My first job was at a fast food place. It was a local chain that was trying to go for this retro 60′s diner like atmosphere. So I had to wear a button down, white, short sleeve shirt (actually a snap down, white, short sleeve shirt) and a tie to work at a place that served greasy burgers and fries. Since this was high school, I chose the job because almost every one of my friends worked there. Since it was high school, I also made sure to do the least amount work possible while maintaining my job.
All good things had to come to the end and we parted ways (I quit without notice because they wouldn’t let me work with my ear piercing in, my first experience with dress code policies). Things have changed a bit in 11 years. What was once a beloved but tacky regional restaurant chain has become the fast food iteration of the “Eat Local” movement.
Burgerville (based in my hometown of Vancouver, WA) has become a powerhouse of the Northwest casual cuisine scene. From hipsters and hippies to cube dwellers and suburbanites, I’ve found few that really dislike the joint and even less that have never experienced it. Not to mention that they are an interesting case in business transparency.
Burgerville started off by naming suppliers of their products and opening both themselves and their partners to scrutiny. Guess what though? It wasn’t the end of the world. People felt better about what they were eating.
Now they’ve attracted attention for another bit of transparency: nutrition labeling based on what you order. Cabel’s Blog posted a copy of his receipt and it was picked up by A Hamburger Today (one of my favorite food blogs for obvious reasons).
So you can see that he not only ordered a halibut sandwich but that he removed tarter. And those sweet potato fries? Better in the fiber category but bad everywhere else in comparison to regular french fries.
While other companies put their nutrition information on weird parts of a website or in little pamphlets with tiny printing, Burgerville puts it right where it counts: in your face, before you eat it.
And yes, people who know me know that I am against mandatory laws about these sorts of things. But using labeling and transparency as a key differentiator in your marketing strategy? I really love it. Especially when none of your competitors can roll out anything close to this in a timely manner.
Put information into your customer’s hands, respect their intelligence and let their informed wants guide you to better products. How hard can it be if a regional burger chain is leading the way?
{ 5 comments… read them below or add one }
I love when companies post calorie counts, but holy caw, that’s a ton a calories for one meal. That would definitely keep me from eating there (aside from being a, you know, vegetarian).
Anyway, I think you are right, it’s cool to be transparent. It gives people something to talk about – in this case it helps people share the message of the deliciousness of the food despite the calories. Totally a smart marketing strategy.
And your story at the beginning was fun too! Who knew Lance was such a teenage rebel.
Love it! Not only will it change consumer behavior, it will in turn change Burgerville, their menu, and their ingredients. There’s a business lesson in there: “Invite your customers to pressure you.”
It’s amazing how almost everyone appreciates honesty and so many businesses choose to ignore this.
I think the key is when being open will help more than hurt. Burgerville wins by being open about the food being served since everyone else holds that info back. People are going to eat fast food whether or not they know what the ingredients are or what the nutritional value is.
This same thing can be applied in so many areas. I read about a company who posted the payscale and how it works for every employee – intern to CEO. It worked for them. It may not work for everyone, but it worked for them.
What kind of openness are you hoping to see in business yourself, Lance?
True, I think transparency is very important and it makes people feel they are treated fairly.
Thanks for pointing this out Lance. It’s amazing to me that a fast food chain that could stand to lose big time from being transparent – those fries don’t look a tad bit healthy – are a lot more transparent than many companies today. It’s great that Burgerville helps their customers make an informed decision. I’d bet that their customer count didn’t drop at all, and if anything, increased.
By the way, how is the food there?