ABSTRACT

“Experience Closure” instructed a sign at a chain restaurant I visited recently, giving advance notice for their forthcoming holiday hours. Simply put, and unceremoniously, this sign informed me that even the closed restaurant was a brand experience. Their actual lack of service was nonetheless an offering of theirs—an offering intended to keep me in their brand space even if I wasn’t able to be in the store. My non-experience of the brand became a brand experience itself. Slick.