The Chipotle Effect - better than an organic hoodie
The Chipotle Effect by Paul Barron, founder of FastCasual.com, a must read for restauranteurs, is a great resource for any business.
Readers are treated to several succinct histories on everything from McDonald’s to the smartphone along with forecasts about consumer behavior, the internet and how it all relates back to today’s social connected, tech savvy consumer.
But the real value in The Chipotle Effect is what Barron has hidden subtly under the surface, which is the changing dynamic between consumer and restaurant.
Woven throughout Barron’s detailed look at Fast Casual and its many influencing agents is the idea of developing a relationship with the consumer. In fact, Barron makes reference to the customer experience or knowing your guest better more than 85 times.
Time and time again I highlighted words like local, authentic, trust, and delight words few may automatically associate with the current state of the restaurant industry, but as Barron indicates that is exactly where it is headed.
“In this new world, shared experiences are redefining brands and forcing operators of all kinds of businesses to bring their A-game in order to win the trust and loyalty of people who have, essentially unlimited choice and zero tolerance for bullshit”
He uses phrases like “ increased expectation of American consumer,” “perfect experience,” “deliver value and delight,” “elegant and memorable,” “ two-way relationship,” and “restaurant as community gathering spot” all related to the new customer emerging in the digital, social media connected world we live in today.
Barron goes on to say of the restaurant industry, “….we as a collective need to be intimately in touch with the consumer and the technologies available to better serve the consumer.”
Barron declares that consumers desire for their chosen food establishments to provide new delightful culinary experiences that are creative, with audacious blends of locally sourced sustainable ingredients, flavors and cuisines, that are healthy, daring and risky in their presentation, in well designed concepts, that are both healthy and tasty. And restaurants must leverage technology for all it’s worth from easy online reservation offerings to having their own smart phone and iPad app.
Restaurants delivering a truly delightable experience will earn the loyalty of the new consumer who will post about their favorite establishment with authentic information that their social network will trust and reward, says Barron.
There is so much more that can be taken from and said about The Chipotle Effect. I strongly encourage you to take the time to explore it for yourself. If you have read it, leave a comment – we at Quickcue would love to hear from you.
If you would like to know more about Quickcue and how getting to know your guests better can change the future of your restaurant and the casual dining space check us out at www.quickcue.com or follow us on Twitter @quickcue.