“I don’t mean to offend them. It’s just so obvious how much cooler and better the other Dairy Queen is.” 13 year old field marketing researcher
How can two stores in the same franchise be so different? An innocuous trip for ice cream turned into a lesson in branding consistency.
Driving home from a late night trip to the bookstore, we stopped at the Dairy Queen A in the next town over. One person’s order reached us after we left, so we agreed to stop at another Dairy Queen B, our hometown favorite, to pick it up.
What happens when you compare and contrast two five to ten minute customer interchanges at two different branches of the same place?
Here’s a non-scientific look at how our experience compared . . .
|DQ A||DQ B|
|signage||neon||neon + hand-drawn window lettering and designs|
|staff||no eye contact||friendly greeting|
|insects||yes, mosquitoes on babies||none|
|decor||dated||customer art gallery|
|decorations||none||party theme with streamers|
|uniforms||ice cream smears on street clothes||matching Girl Scouts Thin Mints t-shirts|
|nametags||none||stainless with names and titles|
|water||older fountain||fountain + Dasani cooler|
|customers||families||little league teams|
|wait||10 minutes||none, with four people on duty|
|presentation||cups shoved over counter||Blizzards turned upside down to show thickness|
|brochures||none||calendar of specials|
|charity||no receptacle||box stuffed to over flowing|
What if both columns matched exactly? Which store has better word of mouth?