What is a couple of dollars worth today? A food truck roving the streets of Scranton, Pennsylvania, has discovered that two-dollar bills have made its business memorable and profitable. The What the Fork food truck gives customers two-dollar bills as change for their orders when they pay in cash, and it’s setting the truck apart and keeping people coming back for more.
Mario Bevilacqua owns What the Fork, and this million-dollar idea was inspired by his own delight in his relationship with two-dollar bills. After all, who doesn’t feel a thrill when they are handed a two-dollar bill? The rare currency isn’t seen or used in circulation very often, making it an ingenious marketing tool for Bevilacqua’s business. Bevilacqua cleverly decided to make two-dollar bills a unique aspect of customer experience at his food truck. What the Fork has been handing them out for almost a year and business is flourishing.
“So really, the idea was you’re going to keep it on you when go into your wallet and [when] you see that two-dollar bill you’re going to think about where you got it from, which was What the Fork, and that might encourage you to come back to the truck,” Bevilacqua says of his subliminal messaging marketing plan.
It’s intelligent decisions like Bevilacqua’s that make customers remember distinctive elements of small businesses. Bevilacqua is young (he’s not even in his 30’s) and he is displaying innovative thinking that sets business owners apart. His two-dollar bills are making people pay attention to What the Fork for more than just its tasty food. The two-dollar bills are a subtle marketing strategy that thrives in not being an in-your-face, annoying marketing ploy.
In addition, it’s clear that Bevilacqua is passionate about his business and his brand. What the Fork’s website is dynamic, animated, and eye-catching – it’s a fun online experience for the truck’s customers. Every aspect of Bevilacqua’s business is well thought out and strategic, but the idea to give people two-dollar bills as change? That’s something special.
Photo credit: Scrantonmade