But you aren't really buying the cookie--in either case. You are buying an entire experience. This reminds me of a story someone told me about attending a
ZingTrain session.
If you've been to (or are somehow connected with) Ann Arbor, you've probably heard of Zingerman's Deli. This place has a reputation such that the New York Times sought fit to
let people know that they were selling Ruebens at a one-day pop up in Chelsea---a place where you can barely swing a dead cat without hitting a great Jewish deli.
The thing about Zingerman's is that it is...very much not cheap. The Rueben
starts at $20. Want a side of potato salad? That's another $6. This is not sit-down service, mind you. Counter service. They will bring you your sandwich if you are eating there, but in a paper tray.
And they sell like hotcakes.
This brings me back to the ZingTrain story. A friend of mine attended one of their one-day sessions as part of a corporate retreat. And, the first thing that the facilitator said was: "Look, we get it. No one wakes up in the morning and says to themselves 'Today I'm going to get a $20 deli sandwich for lunch.' That's because we don't sell sandwiches. We sell an experience, during which you happen to get a sandwich."
So, if CBS can do this...and it sounds like they know how to based on the following they've generated already in Indy...then it will work. The big question is: can they do it? One of the key tenets of Zingerman's is that they are based in and around Ann Arbor. They do not franchise. They do not want to expand to other places. Their form of expansion is new, complimentary business in and around Ann Arbor: the bakery, the creamery, the farm event space, the downtown event space, the candy company. And, the training organization.
This is not CBS opening a store in the far-flung reaches of Bloomington. They are opening in another time zone, far from the oversight of the mother ship, drawing from a completely different labor pool, and they may or may not have other constraints that Disney has placed on them in order to be an operating participant at WDW. Will the Orlando outpost lose something in the translation? Time will tell.