robert roman
Bob Roman
“Why is our industry different than….fast food….Package names instead of numbers. A La carte being almost non existent. Granted there are distinctions but do they warrant a different strategy and why?”
Good question.
Consumers expect fast food to be fresh, warm and tasty and the delivery fast and the order accurate.
Keeping this promise or value proposition influences customer satisfaction and loyalty and market share.
As for product, go to Mc Donald’s and order quarter pounder with cheese.
Via menu or past experience, we know this product consists of 1/4 lb hamburger patty (fried), pickle, mustard and ketchup and cheese on sesame seed bun.
Go to Burger King and order Whopper. Similarly, we know this product consists of 1/4 lb patty (broiled), lettuce, tomato, bun (no sesame seeds), etc.
Each is food (hamburger) but each is slightly different.
The value proposition for carwash can be described as clean, shine and protect motorist’s vehicles.
As for product, go to ABC carwash and order Basic, Good, Better or Best.
What is the product? For example, how much better is the “Better” wash as compared to Good wash? Does the “Better” wash offer more shine and/or protection than Good? And so forth.
Does Gold, Platinum and Diamond or another naming convention clarify any better?
Do carwash operators view their business in terms of clean, shine and protect or good, better, best?
In carwash like fast food, the main benefit of packaging or bundling of products/services is communication of information and expediency in ordering (sales transaction).
Consequently, ala carte would have tendency to slow down the process.
Exception is when ordering basic or good carwash and POS prompts (drop down menu) for, say, hot wax or tire shine. Thus, ala carte is expedient.
Good question.
Consumers expect fast food to be fresh, warm and tasty and the delivery fast and the order accurate.
Keeping this promise or value proposition influences customer satisfaction and loyalty and market share.
As for product, go to Mc Donald’s and order quarter pounder with cheese.
Via menu or past experience, we know this product consists of 1/4 lb hamburger patty (fried), pickle, mustard and ketchup and cheese on sesame seed bun.
Go to Burger King and order Whopper. Similarly, we know this product consists of 1/4 lb patty (broiled), lettuce, tomato, bun (no sesame seeds), etc.
Each is food (hamburger) but each is slightly different.
The value proposition for carwash can be described as clean, shine and protect motorist’s vehicles.
As for product, go to ABC carwash and order Basic, Good, Better or Best.
What is the product? For example, how much better is the “Better” wash as compared to Good wash? Does the “Better” wash offer more shine and/or protection than Good? And so forth.
Does Gold, Platinum and Diamond or another naming convention clarify any better?
Do carwash operators view their business in terms of clean, shine and protect or good, better, best?
In carwash like fast food, the main benefit of packaging or bundling of products/services is communication of information and expediency in ordering (sales transaction).
Consequently, ala carte would have tendency to slow down the process.
Exception is when ordering basic or good carwash and POS prompts (drop down menu) for, say, hot wax or tire shine. Thus, ala carte is expedient.