It happens here: Consumer-centric Innovation in Charlotte and beyond


Charlotte Restaurant Week, revisited by Nheeda Enriquez

logo via Queen's Feast

For some reason, my mindmap over the summer about Charlotte Restaurant Week got lots of hits, so I thought I’d revisit the topic.

The winter version of the event is here once again, and like many Charlotteans, I will put my New Year resolutions on hold to participate.  Why is it so successful?  It’s great for restaurants because it fills empty tables during a slow period.   The scarcity of a $30 deal at a fancy restaurant will sucker any diner into trying something new.

Personally, I like it because it’s another reason to bring people together.  But it also cuts down the number of decisions I have to make when ordering off of a menu.  This reminds me of a little publicity blitz by Menu Engineer (that’s right, an engineer) Gregg Rapp went on last fall.  His interviews with Time and the Today Show reveal all the tricks he teaches restaurants as they redesign their menus to get you to spend more on your meal, including using center justification and taking out dollar $igns.  He also uses fanciful descriptions that make their popular dishes hard to resist.

You don’t often get to read a person’s mind as he/she processes a menu to see if these tactics work.  This Charlotte Loafing blogger shares her mental gymnastics on one of Restaurant Week’s participants, Liberty Gastropub, and it looks like the tasty descriptions work on her.



A quick visit to a recent past: Part 3 by Nheeda Enriquez

I’m off traveling for a week, so I wanted to take this opportunity to revisit three “timeless” posts on broader innovation topics.  The third is about how we might tackle an unusual constraint and make it work for us.

Enjoy!
Nheeda

_______________________________________

Innovating restaurant menus
May 13, 2009

courtesy of cleveland.comphoto via cleveland.com

Contrary to popular belief, innovation actually loves extreme constraint.  This economic downturn is an example of one, and many new companies were borne out of a recession.  New business owners find compelling needs to fill, and they recognize that they must survive or die in challenging times.  Starutps learn to fail and adjust quickly, adapting in ways that may not have been considered before.

New regulations are another type of constraint that force companies to innovate (whether or not they agree with it.)  I’m in NYC this week, and I am reminded of a law instituted last year mandating restaurants to post the number of calories of each of their menu items.   I’ve heard anecdotes of some restaurants changing recipes in order to keep the interest of customers with their newfound awareness of caloric content.

It also reminds me of a story I heard about Charlotte’s own Ratcliffe on the Green delivering more value to attract customers that now carry lighter wallets.  Instead of sacrificing on the quality of their local ingredients, they’ve switched to a Brasserie-style menu, an interesting paradigm-shift that I hope to taste soon.