Hungry? Follow me!
Recently, I noticed a sticker on the back window of a car: “Hungry? Follow me!” A simple phrase, quickly followed by the name of a restaurant. On the surface, it’s clear: an invitation to satisfy a basic need. But what is the real message here?
At its core, a slogan like this is a promise—a playful nudge that says, “This is where you’ll find what you’re looking for.” It appeals to one of the most basic human instincts—hunger—while adding a dash of adventure. Yet beneath that simplicity lies something more complex: the expectation you create.
What if I’m not just hungry? What if I’m searching for refinement, for an experience that goes beyond the obvious? In that case, such a slogan doesn’t just fall short—it actually cheapens what you’re truly offering. It reduces your story to the lowest common denominator. And that’s the hidden danger of framing: you risk positioning yourself in a playing field you might not want to be in at all. Worse still, you’ve just defined your competition—and you’re now pitted against fast-food chains and all-you-can-eat buffets.
In marketing, as in cooking, it’s about the interplay of ingredients. A slogan isn’t a stand-alone dish—it’s the amuse-bouche, the opening note of the entire experience. Whatever you promise in that first line has to align seamlessly with what follows. A mismatch? Disappointed customers, no matter how good the offering.
That’s why you always need to ask: What do we really want to promise? Not the quick fix or the cheap trick, but the essence of your brand. It forces you to stop and consider: what are you really selling, who are you speaking to, and how are you making that promise real? Because in a world awash in communication, the shortest route is rarely the most meaningful one.
Framing isn’t a party trick. It’s a strategic choice. You’re not just saying “hungry? follow me,” you’re saying: “this is what we stand for.” Words are signposts. They either fulfill your promise or expose its cracks. And in a world of endless options and fleeting attention, that can mean the difference between a forgettable meal and a lasting experience.
