Brand Positioning Can Open New Doors, or Close Them

Brand Positioning Can Open New Doors, or Close Them

It has happened twice in the last month to restaurants near me.  Both closed suddenly, after their owners made huge investments of time and money in their dreams and visions.  While this happens across the country to businesses every day, there are similarities between these restaurants that more than hit close to home.  The similarities emphasize the importance of brand positioning and how it can either open new doors to customers, or close them. Restaurant A was in a very popular and trendy northern suburb of Chicago. The owner was a first time restauranteur who bought the property and totally gutted it.  New floors, tables, music stage, lighting – you name it. He wanted it to be known, or positioned, as a great restaurant with a lively bar and awesome music scene.  Aside from the fact the food quality didn’t start out of the gate that great, people didn’t like that their meal was served with loud music and congestion from the crowded bar area.  Was it a bar with decent food or a great restaurant with music?  Turns out we’ll never know…he should have followed the lead of the previous owner who carved out a nice niche of being a cozy bar with decent munchies. Restaurant B was located right in our office building, so I had the chance to witness its demise on a nightly, and painful basis, as I’d walk past a near empty dining room almost every evening. This owner’s vision was to create a fun, family-oriented 50’s diner right in downtown Arlington Heights.  After pouring millions of dollars into the new spot, complete with...
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