If you’ve ever seen a long line outside a restaurant or dessert shop, you might wonder: “What’s everyone waiting for?” This is actually a common marketing tactic called the "line strategy". It’s designed to build excitement and curiosity, and many businesses use it to attract customers. In Egypt, Blabn, a well-known dessert place, uses this method successfully.

Here’s how this strategy works and why it’s so effective.

Social Proof

People are influenced by what others do. When we see a crowd or a long line, we assume that something must be good. In Blabn’s case, the long line gives the impression that their desserts are incredibly popular, which naturally draws in more people. It makes others want to try it too because they think, "If so many people are waiting, it must be worth it!"

1. Scarcity and FOMO

Seeing a line makes people think the product is limited or might run out, which triggers FOMO (fear of missing out). Blabn benefits from this psychological effect by making it seem like their desserts are in such high demand that they’re worth waiting for, which increases urgency for customers to get in line before it’s too late.

1. Curiosity

A long line can make people curious about what’s happening. When passersby see a crowd at Blabn, they might think, “What’s so special about this place?” That curiosity often leads to people checking out the place themselves, and once they try the desserts, they often come back for more.

1. Perception of Quality

When people see a crowd, they often assume that the product must be of high quality. Waiting in line becomes part of the experience. This tactic makes customers think the desserts are exclusive and worth the wait, even before they’ve tasted them.

1. Social Media Buzz

These days, many people love sharing their experiences on social media. Waiting in line for a popular dessert place like Blabn becomes an opportunity for customers to post about it online, further spreading awareness and creating more demand. The buzz created by social posts adds to the brand’s visibility, which keeps the lines growing.

Conclusion

Blabn’s "line strategy" is a great example of how businesses can use customer psychology to drive demand. By creating visible lines, they play on social proof, scarcity, and curiosity, making their desserts appear more desirable. It’s not just about the product, but the entire experience that keeps people coming back.

FAQs

Why are there long lines at Blabn?

The long lines are part of a strategy to create social proof and make the desserts seem more desirable.

How does the "line strategy" affect customers?

It influences customers by playing on their desire to be part of something popular and exclusive, increasing their interest in trying the product.

Is waiting in line part of the experience?

Yes, for many customers, waiting in line has become part of the fun and anticipation, especially when it’s shared on social media.