Once again, I quote the late Robert Gozuieta, once Coca-Cola CEO who said, “In real estate, it´s location, location, location. In business, it´s differentiate, differentiate, differentiate.”
Vivo Cocina Texicana is a Mexican restaurant noted for outstanding cuisine located in Austin, Texas. But Austin has many restaurants with outstanding cuisine, both Mexican and other. How does owner Roger Diaz differentiate himself from restuarants that equal him in both quality of food and service?
Each female guest at Vivo’s walks away from the restaurant with a long-stemmed fresh cut rose. I can always tell when my co-workers have been there because roses start sprouting on the corner of their desks. People not “in the know” about the restaurant will usually comment on the rose whereupon they will be told about Vivo’s. Days later they’ll say, “Hey, how do we get to the place where they give out the roses?”
The interesting thing about the roses is they last for weeks. The one on my co-worker’s desk is nearing the end of its second week. “Yea, Glenn,” you’re saying, “We can’t afford roses.” I’m guessing here, but Roger might treat it as an advertising expense.
He (or one of his employees) came up with a unique way to set his restaurant apart from the competition. He offers a quality experience topped off (for his female guests) with a rose. That little lagniappe creates positive buzz for his restaurant.
Can you do something similar?