When it comes to being in the food business, engaging with your customers is important. You gain feedback, and because food is so visual, you get to see how your customers are preparing and eating your food.

The Custard Stand, opened in 1991 by Dee and Angie Cowger, long-time entrepreneurs, know this to be true. In 2003, Dee and Angie converted the three car garage behind their business into a USDA-approved production facility and launched Custard Stand Food products.

Dee and Angie Cowger were guests on The Positively West Virginia Podcast. The Cowgers learned multiple lessons during their time in business.

Engage with your customers in any way that you can.

For restaurants or food producers, you have to realize that your business is a visual one. Your customers are eating with their eyes.

When you want to to engage with your customers, take a page from the Cowgers and ask your customers to send pictures showing you how they are preparing/using your food.

“We have a new Facebook promo going on now that uses the hashtag #chiliyourmeal. We’re trying to get customers talking about the diversity of The Custard Stand Chili,” Angie Cowger said. “It’s not just hotdog chili. It’s a great staple item.”

Don’t take no for an answer. Be persistent.

In 2012, a truck hit The Custard Stand facility, and they had an employee that was injured.

“It led us to begin a fight for what we thought was right,” Angie Cowger said. “Having an employee injured was probably the worst thing

that has happened to us.”

Because their facility is located on a hairpin curve in Webster Springs, West Virginia, the Cowgers had to think about what was next for the future of their business.

The Cowgers started working with the Department of Highways of Charleston to install signage at the bottom of their hill so that accidents could be prevented.

“It made it safer for the whole community,”Angie Cowger said.  “When you know you are right, be persistent and don’t quit. Go as high as you need to.”

Look for the bigger picture.

As other business owners and entrepreneurs mentioned in The Positively West Virginia Podcast, looking at the bigger picture is incredibly important.

If you get caught up in the day-to-day, you could forget what you are working toward–whether that is retiring in a few years, making enough income to send a child to college or producing jobs for the community.

For The Custard Stand and the Custard Stand Products, “I’m always looking big picture. I’m always trying to be a national product,” Angie Cowger said.

Listen to the full podcast here.

PWV QUICK BITS | ENGAGING WITH YOUR CUSTOMERS

  • ADVICE: “When you know you are right, be persistent and don’t quit. Go as high as you need to,” Angie Cowger advised.

    engaging with your customers

    SHARK TANK – “Episode 718” – In this patriotic episode, entrepreneurs try to sell the Sharks on their made-in-America products. Two business partners from Riverdale, UT believe they have created the perfect fire-starting solution-but can these two mountain men ignite a deal? A small-town couple from Webster Springs, WV built their successful family-owned restaurant from the ground up. Now, they want to sell their most popular item across the country. Can this regional treat achieve national success? Two fitness buffs from Fargo, ND are confident that their space-saving equipment will transform the way Americans work out at home, but it sports a hefty price tag. Will the Sharks bite? And a follow-up on Three Jerks Jerky, a company in which Daymond John invested earlier this season on “Shark Tank,” FRIDAY, FEBRUARY 26 (9:00–10:01 p.m. EST) on the ABC Television Network. (ABC/Tyler Golden)
    ANGIE COWGER, DEE COWGER (CUSTARD STAND FOOD PRODUCTS)

  • RESOURCE:  Youtube
  • PERSON: Whoever is in charge of buying for all of the state entities.