What is wrong with this sign? (And win $10.00 if you know where it is!)

December 19, 2006          Comments (5)

I see this sign every morning walking to work and I always snicker.

It doesn’t make sense and it should be fixed.

Why would I want to eat at the busiest breakfast place in all of New York City?

Who even awarded them with the title of ‘busiest place’ in NYC? And what were they before being the ‘busiest and best breakfast place in NYC’?

Do you want to eat at the busiest breakfast spot in all of NYC?

I don’t.

Is the door constantly opening or is the door always open because there is a line outside the door?

Are my eggs going to be cooked in 5 seconds or 35 minutes?

Is my toast going to be burnt or just be bread?

Is my waitress going to be insanely stressed or do I tell my order to a robot?

“Listen, I don’t really care what you order just say it NOW! Say it quick and let’s go. Move it or lose it hunny. Look at how many people are in here. Just look. Look at the line out the door. It’s a circus. Oh boy, 86 on the bacon. Now what do you want? Or else I need to go to the next table. Let’s go. Quick!”

I’m kind of intimidated just thinking about it.

That’s terrible marketing. Why should I care if it’s the busiest place in NYC?

This is another great example of the ego-centric nature of most marketing. The sign is about the owner, not about the prospect.

Here’s how I’d make the sign:

Voted by our loyal customers as their favorite breakfast spot in NYC with their wallets each and every morning! Don’t believe us? If you aren’t satisfied, breakfast is on us!

(Notice it’s not self-proclaimed and the confidence they (should) have in their product.)

I won’t even start with their claim of being the “best” breakfast place in NYC.

And the irony of it all; I’ve never seen a line of people waiting to be seated.

Check please.

Want to win $10.00? Be the first person to comment telling me what restaurant window this sign is in. If you are right, then I’ll simply email you asking for your address and mail you a check for $10.00. Don’t believe me? Try me!

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  1. its right outside grand central, across the terminal on 42nd street

    manhattan sky restaurant bar

    anyway u can ship me 10$

    Comment by Uri Foox — December 19, 2006 @ 9:08 pm

  2. Uri,

    That’s actually not the name of the restaurant.

    You tell me (or anyone) the right name and the check is in the mail.


    Comment by Adam Gilbert — December 20, 2006 @ 12:04 pm

  3. I was thinking of the one in the Hyatt, but apperantly this is the one across from it.

    Pershing Square
    90 E 42nd St, New York 10017
    Btwn Park & Lexington Ave
    Phone: 212-286-9600

    Comment by URI FOOX — December 20, 2006 @ 12:11 pm

  4. Uri,

    I was worried, I didn’t think anyone would get it. Well done.

    Check will be in the mail tomorrow.

    Enjoy the Alex Hamilton.


    Comment by Adam Gilbert — December 20, 2006 @ 8:26 pm

  5. Adam, love the $10 give away idea. Nothing like attracting customers by telling them you are too busy for them! Keep up the great blogging.

    Comment by Adam — January 11, 2007 @ 5:30 pm

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