What? Naming sandwiches after your customers?
Brand consultants would probably label this practice as "building customer loyalty." Sounds very strategic. But I prefer to think of naming your sandwiches as having fun and building charm.
My breakfast at Chick & Ruth's Delly in Annapolis was fine—who can mess up scrambled eggs and hash-browns? The toast was buttered—contrary to request. But the bill was reasonable—so that I could leave the counter lady a 35% tip and feel like a big shot.
But ineffably delightful—and best of all—is the natural atmosphere of sheer localness—that feeling of regular people living together for years and making their way through life as neighbors. Oh sure, you have your tourists and out-of-town consultants pretending to be real. But this place—Chick & Ruth's Delly—is as genuine as a frequently wiped counter top.
No outside branding program can create this authentic feel. It comes naturally and at no charge with your scrambled eggs and hash-browns.