The real reason Fergburger tastes so good

The reason Fergburger tastes so good isn’t only because of the ingredients or how they make it.

It’s because of a curated moment.

The burgers are often eaten:
1. looking at the lake
2. after doing some sort of activity eg skiing, biking, hiking.
3. after standing in a queue, smelling the other burgers, building anticipation for that first bite
4. with other people

This creates a unique moment made up of hunger, expectation, views (this might be why they don’t have a very big seating area?), good company and an awesome burger.

It tastes better in that moment.

This is so different to sitting down in a fast food restaurant looking at the walls by yourself.

That first bite is multi faceted - it's one part of a wider experience that actually involves a whole lote of friction (queuing, choosing from the menu, ordering, waiting etc).

But the thing about moments is that our guests will forget about all that if the peak moment is good enough.

This is why world class visitor experiences need to think about curating moments as part of the wider experience.

That's how you build something legendary as Ferg - it's more than just a burger!