I sat down today with the intent to counter the effect of my last post, Sell Starbucks Short. You can learn a lot from what businesses are doing wrong, but it is not as positive as learning from the masters. In general, I want this Blog to be a positive place, but I just could not help myself at the time.
I am a couple of weeks removed from my bad experience at Starbucks and the stock market gods threw me a bone with last week’s rally, so I am a little more positive all the way around. In addition, the Obama Administration has decided that the worst is over, so I guess all that we have to fear is fear itself.
As I mentioned in my last post, I am not in the habit of giving investment advice. However, I would recommend that you buy Ted Drewes stock if you could. It is a privately-held company, so the best we can do is buy into their business philosophies.
First things first, what is Ted Drewes? It is a frozen custard stand. OK, big deal, that is a very crowded marketplace. So why the subject of my post?
I took my family on a weekend trip to St. Louis, MO just last month, February of 2009. My daughter wanted to see a national tour of a Broadway play that was making a stop there at the Fabulous Fox Theatre. On Saturday night we enjoyed a great traditional Italian dinner in The Hill neighborhood. We were traveling with three 15-year old girls, so predictably they wanted ice cream after dinner.
I remembered the Ted Drewes custard stand from a trip we made through St. Louis a few summers ago, so I wondered aloud to the adults at the table if it was open this time of year and, if so, how you would get there from The Hill. The couple next to us apologized for eavesdropping and then informed us that it was indeed open and how to get there.
We got to Drewes around 10pm on a cold and windy Saturday night in February. Did I mention that it is an outdoor old-fashioned custard stand? Is spite of this, the place was packed. The first good news was that the stand was well staffed and efficient, so we did not wait in line very long.
My second favorable impression was that when my wife told me how much money she needed I thought she had a decimal point in the wrong place. I was buying for my wife and two teenage girls, and they had all purchased what Drewes calls a Concrete. It is basically the same kind of thing as a DQ Blizzard.
When Stacey gave me change back from my $10, I thought I had died and gone to heaven. I actually went to the menu on the side of the building to double check, and each Concrete was in the $2.50 range. This was for what they called a “small,” but everyone had all that they needed and some to share; there would be no logical reason to order a larger size.
Please check out their website to learn more about Ted Drewes and its history: http://www.teddrewes.com/
Now, this is a fine story and all, but why is it so important? Ted Drewes is practicing what we now call a Blue Ocean Strategy. Of course, it did not have a name when Ted Sr. opened his first custard stand. The Blue Ocean strategic planning model teaches that you can follow a high differentiation strategy and a low-cost strategy at the same time.
This is important because of the distinction between Ted Drewes frozen custard and Cold Stone Creamery and Dairy Queen. Cold Stone Creamery and Dairy Queen follow the traditional strategic planning theory that you have to choose a highly differentiated product (Cold Stone) or a low-cost strategy (Dairy Queen). If you follow this traditional model, all this gets you is a smaller group of competitors, but you still have competition. This is now referred to as a red ocean strategy. Cold Stone competes with other high-end options, and Dairy Queen competes with McDonald’s and others.
If you follow the Blue Ocean Strategy of low cost and high differentiation like Ted Drewes, you compete with no one! I would not want to be the Cold Stone Creamery or Dairy Queen franchises in St. Louis. If you simply take your family to Ted Drewes, you get the Dairy Queen price with the Cold Stone style product.
Now, how can you accomplish this feat and still make money? You simply reduce or eliminate costs in areas that don’t add to your unique customer value proposition and then increase or create value in areas that do. For example, Ted Drewes has a high-traffic location on old Route 66, but it is not a high-cost retail location. This works fine for the Drewes model because they are a destination for family fun so they don’t have to be at the mall with the rest of the retail players paying full boat rent. They also do not have indoor seating so they have less square footage needed for their buildings in general.
What really makes this a sustainable strategy is that the Drewes family does not just pocket all of the occupancy savings. Instead, Drewes invests some of the money it saved on location costs into a superior product without having to charge a higher price for it.
Bottom line, Ted Drewes is selling things that have no competition, never go out of style and are recession resistant; efficient and friendly service, low prices and a differentiated product.
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