We love seeing brands being born, specially ones that connect with our love of good food. From the day we discovered Lord of the Fries, we loved it. They made the kind of chips we loved back in Dublin, real potatoes, double fried , served hot, crispy with a soft fluffy centre, Yum. We even made special trips into the city for some real chips and their yummy vegi-burgers. We told everyone about them, we’d revel when introducing friends to the ‘best fries in Melbourne’.
It all started out so right, a simple well delivered brand promise; real chips made with love. Everything was so on brand (even if at times it seemed a little haphazard) from the simple menu, basic iconic packaging, friendly engaging staff, simple strong brandmark it was all about the fries, the best fries and nothing but the fries.
On Sunday night we had occasion (and excuse) to drop by the Elizabeth st store for a late dinner and a little treat. It couldn’t have been more disappointing. A box of greasy, soft, over-salted fries, deluged in sauce. More sauce than chip. It was almost heart breaking. We felt cheated, another brand we put our faith in and reputation on had let us down.
It’s great that you’re expanding your franchise empire and extending your offer with nuggets, rings and dogs. But if you can’t get your core product right, the product you base your whole brand around, your just another crummy fast food joint, over-promising and under-delivering. Melbourne, and the world, has enough of these, we don’t need another.
Lord of the Fries get your act together, taste a chip when you’re salting, make sure they’re as good as they should be, if they’re not, we can wait a minute. Make it part of the theatre of your brand delivery. It’s a far better brand gesture to hold yourself up higher standards in a visible way then to let them slide hoping no one notices. Too many brands do it and it’s us, your customers, who loose out. So Lord of the Fries we’re giving you a ‘heads-up’. Your on notice, your about to loose us forever and nobody wants that, most of all us. All we want is what you promised; the best fries we’ll ever try.
Don’t let us down.
If you’d like to talk to us about making and keeping your brand promise give us a call, we’d love to chat brand.