Tonight we went out for dinner – Ryan, me, his folks and my folks. We had a really lovely time.
We went to a restaurant that opened about eight months ago as a cafe, and I have frequently had lunch there during the day. The service was average and the ventilation could’ve been better. But the food….. the food was superb. Not just a bit superb, but truly superb. The kind of food you would expect to pay an extortionate amount of money for.
Several cafes have opened in this particular space in the last few years, and all have closed within the first year. The space is just about adequate for a restaurant: the lighting is dark, the frontage is not very spacious and the position of the venue in the high street, certainly does little sell the business. So just what has made this particular business so successful?
What makes people flock to this restaurant and queue out the door?
The owner is a chef by trade, who has a passion for food. I would guess that he didn’t start a restaurant to make money: he started it because he loves food. And given the standard of food he produces, I would also guess that he eats, sleeps and breathes food.
The reason a medicore restaurant with a average position on the high street does so well? Because the core of his business is food, and food it what he does well.
The lesson to be learned is that people will fall for a well dressed offering. But they will only fall once, if the offering does not meet their expectations. It’s like eating a delicious looking cupcake that turns out to be hard and dry. You may have chosen to eat it once, but you won’t go back for a second time.
Don’t be concerned with dressing your business up. Spend time correcting the fundamentals – the core of your product or service. Get this right, and you will have people coming back again and again.