So I went to Chipotle.com looking for info on their West Chester, PA store. I expected a full-fledged site dedicated to my particular local store—with local info, reflecting local culture… Unfortunately, all I found was basically a phone number and a map!
Listen up national brands/big chains: From a customer’s perspective, the local store is THE chain. So when I go to your site, give me an experience that has significance with regard to the local store… before the you give me the “chain” story.
I checked Starbuck’s out too—they do it incorrectly as well.
Are CMOs scared of diluting the BRAND message by offering local content? Are they uncomfortable with the messiness of enabling local managers? Or the expense of that?
Let’s put it this way: If your friend opened a restaurant in your town and he didn’t have a website what would you do? You’d shake him silly? Isn’t that what Chipotle is doing when they send local searchers to the corporate site?
Does anyone know of a national brand that has a local-orientation to their web strategy?