The following appeared in a memorandum from the business office of the Lovin’ Cupful, a national restaurant chain:
“The Lovin’ Cupful franchises in our northeast region have begun serving customers Almost, a brand new powdered instant tea, in place of brewed tea. Waiters report that only about 2 percent of the customers have complained, and that customers who want refills typically ask for ‘more tea.’ It appears, then, that 98 percent of the customers are perfectly happy with the switch, or else they cannot tell powdered instant from brewed tea. Therefore, in order to take advantage of the lower price per pound of Almost, all of our restaurants should begin substituting it for brewed tea.”
Discuss how well reasoned you find this argument. In your discussion be sure to analyze the line of reasoning and the use of evidence in the argument. For example, you may need to consider what questionable assumptions underlie the thinking and what alternative explanations or counterexamples might weaken the conclusion. You can also discuss what sort of evidence would strengthen or refute the argument, what changes in the argument would make it more logically sound, and what, if anything, would help you better evaluate its conclusion.
The Lovin’ Cupful, a large restaurant chain that operates primarily in the northeast, has decided to discontinue its tea-making equipment, claiming that customers prefer powdered instant tea to brewed tea. The Lovin’ Cupful has 39 restaurants, 34 of which are in the northeastern region. Their decision to try powdered instant tea is based on their concern that the cost of brewing tea is going up. Their new powdered instant tea costs them only three cents per serving, while brewed tea costs them six cents per serving
The Lovin’ Cupful might very well be able to persuade its customers that powdered instant tea is a superior product. However, the claim that powdered instant tea is so good that customers cannot tell the difference between it and brewed tea is very questionable. The Lovin’ Cupful might be asking too much of its customers. First of all, powdered instant tea is new and unfamiliar, so customers may be understandably hesitant to try it. Second, the taste and texture of powdered instant tea may be so unfamiliar that many customers cannot tell whether its flavor is sweet or bitter. Third, powdered instant tea is usually mixed with milk and sugar, which many customers may not like. They may have to seek the advice of other customers to learn what sweetness they like. Fourth, powdered instant tea is usually served in small cups, which may not be liked by the tea-drinking public. Finally, powdered instant tea may be so highly sweetened that many customers find it unpalatable. They may have to seek advice on sweetness and bitterness from other customers
Furthermore, the fact that only 98 percent of their customers are happy with powdered instant tea suggests that powdered instant tea is not a very good product. If powdered instant tea is so great, then the Lovin’ Cupful’s patrons should be clamoring for more powdered instant tea instead of asking for more cups of brewed tea. If 98 percent of their customers want powdered instant tea, then powdered instant tea should be their default choice. The Lovin’ Cupful should have no problem filling the needs of its customers. If powdered instant tea is not, in fact, as popular as the restaurant claims, then the Lovin’ Cupful should discontinue serving it
The Lovin’ Cupful’s conclusion that powdered instant tea is such good product that customers cannot tell the difference from brewed tea is also questionable. After all, powdered instant tea is new and unfamiliar, and not all customers may have tried it. But even if it was widely available, customers have a choice as to whether or not they want to try it. If they cannot tell between powdered instant tea and brewed tea, then perhaps powdered instant tea is not such good a product as the restaurant claims. Furthermore, customers’ preferences may change over time. Why did the Lovin’ Cupful’s customers like brewed tea so well only five or ten years ago but change their minds so drastically now? The Lovin’ Cupful should base its decision on current customer demand. If powdered instant tea is not the product that customers want, then the restaurant should discontinue serving it
The Lovin’ Cupful could argue that its patrons want powdered instant tea because it is cheaper and easier to make. If powdered instant tea is so easy to make that customers cannot tell the difference between it and brewed tea, then powdered instant tea should be the restaurant’s default choice. However, the Lovin’ Cupful should keep in mind that powdered instant tea is cheaper and easier to make because of automation, not because it is equal to brewed tea in quality. The Lovin’ Cupful should make sure that its customers are satisfied with the powdered instant tea that the restaurant serves. If the powdered instant tea is not as good, then the restaurant should buy brewing equipment and make its tea the old way
The Lovin’ Cupful’s conclusion that powdered instant tea is such good product that customers cannot tell the difference between it and brewed tea is poorly supported. The Lovin’ Cupful has not provided sufficient evidence to support its claim that the powdered instant tea that it makes is indistinguishable from the brewed tea that it sells. Therefore, the restaurant’s conclusion that powdered instant tea is such a good product that customers cannot tell between it and brewed tea is suspect. In this case, the Lovin’ Cupful should stick to selling brewed tea.