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Blog
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January 6, 2009
In my last post, I praised a restaurant's blog that contained really interesting videos -- interesting because they show how to make a particular dish or provide info on products helpful to home cooks. What the blog pointedly does not do is brag about what a wonderful place Caminito is to dine.
By contrast, here's an example of a video, produced for an upscale restaurant, that does. Executive Chef Michael Shrader narrates it. Note how many tired phrases he employs ("clean flavors that pop," "a menu that's luxury ingredient-driven," "what brings them back is the food," etc.) and how he, by emphasizing the eatery's trendiness, unwittingly suggests a certain class of diners is not welcome. That can't be good for business, can it?
To be fair, the video appears not on the restaurant's Web site (as far as I know) but on Viddler. I searched for "restaurants" and found several that simply talked up the eatery. Perhaps their Web sites offer something different. I didn't check.
Nonetheless, this video is a classic example of an ain't-we-great attitude that seems to limit a business to a certain clientèle, and a fickle one at that.
Don't Make This Video
January 6, 2009
In my last post, I praised a restaurant's blog that contained really interesting videos -- interesting because they show how to make a particular dish or provide info on products helpful to home cooks. What the blog pointedly does not do is brag about what a wonderful place Caminito is to dine.
By contrast, here's an example of a video, produced for an upscale restaurant, that does. Executive Chef Michael Shrader narrates it. Note how many tired phrases he employs ("clean flavors that pop," "a menu that's luxury ingredient-driven," "what brings them back is the food," etc.) and how he, by emphasizing the eatery's trendiness, unwittingly suggests a certain class of diners is not welcome. That can't be good for business, can it?
To be fair, the video appears not on the restaurant's Web site (as far as I know) but on Viddler. I searched for "restaurants" and found several that simply talked up the eatery. Perhaps their Web sites offer something different. I didn't check.
Nonetheless, this video is a classic example of an ain't-we-great attitude that seems to limit a business to a certain clientèle, and a fickle one at that.
Posted by David Farkas on January 6, 2009 | Comments (0)
Industries: Marketing
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