March 10, 2021

Customer Development: The McRib Sandwich and the Shamrock Shake

Customer Development in fast food is different than it is at Orvis. Your job is to get the customer to buy from you several times a month, not five times over two years.

That's where merchandise plays a key role.

The McRib isn't available at all store or at all times. It's a surprise.

Or on a seasonal basis, you have the Shamrock Shake (and in the old-school days, you could get a mix of shamrock & chocolate, and that was a satisfying blend).

All of you have products that have either a seasonal component, or could be leveraged in a way where you don't sell the product at all times in all channels. Why not create some scarcity, and use scarcity as a Customer Development strategy?

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