Dick’s fans are an eager bunch. More than 100,000 votes were cast in the first 24 hours after the burger chain announced it would open a new location and asked its customers to weigh in on where it should be. The outpouring crashed the company’s website.
Stats are still unofficial, but in the Seattle area there may be more interest in voting on the location of the next Dick’s than there is in voting in regular elections.
On Monday, Dick’s Drive-In — the local burger-and-fries chain beloved by soccer moms and late-night bar-hoppers alike — announced it would be opening a seventh restaurant in the Seattle area.
Just as it did when it announced its sixth location, in 2010, Dick’s offered its fans the chance to vote on where the restaurant should be. More than 115,000 people voted in 2010, choosing a location north of Seattle, which ended up being Edmonds.
Dick’s got nearly that many votes just on Monday, the first day of three weeks of voting, as customers choose whether the next Dick’s should be south or east of their current restaurants.
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More than 100,000 votes were cast in the first 24 hours. The surge of interest crashed the burger chain’s website within minutes of the announcement. The site is now back up and running — and on a new server — and the south region is in the lead.
“We are overwhelmed by the outpouring of love,” said Jim Spady, president of Dick’s and son of co-founder and namesake Dick Spady. “We’d love to build in both regions right away, but we are a small family business and we have to pick one.”
Jasmine Donovan, Dick’s vice president and Dick Spady’s granddaughter, said the company had received more than 1,000 emails with location suggestions.
“We’ve transitioned to a new server and should be able to handle the volume now,” Donovan said. “Bring on the votes and keep the emails coming.”