– Doner kebab for just a cent – a dream? This is becoming a reality for the people of Würzburg. Because a new kebab snack bar is opening its doors soon – with a tempting opening offer.
“Berliner Döner” – this banner hangs over an empty shop in downtown Würzburg, Eichhornstrasse 10. In addition to the name of the new snack bar, something else stands out: “1 cent for 3 days” is written above the row of shops. You can get a kebab for free for three days. This opening offer is obviously intended to attract customers – but a strategy like this is not new.
Dumping prices are not uncommon
Offering new products at so-called “dumping prices” – i.e. at a price that is significantly below normal value – is actually nothing new. Especially not for the “Berliner Döner” chain: In addition to the new location in Würzburg, they also opened locations in Nuremberg and Erlangen – and here too, the promotion offered the kebab for one cent, which, according to Münchner Merkur, triggered a “mass rush”.
Proven success strategy?
But why are so many people willing to wait in line for a long time for such an offer? The Würzburg behavioral psychologist Christoph Bördlein explained to the “Main Post” that it was primarily due to the “event character” and also the feeling of being there. This phenomenon is called social reinforcement. This means: Through supply strategies like these, the kebab becomes a sought-after luxury good in the minds of consumers and thus an object of desire. There would also be the feeling of getting a bargain.
The “Berliner Döner” chain seems to know how well dumping prices can work – but when exactly it will open its doors in Würzburg is still unclear.
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