Smell the Sizzling Fajita

Fajitas

Over at Kitchen Table Companies, I was talking about how in my brief stint in the restaurant world, we used to have this phenomenon where if someone ordered a fajita, the kitchen staff would rush to throw on chicken and steak in preparation for the onslaught of fajita orders we’d receive thereafter. Why? Because the fajitas, when served, would come through sizzling and smelling amazing and everyone in the restaurant would stop what they were doing to see them travel. If you were there and hadn’t ordered, you’d almost definitely order a fajita.

There’s No Fajita Effect Online

When I buy something online, partly due to privacy reasons, there’s no fajita effect. No one sees that I just bought the Rockabye Baby renditions of Weezer mp3s (amazon affiliate link). In fact, I get that kind of, “If you bought this, you might also want this” kind of thing, but that’s it.

If someone buys Kitchen Table Companies, no one knows besides the buyer. There’s no fajita effect.

So, What Would Work?

What if we added a “tweet your purchase” or “like your purchase” checkbox to the sale? Would that at least give one’s social network a hint of that fajita sizzle and aroma?

And if not that, what would you do to make sure that fajita effect happens?

Interesting to consider, isn’t it?

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  • http://investing.businessweek.com/research/stocks/private/snapshot.asp?privcapId=278437 Cross Country Home Services

    I certainly like the concept. Our library does this from the catalog – kinda. When we search a title, there’s a Share This button where you can share what you are reading with your friends/ followers on various outposts including Twitter and Facebook.

  • http://www.kherize5.com Suzanne Vara

    I am on board in the restaurant as well we see it going by, it is sizzling and we look at our server (sometimes cannot find them) and want that. Why? The aroma, it has us captured, we want that as much as others in the restaurant. We do not know the people next to us, the server (unless we frequent the place and prob had the fajita before). There is no one to judge us when we order that fajita except the unknowns around us. In social media, people know us, better said they judge us. If we said I bought x today, the fans of x would come in drones. Is that giving them the fajita experience or having them finding a commonality?

    In business we want that commonality as that breeds interest. If I am screaming my lungs out over, well we know, JETS, will someone notice? A lot! Many will run but many will flock. I can talk about the art, the social media or the niche offerings within the business and it isthe same concept. The flockers will be the fajitas and the lookers well, they will keep looking until they become the flocker. Sharing with the world of what you bought is still a bit taboo, kind of like a teenager boy with public display of attention. You do not do it until the world says so. Are we there yet? I do not think so.

  • http://www.myadguy.com Ray Martin

    My first restaurant job was at Chi Chi’s! That wafting fajita grease wasn’t so good for my complexion and when I got home from work I always smelled like “The Chi”. I really get what you’re saying though. Having that new car in the driveway of the Jones’ makes you want to keep up. That’s not as easy to do online. I think Facebook is about as close as it gets if you actually post pics or talk about how you’re using something you bought. Tweeting might be close as well if you have a good community of followers. Video is great too. A FB post or tweet linking to a YouTube of you playing your new Taylor electric acoustic guitar might cause a few people to go to the Taylor website or their favorite local guitar shop and try one out. That’s about as close as I think we can get online until someone figures out how to create an app that can share the smell of that fajita across the web.

  • http://scloho.net Scott Howard (ScLoHo)

    Chris, forgive me if someone has already added this idea, but it should be simple to do…

    Take a page from the Home Shopping Cable Network type shows that have a count down/count up on screen which shows how many items have been sold and how many are left as they are talking about the item.

    Adapt this so the last 5 purchases are displayed, also the most popular items, and the newest items available. This has to be a constantly updated stream that shoppers can click on to buy the item themselves.

    This is similar to Amazon’s suggestions except it is not based on an individual’s buying habits, but of the entire group of consumers.

    • http://www.pamelahazelton.com Pamela Hazelton

      Scott:

      This is a strategic method as well. It’s something with which many online stores could benefit.

      I see Chris’ idea vastly different, however, because it reaches beyond the current users of the store, and shoots out into the “wilderness” via Facebook, Twitter, etc.

  • http://scloho.net Scott Howard (ScLoHo)

    Chris, forgive me if someone has already added this idea, but it should be simple to do…

    Take a page from the Home Shopping Cable Network type shows that have a count down/count up on screen which shows how many items have been sold and how many are left as they are talking about the item.

    Adapt this so the last 5 purchases are displayed, also the most popular items, and the newest items available. This has to be a constantly updated stream that shoppers can click on to buy the item themselves.

    This is similar to Amazon’s suggestions except it is not based on an individual’s buying habits, but of the entire group of consumers.

  • http://www.tobiasbray.com Tobias Bray

    It needs to be within network and in sync. We want the fajta because we are present and primed when the server walks by. Much of what we call realtime in the social space is timed delayed and therefore fewer people will be primed. The restaurant represents our time-context. That kind of penetration is difficult with hundreds of messages flying by. Chris, very interesting. I’ll be up most of the night thinking about this one.

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  • http://www.pamelahazelton.com Pamela Hazelton

    Great idea, Chris. I had to talk about it myself (at my own site).

    Instant gratification is key…

  • http://www.pamelahazelton.com Pamela Hazelton

    The key is offering an incentive to create a chain reaction. Sure, loyal folk will want to share your info. But what about the rest of them?

  • http://www.pamelahazelton.com Pamela Hazelton

    The key is offering an incentive to create a chain reaction. Sure, loyal folk will want to share your info. But what about the rest of them?

  • http://www.pamelahazelton.com Pamela Hazelton

    Starbucks should be paying me. Nearly every day someone asks me what I ordered (Green Tea Frap). I have the barista pour a bit into a kiddie cup for them to try. Instant sales for them. Nada for me. :( Save for ensuring it stays on the menu. :)

  • http://www.pamelahazelton.com Pamela Hazelton

    Starbucks should be paying me. Nearly every day someone asks me what I ordered (Green Tea Frap). I have the barista pour a bit into a kiddie cup for them to try. Instant sales for them. Nada for me. :( Save for ensuring it stays on the menu. :)

  • http://www.pamelahazelton.com Pamela Hazelton

    Starbucks should be paying me. Nearly every day someone asks me what I ordered (Green Tea Frap). I have the barista pour a bit into a kiddie cup for them to try. Instant sales for them. Nada for me. :( Save for ensuring it stays on the menu. :)

  • http://www.spaceheaterstudios.com/email-marketing-setup/ E-mail Marketing Set-up

    I think one problem with having a “tweet this” or a “like” button for your purchases is that it could almost come across as impersonal. If someone took the time to type out a tweet about how much they love their new product or a blog post, I would be more likely to investigate the product or buy the product than if I just saw a generic post on twitter.

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  • http://DCincome.com/blog Matthew Loop

    Good insight and idea… As a marketer, that would be great, build social proof even faster, and lead to more referral based sales.

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