On our trip to Croatia last summer, my wife Lindsay and I always went to Fast Food Atlantis for our morning coffee and night cap. We’d tried several cafes lining the Trogir-Okrug beach, only to be repeatedly let down by thumping Euro techno and exceptionally bad service. Then we found Fast Food Atlantis (ironically, the nearest of the beach cafes).
What made Fast Food Atlantis so special to us? First, the funny name; it was just a beach cafe that also served snack foods. Great espresso. Prompt and entertainingly grumpy service (I am from Eastern Europe). Cheesy pop folk, always in the background. Hajduk Split paraphernalia. Few vacationer patrons. Unassuming decor. Locals drinking beer at 8 am and watching soccer games in the evenings. People watching. Always available seats. Consistency – we always knew what to expect and we always got what we expected. Difference and authenticity. The experience.
In your marketing, aim to be a Fast Food Atlantis. Be the first, and, if you can pull it off, the only choice of your offering for your niche. Know exactly what they don’t want, find out what they crave, and be there for them (showing up is eighty percent of the work). Particularly in a crowded market, pursuing a Fast Food Atlantis strategy will make your company special to a steady and organically-growing number of dedicated customers who will keep coming back, again and again (or until their vacation is over).
