Make competitors pay
Sriracha benefits when its competitors advertise
Independent business
Sriracha benefits when its competitors advertise
Sriracha Sauce does not need advertising to grow. It competitors pay for its advertising. Sriracha spends nothing on advertising.
Vietnamese-American David Tran arrived in Los Angeles, USA from the communist Vietnam. He started making how own version of decades old Sriracha sauce. He replaced chillis with Jalapeños. He sold since from his van and earned $2300 (INR 180,000) in the first month. In 2019 the annual sales were $150mn (INR 800cr).
Sriracha did not trademark the recipe. Instead, it trademarked the cap and the rooster on its bottle. Other brands such as Heinz and Tabasco also sell Sriracha sauce. It’s free advertisements for the original.
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