What if customers of your business were as loyal as the cult-like followers of In-N-Out Burger?
When the company opened its 207th restaurant, they did so with little company-generated fanfare. But devoted customers created a carnival to celebrate the opening of the highly-anticipated restaurant. They slept in cars overnight. News helicopters covered the “event.” One of the first in line ordered about 40 hamburgers to take to the office.
And that’s typical every time an In-N-Out opens in a new city. Not to mention the fact that Hollywood and Nashville swoon over the little hamburgers. Beyonce made a run for one before the 2007 Academy Awards. Tom Hanks rented a trailer for a movie set. Stacy Perman, author of a behind the scenes look at In-N-Out says, “customers can usually remember the first time they ate at an In-N-Out much in the same way that most people can remember their first kiss.”
Here’s a company that does very little to promote itself. In fact, the family-owned business seemingly hides from public attention. But their customers are “raving fans,” drawing crowds in the process.
There’s a secret to this kind of customer satisfaction. We’ll talk about that tomorrow.