Imagine checking your website or walking past your shop and seeing a queue forming—people eager, excited, and willing to pay a premium just to experience what you offer.
Not because you slashed prices.
Not because you begged for attention.
But because your brand became the destination.
For Bisi, this felt like a distant dream.
From Passion to Frustration: Bisi’s Struggle
Bisi had done everything by the book. She found a great location, perfected her recipes, and decorated her Nigerian restaurant to feel like home. The flavours were authentic, the service was warm, and the few customers who visited raved about the food.
But something was wrong.
Customers weren’t returning often enough. Some came once, loved the food, and disappeared. Even when she ran discounts, the spike in sales was temporary.
She tried everything—flyers, Instagram ads, even a customer loyalty card. But nothing worked long enough to build the kind of traction she needed.
She didn’t just need more customers—she needed a way to make them crave her food and return again and again.
Then, something changed.
The Power of Customer Retention
Attracting new customers is expensive. Keeping them is where real profit lies.
📌 Studies show that increasing customer retention by just 5% can boost profits by up to 95%. Loyal customers spend more, refer friends, and require less marketing effort.
But how do you turn occasional buyers into loyal, repeat customers?
That’s where The Breakfast Club UK comes in.
From Empty Seats to Long Queues: What The Breakfast Club Did Right
When The Breakfast Club first opened in London, it was just another café. But soon, something remarkable happened—people started lining up outside every day, rain or shine.
The sight of a queue alone made others curious.
It wasn’t just about food. It was about perceived exclusivity.
This is the business equivalent of a waiting list—creating so much demand that people feel they need to be part of it.
And they weren’t the only ones.
📌 Sushi Dai in Tokyo has people lining up as early as 3 AM for a chance to dine there.
📌 The Breakfast Club’s secret menu went viral, driving demand up by over X% (insert real stat if available).
What did they do differently? And how can you apply the same principles to your business?
1. Exclusivity & Scarcity—The ‘Not Everyone Can Have It’ Effect
The Breakfast Club introduced a secret menu item called “The Mayor of Scaredy Cat Town.” It wasn’t listed on their main menu, and customers had to ask for it in person.
The result? A mystery that customers couldn’t resist. People felt like insiders, sharing the secret with friends.
How to Apply This:
I showed Bisi how a business owner applied this to fit their niche. A Korean food blogger infused jollof rice flavors with local dishes and made it a hidden menu item that only those in the know could order. This created buzz, curiosity, and a VIP feel.
But Bisi took it a step further.
She feared that introducing an entirely new concept to her Nigerian community would be risky, so she launched a dark kitchen—a hidden operation serving exclusive fusion dishes, available only to a handpicked community of food lovers.
This wasn’t just food—it was a VIP experience. And only a select few could access it.
2. Create Shareable Experiences—Turn Customers into Marketers
The Breakfast Club didn’t just serve food—they created an Instagrammable experience. The neon signs, quirky interiors, and oversized breakfasts made it impossible not to share on social media.
📌 People don’t just buy food; they buy the experience of sharing it.
How to Apply This:
A Japanese bakery encouraged customers to take selfies with a beautifully plated secret dessert. Those who posted with a specific hashtag got a small discount or a free add-on.
Bisi applied this by creating a visual experience around her dark kitchen meals. Customers were encouraged to share photos using a special hashtag, turning each post into a piece of the puzzle that drew more people in.
3. The Illusion of High Demand—Make It Seem Like Everyone Wants In
Nothing attracts people like seeing others desperate to get in.
The Breakfast Club used social proof to their advantage. Even when they had space inside, they allowed the queue to form outside, making passersby wonder what was so special.
How to Apply This:
Bisi couldn’t manufacture a physical queue overnight, but she could create perceived demand by making limited availability a cornerstone of her dark kitchen.
She released just enough meals each week, and only a select number of people got access to order them.
The exclusivity felt real, and it worked wonders. Customers didn’t just want the food—they needed to secure their spot before it sold out.
4. Storytelling—Make People Feel Like They’re Part of Something Special
The Breakfast Club didn’t just serve breakfast; they had a story. Their branding, quirky dish names, and playful tone made customers feel like they were part of an inside joke.
📌 People don’t just buy products; they buy stories that make them feel something.
How to Apply This:
An Italian restaurant crafted a story around their secret dish. Customers had to solve a small riddle to get access, making the experience fun and interactive.
Bisi wove a narrative around her dark kitchen. The dishes had mystery, and those who had tasted them became “members” of an exclusive circle. This sense of belonging fuelled their loyalty.
Your Challenge: Apply One Strategy Today
Now, it’s your turn.
🔥 Which of these will you test first?
- A secret menu item only insiders know about?
- A social media experience that turns customers into marketers?
- A limited-access offer that makes your product irresistible?
💡 Drop a comment or DM me for feedback on your idea. Let’s build your unstoppable brand.
