Aaron Shields’s Mind Terroir

Waiting for a friend outside a rest-stop bathroom on the way to Miami I spotted a sign: “The most creative and fun restaurant on earth!” Now way! How lucky was I to stumble upon this hidden treasure?

I looked over and saw the ingenious name of this amazing find: Cheeburger Cheeburger….Express.

I peered into the kitchen to get a glimpse of Thomas Keller or Ferran Adria or Heston Blumenthal, but I didn’t even see Rachel Ray.

Don’t expect to see Cheeburger Cheeburger winning any awards from Gourmet or being knighted by the Michelin guide with three stars.

The problem with Cheeburger Cheeburger isn’t the place or food, it’s the disparity between the brand promise and the reality.

If Cheeburger Cheeburger isn’t the most creative (I doubt they’re employing the techniques of postmodern molecular gastronomy) and fun dining experience you have when you go, it’s failed to live up to its promise.

If you promise something to your customers, and you should, make sure it’s something you can deliver and want to execute.

Tags:   brand promise · Branding · brands · MarketingNo Comments