Create Controversy - Become Successful
“Aside from maintaining a website, Jon Basso hasn’t spent one dollar on advertising. And yet his restaurant has garnered international attention thanks to the controversy he’s created. “We purposely try to generate controversy, there’s no question about that,” Basso says. After all, with menu items like the Quadruple Bypass Burger and Flatliner Fries, who needs marketing?
Yet even Basso, owner of Heart Attack Grill in Tempe, Arizona, agrees with his health-inclined critics on one point: Because of his 8,000-calorie burgers and french fries cooked in lard, the 40-stool burger joint isn’t a place customers should frequent daily. “I tell everybody, ‘Don’t come here every day of the week; it’ll kill you,’” he says.
For Basso, who also goes by “Dr. Jon, chief surgeon,” what began as a marketing thesis has turned into a diner with a world-wide reputation. Though he started out operating a chain of personal fitness training studios, Basso heard so much talk from clients about what they did on their “diet cheat days” he decided the Heart Attack Grill he wrote about in his thesis could be the ultimate place to go for a dose of gluttony.”