So the laws of supply and demand have been ingrained into our minds as the basic principles of the market. The point is to create that perfect equilibrium of providing just enough supply to meet the needs of your consumer (and the more consumers you can get, the more supply you need). Inevitably, businesses do the dance of determining this magic number and selling as many widgets as the market will support. That is....unless you are Tony de Maria's.
For anyone that has been to (or more likely, pass through) Waco, Texas you know there is not much there. Keep in mind, I do love that town, but I can easily see how people wouldn't look there for lessons in branding. However, if you have ever had a chance to stop by one of my favorite places, Tony de Maria's, you'll see what I mean.
It is Friday at 12:15 pm and a line wraps around the small building. You can see a crowd of approaching customers fill with disappointment as they see the 'SOLD OUT' sign being placed in the parking lot window and turn back to their cars with a hungry belly. For the regulars, they start arriving at 11:15 usually to solidify their meal.
If you are punctual enough to grab a meal, you can get inside the shabby bbq shack. You have a simple choice of a few different meats, a couple sides and a big ole helping of some home cooked southern deserts. You can then grab a big soda and shimmy in between some other customers on the big community benches. Some of the staff come by and bring you full loaves of thick bread and meat grease to dip your sandwiches in. As you sit there and work your way through the mound of bbq covering your wax paper, you can look at all the old faded family photos that cover the walls depicting the history of the joint, and wonder to yourself if you have stumbled across heaven.
So you might ask yourself, if they sell out everyday why don't they just make a lot more meat? Well, simple as this, they don't really want to because they don't really have to. They have a set amount of money they want to make to keep the place going and live a good life. Once they sell the amount they need everyday...you are out of luck. Seems crazy to our 'more more more, sell sell sell' mentality, but I can tell you that it has given them some die hard fanatical fans. People will wait outside in the rain to get a chance to eat here, and honestly I can't blame them. So in the land of plenty, creating a bit of scarcity has made this place a Waco phenomenon. But I will recommend you get there early, lest you be turned away by the famous "SOLD OUT" sign.