Th e Pa n c a k e Pa r l o u r
The Short Stack
of-mouth advertising, and a picture tells a thousand words,” notes Jackson. “We could do a radio ad that talks for thirty seconds about our Lemon Berry Pancakes, or you can see a picture in an instant and know exactly what it looks like and you 98
October 2014
can almost know what it’s going to taste like just by looking at the photo. So mouthwatering images work really well. The minute we post a chocolate pancake with whipped cream and ice cream and strawberries our fans are totally engaging with us and