Donald Burns says restaurant owners should tell their brand story repeatedly to staff, guests, and the public. People buy the why behind what you do, not just the product itself. In a crowded market, storytelling is what actually makes you stand out.
If you want to break out of your comfort zone, you need to start telling your story like a preacher. You need to tell your story over and over to your team. You need to tell your story over and over to your guests. You need to tell your story to the world. Remember, people don't buy what you do. They buy why you do it. We're in competition for limited attention, so it's hard to stand out in a crowd. You've heard us saying before, if you want to know where you're going, you need to know where you've been. So you need to tell your story, because your story is your brand, and your brand is your story.
If your restaurant only works because you work 80 hours a week, it doesn't work.
