A week without Steve

I often look at mentors, leaders and visionaries as those who just see things differently. I remember when many that said I was crazy about the idea that Fast Casual was in fact a new segment in massive restaurant industry. Turned away by many and in some cases even laughed at by those with short sight of what the future could be. You know who you are. Who's laughing now!

All I'm saying is that I will continue to push the envelope and press the future of where we as the human race are destined to arrive. A week without Steve has graciously made me remember my mentors. Some have passed and some still drive the vision of business today. Here’s to those very select crowds that understand what it means to be "The Crazy Ones".

The Crazy Ones

@luckypenny - Joni Doolin Thomas - Founder People Report, crazy enough to think she can help re-design how companies view work and how they interact with the emerging millennial workforce. Joni’s determination, generous spirit and innovative spirit have been an inspiration to the lives she has touched throughout the years.

@johnbattelle - Leader of Federated Media and is crazy enough to think he can change the way people view and consume media. John’s ever present question of “can we handle what we are creating?” fuels the momentum behind awareness in the technology industry. Creating an environment of introspection, he keeps us on our toes.

@briansolis - Author of Engage and End of Business, crazy enough to take on the challenge and shift of business in the new digital age. Brian has continued to scrutinize the effects of emerging media on the entire scope of the business world. Coining PR 2.0 he encourages individual thought in his books, speaking engagements and his world famous blog.

@SkeeterNYC - Liza de Guia - Founder of Food Curated, crazy enough to think she can shift the way we view food from the inside out. Liza’s statement of purpose, “All good food has a story. I tell it. On video.” Created a metamorphosis of how foodies get their fix. She is crazy enough to make her passion mainstream.

@PhilipBloom - The most innovative DSLR film maker of our time, crazy enough to think he can educate and inspire young filmmakers to change the way they think about their work. Philip is the new breed of cinematographers and he’s crazy enough to bring new and seasoned filmmakers into his fold. Philips work showcases raw talent, passion and an artistic work ethic that is a breath of fresh air.

@JessicaNorthey - founder Finger Candy Media, crazy enough to think she can bring a new twist to Country Music with social media. Jessica has conquered the world of Country Music and radio one tweet at a time. Her signature sassy flair has made her one of the most coveted leaders in the social media field.

@limefreshmex - Founder John Kunkel, crazy enough to think he can take on Chipotle and win. John has attempted to avoid the call of the restaurant industry to no avail, rather then sail along he took natures call and ran! John didn’t settle for the best, he’s a modern day conqueror opening new concepts that will soar.

@rainnwilson - Co-founder of SoulPancake and actor on the Office, crazy enough to think he can bring comedy and spirituality to the masses. Rainn’s out of this world notion to create a hub that explores the human experience is crazy enough to foster an environment of individual thought.

@jlouderb - Jim Louderback, CEO Revision3, crazy enough to challenge the old standards of media creation and consumption. Jim took brought us into the age of TechTV. He continues to push the boundaries of emerging technological innovators by being the man that moderates the panels of today’s thought leaders.

@chefspike - Spike Mendalsohn, creator of Good Stuff Eatery in DC, crazy enough to challenge the norm in fast casual culinary creations. Spike beat the odds and never lost his dream of living and breathing the culinary field. His days of being a busboy at his family’s restaurant in Clearwater Florida infused his blood with a zest for food that has manifested in one crazy ride!

@MarshaCollier - Author and Tech Pundit, crazy enough to think she can help all walks of life embrace technology to enhance their life. Marsha gift-wrapped financial freedom for the masses with her books detailing the in’s & outs of eBay. Truly a Divine Diva, Marsha is crazy enough to empower everyday people to embrace online business.

This is just the beginning of the crazy ones that I appreciate each day. They all inspire me on my continued quest of being one of them.  The face of our world is ever changing and it’s the crazy ones that continue to create, innovate and raise the bar on what could be and what will be our reality. Dare to be among The Crazy Ones.

Sometimes there really is just one of a kind.

Ask yourself is that you?  I think if you look deep inside yourself you will find that in fact your are just like this Jaguar XJ13.  You inspire greatness in those that are around you or those you affect each day.  Yes you!  You inspire many more than you think.

Sometimes special brands can be that way too, one of a kind that is, something special, something amazing, something that truley is and can become one of a kind.

The Social Ripple and what it means to you

I could write a few paragraphs here but the real magic is not in the post by me but the Social Ripples that are beginning from the passion at the People Report Digital Brand Camp and Summer Camp.

Are we growing more connected or growing apart

Social Media and technology have put us on a course that we could not have expected just a few short years ago.  Its been almost 16 years since I built my first website and realized that the course of human nature would change forever.  Information is one of the most powerful things on the planet, in fact there are some that believe it is the ultimate power.

I on the other hand think we are in a shift of human nature, one that will challenge us and enlighten us in ways we have yet to completely understand.  When we say we are connected or always on, are we really?  Or is the light simply on in a vacant and desolate room.  Walk into a room with just the light turned on look around and tell me what you see?  You mostly likely see information, art, creations, color and so much more since the human eye is the ultimate in dimensional stimulation at 324,000,000 pixels (324 megapixels).

Now simply add one element into the room that was not there before, a person.  One with real ideas with a real brain that is not just on, but engaged.  This is where I think the future of the Social Ripple is heading a reconnection with the IRL experience and one that is heightened to a new sensory of the human sprit, and best of all our ability not only to relate with each other but also to solve problems and create new ideas together.

Social consumers are showing positive trends in eating out

It is no secret that consumers are becoming increasingly clever about their restaurant choices. It is also no secret that consumers now have unparalleled access to their favorite restaurant brands over multiple facets. This new idea of eating out has emerged hand-in-hand with the availability and growth of social media; restaurant brands can now be found on sources like Twitter, Facebook and YouTube. Consumers can easily download mobile applications and partake in internet-exclusive deals and promotions. Brand information and desired content is now immediately accessible. This rapidly developing trend is all the more evident within the realm of the Fast Casual industry. It is here where consumers are primarily changing the landscape of the restaurant business. 

Fast Casual Restaurants are increasingly being sought because consumers find Fast Casual to be providing the best food value away from home. It is here that socially savvy consumers are searching for hipper, more laid-back environments with reasonably priced, quality food items. Consumers are approaching food as a quality-of-life experience; they expect an inviting ambiance, a socially engaging space with seemingly fresh ingredients. These Fast Casual venues are the happy medium between the impersonal but time conscious Quick Service Restaurants, and the more intimate but not always time efficient Casual Dining experience. Restaurants like Chipotle and Panera are thriving in an otherwise fickle economic structure. Research hub and agency, DigitalCoco, found that in 2010 63% of restaurant consumers are visiting Fast Casual locations approximately 4.3 times per month. This number stumps those of Quick Service Restaurants (QSR), with 2.8 visits per month, Casual Dining, with 1.9 visits per month and Fine Dining coming in at 1.1 visits per month. 

The data revealed shows movement in all sectors with exception of QSR mostly likely due to some recent improvement in the economic condition of consumers and their willingness to spend more for pent up demand of eating out.

The success of Fast Casual monster, Chipotle, also demonstrates the power of word-of-mouth. Loyal consumers who visit regularly are sharing their love for the brand with others (thus reiterating the idea of a socially-structured brand.) The power of Chipotle's word-of-mouth traffic reiterates consumers lack of interest in being advertised to. In 2010, Chipotle internally produced an ad campaign that literally mocked the advertising process in itself. The ads' undertone helped confirm the intelligence of today's nifty food consumer. This campaign also touched on Chipotle's  "Food With Integrity" mantra; Steve Ells' promise to use as many natural, organic and hormone-free products as possible. Their mantra spoke directly to consumers participating in the wave of eco-friendly eating while boasting an economically friendly pricetag. The proof is indeed in the numbers: Chipotle's 2011 first quarter numbers showed a 24.3% increase in revenue from the same time last year. 

In addition, many Fast Causal brands have been clever in building their social media presence and content networks. These networks have created a brand-to-consumer relationship, an availability and sense of personal outreach often lacking in the restaurant industry. Networks like those of Starbucks, Genghis Grill and Pei Wei are engaging their consumers into an overall brand experience. These brands are reaching out beyond coupons to connect with their audience; they are letting consumers know that they, not the brand, are in charge. The control, availability and access has been given solely to the consumer.  

So how can restaurants profit from this shift? The answer is clear: Shift with their audience and adapt to the change. Companies and restaurants must follow the flow of information and the thought process of their consumer. More and more consumers are paying attention to brand content and consistency. The content must go hand-in-hand with consumer expectations of a social eating experience and their desire for instant availability and visibility. Consumers are becoming less interested with the clutter and superficial nature of advertising and marketing: Today they are leaning towards communication, engagement, transparency and substance. Consumers are demanding an overall experience; an experience that looks at their individuality and not as a morsel among the masses. 

I like Change do you?

As a restaurant operator you have chosen a business that is all about change.  It's also all about people so when you mix the two together you have something pretty special. 

Have you really made an impact in your community? 

Have you reached out to your customers?

Have you done something special for your loved one?

If you have not, how can you say you are in the hospitaltiy business.  Listen, this business is aboout sharing something, breaking bread, lifting a glass or lifting a hand but at the end of the day you need know just one thing.  You made a change in someones life.

Here are my three favorite videos to help you make a change.

Is it time for McD to change it's image

With fast paced growth in social media and digital branding I'm often asked is our brand tired or irrelevant in connecting with a much more savvy and social consumer?  After seeing this campaign with McDonald's reaching out to children to engage on the social web I'm wondering is this a time when McDonald's should look to a new ditital brand program that is more up todate with the audience of today, Including the kids of today?

Is your restaurant good, great or just awesome?

I began Fastcasual.com in the 90’s because I caught trends in the way consumers were interacting with restaurants. I then narrowed my focus to fast food and casual dining restaurants.  The message consumers were sending were clear to me, but others at the time were hesitant to accept my findings. It took 13 years to get Fast Casual accepted as a major industry segment. Had I let go of the trends I had forecasted like others had suggested, someone else would undoubtedly be leading the charge in Fast Casual.

A leader's responsibly is to identify the trends that can impact your business before they actually happen.  Forecasting defines proactive leadership; responding to market pressures does not.  As the “Great One” Wayne Gretsky said, “A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.”  So I ask you a simple question: Do you want to be a good leader, or do you want to be a great leader?

Discovering hidden profits and unexplored opportunities can make a business amazingly successful.  Analyze the story of Chipotle and the reasons why they are dominating the Fast Casual segment are immediately evident.  Remember Baja Fresh? Wendy’s acquired Baja Fresh in 2002 and sold it in 2006 under the hope that it would follow the paths of Chipotle and McDonald’s.  So why did they not end up in the same situation as Chipotle?  Per my observations, Chipotle's mission was clear; the brand stood for and uncovered the idea of ingredients that were "better for you."  This unique branding opportunity was the trick into consumer's hearts and minds.  Baja Fresh could have easily been the wonder-boy of the Fast Casual segment, but they missed the mark at a very critical time for the American consumer.

I write this post mostly to talk about how leaders have to see the not so obvious, which leads me to writing the foreward for my Friend Erle Dardick who runs MonkeyMedia Software and company that helps restaurants reach their potential in growing sales.  How you ask? Well that is where this book comes in, after the first read I realized that Erle was onto something really insightful, you will have to make that decision for yourself but if you are seeking insights to growing your business this book is for you.

You can get a FREE Complimentary Copy Here