Food and Wine ... and The Soup Peddler!
This autumn we find the Soup Peddler in the beginning throes of his fifth soup season. But this year, many things have changed for Brand Autopsy’s favorite jumboSHRIMP Marketing business. Gone is the infamous delivery bike in favor of deliveries by refrigerated trucks. And gone is the single-minded soup menu. In its place is an expanded menu including entrees because as David said in an email to his Soupies,
Soup has definitely been the ticket for this business. So why would I choose to 'water down' the company by expanding the menu?
Well, I looked really long and hard at what we were doing, at what the Soupies were eating, and did a little experimentation, you'll recall, with menu expansion last season. When we offered non-soup items, they were every bit as popular as the soups, which led me to re-evaluate exactly the purpose we were serving in your lives.
It was not about soup, it was about lovingly-made food.
I thought about myself as a Soupie. If I was one, if I was overburdened at work, if I was pretty well stretched out by raising a family, if I couldn't bear to go out to a restaurant for dinner or bring in crappy take-out, well, I'd want more than just soup delivered to my door.
What I find remarkable about the growth of the Soup Peddler is how he continues to get bigger by acting smaller through using three core jumboSHRMP Marketing rules.
(1) Be the Best, Not the Biggest
The Soup Peddler’s kudzu-like growth is 100% organic. The changes he has made to his business are designed merely to meet the increasing bottom-up demand from his devoted customers. Sure, he could easily double, triple, or quadruple sales by going into the wholesale soup business. But the Soup Peddler isn’t interested in going big to get bigger. He’d much rather continue to grow his business by being the best, not the biggest.
(2) Fostering Customer Devotion, Not Customer Loyalty
Loyalty schmoyalty. It takes more than customer loyalty to sell soup to hundreds of Austinites when its 108 degrees outside like it was the second week of the Soup Peddler’s fall soup season … it takes customer devotion.
(3) Local Warming is Good
The Soup Peddler not only warms one’s belly, he also warms the local community. Through his SoupShare Programme, he’s forming win-win relationships with local non-profits and schools. The Soup Peddler has become so intertwined within the fabric of the Austin community that his story is included in the recently opened play, Keepin’ it Weird.
All this talk about the Soup Peddler is making me hungry for some … soup. Reckon, I’ll have to wait until next week for my Multi-Critter Gumbo and Zimbabwe Peanut Stew to satiate my soup pangs.