How to Differentiate Your Independent Restaurant In a Crowded Field

In his popular manifesto "Purple Cow: Transform Your Business by Being Remarkable," marketer Seth Godin explains while driving through the French countryside a few years ago that "Cows, after you've seen them for a while, are boring... a purple cow, though: Now, that would really stand out."

The essence of the purple cow -- the reason it would shine among a crowd of perfectly competent, even undeniably excellent cows -- is that it would be remarkable. Something remarkable is worth talking about, worth paying attention to. Boring stuff quickly becomes invisible.

Does your restaurant have any "purple cows"? In fact, every business and organization has elements that differentiate it from its competitors. For example, if we compared this magazine with the entire universe of business publications, including venerable titles such as The Wall Street Journal or Harvard Business Review, we would just be another face in the crowd. In educating start-up and emerging-chain restaurateurs, we like to believe we are the most colorful bovine in the field.

You knew going into this business that the restaurant market is crowded with competition, from other independents to national chains. What is it about your restaurant that puts it in a class of its own?

You knew going into this business that the restaurant market is crowded with competition, from other independents to national chains. What is it about your restaurant that puts it in a class of its own? What do you do better than anyone else in your market that keeps guests returning and bringing their friends and family?

There is no right or wrong answer. Here are some thoughts on the subject on which to, uh, ruminate.