"For example, Starbucks took the common cup of coffee and made it uncommon by focusing on higher-quality beans and a higher-quality experience. Whole Foods Market took the common grocery shopping experience and made it uncommon by focusing supremely on natural and organic groceries that not only taste good, but also makes one feel good. And, Mini has made the common compact car uncommon by adding a dash of style and performance.
And now Which Wich is making the common sandwich uncommon � and uncommonly good at that."
Read the rest. BA does a nice job diagnosing how these key dimensions are at play:
Remarkable Aspect #1: Customer Engagement
Which Wich reduces labor costs and increases customer involvement by having customers be their own order-taker. To order a Which Wich sandwich, customers choose a brown paper bag from one of 10 categories (turkey, ham, beef, chicken, seafood, vegetarian, saladwich, classics, and breakfast).
The customer then chooses their bread, cheese, spread(s), and spices by marking their choices directly on the bag. Customers complete the order by writing their name on the bag.
Remarkable Aspect #2: Low-Tech | High-Touch
Ain’t nothing fancy about how a customer’s order is communicated to Which Wich sandwich makers. The cashier takes the brown paper bag, attaches it to a zip line, and zooms it along the sandwich assembly line. No computer printouts, no computer monitors … just ink on a brown paper bag. Once the sandwich is prepared, a Which Wich expeditor calls out the order to be picked up, “Turkey on Wheat for Wynter.”
Remarkable Aspect #3: Simplified Pricing
All Which Wich sandwiches cost $4.00. Extras like avocado, bacon, more meat, and jalapenos cost $0.75 cents each.
Remarkable Aspect #4: Personalization
Because your order has your name on it, Which Wich workers can more easily establish a rapport with customers. Not to mention, calling out your name for pick-up helps to solve for any sandwich stealing shenanigans that may occur during busy hours.
Indeed. A great example of how the a simple business can be positioned to seem fresh and compelling. Execution, of course, is key, too.
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