![]() ![]() We spent a lot of money to do this." There was just one problem. "I wanted our restaurant to stand out for our quality, some organic, some 'clean,' grass-fed beef, etc. "This one took me a while to figure out," says Sheila Bentley, the principal of Magills Restaurant & Catering in Pasco, Washington. What you think is a proverbial silver bullet isn't necessarily a guest magnet. We've all had them - the "aha" moment during which we've cracked the code to the universe, figured out astral projection, or at least came up with a really cool marketing idea. Simply Standing Out Versus Being Outstanding Here are some thoughts on the subject on which to, uh, ruminate. What is it about your restaurant that puts it in a class of its own? What do you do better than anyone else in your market that keeps guests returning and bringing their friends and family? You knew going into this business that the restaurant market is crowded with competition, from other independents to national chains. What is it about your restaurant that puts it in a class of its own? In educating start-up and emerging-chain restaurateurs, we like to believe we are the most colorful bovine in the field. For example, if we compared this magazine with the entire universe of business publications, including venerable titles such as The Wall Street Journal or Harvard Business Review, we would just be another face in the crowd. Boring stuff quickly becomes invisible.ĭoes your restaurant have any "purple cows"? In fact, every business and organization has elements that differentiate it from its competitors. ![]() Something remarkable is worth talking about, worth paying attention to. The essence of the purple cow - the reason it would shine among a crowd of perfectly competent, even undeniably excellent cows - is that it would be remarkable. a purple cow, though: Now, that would really stand out." In his popular manifesto "Purple Cow: Transform Your Business by Being Remarkable," marketer Seth Godin explains while driving through the French countryside a few years ago that "Cows, after you've seen them for a while, are boring. ![]()
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