My favorite local sushi joint – Hana Japanese Eatery – understands that it has a league of loyal customers who rave about their food to friends, family, colleagues, and, probably, complete strangers. In the marketing world, we call those people evangelists. At Hana, they call them “Hardcore Hanacore”.
From Hana’s Blog:
Our fans are… special. They wait for our tweets each day and then flock for the sushi. They start fan groups. When one of them spies us bringing in a full size bluefin tuna to butcher on the sushi counter, cell phones all over town light up until there’s a crowd here like a circus.
Like I said, special. So we’d like to acknowledge that kind of crazy by branding you a Hanacore. Feel free to post this sucker to your blog or site- paint it on the side of your car, or hey- see what your tattoo artist can do with it.
We’ll be paying special attention to these suckers, and we’ll be watching our Hanacores. Who knows what surprises may come their way?
They have embraced social media as a tool to amplify their Word of Mouth, but they are doing it right (mostly). Hana begins – as all good Word of Mouth stories do – with an amazing product. Chef Koji-san selects only the best fish, and takes pride in what he serves. Plus, they take great care of their customers, often serving a complementary appetizer and a dish of pickled wasabi. I don’t want to turn this post into a restaurant review, but, the other night, Koji-san served me a perfect plate of tuna sashimi and some uni that was buttery and subtle. The star dish, however, came from the hot kitchen; when you go, if they have a special called “scallop edamame,” don’t miss it.
A great product and great customer service then turns to relationships. If you’ve heard me talk about social media before, you know that building relationships – on- and offline – is the key to successful Word of Mouth. Your loyalists gain a vested interest in your success when they have a relationship with you. Customers at Hana are treated like family, and, in turn, are even more driven to help the restaurant succeed.
They also embrace their customers’ evangelism by offering tools on their blog to help their customers share, like the “Hardcore Hanacore” logo and even linking to a customer created Facebook group. This is a wonderful way to reinforce the passion of their Hanacore. However, Facebook is the one area I’d like to see them improve. A group is not the best way to use the most effective communication tool on the web. They should start (or ask their loyal customer to start) a Facebook fan page. The fan page will push their posts out to fans’ news streams and also allow fans to tag them in a status post (creating a hyperlink to their fan page). It’s a great way to stay connected with customers, whereas a group page usually sits there unnoticed.
Hana’s Word of Mouth – both online and off – has been a success story for the restaurant and the neigborhood. I’m definitely a member of The Hanacore, and I urge all of you to rush to Hana to give it a try. The only downside of their Word of Mouth success is that I can’t get a seat there anytime I want anymore.