There’s a massive restaurant chain in the US called Waffle House that is known for staying open 24/7. If you live there, it’s likely you have heard of them.

Over the years, Waffle House has built a reputation for never closing. Or at least, almost never closing.

Waffle House stays open in even the direst of storms.

They bring in generators, batten down the hatches, and keep serving food despite hurricanes, snow storms, and even tornadoes.

If they do close, they are always the first to reopen.

Their reputation is so well-known that a former director of the Federal Emergency Management Agency (FEMA) coined the term “Waffle Index” which is still used today to describe how bad a storm really is.

Every time a big storm comes along, local, national, and even international media pick up the story and talk about the lengths they’re going through to stay open.

Their level of commitment to staying open is borderline insane, but you have to admire them for it, right?

Their steadfast consistency and reliability is remarkable.

Being remarkable is the single best form of marketing you could ever produce.

If you could build a reputation on one thing, what would it be?

As Seth Godin said, “The opposite of remarkable is very good.”