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 appeals to the senses of sight, taste and smell.
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.
Paul Simister is a business coach who helps small business owners to profit from differentiating their businesses, being distinctive in the eyes of their customers and standing out in a crowded marketplace.
You too can move past your profit tipping point by answering the seven big questions of business success.