I was getting some lunch from a certain Kentucky based Chicken fryer at the weekend when I noticed a donair place near the store.
“Top Donair” is it’s name.
Why did a random donair place catch my eye? Because it almost didn’t…
Let’s take a look at some successful fast food businesses:
What do they all have in common? You can’t miss them! Huge signs, huge branding. Now let’s look at Top Donair again…
What do you notice? Yep, of the available 200 sq ft of empty wall above the windows, their sign takes up… 20 of them. 10% of the available space has been used for their sign. What a waste.
Now, signs are expensive! That sign, installed, was probably $2500. A big sign like some of the ones above could easily be $10,000+. But I honestly think it’d be worth it.
You can see this all the time with small independent food places. They try and save a buck by being cheap on what they regard as un-important things. “Yeh, I’ve got a sign, what about it? People are coming for the food!”. Except they won’t know that you even sell food without a decent sized sign!