On the hour-long walk back from a meeting this morning (I can’t drive or cycle for 6+ weeks thanks to broken elbow), I thought I’d grab a sandwich and a cappuccino at a cafe / deli my sister’s been talking about – and immediately my marketing / copywriting head kicked in.
For a start, from the street it wasn’t immediately obvious that it was a cafe or deli at all. You can’t see the eating area or the service counter and the lack-lustre window display doesn’t help: a shelf of tins and jars plus a jute shopping bag filled with bubble-wrap.
There was no menu on display outside, either, and nothing to say that the cafe also does takeaway sandwiches, etc.
On entry I was greeted by a blank wooden partition wall with coat hooks (how odd!), but still no sign of the cafe or the deli counter…
So I was having to jump through several hoops to actually decide that, yes, this was somewhere I wanted to eat.
Once inside the (not surprisingly empty) cafe, the decor was OK, the staff friendly and attentive (if you factor out the scary-looking boss who was roaming around), and the food excellent.
But the whole time I was chomping at the bit to suggest ways they could improve their kerb-appeal.
And, as another way to encourage repeat and new custom, why not offer a free something-or-other or a money-off voucher for next time – plus another to hand to a friend?