If you have multiple locations, is there any reason for people to visit more than one (other than convenience)? Would they take a picture of your different locations? Would your customers challenge their friends to visit them all?
Austrian grocer MPREIS (the self-proclaimed “Seriously Sexy Supermarket) goes all out by vastly varying the designs of each of their stores, while Chipotle takes the more subtle route with slight variations on each of their interior designs.
But perhaps the most famous example of a company making each location a destination is the Hard Rock Cafe, which features different rock and roll memorabilia and unique t-shirts at each location.
The Lesson: Nobody is going to take a picture of your business, buy an extra shirt, or challenge their friends to visit all of your stores if every location is the same.
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