.....Because People Remember Smiles

"Why did the banker open a Subway."....Because watching his money disappear in the stock market wasn’t stressful enough!

It was a little past 10 p.m. when my phone buzzed. I answered, half-expecting bad news. Instead, I heard my friend Amit’s frantic voice.

Man, I’m screwed. There’s a Subway on every freaking corner, selling the same damn sandwiches at the same price. How am I supposed to make money?

Amit is a banker by day, but about a year ago, he had invested in a Subway franchise as a side hustle. He figured it would be an easy cash flow business, but now reality was sinking in.

You need to differentiate. I said.

Differentiate? It’s a sandwich shop! Nobody cares about chit-chat. For $10, I cannot be everybody’s friend.

I laughed. People don’t just pay for food; they pay for an experience. Nobody’s asking for small talk, but if you make them feel special, they’ll drive an extra mile just to eat at your place.

He scoffed. You think people will go out of their way for a turkey sub?

Think about the places you love going to. It’s not always just the product: it’s how they make you feel.

The little things matter.

Train your staff to remember regulars. Offer a signature sandwich. Throw in a free cookie with a smile. It’s not just food; it’s how you make them feel.

There was silence on the other end. Then he sighed. Alright, I’ll think about it.

A month later, Amit called back.

Dude, you were right. We started keeping track of customers' names, added a ‘secret menu’ sandwich, and gave out free cookies on birthdays.

Sales are up 18%. People actually drive past other Subways to come here.

I smiled. Told you. Experience wins every time.