It is early on a Saturday morning and a line is already forming at an ordinary looking run-of-the-mill restaurant. In less than an hour the line will grow and snake along East 11th Street and soon a person in line will be designated as the “last man standing.” That means the last person that will be served that day. There is not one customer who is surprised by the line. Nobody complains, or decides it’s not worth it, or leaves. The anticipation and the final result seem to be worth the reward.
The place is Franklin Barbecue, situated along the east side of downtown Austin (for some of you yankees that’s Austin, Texas). They open at 11:00 AM and serve only lunch. How they make, serve and sell barbecue is their marketing. There is no fancy sign. No full page advertisements are necessary. Yelp reports an almost perfect score with 1,571 reviews.
Their marketing is the story of how they create difference for their customers. It’s customers like Christin, who describes her Franklin’s story like this, “AAH MAH GAWD! Boy does it live up to the best-BBQ-on-the-entire-planet.”
How’s your marketing?