We aren’t going to build a big business by having the best kolaches (which we do anyways).
We are going to build a big business by being the best storytellers.
Critics will say we’re wrong. They’ll point to a place that has incredibe dishes and a deep personal connection with the region and knives forged of the finest Valyrian steel. But that’s the point. That is the story.
When you go to Alinea or French Laundry or Noma or Pujol, it’s so powerfully “good” that it transmutes “goodness” into “storytelling”. So your clients become storytellers.
But the unfortunate, raw truth is that most food (especially food at scale) just can’t be good enough to inspire storytelling.
I’m not saying you shouldn’t have excellent food. You absolutely should.
Excellent food is a necessary, but insufficient condition for extraordinary success.
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To get a customer to buy again, you have to have a good enough product.
To get a lot of customers to buy, you need to tell a great story.
Literally binged reading all the posts. Grew up in the restaurant business, found and ran some tech startups, now jumping back to food trying to make some difference. Love all the little thoughts! Best of luck man!