Here are some things I learned from Wimpy, while eating a consistently average toasted bacon and egg sandwich, on how to build an everlasting business:

1. Give the people what they want

The people want egg, bacon, coffee and the occasional sausage or hash brown. Give it to them.

2. Keep your product menu simple.

Wimpy‘s menu is simple — they offer egg breakfasts, burgers, sandwiches and little else. There is nothing worse than being spoiled for choice or not understanding what you’re ordering.

3. Have a noticeable and identifiable brand (and for the love of god, stick with it).

As long as I can remember Wimpy has been red, with a “Wimpy burger” logo and “Wimpy” written everywhere. Wimpys are unmistakable and they have been forever.

4. Consistency, consistency, consistency

From Kokstad to Cape Town, Durban to Bloemfontein, your Wimpy eggs and bacon will be the same.

As a consumer knowing that your order will be the same wherever you order it from removes risk. You know that you wont have the best coffee or most delicious breakfast possible, but more importantly you know that you wont have the worst.

If you offer your customer one thing, offer it consistently.