STHM 1113 Lecture Notes - Lecture 35: The Experience Economy, Romano'S Macaroni Grill

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Refresh the Experience to keep Value High
o Every five years refresh the brand
o Keep the ustoer atiipatig…
o Staging Customer Surprise
Staging the unexpected
Rebates & Coupons
The 3-S Model
Macaroni Grill Free Dinner Mondays/Tuesdays
The 4th “…“uspese
The Experience Economy
o …eourage uyers to purhase goods ad series for fudaetally e ad
differet reasos. p. 
o …ust ake eories ad ot goods ad reate the stage for geeratig
greater eooi alue p. 
o …reatig imaginary worlds that have a special relationship to reality worlds
in which we can extend, amplify, and enrich our own capabilities to think, feel,
ad at. p. 
Performers & Staying in Role/Character
o Stage/ Setting
o Props
o Costume
o Gestures/body language
o Name & Title
How do these differ from experiences??
o Running a marathon
o Seeing a psychiatrist or psychologist
o Going on a spiritual journey
o Going to law/medical/graduate school
o Going a long trip to another country
o Climbing Mt. Everest
Levels of Value Review
o Commodities
The ost asi leel. The stuff you pull fro the ’groud’. The ra stuff
o Goods
Commodities manufacture into something usable. Think about the
coffee you drink
o Services
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