How a booming hot dog stand does zero marketing
I live in a college town, home of both UVU and BYU, which means we have tons of cheap places to eat. One of the most popular is a small, 5’ x 5’ hot dog stand that sits just a block south of BYU Campus called JDawgs. The menu is simple; polish or beef dog with various types of onions and peppers to top it off. No ketchup is offered; instead they have their home-made and secret recipe sauce that has a sweet BBQ flavor. The buns are steamed and the dogs are fresh, and JDawgs has been a huge success.
Here’s the catch. Jason Edwards, JDawgs founder and Provo native, has done virtually nothing to market his hot dog stand. He has never bought an ad, has never introduced a loyalty program, has never sent an email to customers, and does not even have a sign on his small red shack, yet the stand always has long lines with both students and faculty every day. Business is booming.
How can a business like this thrive with no marketing?
Here’s what Jason is doing right to make JDawgs such a smashing success:
1. He has the perfect location. BYU’s south campus is severely lacking quick, cheap, delicious food within walking distance. JDawgs has basically no competition.
2. He is personal. Everyone at JDawgs is friendly, casual and confident in what they’re selling. When was the last time you got to listen to funk music at a fast food joint?
3. He has something unique. Would people travel all the way across town to “get a JDawg” if it weren’t for the sauce or the steamed buns? No way. That unique point differentiates himself.
4. Word of Mouth. The best kind of marketing is the kind that does not come from the horse’s mouth, but from other horses who’ve seen that horse in action. I’m talking about word of mouth marketing. When you have customers that are evagelists for your business, you will acquire more and retain the ones you have. People always trust other people more than they trust an advertisement. JDawgs word of mouth marketing is his key to success.
That said, I see endless opportunities for JDawgs to expand. Why not get a portable hot dog stand and sell them outside the BYU Football stadium and the numerous baseball fields? Why not offer catering to local businesses? Why not have loyalty cards where the 10th dog is free? Why not host a hot dog eating contest and give away a year’s worth of dogs to the winner? Why not build a website and start an email program? Why not allow people to order their hot dogs via text message so it’s ready and waiting for them when they show up? Why not franchise?!
JDawgs success despite not marketing his business only shows how great his product really is, which is why with a little marketing, Jason could easily double or triple his business over the next couple of years.
Hat tip to Brock R. for the insight.
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