One would assume that a SWOT analysis of the Heart Attack Grill would lead to the conclusion that the increased focus on health and wellness would be a “societal factor” that makes this concept unattractive. If one were to reach that conclusion, one would be wrong, and one would be advised not to tell the folks over there that their strategy is flawed. They’re way too busy, between serving customers and going to the bank to make deposits, to argue!
Granted, in the big-picture scheme of things, the overall market is seeking healthier dining, so a restaurant seeking its fortune in this sector would at first seem like not such a good idea. On the other hand, that’s how everyone else is thinking! Everyone else is making the mistake of chasing the biggest market segment, which may indeed be profitable, but that will undoubtedly result in some segments being under served.
The real question is, are there enough of us who are willing to “risk it all” and have a greasy burger once in a while to support a business? In this case the answer was a resounding “Yes”.
It’s far better, and often more profitable, to own a small piece of a big pie or a big piece of a small pie that our competitors are deliberately overlooking or avoiding altogether. Being just a little contrarian is a big way to, well, stand out from the herd!
Good marketing connects with the customers. Good marketing gets results. Good marketing is good marketing if it makes money.
Where and how to make that money are answers only your customers have.
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