This paper offers a novel, easy to execute, mindfulnessbased solution to the waiting time problem at healthcare facilities in particular, with the potential to enhance consumers' experience within a waiting time scenario. Findings of four studies-one in-class experiment with undergraduates, one field study among adults in a doctor's office, one online experiment in the US, and one online experiment in Brazil-revealed that variations on a 5-min mindfulness-based intervention led to more positive perceptions and greater loyalty intentions towards the service. The findings confirm that offering mindfulness interventions to consumers while they are waiting may help reduce dissatisfaction and other negative outcomes that longer than expected waiting times might evoke.