The big boys can learn a lot from small business
Take a good look at the picture above.
That is a queue outside a cafe in a side street in Melbourne. The place is called N.Lee Bakery Cafe. Everyday a queue forms at lunchtime and continues over a two hour period. The cafe is a typical cafe serving freshly made sandwiches. Outside and inside it doesn't look anything special but everyday they are flat out keeping up with demand.
Within 100 metres of this cafe there are at least another 10 -20 outlets serving food. None of them have a queue like the cafe above. There is nothing wrong with any of them at all, from what I can see (and have tasted) the food is fine and the service is good at the other places.
So what makes N.Lee special? Why are time precious lunchtime customers willing to wait for 10 minutes or longer to get served at the N.Lee Cafe?
Two things.
They are generous. And they have a queue.
Service in the store is good, no better or worse than any of the other outlets in the area. The food is fresh and again no better or worse than others. The pricing is similar to those it competes with. The one standout difference is that they are generous with their serving sizes - significantly more than anyone else and for the same price as anyone else.
And this drives the initial queue. Which others then join as the assumption is that it must be good if people are willing to wait. So the queue grows because of the queue! Sounds a little like Apple with product launches doesn't it.
What N.Lee have done is that they have found a way to differentiate with what they have. In doing so their customers have become promoters and advertisers for them simply by being willing to queue. Whether this was by design or accident it is a brilliant lesson for anyone in business when they think about how to make themselves stand out in a crowded market.
1 - Be different
2 - Find the right way to let your customers promote you consistent with your product.
This cafe profits by doing those two things. Imagine if more businesses did the same.
Beauty Coach Helps Professional Women Look (and Feel) Professional
8yThis sounds much like our business. Our clients do most of our advertising and growth has been consistent. This system has a built in trust. Hard to beat!.
Socio senior en AIDABE - Asociación Iberoamericana de Directores y Directoras de Alimentos y Bebidas
8yNothing promote much more than say you are fully book. flexibility and be close to your guest its what will give you success. We can served big portions if we truly believe our guest like it, but also remember food waste !! (being ethically correct with poor people)
Managing Director - Octane Events
8yawesome post Michael Michael Young... a philosophy we live by at Octane Events...nothing has grown our business mor except 'word of mouth' and our generosity with the product! Love it..!
🔸 Authentic Leadership & Life Coach 🔸 Showing Leaders how to Maximize Impact, Reduce Stress, and Inspire Teams through 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗖𝗼𝗮𝗰𝗵𝗶𝗻𝗴.
8yGreat post! Generosity! Simple and powerful in any kind of customer service business.