Seafood Expert

My wife and I had just sat down to lunch at a well known seafood restaurant. It was lobster fest season again. I always get sucked in by the commercials showing steaming platters of succulent lobsters with drawn butter. From one lobster fest season to the next, I conveniently forget that the lobster in the commercials bears no resemblance to the lobster on my plate. I have no idea where the seafood chain in question finds the lobsters that agree to appear in these commercials, but I am certain that none of them are ready to do an encore in Franklin, Tennessee.
Regardless, before I even had a moment to peruse the menu, I spotted something that captivated my attention much more than the shrimp, crab legs and lobster combo. It was Debbie the server’s name tag. It had her name of course but just below her name I saw the words “Seafood Expert.” People who know me well can attest to the fact that I can be a stickler for words. I’m no William Safire but I do pay attention to the way people say things and the words they choose. When I saw “Seafood Expert,” presumably a title bestowed upon Debbie with good reason, I was more than a little bit intrigued.
Naturally, I asked her what it meant to be a seafood expert. Was she a marine biologist making a few extra bucks serving shrimp scampi? Had she recently joined the restaurant staff after twenty years with Fulton’s Fish Market? Maybe she just graduated from a culinary arts college that specialized in seafood.
None of the above as it turned out. She said the restaurant held meetings every two or three months to discuss different fish. And there were handouts that could be studied after the meeting. I’m not sure that level of exposure to fish qualifies one for expert status. Synonyms for expert include professional, specialist and authority to name a few. Apparently the marketing team at this seafood restaurant chain is working on the assumption that diners, upon seeing that their server has a name tag with the words seafood expert emblazoned on them, will readily put their palates in the hands of the server. After all, how many customers are going to ask how the server achieved such lofty status? Would they be more or less likely to consider the server’s recommendations if they knew that expert status had been conveyed based on occasional meetings that may or may not include glamour shots of certain fish?
Our server said she’s been working at the seafood restaurant for five years. I couldn’t help but wonder if she was required to work there for a couple of years before seafood expert was added to her name tag. Let’s see, that would amount to maybe ten meetings and presumably, ten different types of seafood. There are 48 different species of lobster alone and there must be at least ten species of trout to consider. More meetings might be a good idea.
In his book Outliers, Malcolm Gladwell estimated that expertise in anything requires about 10,000 hours of study and practice. If that’s true, I suspect the restaurant might be intentionally misusing the word expert in a misguided attempt to improve customers’ overall dining experience.
While most people probably wouldn’t question the validity of the claim, at least not consciously, on some level they are almost certainly aware of its insincerity. And no matter what business you’re in that is a problem. How fresh is the fish being served that day? Is the martini really made with Bombay Sapphire or is it a generic substitute? The word expert shouldn’t be treated like a marketing buzz word. Marketers should stick with new and improved.
The restaurant chain isn’t the only culprit by the way. When I Googled the words “seafood experts” I found a company that distributes seafood nationwide. They listed experts in specific categories like shrimp, lobster and grouper. The shrimp expert is a trained accountant who worked in mortgage banking as well. According to her bio, having worked in purchasing and sales for the seafood distributor, she got “a complete seafood education.” No doubt this includes the shrimp.
As usual, I’m probably just not seeing the upside to playing games with words. Until now that is. It may be late in the game for me, but having worked in both sales and purchasing for a healthcare company, I’ve already updated my resume. My qualifications now include “medical expert.” I’m having my new name tag made this afternoon.

Copyright 2010 Len Serafino. All rights reserved.