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tacobell

This article covering an article about Taco Bell’s recent rebound demonstrates the power of the culinary world and why more and more people are positioning themselves as brokers within it.

Doritos promotion aside–align yourself with a credible, recognizable chef personality and watch a vast, new audience flood through your door.

The model doesn’t always work (Aaron Sanchez / House of Blues), but if constructed correctly, a partnership with the right culinary talent could help revitalize and reposition your brand.

I traveled to San Francisco recently for a conference – Visit California’s Outlook Forum – a kind of “state of the state” chronicling tourism in the Golden State. As with any business travel, I did some cursory online research and quickly booked plane tickets, hotel, even dashed to the mall for a new outfit. What took me the longest in my planning process? Dinner reservations of course.

Sharr Prohaska, a professor of Hospitality, Tourism & Sports Management at NYU, recently contributed a concise little article to Huffington Post about the state of Culinary Tourism. While not revealing much beyond the fact that we’d soon be seeing the results from a new Culinary Tourism research study (courtesy of The World Food Travel Association), she hypothesized about who culinary tourists actually were:

“Are the culinary tourists really the Explorers who are always looking for something new to experience, the Baby Boomers who are seeking and educational or interactive experience, or many of the Millennial who have traveled since they were young and been exposed to exotic foods from around the world and are no longer content with a hamburger?”

Sure. All of the above. But there are hoards of us that squeak in between those categories on a daily basis. We’re the people who, despite whatever work or professional callings may lead us through our lives, food and the experiences that come with it, temper everything we do.

That’s why, long before I knew what time I’d have to leave for the airport or where I’d be telling my shuttle driver to take me, I knew where I’d be eating (Bar Tartine), what dishes I’d likely be ordering (potato flat bread,  green chile fisherman’s stew and farmer’s cheese dumplings) and what others had to say about them (“as good as it gets” and on and on…). I’d seen photos, read maddeningly descriptive reviews and felt like I had an insider’s perspective–all without ever having ever been there before.

The best possible kind of armchair travel these days is spent building your travel plans, one meal, snack or beverage at a time. Surfing has never tasted so good.

Burn the Boats

There are a handful of marketing gurus I stay connected to–for inspiration, for ideas, to help me get off my butt and do what I know I should be doing.

Never Stop Marketing” is one newsletter I actually manage to read on a daily basis. Today’s post is about managing the things we tell ourselves and taking control of the messaging and turning it into something that drives and motivates, rather than slows us down or defeats.

He had a list:

Go big or go home.

Leave it all on the field.

Embrace the suck. (A particularly appealing phrase courtesy of the Navy Seals.)

But the one that did it for me was: “Burn the boats.” And he linked out to a Wikipedia post to help explain.

The Wikipedia entry was for “Point of no return.”  It read: “[Burning one's boats] is a variation of “burning one’s bridges”, and alludes to certain famous incidents where a commander, having landed in a hostile country, ordered his men to destroy their ships, so that they would have to conquer the country or be killed.”

Wow.

I think Seth Godin would like this.

Talk about commitment.

Now imagine being this committed to your ideas. And go burn your boat.

From the Master

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The same goes for your brand. Call it an elevator pitch, call it your brand message, call it whatever you want. You’ve got to be able to boil it down to the essence of what your product or service is or you won’t be able to sell it.

Thanks to BrandAutopsy.com for the post. 

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Copilot, an innovative entity offering free (for now) analytics for restaurants which measure the ROI on social media and marketing promotions through their POS, has some great teaser information in their blog. This post in particular outlines how to negotiate, design and time a “daily deal” that will actually do your business some good.  And..the best part: it’s based on actual data from actual restaurant promotions. Excited to help spread the word about these guys. 

FOOD FAN/ATIC

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I’ve taken my fair share of photos while dining out. I am in the business after all. While there are times when I find myself wanting to document where I’ve been, something special I’ve eaten, or a chef that I’ve chatted with, I’m usually trying to be as understated as possible about it, not wanting to be seen as an LA food paparazzi.

But there are plenty of people—those who trample a far more aggressive trail through the food community than I—who painstakingly stage photo after photo as their Moscow mule grows tepid, their ramen cools and their dining companions wonder whether it’s bad form to start eating before the images have uploaded to the web.

Some chefs make their opinions about this kind of behavior very public.  Whether it’s a question of food quality (eat it while it’s hot), decorum, or simple courtesy to fellow diners, there are those chefs who thumb viral media in the eye and prefer to simply have people eat their food.  They post cryptic signs at the host stand warning diners that photos are not allowed, or their post-opening rant gets quoted in the blogs and their vitriol zips its way around the net.  But do people listen? Do they care?

The makers of Evernote Food think not.

Designed as a virtual food diary of sorts, this iPhone app (one of many in an ever growing market by the way) lets people “preserve and relive their food memories.” While it does allow users to interface with their social media channels, it is primarily marketed as a tool for tripping down a gustatory memory lane. Sure, food writers may like this so they can be tech savvy about their note taking (“great lager for sushi”), but for the rest of us, they’re encouraging a kind of culinary experience that…well…loses much of the experience.

You may argue and say that you enjoy a meal well photographed as much as a meal that’s simply eaten and enjoyed.  But I have to hearken back to a day when the people around a table spent as much if not more time actually chewing, tasting and savoring than they did dissecting, contemplating and debating. Today’s diners are certainly more food adventurers, so perhaps it’s only natural that they’d want to document every bite and sip just as they would capture a backpacking trip to Ecuador. Perhaps I’m showing my age. Perhaps I’m just tech-ed out. But a blissfully device-free meal at L’Orangerie or Citrus would be just my speed right about now.  And I wouldn’t even blog about it.

photo courtesy of reason.com

In the business world it’s easy to get stalled at the threshold of a good idea.  You talk about it, make copious notes, schedule meetings, ask for feedback…and then what?  A business plan’s a tangible first step, but are you ready to actually try to bring it to life?

Luckily, there are dozens of organizations in Los Angeles that specialize in incubating good ideas and providing fledgling entrepreneurs with information and contacts to help bring their well intentioned plans into the marketplace.

I attended an event last night put on by one such organization called Dealmaker Media. As their website attests, they are “A network of innovators who see the opportunities in building relationships and sharing knowledge.  From early-stage startups with an eye for disruption, to some of the most influential companies in the world – we help get deals done – one handshake at a time.”

The particular Dealmaker event I attended was “Pitch, Package, Partner – How to Land Deals with Big Brands.

And big brands they delivered.  The panelists (and, later, sitting ducks, as they were barraged with pitches during the cocktail hour) included heavy hitters from United Talent Agency, Tapulous/Disney Mobile, CBS Mobile, News Corp Digital/MySpace and Red Bull. 

While the content had a heavy digital emphasis, everyone in the room seemed to nod in unison as long-pondered questions were answered regarding negotiating, deal crafting, pitching do’s and don’ts, and—what was seemingly the holy grail to this group—how to simply get yourself in the door.  

Now, I like a good networking mixer as much as the next person, but I wasn’t there to mingle with other startups.  I was there to get a few questions answered.  When I saw the panelist I needed head for the men’s room at the close of the panel I did what any motivated, focused entrepreneur would do; I ambushed him the minute he came out.  Got my questions answered…and got his business card.

What do you need to get started? 

Got any questions or theories about how to effectively launch a startup, please post them here on our Facebook page.

Other interesting resources:

Dealmaker Media

Ladies Who Launch

GrowLab

Launchpad LA

StartupNation

Idealab

Startonomics

GROW Conference

 Table One Marketing

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