Many seem universal. But applying some of those principles to a well-defined target is where it can get tricky. You better know your target well.
Did anyone catch that article in The Economist that compared Chef Thomas Keller’s celebrated restaurant The French Laundry to McDonalds?
Those of us in the food world know there’s really no comparison at all. The French Laundry is a dream destination for people who are passionate about the very best in food, whereas McDonalds is the restaurant of the common man. So what could they possibly have in common? Well, author Mark Vanhoenacker points out similarities that are true across all foodservice or hospitality establishments. Similarities such as:
- Each has cheerful, unpretentious service
- Both provide people with food they adore
- Each offers their customers a parting gift
The list goes on, but includes other principles that are the basic tenets of any successful restaurant. The difference between what happens at The French Laundry and what happens at McDonald’s is how these principles are executed. And that is driven by each establishment’s focus on serving a well-defined target audience.
The same theory applies to marketing premium food. The marketing principles are, in general, the same for any type of food product. The real difference lies in knowing your target audience intimately so you can effectively apply those principles in a way that resonates with your customers. Customers are kings. And it is our job as marketers to know everything about them. That is the only way we can effectively connect with them.
Let’s take a look at how the two restaurants mentioned above do it:
The French Laundry’s audience is passionate about food and probably also wine. They care about eating with the seasons. They care about preparation. They care about origin. They want to know everything about every part of their meal. And they savor each bite and talk about each and every nuance. It is as emotional as it is physical. There is no price too high for this type of experience.
In this case, cheerful unpretentious service means informative service. Both the front of the house and the back of the house are as knowledgeable and as passionate about food as their customers, and each staff member is more than happy to share every nuance of information related to the dining experience. The food is adored because of its perfect assembly of flavors, colors and textures. It appeals to every sense and uses sophisticated techniques to draw the perfect flavors from each and every element. The parting gift is a souvenir—an old-fashioned wooden clothespin—that guests will save forever, along with notes, wine labels and menu cards to commemorate what is a once-in-a-lifetime experience.
McDonald’s on the other hand, serves an entirely different audience. One that knows what they like and expects the same thing time and again. They want it fast. They want it good. And they want it cheap. And so, their cheerful and unpretentious service manifests itself with speed and efficiency. Sure, it can be friendly, but there’s not time for chatter. Their customer wants their food—now. The food at McDonald’s is adored because it is consistent. And really, that’s why people go there. They know what a Big Mac tastes like, and that’s what they want. They’re not looking to experience something new. They’re looking to experience something familiar. And their parting gift? Not so much a souvenir, but a plastic toy for children, included with a Happy Meal. These are toys that are beloved when they are first received, but certainly not keepsakes (I don’t know how many of these things I’ve stepped over the years because they were “lovingly” left laying on the living room floor.)
So, you see, while the principles are the same, the executions are completely different. Only by knowing your target audience can you properly apply the principles of any discipline. It is truly the only way to effectively make meaningful connections.
Labels: French Laundry, McDonald's, Premium Food, Stephan & Brady
