VOLUME 1 ISSUE 11, BRANDING 11

OUT OF THE INDUSTRY: FINE DINING

EmpiHER®

We live in a day and age where we are sold that everything must be instant. That if we want to compete in business, speed is the name of the game. But is it really?

Yes, there are some audiences where speed is all they want. If it is because they have bought into the hype that the media is selling or the fact that they just want the issue off their “to do” list but not actually executed to the highest standard. Speed matters to some, but not all.

Just like in the culinary world - there are people who love fast food and there are people who love fine dining. Fine dining is marked by the experience, has clear expectations that need to be met, takes time, lots of attention to detail, allows refined choice, showcases the chef, is something that is treasured, and a high bill is a mark of a good experience.

So what does this mean for your brand?

  • The experience: People take in every aspect of the experience. From the entrance to the exit, all the pieces play together to heighten the moment and the emotions. Steal The Strategy: Review your audience's experiences from all angles and make sure you are maximizing every engagement.

  • Clear expectations: Yes, before the guests walk through the door, the hype from media posts, reviews, TV appearances, and social media has them on a high. Steal The Strategy: Play up the hype.

Fine dining is marked by the experience, has clear expectations that need to be met, takes time, lots of attention to detail, allows refined choice, showcases the chef, is something that is treasured, and a high bill is a mark of a good experience. “

  • Takes time: This is not a rushed experience. The more time it takes on many levels builds up the expectation and excitement. Steal The Strategy: Take your time.

  • Lots of attention to detail: Details matter. From the selection to the service the customer is constantly guided to making smart decisions. Steal The Strategy: Give one on one attention always and often.

  • Refined choice: Yes, there are choices, but not that many. Steal The Strategy: Edit your audience’s options.

  • Showcase the chef: The experience is just as much about having the chef shine as having the guest be satisfied. Steal The Strategy: So don’t offer anything you don’t excel at.

  • Is treasured: Who doesn’t want an audience eagerly anticipating their time with your brand? Steal The Strategy: To create this treasured experience you have to create exclusivity. Your brand experience isn’t for everyone and isn’t instant.

  • A high bill is a mark of a good experience: Money does equate to caliber. The more money spent the better quality, experience, and exclusivity is created. Steal The Strategy: Don’t pad the bill, but don’t give a discount either.