I recently went to dinner at the new Five Guys restaurant that opened in our town. If you have not been there, they have a menu with two items: burgers and fries. These are fresh, gourmet burgers (no freezer on site), but they do not come cheaply.

I was struck by the intensive focus on promoting how good they are. The entire restaurant is “decorated” with reviews and quotes about their product, some on large signs and others as replicas of restaurant reviews in magazines. Even their cup features testimonials from others.

Does it really matter that the Watauga Democrat called Five Guys “Best of the Best French Fries” in 2014 or that the Independent thinks they have the “Best Cheeseburger in Colorado Springs”? Apparently Five Guys thinks it reinforces that your meal is worth it, even if you paid a premium.

While I think they take self-aggrandizing to an extreme, you can learn from them about the value of testimonials and outside validation. What have you done to capture the positive comments others make about you or your organization? Have you asked for written evaluations or reviews? You don’t need to plaster them on the walls, but strategically used comments can help you be seen as a gourmet instead of a picnic.

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