Posterous theme by Cory Watilo

Filed under: marketing

There's something special about "chocolate chip cookies"

Since the last couple of days, I have been on the lookout for the perfect chocolate chip cookie. So I treated myself to this enormous chocolate chunk cookie from Starbucks after a sumptuous dinner. 

This got me thinking about my best experiences with this sinful treat. Turns out some of best experiences with cookies have been when I received these free. Back in 2009, while checking into Doubletree San Diego I received a "warm welcome" with a perfect chocolate chip cookie. This was my first experience with the hotel and I kept thinking to myself "Wow what a great hotel, what hospitality! What a fabulous treat!". Since then, every time I make a hotel reservation I look out for a Doubletree. A few fun facts - Doubletree serves 30,000 chocolate chip cookies everyday. They started the tradition of serving cookies back in the 1980's when hotels reserved this treat for VIP customers. The Doubletree cookie recipe has been a trade secret for many years now. Checkout some cool Doubletree cookie facts.

I had a similar experience with Frontier airlines. As we all know almost all domestic airlines within USA are frugal, extracting every dime they can. Frontier air is probably no different, but boy the only reason I remember this airline is for the wonderful chocolate chip cookie that they serve mid-flight.  Originally this tradition was started by Midwest Airlines and the tradition was carried forward when Republic Airways acquired the company.

Clearly both these brands have done a great job using cookies as a marketing tool. These brands understand that creating a great first experience is critical and they nail it by treating visitors to a warm and delicious chocolate chip cookie. Now once a customer has received the "GREAT COOKIE EXPERIENCE" they are transformed to a repeat customer who craves for this experience. They have managed to differentiate themselves, created brand loyalty and sweet memories.