Written by Andrew Holliday | May 26, 2017
We’ve worked with a lot of people opening restaurants and retail businesses over the years. Through this experience, we’ve been able to zero in on a couple of things that separate the successful folks from the ones that struggle. There are exceptions to every rule, but the following has held true for the vast majority.
Avoid being one of the staggering statistics of restaurant and retail failure rates. Have a clear point of differentiation and be able to simply explain it to a customer. If you can’t state why your restaurant or shop is special, how on earth do you expect a customer to do it? So, build strong answers for these two questions and use them as guides for every decision you make for your business. The result will be a clear message to every customer that walks through your door and simple communication across your website, social media, and marketing efforts. Simply put, write down the recipe for your secret sauce.
Question 1:
What’s The One Thing You Want To Be Known For?
First and foremost we have to identify the key ingredient that makes people come back time and again. Maybe it’s a ridiculously good signature product, maybe it’s your over-the-top service, or maybe it’s your unbeatable atmosphere. We can’t create a recipe for your secret sauce until we’ve nailed down the key ingredient.
The important thing here is to focus in on the one thing that really differentiates your restaurant or shop. You can only have one key ingredient. Trying to say you have four different key ingredients will just lead to a watered down and generic message.
People will eat on paper plates if your fried chicken is ridiculously good. People will put up with decent food if your beer list is a beer drinker’s dream. Customers will find a way to drive across town if you have a killer shopping experience they can’t find anywhere else. Put all your focus on having one absolutely awesome ingredient for a winning secret sauce.
Obviously, you can’t say that your food is so good that you can treat people like shit. Use a little common sense here. We’re just saying that you need to have clear focus on what the one thing is that you’re going to be known for as a restaurant or shop and build around that one thing with complimentary flavors. You lead with your one thing and build everything else around it.
Answer It Now:
What’s the one thing you want to be known for?
Question 2:
Why Should I Choose Your Restaurant Or Shop Over All My Other Options?
Once you’ve answered number 1, you’ve got a head start on this answer. However, I’m sure you’re not the only one that says they want to be known for ridiculous good fried chicken. You need to be able to verbalize why your fried chicken is better than all of the other fried chicken joints. Again, if you can’t express why your fried chicken joint is the go to for anyone who loves fried chicken, how do you expect a customer to do it? Maybe you’re the only fried chicken specialty that’s totally boneless (I know this is an odd example…who would do boneless fried chicken). Maybe you have a secret recipe that has been in the family for decades. Maybe you have a signature batter that can’t be duplicated. Or, maybe your wait staff wears sexy chicken costumes.
The one key is that the answer can’t be, “Our chicken is the best.”
That’s as generic as it gets. Everyone claims their chicken is the best. What is it that you genuinely do different and/or better than all the other chicken joints and restaurant options? If you don’t have something now, develop something that makes you unique. You must build anticipation and intrigue into your positioning. It’s amazing how much better something tastes if we know the story behind it, or if it’s been built up in our head.
Answer It Now:
Why should I choose your restaurant or shop over all of my other options?
Long story short, make it easy for people to understand what you do extremely well and give them a reason to want it.
Answering these two questions can lead to some changes to your business. You may realize that you’re offering a generic experience with no real points of differentiation. If this is the case, take massive action. The surest way to failure is mediocrity. Nobody wants or remembers mediocre. People remember exceptional.
If you’re just getting started, you’re at the perfect point to make sure your message is focused and that you have something exceptional that you’re offering. Sacrifice in one area if needed to make sure that you’re exceptional in another area. Like we discussed earlier, people will overlook some deficiencies in one area if you are truly fantastic in another area.
We spend a lot of time working with our clients to nail down these variables before helping them design their visual identity, their restaurant or store interior, website, and marketing strategy. We want a strong foundation upon which we can build everything. Otherwise, you’re running the severe risk of being just another statistic.
