Zest-full Experience
“I know I’m waiting in line, but I’m happy,” Jennifer said to me as we stood among other hungry patrons in the entry way of Zest, a small restaurant located in the Broad Ripple-Area of Indianapolis, IN. I smiled and surprisingly responded with, “Yeah, me too”. I continued to smile and enjoy my relaxed state-of-mind when suddenly my marketing brain caught up and clouded my euphoria with endless questions: Why were we so happy? Why weren’t we happy waiting in line at other restaurants? What was so unique about this line that caused us to verbalize our happiness?
Zest! Exciting Food Creations
This wasn’t a typical restaurant waiting line that teased hungry people slowly losing their patience as they stare at others satisfying the exact need they are there to fulfill. No, this waiting line was different. The differences were ever so slight, but enough to alter the entire experience.
We happily waited for approximately 20 minutes (it was very busy) in a larger-than-most, comfortable waiting area and then sat at our table with nothing but smiles on our faces because:
- We were politely greeted when we walked in from a working, moving employee as opposed to a typical static hostess that looks bored 95% of the time and makes you wonder if she is doing anything at all to help you get a table faster. At Zest it was obvious their goal was to get you seated fast.
- We were offered self-serve coffee to drink in real mugs while we were waiting in line. A simple, cost-effective offering that had such a big impact on me, because I’ve never had that at a restaurant before.
- As we waited with our hot, delicious coffee in hand we listened to music and gazed at the numerous offerings of the restaurant, newspapers, the menu, as well as other contributed items that were easily accessible in the waiting area.
Experience enhancement typically results in a very minor adjustment for a small business, so when it is compared to the end result it makes all the sense in the world. If you’re looking to enhance your experience then follow these steps:
- Determine your most frequent customer/client.
- Ask that person why they are your most frequent customer/client.
- Add something to that one reason to even make it more valuable and communicate that to all clients and prospective clients.
3 Marketing Mediators Memos for small businesses:
- Add Something Extra. The experience you offer a customer/client is what: differentiates your small business, keeps you in the running with big competitors, and get’s people talking about you.
- Find one that Fits. A small business can alter it’s experience at any point and to any degree without consulting “the man”, so do so until your able to find one that works.
- It’s How You Feel. Your products or services aren’t what defines your small business in the eyes of its customer/client it’s defined by how the customer/client feels. Always remember that.
One Sentence Commercial
- If you worried that the experience your small business offers isn’t worth talking about then we can help. We’re offering a FREE over-the-phone Experience Assessment to anyone that emails info@marketingmediators.com and mentions “Zest”. Please include information about your small business, because we’ll be doing some research on your behalf before speaking with you.
