Dave WordenTriumph Business Solutions · Founder

Best Sandwich Business Principle

25 Oct 2021 · 1 min

Watch on YouTube

1:03

In this brief excerpt from Dave Worden's YouTube video, the speakers illustrate the business principle of reciprocity using the Old Town Deli in Boonton, New Jersey. The deli owner occasionally offers a free roast‑beef sandwich to regulars and new customers, which instantly makes the otherwise dry sandwich seem delicious and prompts customers to talk about the deli. This act of giving small, unexpected gifts creates loyalty, drives word‑of‑mouth, and results in long lines at lunch. The takeaway advice is for business owners to "give your customers small gifts" as a low‑cost way to trigger reciprocal behavior and boost customer engagement.

Chapters

There is a deli in Boonton, New Jersey, that's a little town next to me that I live in. I go there regularly. Old Town Deli serves, literally, between me and you, the driest roast beef sandwich on the planet. But they know the law of reciprocity. When you go to Old Town Deli, sometimes John the owner will look at you and say, hey, Malik, I haven't seen you, seen you in a while. Hey, why don't you enjoy a sandwich on me? And all of a sudden, that dry roast beef sandwich becomes the most delectable sandwich on the planet. Other times, I see new customers that he's never seen before walk in and he says, hey, I want to welcome you to our store. This sandwich is on me. And what do you think people do? They start talking about Old Town Deli. That place has people lined up every single afternoon for lunch. Because of reciprocity, people are hardwired to respond in kind. Now we have the same opportunity.
Give your customers small gifts.