People around Grandview, Ohio know about DK Diner. Word of the fresh baked doughnuts and the cozy environment definitely gets around local circles. Google “DK Diner Grandview“. Notice something missing?
Unless I’ve missed it, I can’t find a DK Diner website either. What I find is reviews in Yelp, Urban Spoon and other networks. I find a few blog posts from some food-related blogs, most of which have an extremely positive sentiment.
I’ve heard the brand name “DK Diner” from at least 3-4 of my close friends in conversation. Sarah is also a huge fan.
I checked in with Foursquare and shouted out what I was going to try. Almost immediately, I received @replys and comments on Facebook from other locals, all raving about their DK experiences and the doughnuts.
Remember Zappos? On a smaller scale, people are talking about DK, too.
Breakfast
Today was the first time I had eaten at DK. When my family and I walked in, we arranged our own tables with enough chairs to fit the group. After sitting, Sarah made sure to point to the side of the room, where the self-serve station was steaming with fresh pots of coffee. “And if you need cream, it’s in the mini fridge,” she said before getting up.
Minutes later as we were looking at the menu, Sarah told us about the doughnuts. I had heard stories of these legendary doughnuts before. The local delicacies were stationed near the checkout in a large display rack, complete with doors that opened toward the customer. At DK Diner, the doughnuts are also self-serve.
Sarah returned from the rack, arms loaded with everything from glazed to chocolate and a few flavors in between. Looking at the half-dozen doughnuts that now crowded our table, I felt a little uncomfortable. This wasn’t the way Tim Horton’s or Dunkin’ Donuts did things. How did they keep track of how many we took? Would someone think we were stealing?
Those worries melted away as the first bite of cinnamon twist melted in my mouth. I relaxed. I began to notice the warm setting of the room, almost as intimate as your kitchen at home. I noticed two girls, probably in high school, who had stopped in to pick up doughnuts to go. One sported fuzzy winter boots, complemented by pink, full-body pajamas. Where most people would shudder at the thought of being seen in public in their PJs, she was comfortable and no one looked twice. We were all comfortable.
Every table was filled during the entire 90 minutes we spent at DK Diner.
Trust
DK obviously trusts their customers. Some might think that allowing customers to self-serve certain items is lacking quality in service. Others might argue that it’s dangerous and could create problems in making sure everything was accounted for and everyone’s bill was accurate. Personally, I like self-service. I get coffee if and when I want coffee. I get a doughnut if and when I want a doughnut. We don’t need to depend on the busy waitress for the simple things, which lets her focus on the kitchen and food.
But there’s something bigger here than simple convenience. Do you see it? DK is breaking the rules and winning because their policy makes a statement to the customer. ”We trust you. You are welcome here in our kitchen. You’re one of us. Help yourself.” It’s a very subtle, but very real example of how customer-centric policies, rooted in trust and empowerment, can drive consumer behavior.
Communities (& Customer Experience)
While I was settling the bill (which I’ll add, was very reasonable for 6 people), I complimented the cashier on the food and experience. She was friendly and humble, and willing to chat. Naturally, I asked if they had a Facebook page. ”Nope, but we should do that,” was her reply. As far as I can tell, the only online presence that currently exists for DK Diner has been generated by raving customers willing to make an effort in their behalf. Delighted people are telling the brand story for them, both online and off. Those brand stories, created by the influence of DK’s unique culture and famous doughnuts, continue to spread throughout the local community.
Doughnuts
Seth Godin was quoted in a few of his books using the phrase, “…be the best in the world.” That seems lofty if you think in terms of the standard definition of “world.”
But, what if we change the paradigm? What if we replaced “world” with the word “options.” In reality, my “world” is governed by constraints of time, geographic location, my bankbook and multiple other external forces. In the world of doughnuts in Columbus, DK’s is known to be the best. Those attributes have been assigned to the brand by customers, because the brand delivers a consistent experience.
And yet, there’s no Facebook page. There’s no company website running specials and promotions. No one from DK Diner sits behind the counter, updating twitter or a “How To Make Better Doughnuts” blog.
What they have is plenty of happy customers with computers, mobile devices, families, friends and a natural ability to tell stories in their own words…
What’s your take?
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