Some people are smart. They turn food into a lifestyle. For coffee, we have Starbucks and The Coffee Bean & Tea Leaf. They price their coffee insanely high, yet, they never lack of customers. They don't only sell excellent coffee, they sell experience. They sell lifestyle to their customers.
How about Ice Cream? When I heard the word "Ice Cream", no specific brand come out from my mind very fast, not like "Starbucks" when you mention coffee. After I thought about a few seconds, some ice cream brands started to pop-up, like Andersen's Ice Cream, Hagen Das, and Ben & Jerry's.
Ben & Jerry's is interesting. When I visited their shop last time, I was quite shocked with their price. It's $4.50 for a small cup! I couldn't believe it at the first time, but because I had entered their shop, so paiseh to go out and didn't buy anything. OK lah, the taste of the ice-cream is definitely above average (although I can say that it's not as nice as Hagen Das and Singapore's Swensen), but, I was very impressed with their management and their culture.
- They use only dairy products that are produced by farmers who promise not to treat their cows with genetic treatment.
- They set aside specific percentage of their profit for charity.
- They support "world peace" and "social and environmental conservation"
- They even have Ben & Jerry's foundation.
- They create a culture. In their shop, their wall is full of comments from the customers e.g. "B & J you rocks!", or "Ben & Jerry's, I love you!" What a smart approach. You can tell the whole world that you have the best ice-cream, but having your customers saying it for you is definitely much more effective, and the best part is, it's free!
If you can sell a small cup of ice-cream for $4.50, you can sell almost anything!
And also, what's happier than receiving a question "Where do you study?" when you are in your 30s? Look at Andy Lau's photos and guys, dare you tell me that you don't envy him? Look like 30-year-old. I tell you, he is 45! So irritating, some people just never grow old!