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Published on Thursday, April 18, 2013

Don't Drive Thru Please!

HamburgersHamburgers are all the rage in our town. In the last 2 years, 4 new restaurants opened specializing in various types of custom (higher end than fast food) burgers. This - if we add the 7 fast food restaurants and a dozen or so sit-down places where you can order a burger - brings the options for raising my cholesterol and body fat to an all time high.

 

Don’t get me wrong, I am not going vegetarian any time soon, but I seriously started to ask, what’s the difference, really?  I mean, I can drive-thru Mickey Dee’s and pay $1.25 for their fast, cheap version of a burger. So why fork over $5 or more for a burger at one of the new joints?

 

There are actually a number of factors that contribute to your burger decision, if you really think about it. Lots of loose change in the car console and you’re in a hurry.... drive-thru does it! Do you have some time, want to customize your order, crave human contact or not want to add to the crumb collection in your car?  Paying a bit more, but getting what you want on a burger drives that decision. It’s a balancing act. Speed and price equals a commodity and drives price down, while customization and real value generally raise the cost of admission.

 

My opinion is that the new popularity in burger joints is just because forward-thinking marketers have identified that most of us are simply tired of low quality, and settling for a less than palatable experience. Hamburger eaters heavily relied on what was cheap, easy and filled the bill, but knew deep down inside it was just plain wrong.  Voila! Five more burger places. The result.... higher priced, but better burger experience alternatives!

 

Over the last several years, there seems to be no shortage of places to purchase exhibit and event products and services for prices that are unrealistically low. Clients, in the need to spend less but satisfy a basic need, flocked to the “$1” menu choice. As a supplier/partner in the industry, we watched and questioned. “How can (product) be sold at that price with any thought to quality or durability, or any level of service?”

 

Drive-thruLately, we have been seeing more interest in value over price, durability and service after the sale. Price, while always important, is increasingly factored in with perceived and actual value. Is this because the buyer had a bad experience or is just tired of “drive-thru” service and settling for something that “gets them by”. Do they need to customize their order a bit more or need to talk to someone instead of clicking a button online or ordering blindly from a catalog?

 

What do you think? Are we starting to ask questions again instead of just going to the drive-thru?

 

I will guarantee this; Prairie will never install a drive-thru window at our offices. We always ask what you would like on your display and not just tell you. It takes a bit more time and does have a cost associated with it, but we guarantee a better business experience.

 

Best Regards,

 

Steve Moskal

 

Steve's burgers

 

 

 

 

 

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Steve Moskal
Steve Moskal

Steve Moskal

Other posts by Steve Moskal
Contact author Full biography

Full biography

Steve’s journey in the trade show and event world started in 1983 with one of the original Nomadic Display sales organizations in North America. In 1994, he co-founded Prairie Display/Chicago.

Steve was an Allied Board Member of TSEA (Trade Show Exhibitors Association) from 2007 to 2011 and recipient of the TSEA President’s Award in 2009. He also served as Financial Chair of the Midwest Exhibit and Event Professionals (formerly the Chicago chapter of TSEA) and as a commissioner with the Elmhurst Economic Development Commission from 2011 to 2016. Currently he is Vice President of Education for the Addison/Elmhurst, IL Toastmasters Club.

When not working with customers and co-workers at Prairie, you can find him trying to spend more time biking and pursuing other creative endeavors. Steve lives in Oak Brook, IL with his beautiful and equally understanding wife of 26 years, Shelley.

Steve is a graduate of Northern Illinois University, with a B.A. in Journalism and a Fine Arts minor.

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