Grilled?
Catching up after a long weekend on Madeline Island, WI. A beautiful place to retreat and recover from the chaos of the business world.
The Brand Experience Lab referenced and commented Max Lenderman's post on the Weber Grill Restaurant. I wanted to continue the discussion from a customer experience design viewpoint.
Living in Minnesota for my entire life, I completely understand the importance of grilling. Heck, its an obsession up here in the Northwoods for many. Actually, people grill all winter long - yes, despite the sub-zero temperature!
So, this concept restaurant is genius, and it goes way beyond experience marketing. Weber has captured the grilling experience and brought it indoors. They have realized that it is more than another way of preparing food - it is a lifestyle for many of its customers. Having recently purchased my first Weber (yes, I was kind of an outcast before), I now realize what grilling is really about.
There is only one thing better than grilling - having someone grill for you! And if that person is a professional armed with special recipes, well all the better. For those who are passionate about grilling, an opportunity to have a grill chef prepare a meal on the same grill you have at home creates a fully immersive experience. With all 5 senses engaged, this experience transcends a marketing activity because it creates a memory that leaves the customer inspired and moved into thinking "I can do this!".
Sure, Weber will sell lot's of accessories, spices, mixes, and grills. However, I think they have moved past the marketing aspect, and into expanding the grilling experience. Walking out you have purchased a lunch or dinner, but in reality you have bought into the Weber experience.
They have replicated, and arguably improved (with the Smokey Joe's Bar), the backyard party. Kudos to the team at Weber! Key to this success are the following experience cues:
1. Engaging the 5 senses
2. Familiar, but enhanced experience elements (bar for drinks, menu items, etc.)
3. Inspiration and motivation - watching cooks prepare meals with the same equipment you have at home.
4. WOMability - yes, I made up the word (word of mouth-ability), but Weber did create something truly worth sharing.
5. The extension of a trusted brand into the actual experience it creates
6. A website that supports the experience - hear the sizzle, close your eyes and I'll bet the smell arises to consciousness
7. The not-so-subtle use of their logo at all the right high-touch points
The Brand Experience Lab referenced and commented Max Lenderman's post on the Weber Grill Restaurant. I wanted to continue the discussion from a customer experience design viewpoint.
Living in Minnesota for my entire life, I completely understand the importance of grilling. Heck, its an obsession up here in the Northwoods for many. Actually, people grill all winter long - yes, despite the sub-zero temperature!
So, this concept restaurant is genius, and it goes way beyond experience marketing. Weber has captured the grilling experience and brought it indoors. They have realized that it is more than another way of preparing food - it is a lifestyle for many of its customers. Having recently purchased my first Weber (yes, I was kind of an outcast before), I now realize what grilling is really about.
There is only one thing better than grilling - having someone grill for you! And if that person is a professional armed with special recipes, well all the better. For those who are passionate about grilling, an opportunity to have a grill chef prepare a meal on the same grill you have at home creates a fully immersive experience. With all 5 senses engaged, this experience transcends a marketing activity because it creates a memory that leaves the customer inspired and moved into thinking "I can do this!".
Sure, Weber will sell lot's of accessories, spices, mixes, and grills. However, I think they have moved past the marketing aspect, and into expanding the grilling experience. Walking out you have purchased a lunch or dinner, but in reality you have bought into the Weber experience.
They have replicated, and arguably improved (with the Smokey Joe's Bar), the backyard party. Kudos to the team at Weber! Key to this success are the following experience cues:
1. Engaging the 5 senses
2. Familiar, but enhanced experience elements (bar for drinks, menu items, etc.)
3. Inspiration and motivation - watching cooks prepare meals with the same equipment you have at home.
4. WOMability - yes, I made up the word (word of mouth-ability), but Weber did create something truly worth sharing.
5. The extension of a trusted brand into the actual experience it creates
6. A website that supports the experience - hear the sizzle, close your eyes and I'll bet the smell arises to consciousness
7. The not-so-subtle use of their logo at all the right high-touch points
<< Home