Scared of not getting success from their target customers the novice tries to please everyone. But, as you’ll know, if you cook a meal that pleases everyone it will taste of nothing. It’s the same with your outlet, you can’t turn everyone into a customer and you’re better off not trying. Distinctiveness is crucial and it’s not all about food. The researchers found that most of the failed restaurateurs they interviewed could not explain their concept beyond the food offer. For instance when asked what their concept was they would typically say for example ‘vegetarian’ or ‘pizza’. They had no deeper story about their business or understanding about communicating original, genuine and deep core values.
So here’s my conclusion. If you want to launch a restaurant think up a complete concept, it does not have to be new, just thorough, compelling, matched to its environment and excellently executed. Find the right team of designers that can bring the whole package together: branding, marketing, writing, interactive website, PR, interior design, the whole shebang. Preferably, all these people should be in the same firm so that they are not competing to lead the project. If not, appoint one firm as main contactor and let them manage the others.
Meanwhile, I still own the intellectual property for a fully designed, chocolate and coffee concept that I reckon would work brilliantly in the right hands. So here’s my challenge, do you want a franchise it and tell the story right?
*Why Restaurants Fail by H G Parsa, John T.Self, David Little and Tiffany King. Cornell University 2005
Search our database of more than 2,700 industry companies
Sep 8, 2010 , USA
What a fascinating story. I enjoyed readign so much that I am making copies for whole restaurant class - 80 students. This is a classic symptom of brand dilution and concept confusions. The owner wanted to sell Toyota Corolla and Lexus in the same delearship. No wonder Corolla crowd won and the L...