Rude guards at Spar Phola Mall.

A security guard rudely told me to go and join queue at mall entrance,about 50 metres from store entrance, with regular grocery shoppers, even after I explained to him that am going to buy coupon at kiosk,which had no queue at the time. When I asked if there's a separate queue for kiosk,as we don't use same entrance,he just said I must do what he says and joins Spar queue. As I believe these guys are under management instructions, I wonder why would a customer be made to wait for 30 minutes to be served at a counter with no customers?2.Why expose your customers to cold weather by making them queue outside the mall entrance when you could have simply demarcated queue zones inside the mall like other businesses are doing?