Ramon De Leon's Domino's Pizza store is a modern legend - not just in the social space but for the city of Chicago's actual inhabitants. Ordinary people come in just to say hi. They tweet when they drive by. They get excited about meeting THE #RamonWOW (@ramon_deleon) in person.
It's not hard to see why. He's enthusiastic about what he's doing, which catches like crazy. He's also a keen observer of people: how their habits are changing and what motivates them. And he acts quickly to profit from that knowledge: giving shout-outs to his Foursquare mayors, shining the limelight back at anybody who even momentarily casts it onto him. He's a human retroreflector, perpetually ricocheting warmth back at you.
What's more, Ramon records everything: what he sees on the street, cool signage, food. (We had dinner later in the week and he photographed all the entrées.) His own talk at Marketing 2.0 Paris was online an hour after he stepped offstage. I managed to catch him in the process of uploading.
