My favourite restaurant of late is Mamak in Sydney’s CBD. While the food is spectacular, that is not the best thing about this restaurant. The first sight that greets you every night is the long line of customers snaking outside the door and into the street. As you approach for a closer look, you see a kitchen through a large clear window; cooks flipping, twisting, turning and stretching the next roti canai to serve a customer. It was almost mesmerising. If the line wasn’t enough proof of the quality of the restaurant, that certainly was. This is a diner that has nothing to hide and openly flaunts its popularity. Everytime I eat at Mamak, I join the queue, accompanied by the doorside kitchen. By the time I’m seated I’ve already gotten my money’s worth.
Lesson: Don’t be afraid to show your potential customers that you are the real thing. Build it up. Give your customer’s the gift of authenticity and anticipation.