Marketing Lessons From the Left-Handed Whopper
On April Fool’s Day 1998, Burger King ran a full-page advertisement in USA Today to introduce the new “Left-Handed Whopper.”
The ad proclaimed: “Finally, after years of neglect, left-handed eaters will no longer need to conform to traditional right-handed eating methods when enjoying America’s favorite burger.”
Highlights:
- “Whopper rotated a full 180-degrees to ensure better grip on bun…”
- “Rearranged orientation of condiments, allowing left-handers to have it their way.”
- “Sesame seeds meticulously placed to ensure least amount of loss during consumption.”
Good joke.
Here’s the funniest thing: Thousands of lefties visited Burger Kings that day and asked for the new sandwich.
“Many others requested their own right-handed version,” according to Burger King’s next-day news release.
Some hear that story and think, “stupid people.” I hear that story and think “smart company.”
Sure, the left-handed Whopper was a joke, but it still promoted the idea that you, the customer, should “have it your way.”
That’s a good idea. That’s the essence of hospitality.
And it’s a good model for all businesses…
Know your audiences and cater to them. Your customers value you more if they think you’re on their side. That should happen in your business transactions. That should happen in your marketing.
That means we deliver the right messages to the right people at the right time.
That means messages that are pertinent and valuable.
That means messages that are customized for different audiences — kind of like a left-handed email for lefties.
I know this may sound a little pie-in-the-sky or difficult to master, but it’s easier than you may think.
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