I’m always amazed at how often marketers don’t take advantages of opportunities that present themselves. Virtually anything that happens can resonate in some way with a key value proposition or marketing message of your product.

I was reminded of this at lunch today near a closed and vacant Schlotzsky’s Deli.

I was eating a quick lunch and like to get out of the office occasionally to clear my head for a few minutes. I picked up lunch at Arby’s and parked in the vacant Schlotzsky’s lot to listen to sports radio and eat.

Two minutes after parking, a car drove up… parked… walked to the door of the completely empty building and then reluctantly walked back to their vehicle.

Another two minutes passed and a car pulled through the drive-thru, also completely empty. They paused for a few seconds and then slowly drove away.

In fifteen minutes, there were eight vehicles that approached a vacant restaurant (and note that it has been vacant for several months).

Why isn’t another restaurant taking advantage of this opportunity?

There is an Arby’s next door. A KFC / Taco Bell about 100 yards away. And even a Firehouse Subs across the street, with similar and arguably, better tasting sandwiches. Would it be that difficult for them to post a piece of paper to the door and drive-thru offering a $1.00 discount if they come to their restaurant instead and mention that they were at the vacant Schlotzsky’s?

I’d venture to say that in the fifteen minutes I was in their parking lot, someone could have gained at least eight more customers that may have liked their clever, albeit extremely obvious marketing ploy.

I know you are all very busy restauranteurs, so I’ve taken the time to make this simple. Just copy this format and see what happens.