I jotted those words down after experiencing so many restaurants in Barcelona where the restaurateur has tight control of how customers experience his/her dishes. The most respected and sought-after restaurants in Barcelona have limited seating, limited hours, and their menus are limited to the ingredients the chef purchased that morning. But customers don’t seem to mind all the limits as all the dishes are right-on-the-mark in terms of tastiness.
For example, I had two superb lunches at Cal PEP during my trip. And as you can see from the image below, Cal PEP keeps very limited hours.
But the tight hours Cal PEP keeps doesn’t keep customers away. In fact, it all adds to the allure and to the story of Cal PEP where, on any given day, you’ll find customers lined up outside to grab a scarce seat once the doors open for lunch at 1:30.
But if the food wasn’t so delicious at Cal PEP, then its customers wouldn’t allow Cal PEP to dictate how and when they can enjoy the food.
These days, marketers are quick to point fingers at businesses clinging to top-down direction as opposed to bottom-up creation from customers. But if the product is right and their passion is right, then a business earns the right to be tight. Right?
Most grocery stores are open 24 hours/7days a week. Not Whole Foods Market. Whole Foods has limited hours but because their product is right and their passion is right, customers grant them the right to be tight. Can’t say the same for Kroger, Giant, or Vons.
Most fast food burger joints have seemingly unlimited menus. Not In-N-Out Burger. In-N-Out Burger has a very tight menu and a tight “hidden menu.” Customers willingly allow In-N-Out to get away with being tight because their product and passion are right. Can’t say the same for McDonald’s, Burger King, or Wendy’s.
Those are just two RIGHT & TIGHT businesses. Many more exist. Feel free to add to the list.
I think you are totally right. The most important element of marketing is the product itself. If it's good, if it's unique, people will come and look for it. It happens all the time with consumer services, and also with business services (some providers are just the ones you need, it doesn't matter if their treatment is poor, you just need their product).
Apart from that, as a Barcelona local, I can say that short business hours are a Spanish classic. Probably, the impact of longer opening hours for a retail place has been overestimated. For example, "always open" pharmacies have not really worked in Spain.
Posted by: Juanjo Rodríguez | May 30, 2006 at 11:58 AM
This post is straight out of a Dr. Seuss book!
Good points. And nice rhyming.
Posted by: Jonathan Hernandez | May 31, 2006 at 12:59 AM
I think New York clubs have been doing this for years. What better way to create hype and build demand then limit access to the club with a velet rope and big bouncer. People almost have fun being denied entrance to the hip, happening club. People always want to be cool. If your product or service can make them feel cool or unique, then you have a winner.
Posted by: Jason | May 31, 2006 at 09:18 AM
Great example Jason. The club scene is a ripe example of earning the right to be tight.
Posted by: johnmoore (from Brand Autopsy) | May 31, 2006 at 09:40 AM
I agree....when you limit the choice then it creates a mystique...thus limitng the number of products on day one launch. In a world where we all have so much choice and freedom...being limited is almost, whats the word...sexy! You just have to be sure that your product lives up to expectations...a great way as well to create margin.
Posted by: Anna Farmery | June 25, 2006 at 02:28 PM