Food and Drink International - Winter 2016 Volume 2 - 85

Making Choices

T

This is not, repeat: not an article attempting to be a think piece
about what happened with the presidential election. This is a
restaurant marketing article.
But there's a big lesson in the election about restaurant marketing -
consumers can't handle too many
things at once. It's called "The Paralysis of Choice."
There's a well-known experiment,
which I will describe from memory so
maybe it's not exact. The experimenter sets up a grocery store intercept
for people to sample jams and get a
coupon for a jar.
One time they offer 24 flavors.
Another time they offer 2 flavors.
Guess which version got more coupons redeemed? The simpler choice,
of course. People looked at rows and
rows of 24 jams and gave up before
they could decide, even though they
were all good.
So, the election. What did the winning candidate do? He narrowed his
message to one or two catchy concepts ("wall," "business success").
When there were negatives, he performed an interesting maneuver: he
provided 24 jams instead of just two.
He generated so many surprisingly
atypical news stories, which affronted
many people. It took one commentator several minutes to list all the outrageous remarks and actions said and
done or revealed during the period of
the election.
Without making a partisan observation (which I do not intend to do),
it's clear that any one of those actions
would likely have disqualified another
candidate. But he paralyzed his opposition with choice. He gave his opposition too much to react to.
Meanwhile the winner did what
any good marketer does - after he
focused on those one or two clear
benefits offered by his brand, he then

defined his opponent in his terms
simply and clearly ("crooked"), and
communicated that definition consistently with a lot of media exposure.
That's branding and competitive
positioning. That's the discipline of
positioning, and narrowing your position to one or two simple, gettable
ideas attractive to those who will ultimately be your core audience.

What can we learn?
You must understand what people
want. Do they want better burgers?
Do they want tony sophistication?
Rollicking fun? Relief? Excitement?
This part of the process requires
insight, which is what you get when

you study the people you're trying to
appeal to and notice something that
nobody else can give them. In marketing terms, an "insight" is not what
you get when you think about what
you're good at and offer to do it.
That's just telling people what
you're good at. Do they care that
you're good at it? If the answer is yes,
perhaps you've found an insight.
You must understand what they will
believe about you that will help them
get what they want. You can promise
the best shrimp salads, but if you're
an all-night truck stop customers
might not believe it. They will believe
you have good breaded tenderloins,
though, I bet.
Sad hypothetical fact: maybe you
actually do have the best shrimp salads. But off the menu they come.
You must narrow your many, many

Understaning what people believe about the restaurant will help get them what they want. Narrow it down to one or two items. <<

food & drink international * winter 2016 volume 2 * www.fooddrink-magazine.com

85


http://www.fooddrink-magazine.com

Table of Contents for the Digital Edition of Food and Drink International - Winter 2016 Volume 2

Contents
Food and Drink International - Winter 2016 Volume 2 - Cover1
Food and Drink International - Winter 2016 Volume 2 - Cover2
Food and Drink International - Winter 2016 Volume 2 - 1
Food and Drink International - Winter 2016 Volume 2 - Contents
Food and Drink International - Winter 2016 Volume 2 - 3
Food and Drink International - Winter 2016 Volume 2 - 4
Food and Drink International - Winter 2016 Volume 2 - 5
Food and Drink International - Winter 2016 Volume 2 - 6
Food and Drink International - Winter 2016 Volume 2 - 7
Food and Drink International - Winter 2016 Volume 2 - 8
Food and Drink International - Winter 2016 Volume 2 - 9
Food and Drink International - Winter 2016 Volume 2 - 10
Food and Drink International - Winter 2016 Volume 2 - 11
Food and Drink International - Winter 2016 Volume 2 - 12
Food and Drink International - Winter 2016 Volume 2 - 13
Food and Drink International - Winter 2016 Volume 2 - 14
Food and Drink International - Winter 2016 Volume 2 - 15
Food and Drink International - Winter 2016 Volume 2 - 16
Food and Drink International - Winter 2016 Volume 2 - 17
Food and Drink International - Winter 2016 Volume 2 - 18
Food and Drink International - Winter 2016 Volume 2 - 19
Food and Drink International - Winter 2016 Volume 2 - 20
Food and Drink International - Winter 2016 Volume 2 - 21
Food and Drink International - Winter 2016 Volume 2 - 22
Food and Drink International - Winter 2016 Volume 2 - 23
Food and Drink International - Winter 2016 Volume 2 - 24
Food and Drink International - Winter 2016 Volume 2 - 25
Food and Drink International - Winter 2016 Volume 2 - 26
Food and Drink International - Winter 2016 Volume 2 - 27
Food and Drink International - Winter 2016 Volume 2 - 28
Food and Drink International - Winter 2016 Volume 2 - 29
Food and Drink International - Winter 2016 Volume 2 - 30
Food and Drink International - Winter 2016 Volume 2 - 31
Food and Drink International - Winter 2016 Volume 2 - 32
Food and Drink International - Winter 2016 Volume 2 - 33
Food and Drink International - Winter 2016 Volume 2 - 34
Food and Drink International - Winter 2016 Volume 2 - 35
Food and Drink International - Winter 2016 Volume 2 - 36
Food and Drink International - Winter 2016 Volume 2 - 37
Food and Drink International - Winter 2016 Volume 2 - 38
Food and Drink International - Winter 2016 Volume 2 - 39
Food and Drink International - Winter 2016 Volume 2 - 40
Food and Drink International - Winter 2016 Volume 2 - 41
Food and Drink International - Winter 2016 Volume 2 - 42
Food and Drink International - Winter 2016 Volume 2 - 43
Food and Drink International - Winter 2016 Volume 2 - 44
Food and Drink International - Winter 2016 Volume 2 - 45
Food and Drink International - Winter 2016 Volume 2 - 46
Food and Drink International - Winter 2016 Volume 2 - 47
Food and Drink International - Winter 2016 Volume 2 - 48
Food and Drink International - Winter 2016 Volume 2 - 49
Food and Drink International - Winter 2016 Volume 2 - 50
Food and Drink International - Winter 2016 Volume 2 - 51
Food and Drink International - Winter 2016 Volume 2 - 52
Food and Drink International - Winter 2016 Volume 2 - 53
Food and Drink International - Winter 2016 Volume 2 - 54
Food and Drink International - Winter 2016 Volume 2 - 55
Food and Drink International - Winter 2016 Volume 2 - 56
Food and Drink International - Winter 2016 Volume 2 - 57
Food and Drink International - Winter 2016 Volume 2 - 58
Food and Drink International - Winter 2016 Volume 2 - 59
Food and Drink International - Winter 2016 Volume 2 - 60
Food and Drink International - Winter 2016 Volume 2 - 61
Food and Drink International - Winter 2016 Volume 2 - 62
Food and Drink International - Winter 2016 Volume 2 - 63
Food and Drink International - Winter 2016 Volume 2 - 64
Food and Drink International - Winter 2016 Volume 2 - 65
Food and Drink International - Winter 2016 Volume 2 - 66
Food and Drink International - Winter 2016 Volume 2 - 67
Food and Drink International - Winter 2016 Volume 2 - 68
Food and Drink International - Winter 2016 Volume 2 - 69
Food and Drink International - Winter 2016 Volume 2 - 70
Food and Drink International - Winter 2016 Volume 2 - 71
Food and Drink International - Winter 2016 Volume 2 - 72
Food and Drink International - Winter 2016 Volume 2 - 73
Food and Drink International - Winter 2016 Volume 2 - 74
Food and Drink International - Winter 2016 Volume 2 - 75
Food and Drink International - Winter 2016 Volume 2 - 76
Food and Drink International - Winter 2016 Volume 2 - 77
Food and Drink International - Winter 2016 Volume 2 - 78
Food and Drink International - Winter 2016 Volume 2 - 79
Food and Drink International - Winter 2016 Volume 2 - 80
Food and Drink International - Winter 2016 Volume 2 - 81
Food and Drink International - Winter 2016 Volume 2 - 82
Food and Drink International - Winter 2016 Volume 2 - 83
Food and Drink International - Winter 2016 Volume 2 - 84
Food and Drink International - Winter 2016 Volume 2 - 85
Food and Drink International - Winter 2016 Volume 2 - 86
Food and Drink International - Winter 2016 Volume 2 - 87
Food and Drink International - Winter 2016 Volume 2 - 88
Food and Drink International - Winter 2016 Volume 2 - 89
Food and Drink International - Winter 2016 Volume 2 - 90
Food and Drink International - Winter 2016 Volume 2 - 91
Food and Drink International - Winter 2016 Volume 2 - 92
Food and Drink International - Winter 2016 Volume 2 - 93
Food and Drink International - Winter 2016 Volume 2 - 94
Food and Drink International - Winter 2016 Volume 2 - 95
Food and Drink International - Winter 2016 Volume 2 - 96
Food and Drink International - Winter 2016 Volume 2 - 97
Food and Drink International - Winter 2016 Volume 2 - 98
Food and Drink International - Winter 2016 Volume 2 - 99
Food and Drink International - Winter 2016 Volume 2 - 100
Food and Drink International - Winter 2016 Volume 2 - 101
Food and Drink International - Winter 2016 Volume 2 - 102
Food and Drink International - Winter 2016 Volume 2 - 103
Food and Drink International - Winter 2016 Volume 2 - 104
Food and Drink International - Winter 2016 Volume 2 - 105
Food and Drink International - Winter 2016 Volume 2 - 106
Food and Drink International - Winter 2016 Volume 2 - 107
Food and Drink International - Winter 2016 Volume 2 - 108
Food and Drink International - Winter 2016 Volume 2 - 109
Food and Drink International - Winter 2016 Volume 2 - 110
Food and Drink International - Winter 2016 Volume 2 - 111
Food and Drink International - Winter 2016 Volume 2 - 112
Food and Drink International - Winter 2016 Volume 2 - 113
Food and Drink International - Winter 2016 Volume 2 - 114
Food and Drink International - Winter 2016 Volume 2 - 115
Food and Drink International - Winter 2016 Volume 2 - 116
Food and Drink International - Winter 2016 Volume 2 - 117
Food and Drink International - Winter 2016 Volume 2 - 118
Food and Drink International - Winter 2016 Volume 2 - 119
Food and Drink International - Winter 2016 Volume 2 - 120
Food and Drink International - Winter 2016 Volume 2 - 121
Food and Drink International - Winter 2016 Volume 2 - 122
Food and Drink International - Winter 2016 Volume 2 - 123
Food and Drink International - Winter 2016 Volume 2 - 124
Food and Drink International - Winter 2016 Volume 2 - 125
Food and Drink International - Winter 2016 Volume 2 - 126
Food and Drink International - Winter 2016 Volume 2 - 127
Food and Drink International - Winter 2016 Volume 2 - 128
Food and Drink International - Winter 2016 Volume 2 - 129
Food and Drink International - Winter 2016 Volume 2 - 130
Food and Drink International - Winter 2016 Volume 2 - 131
Food and Drink International - Winter 2016 Volume 2 - 132
Food and Drink International - Winter 2016 Volume 2 - 133
Food and Drink International - Winter 2016 Volume 2 - 134
Food and Drink International - Winter 2016 Volume 2 - 135
Food and Drink International - Winter 2016 Volume 2 - 136
Food and Drink International - Winter 2016 Volume 2 - Cover3
Food and Drink International - Winter 2016 Volume 2 - Cover4
http://www.nxtbook.com/nxtbooks/knighthouse/fd_vol19_issue4b
http://www.nxtbook.com/nxtbooks/knighthouse/fd_vol19_issue4a
http://www.nxtbook.com/nxtbooks/knighthouse/fd_vol19_issue3
http://www.nxtbook.com/nxtbooks/knighthouse/fd_vol19_issue3b
http://www.nxtbook.com/nxtbooks/knighthouse/fd_vol19_issue3A
http://www.nxtbook.com/nxtbooks/knighthouse/fd_vol19_issue2
http://www.nxtbook.com/nxtbooks/knighthouse/fd_vol19_issue2b
http://www.nxtbook.com/nxtbooks/knighthouse/fd_vol19_issue2a
http://www.nxtbook.com/nxtbooks/knighthouse/fd_vol19_issue1
http://www.nxtbook.com/nxtbooks/knighthouse/fd_vol19_issue1a
http://www.nxtbook.com/nxtbooks/knighthouse/youngsmarketco
http://www.nxtbook.com/nxtbooks/knighthouse/fd_vol18_issue4
http://www.nxtbook.com/nxtbooks/knighthouse/fd_vol18_issue3
http://www.nxtbook.com/nxtbooks/knighthouse/fd_vol18_issue2_2
http://www.nxtbook.com/nxtbooks/knighthouse/fd_vol18_issue2
http://www.nxtbook.com/nxtbooks/knighthouse/fd_vol18_issue1
http://www.nxtbook.com/nxtbooks/knighthouse/fd_2017winter_v2
http://www.nxtbook.com/nxtbooks/knighthouse/fd_2017winter
http://www.nxtbook.com/nxtbooks/knighthouse/fd_2017fall
http://www.nxtbook.com/nxtbooks/knighthouse/fd_2017summer
http://www.nxtbook.com/nxtbooks/knighthouse/fd_2017springvol2
http://www.nxtbook.com/nxtbooks/knighthouse/fd_2017springvol1
http://www.nxtbook.com/nxtbooks/knighthouse/fd_2016wintervol2
http://www.nxtbook.com/nxtbooks/knighthouse/fd_2016wintervol1
http://www.nxtbook.com/nxtbooks/knighthouse/fd_2016fall
http://www.nxtbook.com/nxtbooks/knighthouse/fd_2016summer
http://www.nxtbook.com/nxtbooks/phoenix/fd_2016spring
http://www.nxtbook.com/nxtbooks/phoenix/fd_2015winter
http://www.nxtbook.com/nxtbooks/phoenix/fd_2015fall
http://www.nxtbook.com/nxtbooks/phoenix/fd_2015summer2
http://www.nxtbook.com/nxtbooks/phoenix/fd_2015summer
http://www.nxtbook.com/nxtbooks/phoenix/fd_2015spring
http://www.nxtbook.com/nxtbooks/phoenix/fd_2014winter
http://www.nxtbook.com/nxtbooks/phoenix/fd_2014fall
http://www.nxtbook.com/nxtbooks/phoenix/fd_2014summer
http://www.nxtbook.com/nxtbooks/phoenix/fd_2014spring
http://www.nxtbook.com/nxtbooks/phoenix/fd_2013winter
http://www.nxtbook.com/nxtbooks/phoenix/fd_2013fall
http://www.nxtbook.com/nxtbooks/phoenix/fd_2013summer
http://www.nxtbook.com/nxtbooks/phoenix/fd_2013spring
http://www.nxtbook.com/nxtbooks/phoenix/fd_2012fallwinter
http://www.nxtbook.com/nxtbooks/phoenix/fd_2012summer
http://www.nxtbook.com/nxtbooks/phoenix/fd_2012spring
http://www.nxtbook.com/nxtbooks/phoenix/fd_2012winter
http://www.nxtbook.com/nxtbooks/phoenix/fd_2011fall
http://www.nxtbook.com/nxtbooks/businessmedia/fd_20110708
http://www.nxtbook.com/nxtbooks/businessmedia/fd_20110506
http://www.nxtbook.com/nxtbooks/businessmedia/fd_2011summer
http://www.nxtbook.com/nxtbooks/businessmedia/fd_2011spring
http://www.nxtbook.com/nxtbooks/businessmedia/fd_2010winter
http://www.nxtbook.com/nxtbooks/businessmedia/fd_2010fall
http://www.nxtbook.com/nxtbooks/businessmedia/fd_2010summer
http://www.nxtbook.com/nxtbooks/businessmedia/fd_2010springsummer
http://www.nxtbook.com/nxtbooks/businessmedia/fd_2010spring
http://www.nxtbook.com/nxtbooks/businessmedia/fd_2010winterspring
http://www.nxtbookMEDIA.com