THEgyro guy

On the corner of 53rd and 6th (avenue of the americas) in New York, there is a gyro guy.  Big deal right?  What makes this guy different?  I'm not sure anyone knows.  Read on...

On our visit to New York for Search Engine Strategies '06, my buddy Chris (a client & friend) insisted that we must get a Gyro, but only from this guy.  Conveniently, "this guy" was across the street from the New York Hilton where we were staying.  His [Chris's] guarantee was that this will be the BEST GYRO YOU HAVE EVER EATEN.  I think to myself, whatever. It's a street vendor in NYC.  No different than snapping into a Sabrett dirty-water dog. It's a hot dog...good, cheap, fast, nothing special. He insists, this guy is special and he's open late so we  can get one after we go out, and i am not leaving the city until i have had at least one.

I will admit, I was skeptical, but on our way back home one late night, we stopped by Gyro stand numero uno.  Mind you, it was February in New York, and I would honestly estimate the temp to be in single digits at 1am that night...yet...there was not 1 or 2, but a LINE of people waiting for a Gyro from this guy.  There we were...some guy from Reno, some guy from Minneapolis - freezing our asses off.  After waiting my turn and ordering in a Soup Nazi fashion, I tried the gyro, and I was sold.  It was simply the best thing I have ever eaten (on the street). 

Every time I am in Midtown, including this trip, I try to get there for a gyro.  Same guy, same spot. Every time, in spite of Gyro stands on all 4 corners and more a block away, all with no waiting...this guy has a line, is pumping out gyros by the dozens, and if you want one, you will wait.

How can he do this with: no fancy logo, no business cards, no advertising, no brochures, a website...come on, no special deals, no discount pricing, no phone, no email, no customer service at all (he speaks as little as possible), long lines, almost no product selection options, his competition is surrounding him (his cart is even a little shabbier than others near by)?  In spite of all these obstacles...there's a line down the street 7 days a week from 10am-2am. What gives marketing gurus?  Sometimes a superior product and word of mouth, win.  I just hope I get to enjoy a few more Gyros before this guy pushes his cart into the Hudson, and jumps on a plane to some remote Greek island to live out his comfortable retirement.

You heard it here...take my challenge if you like.   53rd & 6th.  If I'm lyin', I'm dyin'.

WBV