Over the weekend, I made a little day trip out of town to attend an arts festival. When a colleague heard I was going, his immediate comment was: "Visit the Scratch bakery. There will be a line out the door, but you'll thank me on Monday."
A line out the door? How many businesses have a line out the door these days? We did not get to the bakery until mid-afternoon, and there wasn't a line out the door, but there certainly was a line. It was interesting that this wasn't a grumbly "why is the line so long" kind of line, but customers were more giddy with anticipation, as if we were waiting in line for coveted concert tickets.
We purchased two of the Lemon Love delicacies (a June special), and after we devoured them, we totally understood what the fuss was about. My friend went back in line and purchased a to-go box of Dulche de Leche, Blue Prince, another Lemon Love and O Happy Day (very appropriately named!). I am surprised they made it home.
Everyone we saw walking downtown was carrying a Scratch bakery box. Mind you, these tasty treats aren't cheap, but that didn't seem to have any impact on business. I am sure that they aren't low calorie/organic/good for you either, but that seemed irrelevant as well.
Scratch temptations are small enough to be affordable and, although sinful, one is not enough to increase your waist size. I think Scratch has found the right amount of decadence to be palatable to the average customer -- who can eat one and feel treated without too much financial or health guilt.
How can your organization take a lesson from Scratch? What can you provide that is in limited supply, but of the finest quality -- and in limited amounts so the average customer can partake in your brand of luxury without changing their lifestyle? There is definitely a sweet spot out there (no pun intended), and this little bakery seems to have found it.
-- beth triplett
leadershipdots.blogspot.com
@leadershipdots
leadershipdots@gmail.com
See www.scratchcupcakery.com
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