Gavin Kaysen, owner and chef of Spoon and Stable, told a story about walking past tables in his restaurant and overhearing conversations.
“Say it’s your birthday,” urged one guest to another. “Say it’s your birthday.”
“But it’s not my birthday,” replied the second guest.
“Do it anyway,” returned the first.
“Why?” questioned the second.
“Because they will give you cotton candy!” exclaimed the first.
Gavin said he continued on his way, smiling.
He ended the story by noting “My pastry chef is going to be upset with me for telling this story.”
I chuckled. Whatever the pastry chef thinks, that is very smart marketing.
Gavin knows how to differentiate his restaurant. While other restaurants are serving birthday cakes, sundaes, or some other dessert from their menus as a free “Happy Birthday” treat, he is offering cotton candy. That simple, different action is memorable and prompts people to talk. Cotton candy is unexpected. It is rarely available and seldom found anywhere but at a fair. It is never served at a restaurant. Having a restaurant give it as a “Happy Birthday” treat is unique.
Cotton candy sets Spoon and Stable apart and differentiates the restaurant. In addition to providing a special experience, the cotton candy sets the stage that guests will have even more unique experiences at the restaurant. Consequently, they pay close attention to the restaurant’s upcoming events. They tell their friends about the restaurant. They urge those at their table to “Say it’s your birthday!”
Guests learn to expect a special experience at Spoon and Stable, and the staff works everyday to meet that expectation. Having the expectation of a special experience fulfilled every time a guest visits the restaurant keeps the eatery at the top of a guest’s mind. Establishing and meeting an expectation of a customer retains his business, prompts his return, and encourages his referral. This is profitable marketing.
What expectations have you created in your customers’ minds? What does your staff do everyday to meet those expectations?
This week's marketing trivia challenge is What expectations of a particular business have you developed? E-mail me your answer.
“Say it’s your birthday,” urged one guest to another. “Say it’s your birthday.”
“But it’s not my birthday,” replied the second guest.
“Do it anyway,” returned the first.
“Why?” questioned the second.
“Because they will give you cotton candy!” exclaimed the first.
Gavin said he continued on his way, smiling.
He ended the story by noting “My pastry chef is going to be upset with me for telling this story.”
I chuckled. Whatever the pastry chef thinks, that is very smart marketing.
Gavin knows how to differentiate his restaurant. While other restaurants are serving birthday cakes, sundaes, or some other dessert from their menus as a free “Happy Birthday” treat, he is offering cotton candy. That simple, different action is memorable and prompts people to talk. Cotton candy is unexpected. It is rarely available and seldom found anywhere but at a fair. It is never served at a restaurant. Having a restaurant give it as a “Happy Birthday” treat is unique.
Cotton candy sets Spoon and Stable apart and differentiates the restaurant. In addition to providing a special experience, the cotton candy sets the stage that guests will have even more unique experiences at the restaurant. Consequently, they pay close attention to the restaurant’s upcoming events. They tell their friends about the restaurant. They urge those at their table to “Say it’s your birthday!”
Guests learn to expect a special experience at Spoon and Stable, and the staff works everyday to meet that expectation. Having the expectation of a special experience fulfilled every time a guest visits the restaurant keeps the eatery at the top of a guest’s mind. Establishing and meeting an expectation of a customer retains his business, prompts his return, and encourages his referral. This is profitable marketing.
What expectations have you created in your customers’ minds? What does your staff do everyday to meet those expectations?
This week's marketing trivia challenge is What expectations of a particular business have you developed? E-mail me your answer.
No comments:
Post a Comment