The Customer Experience is About Mindshare, not Market Share

I found this article on the web click here for the full article...John I Todor, gets it right, here is a quote from his piece

Starbucks is closing about 600 hundreds of its American stores. This has lead many pundits to say Starbucks had over saturated the marketplace with coffee houses.

However, at the same time Biggby's Coffee Shops announced the opening of their 100th store in the mid-west. Technomic's, a Chicago-based research firm ranked Biggby's number 39 on Restaurant Business magazine's Fast 50 list of the fastest growing chains.

If the coffee house marketplace is over saturated, how can Biggby's be growing so fast?

If you ask Biggby's CEO, Bob Fish, he will tell you it is their focus on customer engagement. As he puts it, "The Biggby way is a way of looking at customers as people, and that kind of engagement we have at our stores makes it a personal experience. People love our coffee, but the reason they come to our stores is it makes them feel good."

It's no secret...everybody like to be treated well :)