Last week a new doughnut shop launched in Cardiff and more than 1,000 people queued up with some waiting for more than two hours.
That’s pretty impressive but Krispy Kreme doughnuts don’t just have a bit of strawberry jam in the middle but exciting varieties like lemon meringue pie and coffee kreme. This is differentiation by what – the product is unique and not available anywhere else. It also appeals to the senses of sight, taste and smell as another form of answering the question “how can we be different?”
To put this queue into perspective, it was twice the number who queued up to buy the new Apple iPad 2 and you know what devoted fans Apple creates.
Krispy Kreme doughnuts are very expensive and like Starbucks, proves that for the right kind of customer experience, buyers are prepared to pay much more.