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Authenticity and Wellness
Why, in a time of economic downturn, with the housing collapse and high gasoline prices mauling the restaurant business, would it matter for operators to be focused on the concepts of authenticity and wellness?
Why? Because in times of stress and uncertainty, consumers seek products and services that will help them feel good about themselves and their place in the world.
So, here is Trend 4 of my promised 5 Trends for 2008: "Customers are on a search for Wellness and Authenticity." And here is why.
A restaurant is a place to be restored, to be renewed, to be refreshed. In a complex and overwhelmingly material marketplace, it should be obvious that offering an authentic experience where guests can become both physically and psychologically "well" will be seen in a positive light.
Wellness and Well Being relate to a combination of both physical (health, diet, nutrition, fitness) and psychological (stress, worry, pleasure, aestethics) factors in deteriming a positive view of a person's life. Restaurants that are driven to assist their customers live better will supply them with easy to understand information about food quality, nutrition, and balance. Offering nutrition information is currently viewed as a cost to the operator, but to an anxious, time-starved patron, it is seen as a benefit.
Authenticity refers to the truthfulness of origins, attributions, commitments, sincerity, devotion and intentions. It is also the degree to which individuals believe they are being true to their own personality or character, despite increasing external pressures to conform. Restaurants that identify product origin, have menus with meaning and have a trained service staff create a connection with their customers on both emotional and practical levels.
Think about this: Over the past few weeks, there were two captivating media events (not from the restaurant world) that highlight this search by the market. An everyday guy, Rocco Mediate, made a run for the U.S. Open but lost by one stroke to Tiger Woods. In their own way, both men were described as authentic because they were real and heroic at the same time, though it was clear that on a wellness scale Rocco was in a much better place--through him we all felt better about our own successes and failures.
Then, another Everyman, Tim Russert, died suddenly and for a few days we all took stock of our lives by reliving his. He, too, was universally described as being authentic by observers. He was true to his family, faith and friends--he lived a life of character. At the same time, it would be hard to believe that any adult male (or any female associated with one) who heard his story did not at least for a few minutes think seriously about diet, exercise and seeking a healthy lifestyle.
What makes this trend so powerful is that it crosses all generations and demographic cohorts. Seniors and Baby Boomers want to believe that they will live an active life forever--having found authenticity, they seek wellness. Generation X and the Millennials seek a balance in the conflict between self and materialism--being well, they seek authenticity.
So, after years of the indignities of airport security, of watching home values decline by 25% while gas prices double, and of feeling alienated from the institutions and events around them, people are looking to find a way to regain control over their lives. If your restaurant isn't seen as an authentic place where people achieve a feeling of well being, there are plenty of other places to look.
Life might be complex, but everyone wants to find "The Good Life." Our task is to help them.
Authenticity and Wellness
June 30, 2008
Why, in a time of economic downturn, with the housing collapse and high gasoline prices mauling the restaurant business, would it matter for operators to be focused on the concepts of authenticity and wellness?Why? Because in times of stress and uncertainty, consumers seek products and services that will help them feel good about themselves and their place in the world.
So, here is Trend 4 of my promised 5 Trends for 2008: "Customers are on a search for Wellness and Authenticity." And here is why.
A restaurant is a place to be restored, to be renewed, to be refreshed. In a complex and overwhelmingly material marketplace, it should be obvious that offering an authentic experience where guests can become both physically and psychologically "well" will be seen in a positive light.
Wellness and Well Being relate to a combination of both physical (health, diet, nutrition, fitness) and psychological (stress, worry, pleasure, aestethics) factors in deteriming a positive view of a person's life. Restaurants that are driven to assist their customers live better will supply them with easy to understand information about food quality, nutrition, and balance. Offering nutrition information is currently viewed as a cost to the operator, but to an anxious, time-starved patron, it is seen as a benefit.
Authenticity refers to the truthfulness of origins, attributions, commitments, sincerity, devotion and intentions. It is also the degree to which individuals believe they are being true to their own personality or character, despite increasing external pressures to conform. Restaurants that identify product origin, have menus with meaning and have a trained service staff create a connection with their customers on both emotional and practical levels.
Think about this: Over the past few weeks, there were two captivating media events (not from the restaurant world) that highlight this search by the market. An everyday guy, Rocco Mediate, made a run for the U.S. Open but lost by one stroke to Tiger Woods. In their own way, both men were described as authentic because they were real and heroic at the same time, though it was clear that on a wellness scale Rocco was in a much better place--through him we all felt better about our own successes and failures.
Then, another Everyman, Tim Russert, died suddenly and for a few days we all took stock of our lives by reliving his. He, too, was universally described as being authentic by observers. He was true to his family, faith and friends--he lived a life of character. At the same time, it would be hard to believe that any adult male (or any female associated with one) who heard his story did not at least for a few minutes think seriously about diet, exercise and seeking a healthy lifestyle.
What makes this trend so powerful is that it crosses all generations and demographic cohorts. Seniors and Baby Boomers want to believe that they will live an active life forever--having found authenticity, they seek wellness. Generation X and the Millennials seek a balance in the conflict between self and materialism--being well, they seek authenticity.
So, after years of the indignities of airport security, of watching home values decline by 25% while gas prices double, and of feeling alienated from the institutions and events around them, people are looking to find a way to regain control over their lives. If your restaurant isn't seen as an authentic place where people achieve a feeling of well being, there are plenty of other places to look.
Life might be complex, but everyone wants to find "The Good Life." Our task is to help them.
Posted by Chris Muller on June 30, 2008 | Comments (0)
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