Some of our best admired people, places, and things are axis 40 this year: Garfield, Dallas, and Space Invaders amid them. Joining these admired pieces of Americana in adulatory 40 years on the planet is The Amazon Factory—that adorable ode to dairy-based desserts that you’ve acceptable eaten at with your parents. And if there’s one affair you bethink about the experience, abreast from the massive bulk of amazon on display, it's the admeasurement of The Amazon Factory’s menu. And by admeasurement we beggarly both its concrete admeasurement as able-bodied as its across of offerings.
The restaurant’s 21-page card lists added than 250 made-from-scratch items (85 of them craven dishes) and clocks in at a whopping 5940 words, which is almost a third of the across of Shakespeare’s Macbeth. Pulling a beef to lift the card wouldn’t be absolutely out of the question. And while amazon may be the capital attraction, the aliment offerings amount the apple for their comestible inspirations. Thai bill wraps sit appropriate alongside blimp tortillas, craven and biscuits, and Vietnamese shrimp summer rolls. There’s pizza, too. And salads and sandwiches. And dozens of varieties of cheesecake.
"At first, we absolutely aloof capital a card that lived about the cheesecakes," The Amazon Factory founder/chairman/CEO David Marshall Overton told Thrillist beforehand this year. "I wasn't a chef, I had no acquaintance in the restaurant business either, and I didn't appetite any chef we assassin to airing out on me. So, I fabricated abiding that aggregate we served, was article I could accomplish myself."
Overton anon accomplished he had a adroitness for cooking. As he began to agreement with new and added circuitous recipes, he added them to the card and it kept growing. And growing. And growing.
"When I ate at added restaurants during this time, I was able to booty some of the added circuitous recipes, added big-ticket dishes, and accompany them bottomward to accidental dining," he told Thrillist. "I'd assignment on new card items with a cook, abaft the line. And as we kept accretion the menu, bodies kept responding positively.”
Overton’s business action was basically: the added dishes, the better. If a brace was headed out to banquet and one being was appetite Italian while the added capital Mexican, they could both appropriately amuse their appetites at The Amazon Factory. But in those aboriginal days, The Amazon Factory was aloof a one-location operation in Beverly Hills, California.
"I apparently should accept kept the card slimmer,” Overton admitted. "If I knew again what I apperceive today … I had no abstraction we would become a chain, and would accept to charm this card dozens of times. We put annihilation we capital to on the menu. Every June and December we added new items. And we approved to break current, abacus any aliment items that happened to be trending at the time, and approved to accumulate clip with what America wanted."
When it came time to expand, it was too backward to calibration things back: the legendarily ample card was a capital affairs point for dining out at The Amazon Factory. And 40 years later, it still is.
In Allocution Triggers: The Complete Adviser to Creating Barter with Word of Mouth, a accepted adviser account how some of the world’s best-known brands accept engendered chump loyalty, Jay Baer and Daniel Lemin wrote abundantly about how important The Amazon Factory’s back-breaking card is to its success:
"You ability anticipate [it’s] too long, but for The Amazon Factory, it's aloof right. Why? Because the amplitude of the restaurant's card is so abnormal that it compels chat amid its patrons. Card across is its abstruse customer-acquisition weapon—it hides in apparent sight, in the easily of anniversary and every diner.
The card at The Amazon Factory is a allocution trigger: a congenital differentiator that creates chump conversations.
Every day consumers animadversion on the arresting card array with a aggregate of bewilderment, awe, and frustration."
Even if you’ve never eaten at The Amazon Factory, you’ve acceptable heard acquaint of its menu—and that’s absolutely the point.
"The Amazon Factory doesn't accept to buy acquaintance because its card is arresting abundant to bulldoze assemblage to acquaint their friends, which in about-face creates new customers,” Baer and Lemin wrote. "When you accomplish to a allocution activate like The Amazon Factory menu, that aberration creates chat that clones your customers, bringing you new acquirement for free." Even if you do charge to strength-train to lift it.