Waiting For an Experience?

We took a little field trip to Georgetown this past weekend and after trying cupcakes from such nationally famous places as Sprinkles and Cake Love, we opted to stand in line for some local cupcakes. When we arrived around 1 p.m. there was a line around the building. Four hours later when we decided to try the cupcakes the line was around the corner and working it's way down the street. Georgetown Cupcake seemed to have quite the reputation though - good reviews, a mayor from Foursquare and recommendations from friends.

So we waited.

For 45 minutes.

For a cupcake.

Actually by the time we were heckled multiple times by passing pedestrians and people in cars for standing in line, the excitement continued to build and we ended up with more than one cupcake each. We ended up with more than two cupcakes each. Okay, okay. We bought an entire dozen for two of us. *smile*


After waiting that long, we realized that the joy, the success of Georgetown Cupcakes was a combination of not only a quality cupcake, but an entire experience. We waited in line with other cupcake lovers. We peered in through the glass windows at the trays of cupcakes. We chatted with the door person who would only allow so many people in at a time. We shared jokes with the other people in line while watching traffic. And finally we picked out our cupcakes, placed the order and watched them fill in the pretty pink box and seal it with a flower sticker. Before we knew it, we had our box of cupcakes and we were ushered back onto the street again.

One thing we never did?

We never once complained about the line or got upset because someone was taking too long. We were curious and we were rewarded for the curiosity with some excellent cupcakes.

I know I'll never stand in line at a Sprinkles or a Cake Love again. But I will stand in line at a Georgetown Cupcake again. Why? Because it wasn't just about the cupcakes - it was about the experience.

Think about it. What kind of experience does your business offer?