THE PANCAKE PARLOUR
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 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
56 November 2014