The George Costanza Approach To Restaurant Marketing

Die-hard Seinfeld fans will vividly remember "the
opposite" episode. George tries to change his life by going against his
normal instincts, since his normal life wasn't working out that great.

George said: Why did it all turn out like this for me? I had
so much promise. I was personable. Bright. Perceptive. It has become clear to
me that every decision I've ever made in my entire life has been wrong. My life
is the opposite of everything I want it to be. Every instinct I have – the way
I act, what I wear, what I eat – it's all been wrong.

Jerry responded: If every instinct you have is wrong, then
the opposite would have to be right.

George: Yes, I will do the opposite. I used to sit here and
do nothing and regret it for the rest of the day, so now I will do the opposite
and I will do something!

As it turns out, this "do the opposite" strategy
works out for George. Things started to go his way. By going against his
natural instincts, he ends up doing things right. He's noticed. He
comes off as being different.

So what does this all mean for restaurants? Well, I've found
that often "doing the opposite" – zigging when others are zagging – can
actually work. Conversely, if you take the path of following your competition and doing what they're doing because it's right for them, while it may not be right for you, then you just blend in like all the other restaurants in your marketplace – much like speeding along the highway and passing a row of billboards and not noticing them. So,
why not try to be different? You have nothing to lose.

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