20140511

When Differentiating, Lead with the Meat

Communication

We took this photograph from a dining table in an amazing Turkish restaurant in Sheffield, UK. It is located in a city that boasts one of the highest student populations in Europe and as a result, there are more fast food restaurants there than anywhere we know.

This street is particularly crowded with competition yet there is a queue out of the door for this place.

They know exactly what their differentiating characteristic is – the amazing food is cooked absolutely fresh – but rather than hide this feature in the back, they located the grill right in the centre of the restaurant. It’s three feet from the tables and you can see (and smell) the delicious smelling smoke and flames from the street.

Make it easy for customers to understand why you’re special and as the old newspaper saying goes, lead with the meat.

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