Case Study on Popular Food Stall

I recently visited a food business stall that sells wanton noodles and claim that their noodles are handmade. My mum didn't think the noodle taste good and the portion is often small, but the queue is long. I wonder why. After observing for a few months, I have decided to try their food.

Personally, I think the noodles are not as salty as a typical wanton noodle stall. My sensory taste bud indicates that there is no vinegar added to make it more exciting. As for the wanton (i.e. fried dumplings), there seems to be a strong flavour which I suspect is the lard and I didn't really like it as well. I was dumbfounded for a moment and then, curiously decided to explore the possible reasons on how they draw their customers.

1) Their marketing campaign

Their marketing strategy is simple. They set up posters and banners about their stall, targeting to customers who likes:-

1) handmade food

2) food stall that has many historical years

As compared to other food stalls, their signage is contrasting and the photo picture of the noodle is included at the top panel signage.

2) The Food Presentation

Though the bowls were comparatively smaller, the rooster print on the bowl makes it oriental. As for the noodles, the chilli or ketchup sauce gives the food a bright and exciting red colour. So much for the excitement that comes from the small bowl!! In addition, you get two types of wanton (Fried type and the Soup type) and not forgeting the char siew (Sliced red barbeque pork).

3) The Long Queue

Sometimes, playing with human psychologically can be interesting. Typically, when you see long queue, it usually means that the food is good. The existing crowd indeed has successfully bring in more crowd to the queue. It is so amazing that I decided to join in the queue despite knowing that the bowl is smaller and perhaps, the portion is smaller too as compared to their nearby competitor's with the same price tagged.

4) The Right Size

Perhaps we couldn't tell what really should be the right daily portion anymore and this stall made the strategic move toward lesser salt, more handmade (normally indicates fresher food materials) and with a smaller portion, it can prevent your custoomer from over-eating. I was surprised that I didn't feel hungry though I still feel that the portion is a little too small for my liking. Pehaps, it is the beginning of my self-discovery that hints the industry could be over-feeding the local crowds here. Still, I would sympathize with those who usually takes twice my portion as they might find it more difficult to get used to the portion size the stall provides. But, to the stall vendors, it means more income to their food business if you buy two bowls!!