March 8, 2009 171 Comments

Sending the Wrong Message

For whatever reason, this ad suggests that the benefit of getting coffee at the gas station is that there’s no line. The problem is this: lines make us think something is worth it. Ever wander into an empty restaurant? Did you get a weird feeling and leave? If you went to the movies and there was a huge queue to see one movie, and no line at all to see the others, might you be curious as to what was so interesting that people were lined up to see it?

A line isn’t always a bad thing.

What unintentional messages are you sending?

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http://crittjarvis.com/ Critt Jarvis

Chris and friends,
Your comments have been especially informative, helpful in pushing me to learn more about Cumberland Farms, my part time employer.

Inspired by the comment of Martin Burns, I did some business research using Google, to find answers to his questions.

First question:, “I’m wondering why (if coffee isn’t that high-margin compared to other products) they’re trying to compete with coffee shops that have long lines (assuming the mean Starbucks & Dunkin’ Doughnuts)?”

I didn’t find an open source answer for “why,” but I bet Tim Foley at Full Contact Advertising knows. His public LinkedIn profile, which I found using Google, shows Cumberland Farms as one of his accounts.

Second question, “Have they decided to throw in the towel when it comes to competing with the Exxon’s of the world?”

Google was really helpful in providing me relevant links to how Cumberland Farms competes with the “Exxon’s of the world,” but the answer was so complete that I just had to blog it:
Joe Petrowski’s resilient leadership: vision, plan, execution

Hope this is helpful to you :)
http://www.aicreative.com Angelika Ilina

I guess it all depends on where you are. I grew up in the former Soviet Union, and let me tell you, having lines is bad! But in this country, having lines could be a good thing as an indication that people really want something. Or it could be a bad thing like having to wait in a long line at a grocery store because to me, they should have better customer service by having more registers open and more service staff.
http://www.aicreative.com Angelika Ilina

I guess it all depends on where you are. I grew up in the former Soviet Union, and let me tell you, having lines is bad! But in this country, having lines could be a good thing as an indication that people really want something. Or it could be a bad thing like having to wait in a long line at a grocery store because to me, they should have better customer service by having more registers open and more service staff.
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http://www.blogaboutnothingatall.com Kai Lo

Some might not care about lines. I would prefer no line over a crowded line. In the case of the ad for the coffee, most likely it is an instant coffee that you just push a button to get. No line does not necessarily mean it is bad.
http://www.blogaboutnothingatall.com Kai Lo

Some might not care about lines. I would prefer no line over a crowded line. In the case of the ad for the coffee, most likely it is an instant coffee that you just push a button to get. No line does not necessarily mean it is bad.
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http://myfhamortgageblog.com Mark Madsen

They should have said “Need Coffee, Hate Lines?”
http://myfhamortgageblog.com Mark Madsen

They should have said “Need Coffee, Hate Lines?”
http://www.precision-spine.com/neckpain Kian Ann

Frankly, I didn’t know what the ad meant the first time I read it. I feel “lines” is kinda vague? Would “long queues” be better?

But then, maybe that’s your culture.

But I got your point. :) Change it to, “Love Coffee? Get in Line!”
http://www.precision-spine.com/neckpain Kian Ann

Frankly, I didn’t know what the ad meant the first time I read it. I feel “lines” is kinda vague? Would “long queues” be better?

But then, maybe that’s your culture.

But I got your point. :) Change it to, “Love Coffee? Get in Line!”
http://mattwilson.tv @MattWilsontv

Always judge a restaurant by it’s line! go where the locals go and have to wait.
http://mattwilson.tv @MattWilsontv

Always judge a restaurant by it’s line! go where the locals go and have to wait.
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http://www.hacksleep.com/ Charles

Sometimes that happens. Obviously it is a benefit to have short lines, but also means no one is buying. Maybe something like “Free coffee with $20 or more of gas.”
http://fengshuilove.nicheprince.com/ feng shui love

good one joe jacobi, the coffee snob :)
http://fengshuilove.nicheprince.com/ feng shui love

good one joe jacobi, the coffee snob :)
http://profiles.yahoo.com/u/LUNNKMP6WW3K2MJ4ZYJUHTQU2Y athikities supabiola

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Sending the Wrong Message

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