Know-How Exchange : Advertising/PR

You and your partner are the ones best able to craft the story ... and you should first identify your target audience and see what they would need to hear/see/learn to interest them in trying Jamaican food.

Second choice: Do a crude rough draft yourself, and then find a talented copywriter to polish it in 2-3 different ways. Then test those with your target audience.

Back story not as important as the food...the story can morph into in-store marketing; but will do little to bring them into your location(s).

Sampling will be your best first step, tell the story at each demo. Your 'story' change with each telling and eventually you will have the key points by accessing your customers response.

Good luck

You need to emphasize the flavours and scents that Jamaican food has. If you've been to Bangkok, the one thing I love is the food they sell on the street (I don't go to Thailand to eat European food!!) wafts of deep charcoal and the sizzles of burning fat - along with the much needed 35 degrees of daytime temperature...

So all you need to do is tell the truth - that you've got a genuine Jamaican who really gets this sort of food - add a bit of the sandy beach and palm tree (unless you've got enough of them already?) and you're on your way!

The story should be less about how you guys brought the business about, and more about the Jamaican experience that one would experience at your restaurant. Tell them what the Jamaican experience is. Anything written should be peppered with stereotypical Jamaican slang words, enhancing the vibe. If you don't know the slang, watch the movie Cool Runnings a few times to get start. Adverts should use Jamaican accent talent.

There is an interesting case you can take a look at - more so because it is the opposite direction from what you are doing. Do some internet research on the formation and background of Outback Steakhouse, an "Australian" steakhouse franchise here in the States.

If you are going to use a back story which I personally like and feel can help connect the customer at a deeper level, it has to be credible. Making something up might make good marketing, it could backfire if people come to think it is fabricated.

One idea would be for both of you to travel to Jamaica. My experience is that in doing so, events or circumstance might "speak to you" with regard to a back story and then it is not only real and becomes part of the fabric of the business and your friendship.

For example, if you eat a great meal in Jamaica and speak with the owner, you may find out that the restaurant was started by his grandmother. Finding some inspiration in his story, you can shape your story..... "on a journey to my ancestral home of Jamaica, I was struck by the raw emotions that I felt, the instantly strong bond that I had with the culture, the people and the food. It was so inspiring that I quickly knew what I must do. I dusted off my grandma's cookbook and met with my friend Jamie, (a great chef!) and set our sights on sharing Jamaica with the world through the Good Vibes Jamaican Café."

There is a very good Jamaican themed restaurant in Lexington, KY. The Atomic Café (www.atomiccafeky.com) was started by a local businessman who traveled to Jamaica on various vacations and loved it so much that he set out to open his own Jamaican themed restaurant in Lexington. The website used to have his story on it but has since changed. You should be able to google Atomic Café Lexington and find pictures and menus to give you an idea of how they did it. It is kind of a local legend with a back patio and reggae bands. It has done so well, the back patio has been enlarged twice.

Good luck!!