Know-How Exchange : Strategy

It sounds like you've differentiated but the rest of the world has followed in your footsteps, meaning your differentiation has been all but eroded.

You can claim leadership, i.e. (your town's name)'s FIRST sustainable restaurant.

Or you could take things a notch higher by getting some kind of sustainability accreditation.

Maybe host a night each week where one of Al Gore's ambassadors gives the "Inconvenient Truth" presentation.

Or go harder on the food-miles theme and make sure you use nothing that comes from more than say 30 miles from the restaurant kitchen. And publish the origin of every ingredient just to prove it!

It's tough work being an innovator!

IMHO, the "local, sustainable ingredients" positioning is not a strong platform ... if it ever was. I'm not against local/sustainable claims, but people don't generally pick a restaurant based primarily on where the ingredients come from. And it's certainly a knock-off-able positioning, as you're learning.

I would talk to some of the regulars who come to the restaurant now and find out what they like/dislike about the restaurant, how they describe it to friends, what other restaurants they frequent (and why/when), etc.

Usually the key deciding factors in restaurant selection are perceived food taste/satisfying, ambiance, service, convenient location, etc.

Of course, you need to have all the touchpoints covered, but "where we get our ingredients" or "how sustainable" don't really make the list.

Chalk it up to experience, I guess.

There are several possible answers -- legitimate ones -- to the question you posed: "Why eat a burger at Chili's when you can come to our restaurant and have a hand-ground, locally sourced hamburger that was created by a french-trained chef for the exact same price?"

Examples: More convenient to where I live. Easier, more convenient parking. Don't need reservations, no waiting for a table. Like the atmosphere at Chili's. Greater variety of menu options. Kids like Chili's. Fast service, easy in-and-out. Etc.

And I could care less where the chef was trained or who ground the meat, as long as the food is good, the ambiance is right, etc.

Not trying to be argumentative here, but I think you can see that you have to have the most important bases covered in your positioning before anyone will even consider the "locally-grown ingredients" or the chef's pedigree as important factors in selecting a restaurant.

You need to understand enviro marketing. As others have posted -- it's status as "differentiator" is eroded. We expect you to be green. It's become a standard not a differentiator.

In defense of the buy local-- there is a benefit. Tons of fuel is wasted trucking material and support of local small farmers is of value. Whole Foods does this very well. Go into a Whole Foods and the local farmer is on the walls and tables. USGBC (US Green Bldg Council which I was a founder of the CO Chapter) does it well on building products.

Organic-- is a feature, so focus on the benefit. Tell your client the "so what" question. I buy organic -- if he gives you the "so what" answer, you'll be getting somewhere. Think about it-- how many granola crunching tree huggers are going to buy fat loaded pizza-- even with a spelt crust? Or even a burger? They want lean, they want hormone free and they probably want soy burgers.

We want good food we feel good eating.

I worked for Pizza Hut a few years. All market research said "yes yes, I want a lean pizza" then what do they buy-- stuffed double crust. Just put cement in your veins. Our trials failed beyond ridiculous.

Why eat at Chilis? Do a SWOT. Forget price-- that isn't a differentitor either. Drill deep and find who this client's customer is. Then market lazar sharp.

In my thesis I added this Dilbert cartoon:

Dogbert VP Marketing: Describe your product and I'll turn it into marketing language "all the parts are carcinogens"

Dogbert: "makes you appreciate life".

Hope that helps.

PS, Even tho I spell checked twice, I wa a road warrior today and a little frazzled-- hope the message comes across.

If your competition is using the same vendors, you have some options: start your own garden and pick your own produce, list where each of the ingredients came from in your menu (Beef from John's Ranch in Smithville, Lettuce from Happy Gulch Farms, Happyville, etc.), do a nutritional analysis (a la https://www.seasons52.com/), or a blind taste test (against your competition). It all depends on how you want to position your restaurant in the minds of your customers.

Some awesome points. And has leanings on the BOS...And the challenges come with it...You moved on pretty early in life, and when you thought you've settled in life, here comes crashboom...so whether you invent another blue ocean or start fighting the overheated red???

Richxxx has put forwarded some deeply insightful thoughts around. And definitely this is some nice discussion I've witnessed (not participated :) )

Green is a given, organic is a hygiene factor, some of the largest (GM) companies, I've heard, talking of sustainability and 'every drop' philo....so you see the 'GREEN REVOLUTION' happening around...

In plainspeak, what you should be doing is, stick to your local wickets...that you're'nt a chain, you know the local patrons so well that, start branding some recipes with well known, or well liked bedroom heroes!!! drive local green activites, and be the local GOODNESS champion, as green is good. Start involving in local runs, and other healthy activities in your neghbourhood. Bring in more greenness with water positive/carbon positive/etc elements into your kitchen...teach the patrons that each time someone has a good time in your resto, they are helping the community by....

Oh, the plight of running a kitchen...and that too a green one.

ThnQ,

RJ

Are you affilitated with any larger positive like minded group?

https://www.earthsave.org/chapters1.html

If so include your inter-connecting action plans, logos spokespersons etc. more streat cred. this way.