Boost, call me “Amanda”

Boost Juice Bars annoy me. It’s not the product — that’s just fruit juice. It’s not the loud music — that’s just a futile attempt to drown out the machines. No, it’s because they always want to know my name, when all I want is juice.

For Boost, this is part of “Our Guarantee”. I can’t link to it, they’ve got one of those stupid Flash websites. But it includes:

Be polite enough to call you by your first name.

Dodgy grammar aside, this assumes everyone wants to be called by name in a juice bar. I don’t. Apart from having an unusual name and not wanting to draw attention to it, like many people who grew up in the country I find it rude when a stranger demands my name. And I find it uncomfortable when some teenager calls out my name in a busy shop.

As Allan and Barbara Pease write in The Definitive Book of Body Language:

People raised in sparsely populated rural areas… need more Personal Space than those raised in densely populated cities.

This applies to psychological space as well as physical. I won’t tell a stranger my name until I know them a bit better. If I’m just buying juice, I’ll probably never see them again. So I’ll be polite, but I won’t want them to know anything personal. And I won’t be so rude as to ask them either.

Boost does this with best intentions. “Our Guarantee” also says:

Make you feel great, give you something to smile about and always give you a reason to choose BOOST!

But once I’ve placed my order, handed over cash and received change, that’s the end of the transaction. Psychologically I’ve moved into that state called “staring aimlessly at random objects while waiting”. A personal question at this point is unsettling.

So Janine Allis, founder of Boost, I’ll continue to tell your staff my name is Amanda Vanstone and let them suffer a little discomfort too. Unless , of course, there’s another juice bar nearby where I can remain comfortably anonymous.