Chick-fil-A does marketing right.
Thanks to a heads up from CouponKatie, we were treated to a sneak preview of Chik-Fil-A’s new spicy chicken sandwich for lunch yesterday, a week before they plan to make it available on the menu. Ok, that’s great. But they did a great job of marketing this new product. So despite being delicious (it was), they’ve also created a buzz:
- The restaurant had special tables set up (with place settings) for those who had made “reservations” to try the new sandwich. There was also a hostess to take you to your seat and bring you your food. We heard at least two other parties ask our hostess what it was all about–a perfect opportunity for her to tell them all about the new spicy chicken sandwich and that it was not available yet. Manufactured scarcity and creation of a group/tribe!
- Every time an order for a spicy chicken sandwich was ready, someone behind the counter would shout, “Spicy chicken sandwich for (whoever)!” There’s no telling how many people stood in line between the hours of 11:00 and 14:00 yesterday who wished they could also order a spicy chicken sandwich, if only they were special enough.
- Our sandwiches were “upgraded for free” with cheddar jack cheese, tomatoes, and lettuce. I’m sure all of these will not come on the stock sandwich once it’s on the menu, but after you’ve had a “deluxe”, are you really willing to go back? Remember, Elaine had never sat in first class before, but Jerry had. He couldn’t go back to coach, but she could.
So props to Chik-fil-A for creating a good product–it really was good. But what a great marketing job. I hope more companies become savvy to these type tactics. It’s in their best interest, and people with reservations love that kind of treatment. They sometimes even write complimentary blog posts about these experiences–more free marketing!
Feel free to implement this business idea. I only work in the abstract.
Ever notice how you always want Chick-fil-A on Sundays? I mean you crave it on Sundays, right? You do anything for a Chick-fil-A to be open on a Sunday, right?
The concept of Chick Delay is simple:
- Every Saturday night, put in a catering order for a bunch of Chick-Fil-A sandwiches. Keep it simple–just order the basic sandwich.
- People will be desperate for these sandwiches on Sundays, so there’s really no need to invest in processes like flash freezing or warmers, just throw them into a box, pile them up on your sofa, whatever.
- Set up your stand sometime around 10 or 11 am on Sunday morning and start selling the stale sandwiches at a 20% markup. Don’t get greedy with the price–people are going to have unrealistic quality expectations if they are paying too much.
- You may even want to look into using the Chick-Fil-A parking lot since they aren’t using it. See how many sandwiches you can sell before the police shut you down.