HaHa! good point! they meant well but didn't think it thru.
Tom Guarriello
· 9 months ago
Nice clear thinking here, Chris. Focusing on peripheral effects can easily be mistaken for focusing on root causes.
JoeJacobi
· 9 months ago
Maybe I've become a worse coffee snob than I thought but coffee from a "farmhouse" doesn't exactly strike me as appealing. Having said that, the sign does say the blend is "new."
Mike Volpe
· 9 months ago
You are right that this sends a certain (perhaps unwanted) signal to some folks. But, if this is the right message or not depends on the target market/audience they are trying to reach. The person that would wait in line at Starbucks for 10 minutes for that perfect vanilla nonfat grande light whip latte would never spend $0.99 for a cup of joe at the gas station. So the sign is not for them.
But there are people who have walked out of a Starbucks when it has a long line. And people who are on the move and working from their car and need a quick caffeine boost. They probably value the ability to grab a coffee while at the gas station saving time (and money). This sign peaks well to them, I think.
Daniel Hoang
· 9 months ago
Same for nightclubs where they intentionally keep the lines long to create the sense of exclusiveness.
What about blogs? Do people visit blogs that have more comments? Chris Brogan readers, come to my blog, there's less of a "line." :)
Shawn Davis
· 9 months ago
I know that we’ve all been in the position where we’ve said “Hey, we’re cheaper!” You might get a few projects that way, but you’ll also be working for $5 an hour. That low cost estimate is telling your customers that you’ll do just about anything for a buck...and that your time really isn’t worth much. This leads to customers wasting more of your time because they don’t respect your time. Why should they, you don’t.
Chris, your observation is great here. I know that I’m going to apply my cynical eye to the things I see every day and look for more misguided messaging. Thanks!
Ari Herzog
· 9 months ago
I don't drink coffee--and the machines that grind out hot chocolate are gross at gas stations--but do people really stop at these places only for coffee and not gas?
Highway pitstops are one thing, but it's clear this is an urban picture with Market Basket in the background, where there's no limit of gas stations. Which begs the question if the franchise is trying to draw in the coffee drinker who wants no line or the driver who needs gas but subliminally tries to draw him or her in with joe.
Great observation! I have, indeed, walked out of restaurants for this reason.
Another observation: Who is to say that a gas station will never have a line? While it may be more common to have a long line at a Starbucks, I have also had to wait in line at gas stations and convenience stores on occasion. I would rather wait in line for a really good cup of coffee than settle for the gas station version.
Gee Ranasinha
· 9 months ago
I agree with your point, Chris. But I think that the example you cite is flawed.
I agree with Mike Volpe. I think that the gas station is aiming their offering at the "coffee is coffee. I just want something hot and brown to get me going" crowd, rather than the javanistias of the world. The value proposition here is "99c" and "no waiting", rather than "quality".
I agree with you that lines [or 'queues' where I come from ;-)] can been seen as helping create an environment of 'value', but I don't believe that this is the aim in this case.
Steve Brogan
· 9 months ago
The worst restaurant my wife and I had ever eaten at had no lines, no cars parked outside, no clean coffee cups, two day old baked potatoes. Give me a line any day. However be aware of lines too. A diner we stopped at once had a lot of cars and trucks parked outside.Inside, the food was terrible. But the waitress was very buxom. The attraction was not the food....
Karl Foxley
· 9 months ago
Interesting post...
I know my take on this, give me Bucks any day (without the queue).
I can't stand gas-station coffee and the cheap price doesn't hold much sway either... maybe I've just discovered I'm a coffee snob! ;)
Karl
swbuehler
· 9 months ago
The general fact is that people hate to wait for anything. We're a microwave culture. We have to have it right now. *That's* what this ad appeals to. If I go to Walt Disney World and the line for Space Mountain is more than 10 or 15 minutes, I'll get a FastPass®, go explore the rest of the park, and come back at the assigned time to ride with a minimal wait. I'll ride the "less intense" side of Mission: SPACE at Epcot because the wait time is 5 minutes versus an hour for the "more intense" side. The most popular item at the local Little Caesar's Pizza is a "hot-n-now" large pepperoni pizza for $5, because you can walk in, plunk down your $5, and walk out with an already made pizza in less than a minute. Face it, we hate to wait.
Bill Cammack
· 9 months ago
Good point, Chris. They should have enhanced that message with a REASON why someone would want to try "Farmhouse Blend" other than they can get one quickly, because nobody else is lined up for one. :)
Michael Bailey
· 9 months ago
Yes, I love coffee. Yes, I'm in a hurry.
Oh, Farmhouse blend? Hrmm, an image of a cast iron kettle bubbling away, with coffee grinds floating in it - oh! look! There's a Starbucks across the street!
Critt Jarvis
· 9 months ago
[disclosure: I work at Cumberland Farms]
Chris, as always, you provide an interesting point of view. And this one, with the added value of reader comments, is too good for me to not blog a response. (I was wondering what I was going to do this morning...)
Thanks (Luv ya big!)
-critt
Danny Brown
· 9 months ago
Along the lines of Mike Volpe's response, I'd also suggest that the gas station is saying, "If you're just after a coffee to help get you going in the morning, you don't need to go to Starbucks and choose from 10-15 ways of having your cup." Starbucks does a great job of offering choice, but it's not always what people want. Many people prefer being told what would be best for them - that's why marketers love their jobs ;-)
The movie analogy is a little different, since we know that the most popular movies aren't necessarily the best. Twilight, anyone?
If I go to a movie theater, it's because I want to see the movie I chose from the listings. The length of a queue won't sway my decision.
I think you are very right, but not everyone is going to interpret it that way. Most people don't put that much thought into it. Or any thought really. You may just subconsciously glance at that sign on the way in, and when inside, think maybe you should just grab a coffee now and save some time. However you usually only make that mistake once, gas station coffee tastes like watered down crap.
Michael Calienes
· 9 months ago
Precisely the reason traditional advertising is dying. This would have been an ok strategy years ago. No longer. IMO, It doesn't attack the true customer perception of gas station coffee. When I think of that sludge, I think of, well, sludge, burned coffee, and crusty pots. Why not attack that perception directly? Lines are the least of my concerns. On a larger scale, gas stations should stop "brewing" coffee and start rethinking their function. There's so much less -- and more -- they could be doing.
UJ
· 9 months ago
Um, I think the ad is aimed at people who are in a hurry during their morning rush, not a statement on whats worth standing in line for. You'd have to be either dreadfully unsophisticated about advertising (which you're not) or just deliberately misinterpreting it to make it out as "Our coffee is so terrible no one will wait in line for it!"
Also, I'm not sure what kind of herd mentality other people have, but I've never thought "Wow, look at all those people standing in line! Whatever they're doing, it must be AWESOME!"
chrisbrogan
· 9 months ago
@UJ - nope, maybe I'm just saying that their ad is mis-aimed, because you've just stated all the benefits as they'd line up with people who buy gas station coffee versus what they printed on the sign.
You just made my point.
David_N_Wilson
· 9 months ago
In that particular advertisement, there's another issue for me. I don't associate the "farmhouse" with well-made coffee. That billboard makes me think their coffee is no good without lots of milk...ugh.
You make a very good point though. You have to give careful consideration to the wording, and what might seem clever on the spur of the moment could also be a disaster given a few minutes of thought.
doughaslam
· 9 months ago
That ad is designed to get you to have a coffee now-- you;re here already, right?
Plus-- I do not wait in line. For anything. Line=bye-bye (yes, I can be an arrogant s**t).
But, I get your lager point.
dotsno
· 9 months ago
Yep I find myself agreeing with UJ on this one - I've never looked at a line-up and thought "Wow, they must be waiting for something *exceptional* and darn it I'm not part of it"... line-ups make me think of people waiting to see the new blockbuster movie just because they've been told to by the marketing or their friends that they have to, rather than being independent enough to think about all the fantastic smaller movies out there; of people waiting for JK Rowling to sign their latest copy of Harry Potter while dressed up as one of the characters; of needy consumers who camp out overnight to get the best deals in the Christmas sales; of companies that can't put enough staff on to service their customers at times of high demand.
For sure, service station coffee sucks, but I think everyone gets that idea and if you want to top up your coffee mug for the rest of your drive, you can do it at the service station.
The unintentional message I thought you were referring to before I read the body copy was nothing whatsoever to do with lines of *people*, it was something else that comes in a line that might make you as hyper as caffeine... but maybe that's because I'm in the UK and over here we're all about the "queues" not the "lines" ;)
Shelly
· 9 months ago
all I could think about was Chuck E. Cheese as I was reading this. I have avoided that place like the plague - I cannot stand it. It's been so long since I've been there that I couldn't remember *why* I'd been avoiding it. But my son finally talked us into letting him go.
Then we got our meal, and I remembered exactly why I hate that place. I was sick for 2 days after eating once slice of what they pass off as "pizza".
Notice they never pass themselves off as a "pizza place," or even as a "restaurant." Yet when you go in, you are *required* to order something from the menu before you're allowed in to play games. (They don't tell you that, either.)
God, I hope i never have to set foot in there again.
WannaProg
· 9 months ago
You'd get along well here in Japan, Chris, where people seem to see any line as a sign that a pot of gold awaits at the other end. I, however, am the opposite: I will walk out of restaurants, movies, etc. for a less crowded venue if there's too much of a wait. I came to eat, watch, whatever, not to queue. That looks like good coffee to me. ;)
Interesting picture. People response is very polarized by it.
First off, if you're going to Cumberland Farms it's probably for something other than coffee: cheap gas, quick breakfast, lottery ticket, the usual convenience store grabs. The people showing up to Cumberland Farms are probably A) in a hurry B) not the Starbucks type of customer c) looking to buy something else.
I think this is the right message for THEIR customer. It isn't a part of a larger campaign, only when your driving into the store, on your way to purchase another item. It appeals to the "I don't have time for one more stop" customer-- which is good fit- who on any other day go to Dunkin' Doughnuts if they didn't need to gas up their car that morning.
Twitter: TheBetsy
Tim Brownson
· 9 months ago
I really don't agree with that particular example. The restaurant thing is spot on, but we're not talking about restaurants, we're talking about coffee and in my experience most places these days can get coffee right. Mind you having moved from the UK where that isn't the case, maybe my expectations are much lower.
There's a Starbucks that I pass every morning to take the dog for a walk. If there are more than 3 cars there I really can't be bothered. If there's no line I'm usually in there. Although I accept I always know what I'm getting.
I can't think of anything I dislike more except maybe bananas and being trapped next to somebody that snores on a plane, than standing in line, but I guess we're all different.
Rufus
· 9 months ago
@Jason Finch Well, you have obviously never been to the Krispy Kreme donut shop in the underground walkway between the Luxor and Excaliber in Las Vegas! A glass wall, crowds pressing their faces and attracting more people... heck, I tell it better here. http://www.dogwalkblog.com/2005/10/05/donuts-an...
everysandwich
· 9 months ago
I see the argument, but the venue is a convenience store, and "no lines" supports that broader identity. I wouldn't expect some haute bean action there to begin with, but I would expect convenience and an acceptable cup of coffee. I tend to believe that from the simple fact that they are touting their coffee, which leads me to believe they at least keep it fresh.
Johannes Marder
· 9 months ago
Hey think you're completely right. The person whom created this ad, did not how to get the job done RIGHT.
Stay open for new things,
Jo
Ben Carcio
· 9 months ago
Was I the only who thought "lines" was a drug reference? Recovering coke addicts should quit the lines and drink coffee instead :)
Stephanie Ciccarelli
· 9 months ago
Hi Chris,
Such a succinct and thought-provoking post! Thank you for this.
Concepts and wording are so important and can't be left open to interpretation when you want to stay on message. Recently, we experimented with inviting our customers to re-brand Voices.com in a slogan contest which yielded 354 comments and even more suggestions. In the end, we chose "Voices.com: We Say It For You" and are now using it site wide to quickly share what we do with anyone who is visiting in a friendly, concise manner.
Clarity is everything. I think the signage you identified in your post could have been interpreted in a number of ways (both positive and negative) depending on who was looking at it. Perhaps the gas station in question should try having an advertising contest with their customers (the ones who actually purchase their coffee) and see what they may suggest to put a new spin on things.
On another note, I would say that long lines are indicative of either perceived value or proven fact. People don't line up at Starbucks because line ups are cool. They line up because they know (or have heard) that they'll be catered to by a barista, receive a wider variety of choices, that the beverages are potentially superior, may have a more fulfilling consumer experience, and also benefit from the ambiance and company of other like minded people. It's a lifestyle choice, not merely a primal urge to follow the herd.
The same can be said for why people may opt to go to Tim Horton's instead of Starbucks, especially in Canada. It's about the culture that the company has established and brand loyalty. I'm not sure how much brand loyalty a gas station can muster around selling coffee, but it must be challenging considering that there are other services in the industry that specialize in doing just that.
Best wishes,
Stephanie Ciccarelli Co-founder of Voices.com "We say it for you" :)
Keith Bossey
· 9 months ago
This is clearly for the "coffee is coffee" group. It's "new" and inexpensive. Designed to just grab an extra .99 from gas customer, the "oh yeah, maybe I should grab that coffee now" , in fact, maybe they'll buy a disgusting buttered bagel as well, or a newspaper, or whatever...
Scarborough Dude
· 9 months ago
The Japanese (forgive the generalizations) are notorious for joining long queues, assuming if there's a lineup then someone must know the place has the best whatevers. The poor guy with the restaurant next door may have equally tasty dumplings, but if the line didn't start at his dor, he's out of luck! It has little to do with taste, and is all about perception - just the way a higher price must mean it's better.
AlisonW
· 9 months ago
"Hate lines?" is just so wrong. "hate queues?" maybe, or "hate waiting?" even. The are more than one single word answer there which would so work better.
ps. mine's a triple espresso ...
Jeff Korhan
· 9 months ago
From someone that studies these types of things, the line is just a clue to what's really going on. It's the energy of the place that ultimately draws you in. That's one of the principles of Feng Shui.
After all, when you go to Disneyland, do those agonizingly long lines get you excited? Even our young children (at the time) said they wanted to go back to the beach the following year!
Philip Van Peborgh
· 9 months ago
I think these guys forgot that price and convenience do not sell, value does. Sam Walton knew it. As you exit the "employee area" in a Wal-Mart and enter the sales floor there is a poster which reminds employees of Wal-Marts core business beliefs.
The top 3 are 1. Stock the right product. 2. At the right price. 3. Educate the customer to the value of the product.
I think the gas station forgot #3. Price & convenience don't sell, value sells. A product that has a line (Starbucks), is difficult to obtain (Wii), or difficult to master (marathon's) has a higher perceived value that one that doesn't.
Philvp
Dan Dashnaw
· 9 months ago
I think that context is especially important here, as it often is. What if this particular location has only one major competitor nearby (like Starbucks), and it's known to have a 15 minute line from 8AM to 9AM every weekday? If so, then this sign could be very effective, and its value proposition may appear very directly to those passing by on their way to work.
On the other hand, if there are 5 other convenience stores on the same block, all offering no line and marginal coffee on the cheap, then the sign would basically offer nothing to its audience.
It's all about context!
Emily Lardner
· 9 months ago
This is so true. Sometimes I hear about a new restaurant opening, but if I haven't heard anything good about from anyone else or it always looks empty, I will probably just pass it by until I hear soemthing good.
Yeah, I'm leaving a comment here because everybody else did :) If nobody had commented, would I have? Joking aside, when I was in the restaurant business we tried to make our dining room look full, even if it wasn't, because it would draw people in.
Martin Burns
· 9 months ago
Couple things. First, Cumberland must make a high margin on its coffee, if it's choosing to push that product (versus gas, wiper fluid, etc) as one of its key differentiators. Second, I'm wondering why (if coffee isn't that high-margin compared to other products) they're trying to compete with coffee shops that have long lines (assuming the mean Starbucks & Dunkin' Doughnuts)? Have they decided to throw in the towel when it comes to competing with the Exxon's of the world?
Third (last): Reminded of a sociology experiment done in Moscow back in (I think) the 80's that one of my professors related to me (I've been searching for a link to this online, if you know of one, would appreciate getting it). Researcher got up one morning, and stood in front of the closed door to an abandoned building as if he was waiting for it to open. He may have had a mesh shopping bag in his hand. Within a few minutes, passers-by started to notice, and people began to queue up behind him. Within hours, the line numbered in the hundreds, and stretched around several city blocks. For nothing - at the end of the day, the researcher simply turned and walked away.
Chris may be onto something when he talks about people needing lines to reinforce their opinion that something good is coming, because everyone else is doing it - it's like the Twitter phenom. You can have a Twitterer with relatively little to offer, who gets followed by obsessively following lots of people. Once they reach a tipping point, people start following them because "hey, everyone else is lining up to hear this person's twits, so they must be good", and their follower #'s explode. It's partially - I think - evolution: we can't know everything, so we take clues from those around us. Sometimes that means we get a good cup of coffee. Sometimes, it means we have a housing bubble (everyone else seems to be able to afford it, I should too...)
chrisbrogan
· 9 months ago
@Andy - exactly !
Barb Hartsook
· 9 months ago
Joe Kacobi calls himself a coffee snob. Funny -- that's my family's name for me too. Yep. I'll wait for darkly-roasted, freshly brewed coffee any day. Every day... :)
What unintentional message might I be sending? Good question.
With the internet "friendships" and potential clientele I can see how easy it would be to miscommunicate. I did make a checklist -- yesterday in church. Well yes, it related to what was being said -- for myself, before publishing a blog post or submitting a comment on others' blogs. Looking at that list today I see none of the points had to do with spelling or grammar or syntax. All were relatability check points.
Maybe I'll go write about that. Thanks for the question, Chris.
Maybe the coffee bar in the service station wanted to appeal to folks on the move, in a hurry, not caring about taste, just convenience??? In which case, the sign serves them well.
Joe won't stop though -- me neither. :)
Jay
· 9 months ago
Actually, lines make me think people aren't going fast enough or the place is crowded. If I want something bad enough I'll stay. If not, forget it. I move on to a place where I can get what I want with shorter wait time.
Sign must speak to people like me.
Brian
· 9 months ago
As a consumer who has ditched a coffee shop because of a long line, here is my 2 cents:
A long line changes the value of the known commodity - Coffee. The value decreases based on the additional time it will take to get, and the increased probability there will be a mistake by the crew rushing to complete orders for the long line. Long lines does not make the coffee better or worse, they just change the perceived value (not always for the better).
This sign would not draw me in to this station, so from that POV it fails. some gas stations it this (Cleveland, Ohio) area ran ads equating thier new coffee to the chain coffee shops, with better service. If there was one of these stations on my commute route, I would try them.
Great article Chris, and yes - advertising must adapt to new rules or end up losing money and not driving sales.
Michele
· 9 months ago
Lines are great because they tell us where to go: buzz, hype, got to be there, don't miss out, it's got to be good.
Although, I have to say that sometimes bucking the trend and pushing into something new is a much better experience. Roads less traveled have their upside too. They lead to new lines.
Heather Allard
· 9 months ago
Chris, Great post & food for thought. I wrote a similar post last fall. Often, the message we think we're sending is far different than the one that's received.
It's funny. In my small town, we have two coffee shops plus a Dunkin Donuts. The two shops require lots of extra waiting. One of them has probably the worst service I've ever experienced. That's the one that people line up out the door to attend. The people there are inefficient; they don't remember you, even if you've been there every day for 4 months; they don't do anything to differentiate you from anyone else. And yet, they have the huge line.
My Dunkin's? They do okay, but never mobbed.
Jean Ghalo
· 9 months ago
been a while i didn't post a comment here... as things were hectic, but always keeping an eye on chris blog....
yes it is true "lines" are not always bad, sometimes it is worth waiting in a queue for a special taste, service, quality, and so many other reasons, depends on the product. at the same time, ppl like to go out and relax, or have a fast service so they avoid to be in queue and feel relaxed even if it was on the favor of the product/service.
cheers!
Critt Jarvis
· 9 months ago
And, as I said a few hours ago, "too good for me to not blog a response."
actually, i agree with jay. lines make me think something is wrong, and/or that people are just going there because they read/heard somewhere it's good but if i allow myself to be swayed i'm only going to end up thinking it was totally overrated, which has happened enough now that i'd know not to even bother unless it's a place i already trust.
Jon at zhiing
· 9 months ago
Chris -
Great point. No matter what you say, I still really hate the DMV (Dept of Motor Vehicles).
Jon
John
· 9 months ago
We live in a niched world. I think for many, (not among this group of course) gas station coffee is good enough and lines are an unnecessary hassle. This ad definitely won't appeal to those who have a social relationship with their barista, but there's a whole world out there that's surviving just fine without Starbucks. No, really.
Matt Soreco
· 9 months ago
I'm not so sure if this is the wrong message. I think it's a good time and place placement. "Hey, while you're getting gas, why not drop in and get coffee too." That's how I look at it. I really don't think too many people would equate that message with the idea that if there is no line, it must be bad coffee.
Anna Tarkov
· 9 months ago
This is a fascinating discussion. It just goes to show you how much this kind of thing really drills down to individual attitudes and preferences.
For instance, the type of person that loves to be seen at the jam-packed club that no one can get into is the polar opposite of the type of person who is kind of anti-establishment and wouldn't be caught dead at any such club.
So you have to ask yourself: which group is this ad trying to appeal to? Which group does it consider to be its core cusomer? I bet we can all agree that it's trying to appeal more to the latter group, the group that doesn't much care if something is trendy or popular, the group that considers a cup of coffee a utilitarian necessity, not a specialty destination beverage. That being the case, I'd say the ad is sending the right message to the right audience.
Lani Rosales
· 9 months ago
I don't know, gas + coffee to me = crappy gassy coffee. Also, if you've waited in line at a gas station because homefry behind the counter can't open the roll of quarters, a snotty baby is crying in your ear from the ugo lady tapping her foot behind you, the floor is wet from a spilled slushie and Michael McDonald is blaring "yamobethere," the irritation level is FAR higher than waiting 2 minutes in an environment like Starbucks.
I think a message along the lines of "we've improved our coffee line and now serve free trade mild blend, fresh every hour" (or whatever) I'd do a happy dance but equating NOT WAITING IN LINE as a value is not sufficient.
Shawn Strzepek
· 9 months ago
Wow, I didn't realize how much I loved lines until I read this.
Paul W. Swansen
· 9 months ago
Lines can also indicate, - Hey, we've got staffing issues - We'v'e got issues with check out and payment - We've got issues with an inexperienced front end manager - We're the big bad retailer and we don't care about your customer experience, so you're going to stand in a line.
Dan
· 9 months ago
Demand! Demand! Demand? How you create it makes your ad worth printing.
Alex H Santander
· 9 months ago
I find totally pointless your observation.
The fact is that nobody likes a line, in many cases they will tolerate it because of the reward they will be getting once they touch down.
While I agree that a line might send a message like: "hey, you are missing something good everybody else seems to enjoy or expect" or even could work as a "quality indicator", does a line during a rush hour indicates so?
Stephanie Valentine
· 9 months ago
Insightful thought and it brings up the good question of unintentional messages. However, I have to say that maybe I'm just too dumb to have seen the unintentional message in that sign without you pointing it out. I do agree that buzz is a good thing but if I saw that sign I'd think, "Oh cool, no lines!" Guess that's why I read your blog...so I can be inspired with thoughts I don't think of myself! Thanks!
Maya
· 9 months ago
Okay, late to the party - But I am right in the middle of "writing the lines" for my own startup and I am thinking this - Whatever I say/do is meant to attract my "target market" isn't it? And as long as it attracts my target market and I am doing business, does it matter that what I am saying does not make sense to someone outside my target?
I am not implying that these people analyzed their target market though ;) but Starbucks certainly does all of that and more when they introduce "cheaper instant coffee" and call it something else :)
Niall Harbison
· 9 months ago
I like it, keeping it nice and simple. I must say that the first thing that I thought was the reference to Cocaine lines and that there was some link with coffee being better! I Suppose a sign can mean many different thing!
Josh Hurlock http://twitter.co
· 9 months ago
Chris,
This is so true. Obviously, people do not like the long, long lines that never seem like they are moving. I think this is what the sign meant. Nonetheless, as you touched on, a moderate line that is moving will peak customer curiousity because the product seems to be in demand and the wait will not be what seem like forever. I think the key is to think messages over very carefully and bounce the message off a few people for feedback and get their reactions. A group of opinions is better than one and this could serve as a test drive, so to speak.
Keep up the excellent work.
Ian
· 9 months ago
Nice.
Got me thinking about our customer support. Reminds me of something I realized about sending an unintentional message...that maybe being too reassuring of our support that it was sending a message that they were gonna need it.
I'd also wait in a bit of a line, though, for the good coffee.
Simon Stapleton
· 9 months ago
This example reminds me of when I was learning to ride a motorcycle - in the UK, part of the proficiency test is to perform a 180-degree turn on the road.
When I was learning the manouvre, I failed it 2 out of every 3 times until I realized I was suffering from target fixation. I was focusing my eyes on the opposite kerb rather than where I wanted my bike to end the manouvre.
Where I am going with this is that we can often get too fixated on the wrong target when we're constructing marketing messages, rather than looking at what we want to achieve, holistically.
The author of this ad shouldn't have been concerned with lines - they're not the problem. Perhaps saying that the coffee tastes great, such as "Coffee better than Starbucks", would have been the right thing to say.
Simon Stapleton
· 9 months ago
Oops - didn't mean to put all that in bold type!
Poochee
· 9 months ago
Maybe this for Farmhouse?
'Picture of coffee" Its not cheap or good but its fast!
Will they pay me for this?
Critt Jarvis
· 9 months ago
Chris and friends, Your comments have been especially informative, helpful in pushing me to learn more about Cumberland Farms, my part time employer.
Inspired by the comment of Martin Burns, I did some business research using Google, to find answers to his questions.
First question:, "I’m wondering why (if coffee isn’t that high-margin compared to other products) they’re trying to compete with coffee shops that have long lines (assuming the mean Starbucks & Dunkin’ Doughnuts)?"
I guess it all depends on where you are. I grew up in the former Soviet Union, and let me tell you, having lines is bad! But in this country, having lines could be a good thing as an indication that people really want something. Or it could be a bad thing like having to wait in a long line at a grocery store because to me, they should have better customer service by having more registers open and more service staff.
Kai Lo
· 9 months ago
Some might not care about lines. I would prefer no line over a crowded line. In the case of the ad for the coffee, most likely it is an instant coffee that you just push a button to get. No line does not necessarily mean it is bad.
Mark Madsen
· 9 months ago
They should have said "Need Coffee, Hate Lines?"
Kian Ann
· 9 months ago
Frankly, I didn't know what the ad meant the first time I read it. I feel "lines" is kinda vague? Would "long queues" be better?
But then, maybe that's your culture.
But I got your point. :) Change it to, "Love Coffee? Get in Line!"
@MattWilsontv
· 9 months ago
Always judge a restaurant by it's line! go where the locals go and have to wait.
All Comments
But there are people who have walked out of a Starbucks when it has a long line. And people who are on the move and working from their car and need a quick caffeine boost. They probably value the ability to grab a coffee while at the gas station saving time (and money). This sign peaks well to them, I think.
What about blogs? Do people visit blogs that have more comments? Chris Brogan readers, come to my blog, there's less of a "line." :)
Chris, your observation is great here. I know that I’m going to apply my cynical eye to the things I see every day and look for more misguided messaging. Thanks!
Highway pitstops are one thing, but it's clear this is an urban picture with Market Basket in the background, where there's no limit of gas stations. Which begs the question if the franchise is trying to draw in the coffee drinker who wants no line or the driver who needs gas but subliminally tries to draw him or her in with joe.
Hate white lines?
http://www.youtube.com/watch?v=1183eDREj4w
Another observation: Who is to say that a gas station will never have a line? While it may be more common to have a long line at a Starbucks, I have also had to wait in line at gas stations and convenience stores on occasion. I would rather wait in line for a really good cup of coffee than settle for the gas station version.
I agree with Mike Volpe. I think that the gas station is aiming their offering at the "coffee is coffee. I just want something hot and brown to get me going" crowd, rather than the javanistias of the world. The value proposition here is "99c" and "no waiting", rather than "quality".
I agree with you that lines [or 'queues' where I come from ;-)] can been seen as helping create an environment of 'value', but I don't believe that this is the aim in this case.
I know my take on this, give me Bucks any day (without the queue).
I can't stand gas-station coffee and the cheap price doesn't hold much sway either... maybe I've just discovered I'm a coffee snob! ;)
Karl
Yes, I'm in a hurry.
Oh, Farmhouse blend? Hrmm, an image of a cast iron kettle bubbling away, with coffee grinds floating in it - oh! look! There's a Starbucks across the street!
Chris, as always, you provide an interesting point of view. And this one, with the added value of reader comments, is too good for me to not blog a response. (I was wondering what I was going to do this morning...)
Thanks (Luv ya big!)
-critt
The movie analogy is a little different, since we know that the most popular movies aren't necessarily the best. Twilight, anyone?
If I go to a movie theater, it's because I want to see the movie I chose from the listings. The length of a queue won't sway my decision.
Also, I'm not sure what kind of herd mentality other people have, but I've never thought "Wow, look at all those people standing in line! Whatever they're doing, it must be AWESOME!"
You just made my point.
You make a very good point though. You have to give careful consideration to the wording, and what might seem clever on the spur of the moment could also be a disaster given a few minutes of thought.
Plus-- I do not wait in line. For anything. Line=bye-bye (yes, I can be an arrogant s**t).
But, I get your lager point.
For sure, service station coffee sucks, but I think everyone gets that idea and if you want to top up your coffee mug for the rest of your drive, you can do it at the service station.
The unintentional message I thought you were referring to before I read the body copy was nothing whatsoever to do with lines of *people*, it was something else that comes in a line that might make you as hyper as caffeine... but maybe that's because I'm in the UK and over here we're all about the "queues" not the "lines" ;)
Then we got our meal, and I remembered exactly why I hate that place. I was sick for 2 days after eating once slice of what they pass off as "pizza".
Notice they never pass themselves off as a "pizza place," or even as a "restaurant." Yet when you go in, you are *required* to order something from the menu before you're allowed in to play games. (They don't tell you that, either.)
God, I hope i never have to set foot in there again.
http://www.premiaconsulting.com/wordpress/?p=73
First off, if you're going to Cumberland Farms it's probably for something other than coffee: cheap gas, quick breakfast, lottery ticket, the usual convenience store grabs. The people showing up to Cumberland Farms are probably A) in a hurry B) not the Starbucks type of customer c) looking to buy something else.
I think this is the right message for THEIR customer. It isn't a part of a larger campaign, only when your driving into the store, on your way to purchase another item. It appeals to the "I don't have time for one more stop" customer-- which is good fit- who on any other day go to Dunkin' Doughnuts if they didn't need to gas up their car that morning.
Twitter: TheBetsy
There's a Starbucks that I pass every morning to take the dog for a walk. If there are more than 3 cars there I really can't be bothered. If there's no line I'm usually in there. Although I accept I always know what I'm getting.
I can't think of anything I dislike more except maybe bananas and being trapped next to somebody that snores on a plane, than standing in line, but I guess we're all different.
The person whom created this ad, did not how to get the job done RIGHT.
Stay open for new things,
Jo
Such a succinct and thought-provoking post! Thank you for this.
Concepts and wording are so important and can't be left open to interpretation when you want to stay on message. Recently, we experimented with inviting our customers to re-brand Voices.com in a slogan contest which yielded 354 comments and even more suggestions. In the end, we chose "Voices.com: We Say It For You" and are now using it site wide to quickly share what we do with anyone who is visiting in a friendly, concise manner.
Clarity is everything. I think the signage you identified in your post could have been interpreted in a number of ways (both positive and negative) depending on who was looking at it. Perhaps the gas station in question should try having an advertising contest with their customers (the ones who actually purchase their coffee) and see what they may suggest to put a new spin on things.
On another note, I would say that long lines are indicative of either perceived value or proven fact. People don't line up at Starbucks because line ups are cool. They line up because they know (or have heard) that they'll be catered to by a barista, receive a wider variety of choices, that the beverages are potentially superior, may have a more fulfilling consumer experience, and also benefit from the ambiance and company of other like minded people. It's a lifestyle choice, not merely a primal urge to follow the herd.
The same can be said for why people may opt to go to Tim Horton's instead of Starbucks, especially in Canada. It's about the culture that the company has established and brand loyalty. I'm not sure how much brand loyalty a gas station can muster around selling coffee, but it must be challenging considering that there are other services in the industry that specialize in doing just that.
Best wishes,
Stephanie Ciccarelli
Co-founder of Voices.com
"We say it for you" :)
ps. mine's a triple espresso ...
After all, when you go to Disneyland, do those agonizingly long lines get you excited? Even our young children (at the time) said they wanted to go back to the beach the following year!
The top 3 are
1. Stock the right product.
2. At the right price.
3. Educate the customer to the value of the product.
I think the gas station forgot #3. Price & convenience don't sell, value sells. A product that has a line (Starbucks), is difficult to obtain (Wii), or difficult to master (marathon's) has a higher perceived value that one that doesn't.
Philvp
On the other hand, if there are 5 other convenience stores on the same block, all offering no line and marginal coffee on the cheap, then the sign would basically offer nothing to its audience.
It's all about context!
http://yourpurpleballoon.wordpress.com/
Third (last): Reminded of a sociology experiment done in Moscow back in (I think) the 80's that one of my professors related to me (I've been searching for a link to this online, if you know of one, would appreciate getting it). Researcher got up one morning, and stood in front of the closed door to an abandoned building as if he was waiting for it to open. He may have had a mesh shopping bag in his hand. Within a few minutes, passers-by started to notice, and people began to queue up behind him. Within hours, the line numbered in the hundreds, and stretched around several city blocks. For nothing - at the end of the day, the researcher simply turned and walked away.
Chris may be onto something when he talks about people needing lines to reinforce their opinion that something good is coming, because everyone else is doing it - it's like the Twitter phenom. You can have a Twitterer with relatively little to offer, who gets followed by obsessively following lots of people. Once they reach a tipping point, people start following them because "hey, everyone else is lining up to hear this person's twits, so they must be good", and their follower #'s explode. It's partially - I think - evolution: we can't know everything, so we take clues from those around us. Sometimes that means we get a good cup of coffee. Sometimes, it means we have a housing bubble (everyone else seems to be able to afford it, I should too...)
What unintentional message might I be sending? Good question.
With the internet "friendships" and potential clientele I can see how easy it would be to miscommunicate. I did make a checklist -- yesterday in church. Well yes, it related to what was being said -- for myself, before publishing a blog post or submitting a comment on others' blogs. Looking at that list today I see none of the points had to do with spelling or grammar or syntax. All were relatability check points.
Maybe I'll go write about that. Thanks for the question, Chris.
Maybe the coffee bar in the service station wanted to appeal to folks on the move, in a hurry, not caring about taste, just convenience??? In which case, the sign serves them well.
Joe won't stop though -- me neither. :)
Sign must speak to people like me.
A long line changes the value of the known commodity - Coffee. The value decreases based on the additional time it will take to get, and the increased probability there will be a mistake by the crew rushing to complete orders for the long line. Long lines does not make the coffee better or worse, they just change the perceived value (not always for the better).
This sign would not draw me in to this station, so from that POV it fails. some gas stations it this (Cleveland, Ohio) area ran ads equating thier new coffee to the chain coffee shops, with better service. If there was one of these stations on my commute route, I would try them.
Great article Chris, and yes - advertising must adapt to new rules or end up losing money and not driving sales.
Although, I have to say that sometimes bucking the trend and pushing into something new is a much better experience. Roads less traveled have their upside too. They lead to new lines.
Great post & food for thought. I wrote a similar post last fall. Often, the message we think we're sending is far different than the one that's received.
http://www.themogulmom.com/2008/09/16/what-do-p...
As always, you rock. :)
Heather
My Dunkin's? They do okay, but never mobbed.
yes it is true "lines" are not always bad, sometimes it is worth waiting in a queue for a special taste, service, quality, and so many other reasons, depends on the product. at the same time, ppl like to go out and relax, or have a fast service so they avoid to be in queue and feel relaxed even if it was on the favor of the product/service.
cheers!
Context is critical: Where is your customer’s attention?
http://crittjarvis.com/archives/724
And Ari, thanks for confirming my suspicion our coffee cup logo color currently doesn't evoke Cumberland Farms recognition.
Great point. No matter what you say, I still really hate the DMV (Dept of Motor Vehicles).
Jon
For instance, the type of person that loves to be seen at the jam-packed club that no one can get into is the polar opposite of the type of person who is kind of anti-establishment and wouldn't be caught dead at any such club.
So you have to ask yourself: which group is this ad trying to appeal to? Which group does it consider to be its core cusomer? I bet we can all agree that it's trying to appeal more to the latter group, the group that doesn't much care if something is trendy or popular, the group that considers a cup of coffee a utilitarian necessity, not a specialty destination beverage. That being the case, I'd say the ad is sending the right message to the right audience.
I think a message along the lines of "we've improved our coffee line and now serve free trade mild blend, fresh every hour" (or whatever) I'd do a happy dance but equating NOT WAITING IN LINE as a value is not sufficient.
- Hey, we've got staffing issues
- We'v'e got issues with check out and payment
- We've got issues with an inexperienced front end manager
- We're the big bad retailer and we don't care about your customer experience, so you're going to stand in a line.
How you create it makes your ad worth printing.
The fact is that nobody likes a line, in many cases they will tolerate it because of the reward they will be getting once they touch down.
While I agree that a line might send a message like: "hey, you are missing something good everybody else seems to enjoy or expect" or even could work as a "quality indicator", does a line during a rush hour indicates so?
But I am right in the middle of "writing the lines" for my own startup and I am thinking this -
Whatever I say/do is meant to attract my "target market" isn't it? And as long as it attracts my target market and I am doing business, does it matter that what I am saying does not make sense to someone outside my target?
I am not implying that these people analyzed their target market though ;) but Starbucks certainly does all of that and more when they introduce "cheaper instant coffee" and call it something else :)
This is so true. Obviously, people do not like the long, long lines that never seem like they are moving. I think this is what the sign meant. Nonetheless, as you touched on, a moderate line that is moving will peak customer curiousity because the product seems to be in demand and the wait will not be what seem like forever. I think the key is to think messages over very carefully and bounce the message off a few people for feedback and get their reactions. A group of opinions is better than one and this could serve as a test drive, so to speak.
Keep up the excellent work.
Got me thinking about our customer support. Reminds me of something I realized about sending an unintentional message...that maybe being too reassuring of our support that it was sending a message that they were gonna need it.
I'd also wait in a bit of a line, though, for the good coffee.
When I was learning the manouvre, I failed it 2 out of every 3 times until I realized I was suffering from target fixation. I was focusing my eyes on the opposite kerb rather than where I wanted my bike to end the manouvre.
Where I am going with this is that we can often get too fixated on the wrong target when we're constructing marketing messages, rather than looking at what we want to achieve, holistically.
The author of this ad shouldn't have been concerned with lines - they're not the problem. Perhaps saying that the coffee tastes great, such as "Coffee better than Starbucks", would have been the right thing to say.
'Picture of coffee"
Its not cheap or good but its fast!
Will they pay me for this?
Your comments have been especially informative, helpful in pushing me to learn more about Cumberland Farms, my part time employer.
Inspired by the comment of Martin Burns, I did some business research using Google, to find answers to his questions.
First question:, "I’m wondering why (if coffee isn’t that high-margin compared to other products) they’re trying to compete with coffee shops that have long lines (assuming the mean Starbucks & Dunkin’ Doughnuts)?"
I didn't find an open source answer for "why," but I bet Tim Foley at Full Contact Advertising knows. His public LinkedIn profile, which I found using Google, shows Cumberland Farms as one of his accounts.
Second question, "Have they decided to throw in the towel when it comes to competing with the Exxon’s of the world?"
Google was really helpful in providing me relevant links to how Cumberland Farms competes with the "Exxon's of the world," but the answer was so complete that I just had to blog it:
Joe Petrowski’s resilient leadership: vision, plan, execution
Hope this is helpful to you :)
But then, maybe that's your culture.
But I got your point. :) Change it to, "Love Coffee? Get in Line!"