Brand Friction in Practice

Brand friction in practice

Brand friction is a hot topic. We just experienced it dialled up to 11.

In a world that’s getting ever more streamlined and contactless, adding friction to brand experiences makes them more human and memo

We were working from New York last week and visited hyped taqueria Los Tacos No1. Launched in 2013 the brand has accelerated fast, with 10 sites across the city. There’s always a queue. When most fast food is experienced via self-service touchscreens and ordering apps the place feels like a blast of the freshest air. It sticks in the mind amid the synthetic slop of everyday 2020s life.

The food is ace. But the experience is all about the friction. The owners vision was to be as faithful as possible to an authentic Mexican street taqueria – a world away from the cultural cliché of Dishoom etc. This is unarguable authenticity delivered with extreme confidence and a big dose of courage.

First the choice. Have-It-Your-Way this is not. It’s limited to flour or corn tortillas filled with pork, chicken, steak or cactus.

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Next the surroundings. It’s exactly like a Tijuana taqueria, just indoors. That means there are no seats.  Either you find public seating or you eat on your feet. As you wait for your order you’re not quite sure what’s going on, until someone shouts your name and it’s handed over.

Finally the service. All the staff are young Mexicans. Some speak a little English. Some none at all. Novice customers just have to muddle through the ordering process. There are signs explaining the options. Say ‘con todo’ and you get all the toppings.If you don’t like cilantro you’ll need to explain in whatever Spanish you can muster. Returning customers often help first timers out.

The whole experience is a joy. Because the staff are serving their food, their way, the atmosphere is energised and happy. When we finished our tacos, sitting on a bench some way a way from the counter, a staff member even came over and asked if we were happy too.

At Bloom we often say we know a brand idea is strong if it’s simple, and rich, and human. Los Tacos No1 nails all three. The menu is simple. The authenticity is rich. The experience is deeply human. Without deliberate friction it would be none of them.