I noticed this weekend that several Linkedin contacts had appeared in the ‘people you might know’ bar on Facebook. Yet another example of how homogenised the world is becoming.
In retail we have M&S & Next, once defined by their own label, now selling a ton of other brands, making them barely distinguishable from John Lewis and Debenhams.
And in hospitality we have die hard pizza brands selling chicken wings and Japanese brands selling Pad Thai.
It’s all starting to feel depressingly samey.
And that’s a problem for you as an operator, because as dining out becomes a borderline elitist activity again due to rising prices, and repertoires reduce, customers will become increasingly discerning about where they spend their cash, and if your brand isn’t distinct and memorable, you risk falling off the list.
RESONATING DEEPLY WILL BE YOUR COMPETITIVE EDGE
So how can you win?
Connection. Using your data to meet people where they are in their lifecycle with you, with relevant and emotionally engaging comms. Connection doesn’t just make brand sense, it makes clear commercial sense, (as our 32X ROI shows!).
So while you may have to run a homogenised menu or product range to drive revenue, your competitive edge will be in the work you do to resonate deeply with your customers.
If you’d like to chat through how this could work for you (and hear how our client partners are reaping the rewards already with measurable incremental revenue), drop me a line. The world is changing and your approach must do too.
