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Article: Try turning your insight out; Success recipe for restaurants offers tips for all brand stewards.(Viewpoint)(Column)
- Article from:
- Advertising Age
- Article date:
- December 9, 2002
- Author:
CopyrightCOPYRIGHT 2002 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: JULIE CUCCHI and NIN GLAISTER
To the average Gourmet reader, it was a behind-the-scenes article about a beloved restaurant. To someone trawling for brand morality tales, it was pay dirt! The subject was Danny Meyer, the New York restaurateur. In 1994, to extend the success of his Union Square Cafe, Meyer opened Gramercy Tavern. When it failed to live up to expectations, he hired a ``business therapist'' to dissect Union Square's magic to replicate its winning formula. What emerged was an insight that was injected into the veins of his current and future restaurants.
Danny Meyer's quest for an insight, and how he used it as a guide, is a lesson ...