Starbucks Experience and Tim Hortons Taste
There are two general attitudes toward creating an addictive customer, the kind who will come back and buy your product repeatedly. On the one side, we have the creation of an experience, on the other, the creation of a good product. To make this easier to relate to, I’m going to compare two large coffee chains, and their attitudes toward their own product.
I’m not a regular customer at Starbucks, because I don’t like their coffee. I find it to be overly strong, as if it were roasted too long. As I’m into my coffee (I often roast my own at home), and I drink coffee for its wakening effects, I’m not going to frequent a shop that serves a product I don’t like.
Others, however, will continue going to buy their coffee at Starbucks, despite the fact that they readily admit that the coffee is not great. They return, however, for the experience. At Starbucks, the ordering, serving, and drinking the coffee is about the culture, the environment in which it takes place. The product itself will take a back seat to the experience, and there are certainly people who will pay for that.
Several years ago, before I got married and I was dating frequently, I became familiar with the various shops, and realized that when entering a coffee shop for social reasons, the experience is much more important than the product. (I also learned to order tea instead of coffee.)
Tim Hortons Taste
The other chain that contrasts well with Starbucks is Tim Hortons. Personally, I don’t think their coffee is wonderful, but I have been to several cafes, and what I noticed to be so remarkable about Tim Hortons is the consistency in the taste of coffee. No matter when I’ve gone in, whether it’s the shop near the office, across the border, in the airport – it always tastes exactly the same.
In early June, the National Post ran an article detailing how Tim Hortons produces such a consistent product. A fascinating read, it outlines the process that the company follows to achieve consistency. They are not aiming to be the best coffee, or the best experience. They’re aiming to be the most reliable coffee. When in doubt, drink a cup of Tim Hortons coffee.
What This Means to You
You may or may not be working with coffee. But you do work with either a product or a service. You have two ways to convince customers to come work with you, to buy from you. Either you can provide them with a great experience, or you can provide them with a consistent product. Neither way is more right than the other, but it is important that you determine which route you want to go.
Then you need to figure out how to go out and do it, and to be successful at it.