When the Customer isn’t King – Notes from Stockholm

Hej vänner! (Hello friends!) 

For over two weeks I have written admiringly and appreciatively about things I noticed in Stockholm. This sort of ends today.

While we didn’t experience any truly terrible service moments in Stockholm, nothing on the scale of what I’ve encountered in NYC, Annecy, or Paris, I wouldn’t exactly give the city a hospitality award either. Staff at hotels, restaurants, and shops were polite, yes, but rarely went beyond the standard script. As soon as a situation deviated from the norm, I found myself guiding them through it as if I were the one on shift.

Case in point: Our hotel check-in.
I arrived ahead of my family, who were still on a train. At reception, I was told the booking was under my husband’s name and that they couldn’t give me the room key.
I offered my credit card. I showed them the email confirmation my husband had forwarded me; it included his name and the reservation number.
Nope. They needed ID.
I handed them mine.
“Not yours. Your husband’s.”
Of course, I didn’t have that.
“Then you’ll have to wait until he arrives.”
Wouldn't this have been her opportunity to offer me to at least leave my luggage and use the lobby bathroom after a long flight? 
Fortunately, my husband had signal. He sent me photos of his ID, front and back. That satisfied them – temporarily. I was told he’d still need to sign a document in person once he got there. Spoiler: no one ever asked him to sign anything before we checked out. So much for the bureaucracy.

Another example: Holy Greens - A takeaway bowl place.
We were the only customers. I walked up to the counter, ready to order, but the staff member stopped me: “You have to order at the screen.”
Now, I don’t mind digital ordering in the right context. Sometimes it's convenient. But I already knew what I wanted – I’d looked it up online – and frankly, I didn’t feel like touching a screen that countless unwashed hands had tapped all day.
Plus, in a world where everything is becoming increasingly anonymous and automated, I actually enjoy exchanging a few words with the person making my food.
I explained this, but she wouldn’t budge.

Remember - we were the only customers. There was no queue behind us. There was a paying station at the end of the counter. We weren’t asking for a complicated favor. Still, no flexibility.
And the kicker? When I finally ordered through the germy screen, I was asked how much I wanted to tip.
For what, exactly?

The bigger picture?
At many hospitality venues in Stockholm, processes seem designed to serve staff efficiency first, not the guest experience. That’s fine when both needs are met. But if I’m sitting down at a restaurant and still am expected to queue up at a cramped bar, pay in advance, and carry my meal past strollers, dogs, and other guests balancing their trays? It doesn’t feel like dining out.

So no – in Sweden, the customer isn’t king.
But then again, Carl XVI Gustaf already has that title.
What was I thinking? 😉

This isn’t a complaint, but an observation. I love visiting new places, and each country has its own rhythm. On the other hand, the Swedes seem to have a dry sense of humor — like the restaurant sign promising free beer and topless servers...

It’s fascinating how service styles can differ so much from place to place.

Have you ever visited a country where the service culture totally surprised you — for better or worse? I’d love to hear your story!