Consumer Passion

New Starbucks Seattle Cafe Celebrates the Coffeehouse But Shuns the Brand. Wise Move or Foolish Masquerade?

As a coffee lover and admitted coffee snob, I've followed the trials, successes and tribulations of Starbucks for many a year, both from the inside as a patron, and the outside as a curious follower of brand trends.  As an NPR article notes (Starbucks Shuns Name At New Cafe), the Seattle based coffee behemoth recently opened a "new kind of store" in Seattle's Capitol Hill neighborhood that gives nary a hint of its ownership, save for the beans used to make the coffee.

Note the missing and iconic Starbucks logo out front.  In it's place, a sign stating "15th AVE COFFEE & TEA".  From the article:

For more than three decades Starbucks has been building a brand, spreading its name around the globe.  Now the company is setting aside that corporate image as it tries to create a store with the vibe of an independent neighborhood cafe.

"We'll be handcrafting beverages, using French presses and traditional espresso machines," says D. Major Cohen, the cafe's project manager.

Customers can grab and go, or sit in this spare and sophisticated space that looks and feels more like a wine bar than a coffee shop. And the menu is also different, including wine and beer along with cheese platters and other fare. 

The new concept is a "re-imagination" of Starbucks, Cohen says.

This is an intriguing move by Starbucks, born out of CEO Howard Schultz's proclamation back in January, 2008 that the company he started needed to "return to its roots" (see ConsumerPassion post: Starbucks Announces Return to its Roots).  The question that begs asking:  does Starbucks need to ditch its name and all hit of its brand to pull off that much needed return?  My answer is no. I think you can bring back the neighborhood coffeehouse essence without masquerading as a mom and pop neighborhood cafe.  What's your opinion? 

Capitol Hill Goes to the Dogs: National Hot Dog Day 2009

   

We Americans are passionate about our hot dogs (mustard and relish please, hold the ketchup), and July is the month we celebrate this tasty backyard tradition.  July is National Hot Dog Month - designated so back in 1957 by the U.S. Chamber of Commerce - with two notable days:  the hot dog eating contest at Nathan's Famous on July 4th, won for a third consecutive time by American (yes!) Joey Chestnut, who consumed an unfathomable 68 weiners (with buns) in ten minutes;  and National Hot Dog Day, which takes place on the third wednesday in July, marked by the annual Hot Dog Lunch on Capitol Hill.  That happened to be yesterday, July 22nd, and NOT July 19th, which hundreds of people on Twitter were ignorantly celebrating as the big day.  Sometimes you have to dig a little.  For whatever reason, National Hot Dog Day does not draw a lot of attention, so I went to the source to confirm the festivities:  the National Hot Dog and Sausage Council (thanks Tom!). 

This year's Hot Dog Lunch, an invitation-only event for members of Congress and their staffs, was held at the Rayburn House Office Building, drawing some 1,000 people, including members of the House and Senate, Hill staffers, industry officials, media, and in a nod to the relationship hot dogs and the great American pastime have, baseball greats Phil Niekro, Vince Coleman and Jack Morris.

From the American Meat Institue press release: 

The Annual Hot Dog Lunch, which was hosted by Rep. Collin Peterson (D-MN) and Rep. Frank Lucas (R-OK), remains one of the most popular events of the summer on Capitol Hill.  

“There are few icons more recognized in U.S. culture than the hot dog,” said AMI President and CEO J. Patrick Boyle.  “Year after year, this social event on Capitol Hill, which is one of the most popular of the summer, is a testament to the continuing national – and bipartisan – popularity of hot dogs.” 

In coordination with Hot Dog Lunch and National Hot Dog Month, the National Hot Dog & Sausage Council unveiled a new, interactive map on its Web site, Hot-dog.org, eaturing hundreds of hot dog restaurants across the country.

“Members of Congress represent constituents throughout the country, but as you will see from the map, the hot dog is pretty well represented, too,” said Council President and Queen of Wien, Janet Riley.  “Whether you are visiting a particular region and want to find the hometown dog or want to send the link of your favorite restaurant to a friend, you can find it on our new map.  And if you don’t see your favorite place to get a hot dog, let us know and we’ll be sure to add it!” 

 

 

Carousel Frozen Treats in Warrenton, Virginia: Ice Cream (frozen custard) Paradise

Each year, as the end of October approaches, a depression begins to hang over the town of Warrenton, Virginia.  The gloomy sadness is not due to the weather, because autumn is a splendid time here, witnessed to by tens of thousands of pilgrims passing through this charming hub of Fauquier County on their way to see the Blue Ridge Mountains lit up in bright fall colors.  No ... the small talk around town is not about the weather come October.  It's about the immiment - thankfully not permanent - shuttering of Carousel Frozen Treats.

Carousel, or the Pink Palace as my wife and I call it, is a seasonal slice of heaven, offering the finest, most scrum-dilly-icious frozen custard during a period that runs from March 15th through the last Sunday in October.  A countdown clock is posted the last few weeks before shutdown time each year, reminding panicked locals that we have a shrinking window to enjoy our swirly cones and hand mixed milkshakes and homemade strawberry and fudge cake specials.  A nearby middle school - I love this - makes announcements as the middle of March approaches, telling kids they better not skip out of school early to go to Carousel.

Carousel is celebrating its tenth anniversary this year, and I recently met up with the two founders, Carl and Dennis, and the 'Big Cheese' as they affectionately call one of their key employees, Mary Ellen.  Check out my Qik video chat and tour with Dennis and Mary Ellen.  You'll get a close up of my taste testing their new corn dog, which is the best I've ever had (unfortunately, as new technology goes, the cell connection to my Nokia N95 blipped out right before I picked up my ice cream cone), and you'll get to meet a nice local couple, Ron and Diane, who didn't mind my interrupting their hot dog special order.  An ice cream joint first (frozen custard), Carousel also offers incredible hot dogs (spicy mustard and slaw on mine please), corn dogs (Wednesdays only) and sea salt fries that'll transport you back to your favorite beach boardwalk experience.

Carl confirmed what I knew from my ten years of passionate Carousel consumption, that they use only the best of the best ingredients.  I asked him if the soft economy is taking a bite, and he said to a degree.  But even with commodity/wholesale prices skyrocketing over the past year (a can of caramel flavoring, for example, has doubled in price), Carl and Dennis have decided not to pass those costs to their customers, hoping volume and happy consumers will make up for thinner margins.  I think they made the right decision, though, and I hesitate to say this, I'd pay almost anything they asked.  "That'll be thirty dollars for your ice cream cone, sir".  "Great!!" I'd exclaim, licking the custard furiously.  (less than three bucks gets you a tummy filling serving). 

Carousel, thanks to the passion and persistence and personality of its founders, has firmly rooted itself in my town.  It's one of those businesses on the short list of 'can't do without', and it's not just because everything tastes so out of this world.  It's not just because Carl and Dennis and Mary Ellen spent about two years testing various hot dogs to find one that met their standards. It's also because they've  infused the place with a laid back, family-friendly, retro, quirky atmosphere.  They have a bubble machine on the roof.  They play great music (50s tunes to modern toe tappers, lots of Elvis).  They have interesting and odd collectibles, like a vintage carousel with dancing puppets, and the actual piece of gum that substitued for a meal in the original Willy Wonka Movie (they got it on Ebay).  The place - all outdoor seating - is spotless.  The employees are fast and courteous (yes sir, yes ma'am).  Oh, and while we're on the employees ....

Carousel has a certain hazing ritual that all new employees must endure.  It involves the wearing of certain hats with, how shall I put it ... 'personality'.  The young man wearing the hot dog hat was kind enough to allow me to add to his humiliation by snapping his picture.  Carl said some 200 people applied to work this season, with only about 16 slots open.  I didn't ask if the employees get free frozen custard.  If so, I'd apply next year.

I could go on and on.  But you understand.  You have those favorite places you go, where the stuff is extra delicious, the people extra great, the service extra top notch, and the atmosphere so right down your alley.  Well, this is that sort of place for me and my wife, and for everyone we know, including our dog Emma (vanilla pup cup).  I could go on about how Carousel has a charitable side as well, but Carl and Dennis don't like to talk about that, so I won't.  In fact, they don't really like to toot their own horn at all, which goes against basic marketing principles.  It's just who they are, two decent guys who decided to pursue their dream, and thankfully, chose their hometown as the place to make it happen.  I can't point you to a website, because there isn't one right now (great location and word of mouth have done them well so far, but I'd love to see them capture and showcase the passion people have for their place on the web).  So if you're ever in Warrenton, Virginia, head down business 29 to 346 Waterloo Street, at the intersection of Rt. 211.  You can't miss it.  Look for the Pink Palace with the fountain and lots of happy, smiling people hanging out, chatting, and enjoying their fudgy, swirly, sprinkles-on-top serving of frozen custard heaven.  You'll probably see me there.

Happy 50th Birthday, IHOP ... and a New Media Complaint

Today is the official birthday of The International House of Pancakes, founded in Southern California in 1958 (Al Lapin launched the first in Taluca Lake, CA) and name-shortened to IHOP in 1973.  Some stats to put IHOP's Come Hungry, Leave Happy slogan in perspective:  nearly 16 billion pancakes topped with more than 32 million gallons of syrup have been served over the past half century, and fans of IHOP's popular 'Never Empty' coffee pots have washed down enough Joe to require 74 million pounds of coffee beans.

IHOP has been in full marketing blitz mode this year to make the most of hitting the big Five-O.  It launched IHOPstuff.com to offer limited edition, vintage t-shirts and hats.  A consumer-generated contest that kicked off in May  prompted thousands of IHOP fans to share their favorite restaurant memories from the past 50 years, showcasing the role IHOP played in special ocassions and life events.  The winner of the national "It Happens at IHOP" contest - I believe this is just being announced today - is Scott Reader of Maple Shade, New Jersey, who shared his story of teaching a weekly "life skills" class at IHOP to his special needs class, where the students learn to engage in conversation with adults, order from the menu, and pay on their own.  Scott won a lifetime supply of free pancakes and a free trip for two to New York City to celebrate IHOP's birthday today. 

IHOP also launched the Discover America Road Tour earlier this summer, crossing the country to "celebrate two American classics -- pancakes and baseball".  An IHOP-branded RV is traveling more than 8,500 miles to visit Minor League Baseball parks in 27 cities.  The IHOP marketing team, with mascot, is in Indianapolis, Indiana today at Victory Field for an Indianapolis Indians AAA game.  There's an interactive map on the website where you can check to see if the RV is coming to your city and minor league ballpark.  It'll be travelling through the end of August, capping things off in Sacramento, CA.

Now, my wife and I are huge IHOP fans.  We ate at our local restaurant yesterday (I had a pancake combo), and always look forward to an IHOP visit.  Great food, bang for the buck and service.  My best friends daughter, age six, considers IHOP a 'fine dining' (5 stars).  As a social media enthusiast, I'm glad to see IHOP diving into the Web 2.0 waters with consumer generated contests and interactive digital content.  But here's my BIG GRIPE:  A prehistoric, 'old media' defensive attitude on the website.  IHOP requires you to fill out a media form to access simple items like images and logos, which are for 'working journalists only'.  As if my using a picture of yummy pancakes in a blog post praising IHOP will somehow infringe on their command and control structure.  The entire site is defensively built so you can't copy/paste something as minimal as the IHOP logo.  And the wording is such as to instill fear that if you even use information from the site (a press release???) without their permission, you are violating their terms.  So I'm off to Google Image Search to locate a logo to use in this post. 

Attention IHOP, some friendly advice from a fan ... get with the program.  Stop trying to control the  conversation.  Be a part of it, encourage it, respond to it whether it's good or bad.  And using social media is much more than implementing social media tools. It's about conversation, transparency,  openness and trust.  Follow the lead of numerous brands and make your media page friendly, with rich and accessible digital content at the ready - with welcome mat out - so anyone (yes, even bloggers) can quickly and easily access high quality logos, pictures and information to include in our posts.   One last suggestion - again, from a fan - you need a consumer feedback portal as well, one that's transparent, that enables commenting and rating and collaboration and 'co-creation', so we Passionate Consumers (and employees too) can make suggestions, offer feedback, and share innovative ideas.  Remember, this is 2008.  The consumer is in control, and he/she just happens to be a reporter as well.   So next time we visit your website and are Hungry, enable us to Leave Happy!

It's National Hot Dog Month ... Get With the Program!

In case you were in the dark, let me shed some light on one of the truly important things about the month of July:  It's National Hot Dog Month.  And in honor of the esteemed weiner, the National Hot Dog and Sausage Council launched its new interactive Hot Dog City website last week at Hot-Dog.org.  It also launched a companion YouTube channel at Youtube.com/hotdogcouncil, so the many millions of Passionate Hot Dog Consumers can dig deeper into this food favorite. 

The big news recently was of course the annual dog eating contest at Nathan's Famous, won for the second time in a row by American (yes!) Joey Chestnut.  59 hot dogs and buns in 10 minutes, then a five dog tiebreaker to keep the coveted belt here in the States.  July 4th is traditionally the Hot Dogs biggest day in the spotlight (150 million consumed in the U.S.), and Americans will chow down on some 20 billion dogs this year alone.  Billion.

Hot-Dog.org has some fun and interesting stats, trivia, links and hot dog history, from the biggest hot dog consuming cities (#1 New York, #2 Los Angeles, #3 Baltimore/DC, #4 Philadelphia, #5 Chicago) to the fact that Jane Mansfield was named 'Miss Hot Dog Month' early in her career, and of course the famous line in Dirty Harry (1971, Clint Eastwood): "Nobody, I mean nobody, puts ketchup on a hot dog."

The black and white photo of the monster dog, held aloft by Dagwood, can be found on Hot-Dog.org's Historic Photo page, and is courtesy of the National Hot Dog and Sausage Council.

7-Eleven stores are jumping on the Hot Dog Month bandwagon by offering quarter-pound Big Bite hot dog and Big Gulp drink for $1.99 throughout the month of July, a "real value at a time when consumers’ incomes may be stretched dog-gone thin" according to their press release.  And of course if you Google 'Hot Dog', the first link to come up is the Wikipedia page for hot dogs, where you can learn about the various claims to the origins of the beloved weiner.  And whether German immigrant Charles Feltman was the first (he began selling sausages in rolls on Coney Island around 1870), we give thanks, pay special tribute, and of course throw some extra dogs on the grill this month in honor of one of America's all-time favorite foods.

Beware of Cow Crossing Friday - Cow Appreciation Day 2008 at Chick-fil-A

It's that time of year again, Chick-fil-A's annual 'Cow Appreciation Day', which will take place Friday, July 11th at all restaurant locations - some 1400 - nationwide.  The basic rules of engagement are as follows:

• You get 'bovined' up, dressing in some fashion as a cow
• Head to toe cow gear gets you a full combo meal
• Partial bovine dress - say a cow-spotted hat, scarf or other accessory, gets you an entree (sandwich sans the drink and waffle fries)

A lot of work and potential embarrassment for just a meal or sandwich you say?  Well, last year, the  Hendersonville, N.C. location was overrun by 350 cow-spotted customers from summer camps, daycares and preschools.  Another group - self dubbed "The Herd" (see my Qik interview of some of them at my local grand opening earlier this year) - made it their mission to visit 30 Chick-fil-A restaurants in one day, travelling from Knoxville, Tenn. to Atlanta, Ga. during the 2007 Cow Appreciation Day.

"Cow Appreciation Day is a great barometer of how passionate our customers are," said Steve Robinson, Chick-fil-A's senior vice president of marketing. "If you're willing to dress up like a cow for a free meal, you're obviously a loyal and even raving Chick-fil-A fan. While the event is a natural tie with our cow-themed marketing campaign, Cow Appreciation Day is intended to be a fun day to reward some of our most loyal customers with free food. We enjoy watching the event grow year after year."

This, friends, is what Consumer Passion is all about.  A free meal worth about six bucks is not the incentive to dress up (or dress your kids up) like a cow.  It's an opportunity to express your love and loyalty for an exceptional brand, in this case, Chick-fil-A.  Consumers are itching to reward great businesses with their dollars, their word of mouth praise, and their gratitude.  Brands that consistently deliver superior customer service and that 'special sauce' that consumers know when they experience it ... are rare ... but don't have to be.  Go to a Chick-fil-A this Friday and see what all the fuss is about.  And while you're there, enjoy some great food, great service, and the site of other customers getting goofy for a brand they adore.  For more info, visit CowAppreciationDay.com.

Chick-fil-A founder honored at White House

From Tuesday's press release:

Chick-fil-A founder and long-time philanthropist S. Truett Cathy was honored for his commitment to serving others during a visit to Washington, D.C., earlier today. Cathy's full day of activities in Washington, D.C., was highlighted by his receipt of a special President's Volunteer Service Award, called the President's Call to Service Award, presented to those who have dedicated more than 4,000 hours of volunteer service over a lifetime.

The occasion today marked the first time that a President's Volunteer Service Award has been presented to a recipient in the Oval Office.  Cathy received his award this afternoon in the Oval Office after a brief meeting with President Bush and Jay Hein, Deputy Assistant to the President and Director of the Office of Faith-Based and Community Initiatives.

Cathy has spent 62 years in the restaurant industry and recently celebrated the 40th anniversary of the Atlanta-based Chick-fil-A chain he started in 1967.  His desire to serve others extends beyond the customers of his 1,380 restaurants throughout the U.S. For nearly half a century, he has taught Sunday school to 13-year-old boys, and in 1984 he founded the WinShape Foundation, dedicated to shaping individuals to be winners through nurturing and encouragement of young people.  He has logged countless hours of volunteer time for a host of endeavors, and the 6,900 hours logged between his Sunday school class, speaking engagements and WinShape were more than enough to merit the President's Call to Service Award.

What's Cathy and Chick-fil-A's 'secret sauce'?  Read my previous post titled The Chick-fil-A Way.

Warrenton, Virginia Chick-fil-A Grand Opening

So my Chick-fil-A restaurant officially opened its doors to the adoring public this morning.  I think I was 'customer number four' at the counter shortly after 6:30am.  The gal in the drive thru got a chuckle when I showed up 90 minutes later, wife and dogs with me, to order breakfast for the whole family.  Their first, my second.  I told her I might be back for lunch.  Dinner not out of the question either.

The official tally:  114 hardy souls received a year's supply of combo meals, a nice reward for braving an overnight stay that included some traditional 'welcome to Virginia' wind and rain to kick off the spring season.  So what, you might ask, is the secret sauce of Chick-fil-A?  What inspires droves of rabid - and incredbily well mannered - fans to drive hundreds of miles to camp out in tents?  (one guy I intervied today has been to 19 grand openings).  It's not just the free food.  And there really isn't a secret sauce, at least not in the way you think of when referring to barbeque joints.  But I like the term secret sauce, for those  businesses that really 'get it' ... that know how to inspire Consumer Passion. 

Chick-fil-A definitely has it's own sauce. It's one part Fantastic Food, one part Unique Business Playbook (closed on Sundays an example, hard core hiring process another), one part Top Notch Customer Service, and one part Quirky Character (they don't take themselves too seriously, and their branding is funny in a goofy, homespun way).  It's amazing how you can set yourself apart by having your employees say simple things like "how are you today?" (and mean it), or "my pleasure" when you ask them for something or thank them.  The considerate and service-oriented nature of the staff is really far superior to any other quick food joint on the planet. Makes you wonder why other places don't concentrate on something that is within their control:  Treat people really, really nice, employees included.  It can be done.  Chick-fil-A is proof of that.

One last Qik.com video interview to share, via my Nokia N95, and courtesy of four tired but willing campers from Washington, DC, who I cornered while they were eating breakfast. One note:  shooting video with mobile devices to platforms like Qik require the use of cell networks to access the Net. My area is not 3G yet, and that makes for difficult shooting.  The connection will suddenly cut off, and won't stream live properly.   So this last video ended a couple of minutes early, cutting off some of the best content.  Oh well, it'll have to do.  It gives a flavor of the event, and the people.  The whole grand opening experience was a hoot, and I met some great folks.   The breakfast interview is here ... and thanks for stopping by ConsumerPassion. 

Hanging with the Herd at Chick-fil-A Grand Opening Camp Out

So I hung out with The Herd this afternoon.  Hailing from Knoxville, Tennessee, members of The Herd travel to various Chick-fil-A grand openings.  Herd co-founder Chris, in bovine apparel, led me through a parking lot tour of today's festivities at the new Chick-fil-A in Warrenton, Virginia, which opens for breakfast Thursday morning.

Chris and his buddies travelled seven hours to this grand opening, setting up tents and a small kids pool, which added some comic relief.  Actually, the whole affair is one big, laid back, hilarious jamboree.  How often do you see thirty camping tents in a fast food parking lot?  With college students tossing football and playing 'corn hole', where you toss bean bags into holes cut in slanted wooden boxes.  Kind of a cross between  horse shoes and Skee Ball.  A little rain and overcast skies did nothing to dampen the mood.  Probably helped that everyone was ramped up on fresh and free hot chocolate and sweet tea. 

I met some retired folks who travel to different cities for the grand openings.  They said they come for the atmosphere, the people, the food, the fact that Chick-fil-A employees do rare things like say "yes mam", "yes sir" and "my pleasure" ... and of course they come for the giveaways, including the pot at the end of the chicken flavored rainbow - 52 free combo meals for the first 100 in line - which many planned on giving away to relatives, friends and even strangers. A retired gentleman and former Marine on hand for the festivities told me "this is a different planet ... wish the rest of the planet was this way".  So do I.  Here's another Qik.com video clip, featuring my time with The Herd.   

Covering the Grand Opening of a Chick-fil-A

I've been anxiously awaiting this week for months now.  A Chick-fil-A is opening in my town, Warrenton, Virginia.  Chick-fil-A, for those not in the know, has:  1)  the best chicken sandwhich (or nuggets) on the planet  2)  the best customer service of any quick food chain (or just about any restaurant chain in any category)  3)  a quirky and large group of 'raving fans', who are willing to travel some distance to attend a grand opening.

All of this creates a perfectly wonderful storm for a blogger who follows companies and products that inspire Consumer Passion.  And before I head out the door to capture some video of people camping out for the grand opening - in the rain - I want to mention a fabulous event the restaurant hosted last night.

I was invited to take part in their Premier Night Dinner, a sort of unnofficial 'first serving' of food from the brand new restaurant.  Everyone was super, super nice.  Dinner and way too much dessert was served by the staff.  Free stuff was given away.  And it made me wonder if any other fast food chain does this sort of thing for openings ... or could do this sort of thing.  I wonder if Burger Kind and McDonalds and Wendy's could count on numerous people showing up, truly excited that the restaurant was opening ... truly thrilled it was now part of the community ... and truly nuts for the food.  It felt like a family reunion.  And it was a small taste of the magic that is Chick-fil-A. 

Here are two short video clips I took at the Premier Night Dinner, with my Nokia N95, streaming to Qik.com.  Clip #1 is here .... clip #2 is here.   We don't have 3G cell coverage in my area yet, so live video streaming is sketchy at best.  But Qik allows me to use my new Nokia smart phone to stream fairly high quality video directly to their platform, and it then is archived for later viewing.  I"ll be streaming additional video this afternoon, evening ... and early tommorrow morning, as the grand opening takes place at 6:30am ET.  They give away a year's worth of meals to the first 100 people in line.  Apparently, there's a number of tents already set up.  So I better be on my way ....