Selling Platinum Level Products & Services at Bronze Prices
McDonald’s can stamp out an endless supply of $3 hamburgers because they’ve built an operation that scales with a minimum quality product, a near-absolute-zero level of service, and no customization in sight.
Their $3 hamburger does not include:
A choice of whole wheat bun (it’s enriched white flour for you!)
A choice of Swiss, Gruyere, or Bleu cheese (it’s non-cheese-flat-cheese for you!)
A choice of rare, medium, or well-done (It can’t be rare; there’s too much soy in it)
If a person brings your burger to your table (if only)
If they yell your name (“Number 609!”)
If they pick up after you at your table (good luck scraping your paper placemat into the trash bin without getting ketchup on your hands after you’ve thrown away the napkins :)
McDonald’s can stamp out $3 burgers because they’ve created a low-cost product in a standard, non-customizable offer, stripped of any qualities of service.
…
Recently, I paid (don’t laugh) $35 for a hamburger.
Here’s what I got:
A fresh-baked, flaky croissant bun
AOC Compté cheese (read: fancy for French-government-designated top-quality)
Choice of rare, the kind of rare that’s tricky to find in the US, but oh-so-delicious
A well-dressed waiter, who politely set down my plate with a…
“Madame, pour vous.”
Who tidied up after me, after I’d demolished said heavenly burger.
This was a Platinum Level hamburger.
The price was $35.
The price was not $3.
Even though it was “just a hamburger.”
…
Selling a Platinum Level product with Platinum Level service at a Bronze price is a recipe for business stress, pressure, and pain.
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