5 Inspirations and 1 Revelation.Last year I went on a whirlwind adventure to the Windy City - Chicago.A little business and a lot of fun produced these inspirational ideas and one great revelation.I was in Chicago to meet with a client that I was building a new website for, and to get a big city fix of culinary, cultural and entertainment experiences.I landed in Chi-town Friday night and took the city by storm - eating, shopping, browsing, and getting inspired!Here are my trip highlights and inspirations and how you can use them in your restaurant..1) Visual details matter.Downtown Chicago is beautifully landscaped and clean.These visual details add to the world-class experience of the destination and Chicago's brand.Even the smallest of details will be taken as a snap shot in a customer's memory bank - are your bathrooms always squeaky clean, does the customer's entrance experience look and feel as fabulous as the inside of your restaurant.Etc?2) Distinction can be leveraged in any industry and segment.98% of all Sushi restaurants look and feel the same, that was until I experienced Friends Sushi.This quaint neighborhood spot takes sushi to a new level.Imagine a retro, hip lounge with white vinyl furniture and a happy, cheerful atmosphere.That is Friends Sushi.Not only was the food fantastic, the staff was friendly, and the overall experience was unforgettable.Their name, logo and all touch points were delightful.Do you create a memorable and distinct experience for all of your patrons?3) Slick and professional is not always the answer.While out and about, we stumbled upon a retail gem called The Spice House.Old-fashioned with a sensory-explosion, this spice boutique has been offering flavor in small bottles for over 51 years.Nothing is fancy-shmancy and that makes it so cool.And there is no shortage of human interaction and experience.You can taste, mix, blend and talk to hard-core spice experts.The authentic, no slick approach to this brand is simply irresistible.Depending on your restaurant or business offering and target market, sometimes a little folksy, no frills style goes a long way.4) Metaphors are so powerful.On Sunday I hung out in the Wicker Park area.This funky, artsy side of town with lots of interesting businesses is worth checking out.Piece Brewery and Pizzeria is another amazing little find.This neighborhood diner ties together pizza and brew, sports with a united spirit of casual and calm.The name Piece, certainly applies to the slice you get of New-Haven style thin crust pizza, but the logo has a much bigger story of peace.Beyond the signage, all of their merchandise is branded with a brilliant graphic mark (piece of pizza) and a very nice Karma-enriching symbol of peace.5) Packaging is a compelling storyteller.Just when I thought I've seen every which way you can spin soap, I discovered Mojo Spa.Mojo Spa began with one woman's pursuit for the perfect lip balm.Amanda Kezios, a private chef turned beauty product innovator, made use of her talents in the kitchen to concoct a unique and natural lip balm that could cure her dry chapped lips.And now, Mojo Spa creates over 200 bath and beauty products inspired by comfort foods and nostalgic treats.Their products make use of natural food ingredients, aromatherapy blends, positive affirmations, healing crystals and sound therapy.All of their products continue to remain handcrafted, in small batches, with lots of care and attention to ensure quality and freshness.From the tastefully inviting window display to the culinary packaging of beauty potions, such as cupcakes and other goodies, this place delivers on their promise, where beauty meets comfort.Could you package your to-go boxes in order to create distinction from other to-go restaurants? What about packaging your dinner rolls in a non-traditional way when served to the table?And 1 Revelation - Brand equity is a forgiving force.I'm a loyal fan of Starwood properties.I frequent all of their brands and have never had a disappointing experience.Until this trip to Chicago.We stayed at the Westin downtown and from the moment I walked into the lobby the feeling was stressful and rushed.I've stayed at the Westin in Times Square and had not felt this vibe, but maybe it was just a crazy week.The staff all seemed to be on a high dose of grumpy pills too, except for the fantastic doorman.He shared with me that he had been working at that location for 47 years.Wow.I can see why, he was a stellar brand asset; he was kind, friendly, with a no rush attitude, and he made you feel like a movie star.Then if you had to ask the concierge a question, it was a not so pleasant experience.I understand sometimes life does interfere with delivering on your brand promise "Relax here" and like I said, I'm a loyal Starwood customer, so I forgive them and will not harbor this bad experience, in fact I've already erased it from my mind and will be booking another Starwood property soon.Had this been a brand I didn't have this relationship with, I would have surely kicked them under the bus for good.What can you learn from this experience for your restaurant - ensure you are creating brand loyalty every day in order to have a safety net for the "off days".Brand On! Till next time.
Sunday, September 16, 2012
What I Learned in Chicago That Can Help Your Restaurant
5 Inspirations and 1 Revelation.Last year I went on a whirlwind adventure to the Windy City - Chicago.A little business and a lot of fun produced these inspirational ideas and one great revelation.I was in Chicago to meet with a client that I was building a new website for, and to get a big city fix of culinary, cultural and entertainment experiences.I landed in Chi-town Friday night and took the city by storm - eating, shopping, browsing, and getting inspired!Here are my trip highlights and inspirations and how you can use them in your restaurant..1) Visual details matter.Downtown Chicago is beautifully landscaped and clean.These visual details add to the world-class experience of the destination and Chicago's brand.Even the smallest of details will be taken as a snap shot in a customer's memory bank - are your bathrooms always squeaky clean, does the customer's entrance experience look and feel as fabulous as the inside of your restaurant.Etc?2) Distinction can be leveraged in any industry and segment.98% of all Sushi restaurants look and feel the same, that was until I experienced Friends Sushi.This quaint neighborhood spot takes sushi to a new level.Imagine a retro, hip lounge with white vinyl furniture and a happy, cheerful atmosphere.That is Friends Sushi.Not only was the food fantastic, the staff was friendly, and the overall experience was unforgettable.Their name, logo and all touch points were delightful.Do you create a memorable and distinct experience for all of your patrons?3) Slick and professional is not always the answer.While out and about, we stumbled upon a retail gem called The Spice House.Old-fashioned with a sensory-explosion, this spice boutique has been offering flavor in small bottles for over 51 years.Nothing is fancy-shmancy and that makes it so cool.And there is no shortage of human interaction and experience.You can taste, mix, blend and talk to hard-core spice experts.The authentic, no slick approach to this brand is simply irresistible.Depending on your restaurant or business offering and target market, sometimes a little folksy, no frills style goes a long way.4) Metaphors are so powerful.On Sunday I hung out in the Wicker Park area.This funky, artsy side of town with lots of interesting businesses is worth checking out.Piece Brewery and Pizzeria is another amazing little find.This neighborhood diner ties together pizza and brew, sports with a united spirit of casual and calm.The name Piece, certainly applies to the slice you get of New-Haven style thin crust pizza, but the logo has a much bigger story of peace.Beyond the signage, all of their merchandise is branded with a brilliant graphic mark (piece of pizza) and a very nice Karma-enriching symbol of peace.5) Packaging is a compelling storyteller.Just when I thought I've seen every which way you can spin soap, I discovered Mojo Spa.Mojo Spa began with one woman's pursuit for the perfect lip balm.Amanda Kezios, a private chef turned beauty product innovator, made use of her talents in the kitchen to concoct a unique and natural lip balm that could cure her dry chapped lips.And now, Mojo Spa creates over 200 bath and beauty products inspired by comfort foods and nostalgic treats.Their products make use of natural food ingredients, aromatherapy blends, positive affirmations, healing crystals and sound therapy.All of their products continue to remain handcrafted, in small batches, with lots of care and attention to ensure quality and freshness.From the tastefully inviting window display to the culinary packaging of beauty potions, such as cupcakes and other goodies, this place delivers on their promise, where beauty meets comfort.Could you package your to-go boxes in order to create distinction from other to-go restaurants? What about packaging your dinner rolls in a non-traditional way when served to the table?And 1 Revelation - Brand equity is a forgiving force.I'm a loyal fan of Starwood properties.I frequent all of their brands and have never had a disappointing experience.Until this trip to Chicago.We stayed at the Westin downtown and from the moment I walked into the lobby the feeling was stressful and rushed.I've stayed at the Westin in Times Square and had not felt this vibe, but maybe it was just a crazy week.The staff all seemed to be on a high dose of grumpy pills too, except for the fantastic doorman.He shared with me that he had been working at that location for 47 years.Wow.I can see why, he was a stellar brand asset; he was kind, friendly, with a no rush attitude, and he made you feel like a movie star.Then if you had to ask the concierge a question, it was a not so pleasant experience.I understand sometimes life does interfere with delivering on your brand promise "Relax here" and like I said, I'm a loyal Starwood customer, so I forgive them and will not harbor this bad experience, in fact I've already erased it from my mind and will be booking another Starwood property soon.Had this been a brand I didn't have this relationship with, I would have surely kicked them under the bus for good.What can you learn from this experience for your restaurant - ensure you are creating brand loyalty every day in order to have a safety net for the "off days".Brand On! Till next time.
Subscribe to:
Post Comments (Atom)
0 comments:
Post a Comment