see on this Labor Day–the true meaning of the American Dream and giving the kind of customer service that is the heart and soul of business.

Toufic Eliah emigrated to the U.S. from Lebanon in 1927. Hoping for a better life for their children, Toufic's parents had sent he and his sister (at that time age 19 and 17) to the new world with thousands of other immigrants on a ship. Processed through Ellis Island, Toufic made it to Niagara Falls, New York where he resided with relatives and found work in an aluminum factory. At some point, he realized that working on an assembly line in tough conditions was not how he wanted to spend his life.The American Dream was to own your own business and as the country recovered from the depression, Toufic found a way to open a grocery store on Pine Avenue in Niagara Falls

It's interesting that in starting a customer facing business, he ignored one important point – he could barely speak or read English. As business grew, Toufic became known as Taffy and his language skills improved as he spread a newspaper out on the counter by the cash register and asked customers to help him understand words on the page.

In time, he was ripe for another step in pursuing his dreams and Taffy opened a simple hot dog stand in Orchard Park, New York in 1949. At that time, Orchard Park was mostly farmland and the "five corners" intersection he occupied was often used by hunters chasing quail, turkey, and small birds. While Taffy grilled the food that he later became famous for, he could hear shotgun chatter in the background!

60 years later, Taffys is an institution in the "south towns" of Buffalo, New York. The stand offers an all-American menu of hot dogs, burgers, and sweet potato fries and is known for its more than 100 flavors of milkshakes. Local papers and news outlets have awarded Taffy's the "best hot dog" or "best milkshake" in Western New York on more than one occasion. The 5 corners intersection is now shared by McDonald's, Tim Horton, Wendy's, and Lowe's and Ralph Wilson Stadium, home of the Buffalo Bills, is just a few miles down the road.

Toufic worked full days until his 88th year and passed away at the age of 91. His son Richie continues to operate the business and has added all sorts of modern touches while keeping the historical flavor of the business in tact. It is remarkable to see any business, particularly a restaurant, endure and prosper for 60 years. Taffy's is a true celebration of the American Dream. 

 
I am so thankful to Bill for sharing this wonderful story.