Jerry Maguire is a movie that resonates with me, especially being in the recruitment business, taking less clients in order to focus on providing better service. Then and now, doing something against the grain takes guts, vision and conviction. Seth Godin refers to this idea as being in a "Category of One" or checking the box of "other" when asked "favourite soft drink", that is, not trying to become Coca-Cola. Oddly, even Coca-Cola understands the power of a niche market with their recent campaign "Let's look at the world a little differently" and large companies like BMW- Mini's campaign "Not Normal". Of course, some of these large company's new brand strategy seem inauthentic while others hit home.
It is a similar argument when large food service providers like GFS and Sysco are now providing "Green" and "Sustainable" products as a category for their Locally-sourced/Sustainable focused restaurants, how ironic. However, isn't it better for more consumers to be introduced to this small category so that it is widespread, as long as these large companies are not pressuring/strong arming the farmers/small producers, versus keeping it a secret to a selected few. At the end of the day, none of this means anything unless more people understand and practice sustainable eating and not just sustainable production.
In the information age, hospitality owners need to focus on becoming more than just "best burger" or "most romantic date place" especially in a crowded/competitive market when consumers are more savvy then ever. People are hungry for memorable experiences, caring interactions and genuine hospitality. "Best Service restaurants" is the only worthwhile list to exchange with your friends not "Best New restaurants"
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