A short YouTube talk by Donald Burns arguing that successful restaurants must identify and communicate their core "why" because emotional reasons drive customer purchases; the speaker notes that the "what" and "how" alone don't trigger buying behavior and cites Chipotle as a strong example.
Very few restaurants in the world understand why they do what they do. And you have to understand is that the why drives behavior. The what and the how by themselves. They don't really stimulate or trigger a buying response. Not until we dig down to the why. People buy for emotional reasons, and then they justify it with logical ones. Smart restaurants communicate from the inside out. They start with their why, and then they communicate outside with you start with your why. It's compelling. It pulls people into your story. One of the best brands in the in the United States that demonstrates this is Chipotle.
If your restaurant only works because you work 80 hours a week, it doesn't work.
