How Burritto Kitchen use Twitter to steal customers from Subway

To get this tactic to work, you need to start by imagining yourself as your target customer. For Tim, that meant imagining himself walking around a packed out shopping centre as he got more and more hungry.

For you, it could be very different. It could be someone in your local area noticing their windows are in need of cleaning. It could be someone who’s suddenly picked up on how unfit they really are. It could even be a business that’s had enough of a shoddy CRM.

Tim’s stroke of genius was thinking of what a lot of those people would do next. And it’s the exact same thing a lot of the people you're chasing will do too.

They tweet.

Tim quickly set up a Twitter alert for anyone searching “hungry in Westfield’s”. He then replied to every single person who tweeted them, asking them if they would want to come and grab a burrito. It sound simple, but it’s brilliant. People came pouring to the stand and started raving about Burrito Kitchen on Twitter.

But Tim wasn’t finished. He set up another alert for anyone tweeting the Subway next door to him. Of course, that Subway never replied to anyone. They didn’t have time for that. But Tim and his team did. Next thing they knew, people were spending money at Burrito Kitchen and saying they almost went to Subway, but that the a tweet from Tim won them over.

Alan Sugar would be proud.

If you’re running a small business and looking to grab some extra customers, follow Tim’s example! Work out what your target customer is tweeting, and start up conversations with them. Every day, people are talking about how they need painters, trainers and new CRMs online. If you’re not giving them the option of choosing you, they never will!


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