It’s difficult to describe all the ways in which this sandwich board is brilliant. Let’s try three:
1) It’s brutally honest. We expect marketers to mostly hide from the truth but here’s someone being quite frank.
2) It’s funny. We like things and people that are funny. Putting this message on the sandwich board makes us want to hang around with the people who run this shop. Regardless of the quality of the food.
3) The guy who wrote the review must be a bit of a douche and it probably wasn’t the sandwich that drove the review. Somehow their willingness to put this message on the board makes us think that they must actually think their food is pretty good and that actually the jag-off who wrote it just had another issue that ticked him off.
Since these people are so funny and we’re all so clever and appreciative of their humor we’re sure we wouldn’t be like the jerk and would actually have a great time here. Can’t imagine there are any brands out there that wouldn’t learn a lesson in customer communication from these guys.