I really love a good burger but sometimes a burger is more than just a burger. Just saw a post over on Eater about the lines in London for the opening of their first Shake Shack.
I’ve walked pat Madison Square Park in NYC. At any point in the day, there’s a 30 min line to get to the Shake Shack stand. I’ve seen Twitter accounts that tell you how long the line is. It’s incredible.
DC had a Shake Shack and I went there a few times. It’s good. It’s not amazing but it’s good. It’s cheaper than Gordon Ramsay’s BurGR. People in DC did go crazy for it. As a matter a fact, they just opened up a second (and maybe third) location.
The key is that for Shake Shack a burger isn’t just a burger. Yes, people go there to be fed but, at least for the ones who stand in line when a new shop launches, a burger at Shake Shack is about more than just getting sustenance.
A Shake Shack burger is about an escape. It’s about comfort. It conjures up memories of something from the past that makes you feel good. That’s what people stand in line for.
Eating a Shake Shack burger also makes you look cool. The last decade has really seen the start of consumer-friendly designer food brands. It’s cool to be seen eating a Shake Shack Burger or In ‘n Out. It’s cool to be seen eating a Sprinkles or Georgetown Cupcake.
If you’re working on a product or service that you’re offering for your business, how do you go beyond just satisfactorily meeting your requirements? How do you help go beyond? How do you make your product cool or make the people who use it cool?