Today I had lunch at Webers Hamburgers so that I could see what all the fuss is about. Here’s my check-in.

For those of you who don’t know Webers, it’s a burger place on the side of the highway in Orillia, Ontario. It opened in 1963 with the goal of targeting cottage goers and has since become an “institution” in the region.

I don’t think I’ve ever been, so I figured I had to give it a try.

Before going, I decided to ask around to see what people thought of the burgers. And in almost all of the cases, I got the same response: “You can get better burgers in the city. But you have to go. It’s an institution. It’s tradition.”

And that ended up being a very accurate description.

Were the burger goods? Yes. Were they mind blowing? No. In fact, they’re pretty basic burgers. You have a choice of 3 different toppings and 2 different condiments. That’s it. Want mayo? Sorry, they don’t do that.

But in the end, it’s not really about the burgers.

While there, I was reminded of a blog post by Seth Godin called, “Am I supposed to like this?” His opening line is the following: “If we think we are, we probably will.” And it’s all about how we make judgments well before we think we do (and how marketers invest in that).

What matters a great deal is how we’re “supposed to” feel about something. If a wine is expensive, we’re “supposed to” to think it tastes better and our mind usually makes that a self-fulfilling prophecy.

And in this case, Webers has become symbolic of summer and good times at the cottage. You’re “supposed to” stop there whenever you go to the cottage. It’s tradition.