Chapter 8
Brand YOU = 3P
We discussed branding briefly in the last chapter, but it is so important to your success that I want to go into more detail. In a one person business such as this, YOU are the brand.
We can break this down into three ingredients: product, personality, and professionalism. Let’s look at each one individually.
Product – You need to serve a product that meets the expectations of the customer. This doesn’t mean that you have to buy the most expensive hot dogs, but it does mean that you can’t buy the cheapest. Cheap hot dogs have a high fat content. This makes them turn dark brown in the steamer after a short time. They are still safe to serve, but customers will worry about it.
Just be sure to sell a decent quality hot dog, and definitely name brand chips and sodas. Nothing will hurt your brand like trying to sell generic or store brand chips and sodas.
Also experiment with different brands of buns. Unlike chips and soda, it’s alright to try the store brand buns as they are usually made by the same company as the name brand and your customers don’t receive the packaging as they do with single serving bags of chips. It’s funny but some buns definitely hold up better in the steamer than others. Keep trying different brands until you find what works best.
One area you can economize on is condiments. Mustard is mustard. Ketchup varies in taste, but it’s hard to tell on a hot dog and most people don’t put ketchup on their dogs anyway. Same goes for relish with one exception. If you’re serving Chicago Style dogs, you must get the fluorescent green relish.
You must never serve a cold dog. There’s nothing worse! They should be at least 145 degrees. If you run out, it’s better to let the customer wait until the next batch of dogs are thoroughly hot. The bun should be nicely steamed, soft, and warm. Be gentle when wrapping the hot dog. That soft bun smashes easily.
Personality – Talk to your customers, they love it! It helps to be a bit of a “character”. Tell a few jokes, talk up your product, tell them about how the relish is special ordered from Chicago, etc. Treat everyone like a friend. They’ll remember the good time they had at your cart and tell their friends about it. Try to call your regulars by name, especially when there are a lot of other folks around. They’ll feel special.
A good product is important, but don’t just give them a meal. Give them an experience! There is a saying that applies to people in general, “They won’t remember what you say. They probably won’t even remember what you do. But they’ll always remember how you make them feel”.
Professionalism – I’m afraid I’m going to sound like your mother, but there’s no way to avoid it. Here goes. Be clean, neat, and well groomed. Say “please” and “thank you”. Tuck in your shirt and keep your hands out of your pockets. Don’t wear perfume or cologne. Don’t smoke. Be courteous. Don’t look bored. Remember, you are the business and you are the customer experience. If you are having a good day, show it. If you’re not, fake it. In the famous words of Mr. Roark from Fantasy Island, “Smiles, everyone, smiles! We want our guests to feel welcome!”
you”re absolutely right “Mom”. First Impressions !!!! lol
I understand about perfume…some folks don’t know that one squirt will do, and even then, some customers might be allergic to it. Remember, one woman’s perfume may be another woman’s poison!
So true, Donna, it triggers my Migraines.